Syncing external data into HubSpot custom objects (when standard objects are not enough)

HubSpot's standard objects, contacts, companies, deals and tickets, cover a lot, but not everything. When you integrate an external system into HubSpot, the most common mistake is forcing its data into a contact or deal where it does not belong. Often the right home is a custom object.

When standard objects are not enough

If the thing you need to track is not a person, a company or a deal, it probably wants its own object: subscriptions, assets and equipment, orders, policies, projects, sites, vehicles, shipments. Modelling them as custom objects, with proper associations, keeps your CRM clean and your reporting honest.

Syncing external data into custom objects

This is core integration work. We build real-time, two-way syncs from ERP, finance and operational systems into HubSpot custom objects: the records, their properties and the associations back to the right companies and contacts, with your business rules encoded and the whole thing monitored. It is the same engineering discipline we bring to any HubSpot integration, applied to a richer data model.

Where it fits with quote-to-cash

Custom objects often carry the order, subscription and invoice data that sits between HubSpot and your finance system. See how the deal-to-invoice, order-to-cash sync works, and how custom-coded workflow actions automate against custom-object data.

Is this right for you?

If you are integrating a system whose data does not fit contacts or deals, custom objects are usually the answer, built properly. Tell us what you are running and we will scope it. See our HubSpot data engineering work.

FAQ

When should I use a HubSpot custom object instead of a contact or deal?
When the thing you are tracking is not a person, company or deal. Custom objects model your real entities and their relationships.

Can you sync an external system into HubSpot custom objects?
Yes. We build real-time, two-way syncs from ERP, finance and operational systems into custom objects, with the right associations.