How to Create Custom Properties in HubSpot

In the world of marketing automation, managing contact information efficiently is crucial for driving engagement and maximizing efficiency. HubSpot offers a powerful CRM system with pre-built properties to get you started quickly, but sometimes, the default properties might not cover all your needs. In such cases, creating custom properties in HubSpot can be a game-changer. This guide will walk you through the process of adding custom properties to your contact records, allowing you to gather and organize more specific and relevant data.

Understanding Default vs. Custom Properties

First, let's clarify the difference between default properties and custom properties in HubSpot. Default properties are pre-defined by HubSpot to help you manage and organize your contacts effectively. These include basic details such as name, email, and lifecycle stage, which are automatically populated by HubSpot based on various actions and interactions. For instance, when a contact fills out a form, the lifecycle stage property is updated to reflect their journey through your sales funnel.

Why You Need Custom Properties

While default properties are a great starting point, they often fall short of fully capturing the nuances and complexities of your contact data. Custom properties allow you to tailor the information you collect to better reflect the unique aspects of your business and target audience. For example, if you run a fitness business, you might want to track the type of exercises a customer prefers, the duration of their membership, or their preferred location for personal training sessions. Custom properties help you collect and store this specific information, which can then be used for segmentation, personalization, and advanced analyses.

Steps to Create Custom Properties in HubSpot

1. Access the HubSpot Settings

Begin by accessing the settings panel. Locate the Settings Icon in the main navigation bar. Clicking on this icon will open up the settings menu where you can configure various aspects of your HubSpot account.

2. Navigate to CRM Properties

From the settings menu, select the C yaccCM Properties option in the left sidebar. This section allows you to manage your CRM properties, both default and custom.

3. Filter and Choose the Object Type

In the CRM Properties section, you will see a Filter by drop-down menu. This menu allows you to specify the type of property you want to create. Choose the object type you are interested in, such as contacts, companies, or custom objects if you have any. This ensures that the property you create is relevant to the data you want to track.

Creating and Managing Custom Properties

Once you have selected the object type, you can start creating your custom properties. In the properties list, click on the Create Property button. From there, you can define the name, type, and other details of your property. For instance, if you want to track the source of a contact's initial lead, you might create a custom property named Lead Source with options such as email, website, or social media.

It's important to choose the right type for your property. HubSpot offers text, dropdown, checkbox, date, number, and multiple select property types. Each type suits different data collection needs. For example, a dropdown property can be used to categorize your contacts based on industry or job title, while a number property could be used to track the number of referrals a contact has made.

Once you have created a custom property, you can start adding it to your contacts through various methods, such as forms, emails, or system integrations. This data can then be used for advanced analyses, segmentations, and personalized communications.

Utilizing Custom Properties for Enhanced CRM

The real value of custom properties lies in their ability to enrich your CRM data and support more sophisticated workflows. For instance, if you run an e-commerce business, you might create a custom property to track the Last Purchase Date to identify your most loyal customers or drive targeted marketing campaigns. By leveraging these custom properties, you can better understand your customer base and tailor your strategies to meet their evolving needs.

Additionally, custom properties can be used in conjunction with HubSpot's advanced automation and segmentation features. By segmenting your contact lists based on custom property values, you can create targeted workflows and personalized communications that resonate with your audience. This targeted approach can significantly improve the effectiveness of your marketing efforts.

Conclusion

Creating custom properties in HubSpot is a powerful way to enhance your CRM data and support more precise and effective marketing strategies. By tailoring the information you collect to the specific needs of your business, you can unlock new insights and opportunities. Whether you are a small business owner or a marketing professional, the ability to define and utilize custom properties can greatly benefit your overall content strategy.