Manage your CRM database

Understand objects, records, and properties

The main components of the HubSpot CRM are objects, records, and properties.

Objects

Objects represent different types of business relationships and processes. HubSpot includes four standard CRM objects:

• Contacts – individuals in your database.

• Companies – organizations you do business with.

• Deals – potential revenue opportunities in your pipeline.

• Tickets – support requests or customer issues.

Additional objects may be available based on your subscription:

• Custom objects (Enterprise only)

• Calls, Conversations, Products, Payments, Quotes, Appointments, and more.

All objects follow the same framework and can be used for segmentation, reporting, and automation.

Records

Record represents a single instance of an object, where you can store information in properties and track interactions. You can associate records between objects to understand how they are related.

Properties

Properties are the different fields where you can store information on a record. There are default properties included in your account for each object, but you can also create custom properties based on your business needs.

For example, John Doe is a contact record and his email address, johndoe@email.com is stored in the Email contact property. His company, Orange Inc., is a company record, which is associated with the John Doe contact record. As John interacts with your sales and support teams, you can create and associate deals and tickets with both John and his company. You can also log any interactions you’ve had with John, such as emails and calls, on the records.

Create and Import records

You can add records to HubSpot in the following ways:

Manually:

Create a new contact, company, deal, or ticket directly from the index page.

Bulk Import:

Import a single object (e.g., a list of contacts).

Import and associate multiple objects (e.g., contacts with companies).

Data Sync:

Use HubSpot Data Sync to connect HubSpot with other platforms (e.g., Salesforce, Mailchimp) for two-way data syncing.

Learn more about importing record here. 

Manage properties

Each of HubSpot's standard objects has its own set of default properties, which apply to all records within that object. You can also create custom properties to store additional types of information about your records. 

HubSpot Default Properties Contact | Companies | Deal

View and segment records

Each object in HubSpot has an index page where you can see all of the records within that object.

On each index page, you can filter records based on the information stored in their property values, and save the filters as a view that you can revisit. For example, you can filter the contacts index page to show all contacts who have not been contacted in the past 90 days.

You can also use the lists tool to create:

• Active lists (dynamic)

• Static lists (fixed)

Lists allow more advanced segmentation using criteria beyond properties, such as email activity, list memberships, and form submissions.