Manage your CRM database
Last updated: November 28, 2023
The foundation of your HubSpot account is a database of your business relationships and processes, called the CRM (Customer Relationship Management). Below, learn more about the main components of the CRM, as well as how to get started managing a CRM database in HubSpot.
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Understand objects, records, and properties
The main components of the HubSpot CRM are objects, records, and properties.
- Objects: represent the different types of relationships and processes your business has. All HubSpot accounts use four standard objects: contacts, companies, deals, and tickets. There are additional objects, such as conversations, products, quotes, and depending on your HubSpot subscription, calls, payments and custom objects. All objects use the same framework, which enables you to segment or report on them.
- Record: 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: 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, firstname.lastname@example.org 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.
To better understand your existing object relationships and data, learn how to view an overview of your data model.
Create and import records
Records can be added to HubSpot in multiple ways. You can manually create them or import them in bulk from other systems. When importing, you can import records from a single object (e.g., contacts) or import and associate records from multiple objects (e.g., contacts and companies). You can also use HubSpot data sync to set up a two-way data sync between HubSpot and a variety of other platforms.
- Manually create records: Contacts | Companies | Deals | Tickets | Custom objects
- Set up your import files
- Import one object
- Import and associate multiple objects
- Connect and use HubSpot data sync
Properties allow you to store all the different types of information you collect about your records in HubSpot. This information allows you to segment, track, and report on your HubSpot database. 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.
- Default properties: Contacts | Companies | Deals | Tickets
- Create and edit properties
- Organize, export, or delete properties
- Property field types in HubSpot
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. Using the lists tool, you can filter contacts and companies based on property values as well as additional criteria options.
- Filter records and save views
- Differences between saved views, active lists, and static lists
- Create and use lists
- Determine your list criteria
Edit records and log activities
For each record, you can view and edit the information stored in each property. Records have sidebars and preview cards that you can customize to choose which properties are shown on a record. You can also view a timeline of all activities, including calls, meetings, emails, tasks, notes, and more. Certain properties and activities in HubSpot are updated and logged automatically, but you can also edit property values and add activities manually.
- Edit property values: On an individual record | Multiple records in bulk
- View and filter activities on a record timeline
- Manually log a new call, note, email, or meeting on a record
- Associate existing activities with records
Associating records allows you to track the relationships between records across different objects. For example, if you have multiple contacts at one company, you can associate all of them to that company. If your account has a Professional or Enterprise subscription, you can also create association labels to define the relationships between your records.
- Associate records
- Automatic logging of activities between associated records
- Create and use association labels (Professional and Enterprise only)
On each record, there are sections that display property information, associated records, and how the record is used in other tools, such as lists or reports. To help your account's users access the most useful information, you can customize which properties, associations, and tools are shown on records for each object. If your account has teams, you can also customize record views for specific teams.
- Customize the properties shown in the left sidebar
- Customize the middle column of records
- Customize the associations and tools shown in the right sidebar
Join the HubSpot Community
To engage with other users and get more out of your HubSpot tools, join the HubSpot Community. You can see examples from peers, get tips and advice from experts, learn how to troubleshoot common issues, and submit feedback to the Product team.