# How to Leverage Custom Objects and Association Labels **URL:** \ **Category:** HubSpot Coaching & Success Resources\ **Created:** [September 27, 2024, 1:00pm UTC](https://community.hubspot.com/t/how-to-leverage-custom-objects-and-association-labels/116613 "2024-09-27T13:00:00Z")\ **Posts on this page:** 4\ **Page:** 1
**Author:** ![GianVilla](https://avatars.discourse-cdn.com/v4/letter/g/bb73d2/32.png) [@GianVilla](https://community.hubspot.com/u/GianVilla)\ **Post date:** [September 27, 2024, 1:00pm UTC](https://community.hubspot.com/t/how-to-leverage-custom-objects-and-association-labels/116613/1 "2024-09-27T13:00:00Z")
![Copy of CST Community Instructions (3).png](https://d2qpr2jzcazej7.cloudfront.net/original/3X/a/1/a1ba2f16b9d60cee28e76ec55def05efa61f81fd.png) When managing a business, flexibility is key, and HubSpot’s[**C**** ustom Objects**](https://www.hubspot.com/products/custom-objects)and [**A ****ssociation Labels**](https://knowledge.hubspot.com/object-settings/create-and-use-association-labels) offer exactly that. These tools allow you to tailor your CRM to fit your unique processes, ensuring that your data and relationships are structured the way you need them to be. Here’s how you can leverage both to supercharge your CRM workflows. ### What Are Custom Objects? **Custom objects** in HubSpot give you the ability to create entirely new types of records beyond the standard ones (contacts, companies, deals, tickets). This feature is particularly useful when your business tracks data that doesn’t quite fit into the existing structure. For example, if you’re managing properties, events, or subscriptions, you can create custom objects to store this information in your CRM. Each custom object functions like a standard object, meaning it has properties, associations, and can be used in workflows, reports, and more. #### Use Case Example: A real estate agency can create a custom object for “Properties” to track important details like location, price, and availability. This custom object can be linked to contacts and deals, making it easier to follow up on leads based on specific property interests. ### What Are Association Labels? **Association labels** are a way to better define the relationships between your records. While HubSpot already allows you to associate contacts, companies, deals, and custom objects, association labels add context to these associations, clarifying the role each object plays in the relationship. For instance, if you’re dealing with multiple decision-makers on a deal, you can label one as the “primary decision-maker” and others as “influencers.” This clarity is invaluable for managing complex sales cycles, where understanding each player’s role can make or break a deal. #### Use Case Example: A SaaS company working with a partner might have multiple contacts at the same company. By using association labels like “Account Manager,” “Technical Contact,” and “Billing Contact,” the company can ensure smooth communication with the right stakeholders throughout the sales process. ### How to Get Started with Custom Objects and Association Labels 1. **Set Up Custom Objects** : You can create a custom object from the settings menu in your HubSpot account. Be sure to define its properties carefully to capture all the important data your team needs. 2. **Use Association Labels** : When associating records, you’ll now see an option to add a label. HubSpot provides some default labels, but you can create your own to better suit your processes. ### Why Use Them? The value of custom objects and association labels lies in **personalization** and **efficiency**. By structuring your CRM to reflect your specific business processes, you streamline workflows, reduce data confusion, and ensure that your team can focus on the right relationships with the right context. For more detailed guidance on setting up custom objects, check out HubSpot’s [Custom Objects Documentation](https://knowledge.hubspot.com/object-settings/create-custom-objects). You can also explore our guide on [Association Labels](https://knowledge.hubspot.com/object-settings/create-and-use-association-labels) to dive deeper into customizing your CRM relationships. By leveraging these powerful features, you can transform your HubSpot CRM into a more customized and efficient tool, perfectly tailored to your business needs. ---
**Author:** ![PamCotton](https://d10pqhm3lwygmk.cloudfront.net/user_avatar/community.hubspot.com/pamcotton/32/47916_2.png) [@PamCotton](https://community.hubspot.com/u/PamCotton)\ **Post date:** [September 27, 2024, 10:08pm UTC](https://community.hubspot.com/t/how-to-leverage-custom-objects-and-association-labels/116613/2 "2024-09-27T22:08:43Z")
Hey @GianVilla, Happy Friday! Thanks for sharing! Custom Objects and Association Labels are indeed powerful tools in HubSpot. Custom Objects lets you create new record types that go beyond the standard ones, allowing you to track unique data like properties or events. Association Labels help clarify relationships between records, adding context (e.g., “primary decision-maker” or “billing contact”) to improve workflow efficiency. Both features enhance CRM personalization and streamline your processes. Kindly, Pam ---
**Author:** ![GianVilla](https://avatars.discourse-cdn.com/v4/letter/g/bb73d2/32.png) [@GianVilla](https://community.hubspot.com/u/GianVilla)\ **Post date:** [November 13, 2024, 4:42pm UTC](https://community.hubspot.com/t/how-to-leverage-custom-objects-and-association-labels/116613/3 "2024-11-13T16:42:32Z")
@PamCotton those are great inputs indeed, thanks Pam! ---
**Author:** ![blakebennett](https://avatars.discourse-cdn.com/v4/letter/b/65b543/32.png) [@blakebennett](https://community.hubspot.com/u/blakebennett)\ **Post date:** [June 25, 2025, 10:39am UTC](https://community.hubspot.com/t/how-to-leverage-custom-objects-and-association-labels/116613/4 "2025-06-25T10:39:33Z")
Great insights here, @GianVilla and @PamCotton fully agree that Custom Objects and Association Labels can dramatically level up how businesses use HubSpot. One thing we’ve found particularly useful at Libra Labels is combining these features to manage our product lifecycle more efficiently. Since we offer a wide range of labeling solutions for various industries, our team created a Custom Object for “Product Lines” to track specifications, batch codes, and even label compatibility. Associating these objects with contacts, companies, and deals gives us a 360-degree view of what’s relevant for each client segment. The real breakthrough came with Association Labels. When working with resellers or partners, we often have multiple points of contact procurement, technical teams, and QA. Applying clear labels like “Product Tester” or “Procurement Lead” has made our communication more targeted and significantly reduced delays in approval cycles. Also, for businesses like ours that deal with high-demand items such as [Blank Labels](https://www.libra.co.za/blank-labels/), having this kind of CRM customization ensures that follow-ups and inventory coordination happen smoothly and without confusion. If you’re just getting started with these tools, I’d recommend mapping out your ideal relationship structure on paper first, it really helps to visualize how everything connects before building it out in HubSpot. Looking forward to hearing how others are using these features in different industries!