// Tags:

HubSpot Custom Objects: Architecting Data for Enterprise Growth

A deep dive into bypassing standard API limits by building a custom middleware on AWS Lambda for enterprise HubSpot clients.

Authored_By Kamlesh Kamaliya
Image of Kamlesh Kamaliya
Published 20 January, 2026
Professional technical consultation at 2CUBE Studio for designing HubSpot Custom Object architecture.

HubSpot Custom Objects: Architecting Data for Enterprise Growth

Every business starts by tracking Contacts and Companies. But as your business scales, your data becomes more complex.

What if you are a Real Estate firm that needs to track "Properties"? Or a University tracking "Courses"? Or a SaaS company tracking "Software Licenses"? These things aren't "Contacts," and they aren't "Deals."

This is where HubSpot Custom Objects come in. At 2CUBE Studio, we specialize in moving companies beyond the "Standard" CRM setup to a bespoke data architecture that fits their business like a glove.

What is a Custom Object?

In simple terms, a Custom Object is a new "category" of data that you create inside HubSpot. It acts exactly like the "Contact" object—it has its own properties, its own associations, and its own automation—but it is built specifically for your unique needs.

The 3 Biggest Benefits of Custom Objects

1. Accurate Data Mapping

Instead of trying to "force" your data into the "Deal" object (which creates messy reporting), we create a clean, dedicated space for it. This means your sales and marketing teams see exactly what they need without the clutter.

2. Powerful Web Personalization

When we combine Custom Objects with HubSpot CMS, magic happens. We can build a "Member Portal" where a user logs in and sees data pulled directly from their Custom Object record—like their specific "Investment Portfolio" or "Project Status."

3. Advanced Automation & Reporting

Since Custom Objects are native to HubSpot, you can trigger Workflows based on them.

  • Example: "If a 'Subscription' (Custom Object) is 30 days from expiring, automatically create a task for the Account Manager and send a renewal email to the Contact."

The 2CUBE Development Process

Building Custom Objects isn't just about clicking a button. It requires a deep understanding of Schema Design. We help you:

  • Define Relationships: Should your "Course" object be associated with "Contacts" or "Companies"? (Or both?)
  • Cleanse Data: Ensuring that as we move data into these new objects, it remains "Clean" and searchable.
  • API Integration: We often build custom scripts to sync these objects with your external databases or mobile apps.

Conclusion: Build for the Future

If you find yourself using "Custom Properties" to hide data that doesn't belong there, you have outgrown the standard CRM. It’s time to move to a more professional architecture.

Is your data getting too complex for a standard CRM? Contact 2CUBE Studio and let’s architect your HubSpot Custom Objects together.