This is one of the most popular enterprise marketing tools on the market today, featuring capabilities that enable users to build or reach email lists in new ways through Contact Properties within the account. This not only helps you save operational time but also ensures much more structured campaigns across every aspect by managing multiple lists simultaneously without maintaining separate tabs for each.
Contact properties are an effective way to increase the accuracy and value of your customer data. In this article, we will show you how contact information can be exported from HubSpot for use, and how to easily leverage this data across various channels, including email campaigns and more.
HubSpot contact properties enable users to create different types of customizable fields for their campaigns, such as account or lead data. HubSpot offers three basic property type options: account, customer, and campaign, though several considerations apply depending on the type of information you want to extract from these databases. Additionally, they provide an extensive list of additional attributes, such as contact demographics and job titles.
For many companies, creating a customer or lead record in HubSpot is an automated process. This means that, by default, an "Account ID" is assigned as their primary identifier, and whenever someone else interacts with that account—whether by sending emails, submitting forms, or booking meetings—their name becomes part of this person's identity as well. While this makes sense for tracking interactions, over time it can become confusing when organizing leads across multiple accounts. To solve this, a field called "customer_id" was created to allow individual names to be assigned to specific accounts rather than relying solely on numbers.
Most people in your company interact primarily with specific groups of contacts. Having the ability to customize each contact based on the department they belong to will streamline communication significantly going forward. Let’s focus on the Marketing and Sales departments. Sales reps typically interact with prospects who are ready to purchase, whereas marketers focus on prospects who require nurturing. If we create a customer property named "Sales Department," all future correspondence sent to any group of contacts under this property—such as sending an email newsletter to all customers—must feature targeted content aligned with their lifecycle stage.
The possibilities for creating different properties are virtually endless. You can establish custom pricing tiers for different contact segments, such as offering discounts to recurring customers, building abandoned cart strategies, or executing cross-selling and upselling initiatives.
Properties within HubSpot allow you to:
- Create property groups to manage your properties.
- Create custom properties to store data according to your business requirements.
- Edit an existing property.
- Restrict access for specific users or teams to edit properties.
How can I add a property in HubSpot?
Adding a new property is straightforward. First, navigate to the properties tab. Next, click "Create property," and then enter the name for the property. Once done, check the right sidebar where you should see a dropdown menu for the default value. That is where you enter a value related to this property. Finally, add the property to the contact list where you want it displayed. To finish, save your changes.
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How many custom properties can I create in HubSpot?
The number of properties depends on your needs. However, HubSpot recommends maintaining no more than 20 custom properties per customer, as each property occupies a single row—meaning 20 rows would account for approximately 200 properties in total. This provides significant value for large enterprises by granting greater data organization flexibility. Companies looking to store larger volumes of information can consider adding an unlimited number of properties to keep their data well organized.
What is a contact property in HubSpot?
HubSpot offers a variety of datasets for businesses looking to segment their customer bases. The most popular options include email lists and company information, but it also supports other data types such as social media handles or phone numbers to enable more granular segmentation across your marketing campaigns. This makes it easier for marketing teams to send targeted offers based on specific demographic data. Best of all, unlike many other providers, HubSpot does not charge additional fees for using more than one list per customer.
For example, suppose you operate a business with two branch locations in the same country across different cities. Because your product inventory varies by city, you need to create two separate lists of potential buyers: one named "City A," containing leads residing in that city who are interested in purchasing your product, and another named "City B," featuring leads with the same intent but located in the other city. With this setup, you can send tailored email offers reflecting the specific inventory available at each store location.
The HubSpot platform integrates seamlessly with third-party applications, meaning you can connect your accounts and automatically receive updates from all external services. This includes social media profiles, personal data from website visitors, location, and other data points.
Why is creating a custom property in HubSpot essential?
CRMs are platforms designed for businesses in general. Custom properties allow a universal CRM to adapt to any business, ensuring it meets the unique requirements of each organization.
HubSpot custom properties are key to tailoring the data available in your CRM platform to your industry's specific needs. With HubSpot custom properties, you can:
- Track data from multiple sources by mapping custom fields from your HubSpot properties to other applications and integrations.
- Expand the data captured in forms based on the needs of your internal teams.
- Target segments or lists to improve conversion rates by delivering messaging to a focused, segmented audience.
- Streamline handoffs between marketing, sales, and service by providing relevant insights across all teams in your organization.
A custom property is a property created specifically to meet your needs. Once created, custom contact properties are available on every contact record in your HubSpot CRM.
