How to Create Associations in HubSpot: A Quick Guide

HubSpot is a powerful and intuitive CRM tool that helps businesses streamline their processes. One of its standout features is the ability to create associations between objects like deals, contacts, and companies. Setting up these associations properly makes your CRM experience more organized, insightful, and efficient.

In this blog, we’ll explore what associations are, why they matter, and how you can create associations in HubSpot to boost productivity.

Understanding Objects and Associations in HubSpot

Before diving into how to create associations in HubSpot, it’s important to understand HubSpot’s object-oriented structure.

In HubSpot, data is organized into objects:

• Contacts: Individual people you interact with (customers, leads, etc.).
• Companies: Businesses that your contacts belong to.
• Deals: Sales opportunities or transactions you’re managing.

Each of these objects can be associated with one another. For example:

• Contacts can be associated with specific companies.
• Deals can be associated with contacts and companies.

These associations ensure your CRM data is interconnected, making it easier to manage relationships and track progress.

Why Should You Create Associations in HubSpot?

There are two key reasons why creating associations is so valuable:

1. Improved Record-Keeping and Reporting

Associations allow you to maintain clean and organized records. For example, when a deal is associated with a company and its contacts, you can easily analyze how many deals you’ve closed with that company. This improves reporting and enables you to measure performance effectively.

2. Simplified Navigation

With associations set up, navigating through HubSpot becomes seamless. If you’re reviewing a deal, you can quickly jump to:

• The associated company to see all related deals and contacts.
• Specific contacts to get more details or follow up on communication.

This interconnected view saves time when managing multiple records or analyzing business relationships.

How to Create Associations in HubSpot

Creating associations in HubSpot is straightforward. Here’s a step-by-step guide:

1. Navigate to Your Deal, Contact, or Company Record - Go to your HubSpot dashboard and open an existing deal, contact, or company.
2. Locate the Associations Section - In the top-right section of the record, you’ll find the associations panel.
3. Add an Association - Click the option to add an associated contact or company. Search for the record you want to associate and select it.
4. Review the Associated Records - Once linked, you’ll see the associated contacts, companies, or deals directly in the record.

For example, when viewing a deal, you can see:

• Associated contacts who are stakeholders in the deal.
• The company involved in the transaction.

By chaining associations together, you can navigate between records quickly, giving you a full view of your business relationships.

Example of Associations in Action

Let’s say you’re working on a deal with “Company A.” Here’s how associations can help:

1. Open the deal record.
2. In the associations panel, click on “Company A” to navigate to its company page.
3. From the company page, view all associated contacts and deals to get a complete picture of your interactions.

This makes it easy to jump between deals, contacts, and companies as you manage tasks or search for specific records.

Final Thoughts on Creating Associations in HubSpot

The ability to create associations in HubSpot is a game-changer for maintaining organized records, improving reporting, and simplifying navigation within the CRM. By linking your deals, contacts, and companies, you’ll unlock a more connected and efficient HubSpot experience.

Start creating associations today to take full advantage of HubSpot’s powerful capabilities!

Need more HubSpot tips? Stay tuned for more guides to help you get the most out of your CRM.