HubSpot’s Latest Updates: Data Quality Wins and Admin Time-Savers

Take a look at what’s new from HubSpot's January product updates and releases.

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3 Key Feature Call Outs & Mentions

1) Default Property Values (Public Beta)

>>This feature is available by request on all hubs and all tiers.

HubSpot now allows admins to set default values for properties. When creating or editing a property, you can define a value that will automatically populate whenever a new record is created. These default values apply consistently across HubSpot — whether records are created manually, through workflows, or via APIs — ensuring commonly used values are set automatically from the start.

Why focus here? Many teams rely on the same property values being set over and over again when new records are created. Historically, that’s meant one of three things: 1) Manual entry every time 2) “Unknown” or blank values slipping through 3)Workflows built solely to initialize basic data. This update removes that friction entirely by letting admins define defaults at the property level.

Why Does It Matter?

This is a foundational data quality improvement with ripple effects across your entire CRM.

With default property values, teams can:

• Save time by pre-filing commonly used values
• Reduce data gaps and “unknown” states at creation
• Eliminate workflows built only to set baseline values
• Improve consistency across records from day one

How Does It Work?

To set a default property value:

1. Click the settings icon in the top navigation
2. Navigate to Properties
   
3. Select an existing property (or create a new one)
4. Click the Field type tab
5. Set a default value for the property
6. Click Save (or Create for new properties)

Once set:

• The default value is automatically applied to all newly created records
• Users can still change the value during record creation
• Defaults apply everywhere records are created — manual entry, workflows, and APIs

Notes / What to Know

Default values apply only to newly created records and aren't currently supported for Calculation, Rollup, Sync, or File property types.

2) Expanded Custom Object Creation and Cleanup in the UI

>>This feature is available on Enterprise tiers across Customer Platform, Commerce Hub, Content Hub, Marketing Hub, Data Hub, Sales Hub, Service Hub and Smart CRM.

HubSpot updated its data model tools to support new custom object creation options and a smoother deletion flow. In the UI, admins can now create custom objects using more property types (closer to what’s been possible via API), and deletion is safer thanks to clearer visibility into where a custom object is being used.

Why focus here? Custom objects are powerful, but historically, teams often needed developer help to create the right structure (or to avoid breaking things during deletion). This update makes it easier for admins to manage the data model directly in HubSpot with fewer workarounds and less risk.

Why Does It Matter?

With these UI enhancements, teams can:

• Create custom objects with more property types, better matching API capabilities
• Identify where a custom object is used before deleting it (and cleanly remove dependencies)
• Manage the data model more efficiently without relying on developers

How Does It Work?

To create a custom object:

1. Go to Data Management > Data Model and click Edit Data Model
2. Click Create a custom object on the left
3. Choose from new property types for the primary and secondary display properties: 
   • Single-line text
   • Number
   • Date Date picker
   • Date and time picker
   • Single checkbox
   • Dropdown select (up to 5 options)
4. Fill out the form with your object and property names
5. Click Create

To delete a custom object:

1. Go to Data Management > Data Model and click Edit Data Model
2. Click the three dots on the object you want to delete
3. Review the list of object usages with links to relevant assets (like reports or segments)
4. Delete all usages (both records and assets)
5. Proceed with deleting the custom object

Notes / What to Know

This update improves both creation and deletion workflows, but it’s still best practice to confirm downstream dependencies (reports, segments, workflows) before removing an object.

Resource: Short HubSpot video to see the changes in action

3) Lifecycle Stage Based Conditional Property Rules

>>This feature is available on Starter, Professional, and Enterprise tiers across Customer Platform.

Conditional property logic now supports Contact and Company lifecycle stage as controlling properties. This lets you show or require specific fields when records hit key stages, helping teams enforce data quality at the exact moments it matters. For example, when a contact moves from Lead to MQL, you can require fields like qualification notes or budget range before the change saves, reducing manual reminders and cleanup later.

Conditional property logic now supports Contact lifecycle stage and Company lifecycle stage as controlling properties. This means you can automatically show specific fields (and optionally require them) when a record reaches a certain lifecycle stage. This update helps teams capture the right information at the exact moment it matters.

Why Does It Matter?

With lifecycle stage as a controlling property, teams can enforce data quality and consistency at critical points in the funnel.

You can now:

• Require key fields before a stage change is saved
• Ensure qualification fields are captured at the right time
• Reduce “unknown” states that break reporting and automation
• Improve handoffs between marketing, sales, and service

How Does It Work?

To set up conditional property logic based on lifecycle stage:

1. In HubSpot, go to Settings > Properties > Conditional property logic

2. In HubSpot, go to Settings > Properties > Conditional property logic
3. Select Contact or Company as the object type
4. Choose Lifecycle Stage as your controlling property
5. Select the lifecycle stage value that triggers the logic (e.g., MQL, Opportunity)
6. Add the dependent properties you want to show
7. Mark properties as Required if users must fill them in before saving

Alternatively, you can define similar rules in pipeline settings, based on:

• Contact lifecycle stage
• Company lifecycle stage

Notes / What to Know

This is especially helpful for teams trying to enforce consistent qualification criteria across reps or regions. A good starting point is to require one to three fields at your most important stage transitions, rather than requiring everything at once.

Honorable Mentions

1. Full Functionality for Users on Multiple Teams - Private Beta
(Available on Professional and Enterprise Customer Platform)

Users can now be fully functional members of multiple teams, with equal eligibility for routing rules, workflows, reports, and assignment logic across all assigned teams. This removes the long-standing “main vs. extra team” limitation, improves routing transparency, and makes it easier to support cross-functional teams working across regions, queues, or departments.

Note: Inbox users and teams-based automatic assignment will be included in a future update

2. Quick Import for Simple Contact Uploads
(Available by request across all hubs and tiers)

HubSpot’s Quick import (contacts only) flow is now available to all customers. Previously, it was only available to free and starter users during their first onboarding import.

According to HubSpot:

• ~70% of imports are single-object contact imports
• ~85% of imports include fewer than 10 columns of data 

This update is designed for that common “simple import” moment, without forcing users through the full advanced flow.

3. Property Sorting in the Data Panel
(Available across all hubs and tiers)

You can now sort properties directly in the property picker by name, usage in assets, creation date, or last updated date. This gives admins instant visibility into which properties are actively used when building lists, segments, and workflows, making it easier to find the right property and safely audit or clean up unused ones in mature portals.

4. Post-Import Record Visibility and Actions
(Available across all hubs and tiers)

After completing an import, HubSpot now shows a table of the records you just imported, allowing you to take immediate action. From this screen, you can assign records, create leads, enrich data, enroll records in workflows or sequences, and more, helping teams move from import to execution without extra navigation.

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