How HubSpot's New Same-Object Associations Can Transform Your Data Model Operations
HubSpot has just released same-object associations into public beta, and they are an absolute game changer. For the uninitiated, that means you can now associate contacts with other contacts, companies, deals and custom objects with each other, respectively!
We'll go over
- What Are Same-Object Associations
- Why Is Same-Object Association Important
- Same-Object Association Use Cases
- The Last Sip
Let's get caffeinated!
What Are Same-Object Associations
Same-object associations are a huge new feature that HubSpot rolled out this month! Before the update, it wasn't possible to associate two records of the same object to each other. For example, you couldn't associate John Doe with Jane Doe, even though it might've made sense to do so, like if they were husband & wife customers of a business that provides family services.
Now, though, we can do just that! With this new feature, currently in public beta, HubSpot will now let you associate multiple records or the same object together, in one of two ways: with a single label or paired label.
Single Label Associations
Single label associations are the option you'll want to use when there is a many-to-many relationship between your records. For example, multiple tickets about the same issue or multiple contacts in a group with no defined leader.
Paired Label Associations
There are two specific situations that you'll want to use paired label associations. The first is when there is a one-to-many relationship between the records your associating. For example, the original deal you close and all its upsells / renewals, or a company's headquarters and all its regional offices.
The second situation that paired label associations thrive is when there is a defined one-to-one relationship between your records. For example, a husband & wife, a student and teacher, a deal for a deposit and a deal for the full payment, etc.
Why Is Same-Object Association Important
Up until now, if you wanted to link objects of the same type together other than associating them all to a company or deal, you needed to create a custom object.
Not only did this often result in stitches being sewn where only a band-aid was needed, custom objects are also only available on an Enterprise subscription, meaning many businesses are locked out of using them anyways.
Now, HubSpot can fit your business's data model even more accurately without needing to buy an Enterprise subscription, meaning you can optimize and automate your operations without breaking the bank.
Same-Object Association Use Cases
There are an absolutely massive number of use cases for same-object associations, but here are some of the use cases we're most excited about.
B2B Use Cases
Multiple-location businesses - Hospital Systems, Franchises, HQ & Regional Offices, etc.
Before same-object associations were introduced, the only way to relate companies to each other inside of HubSpot was using the Parent-Child relationship tool. Of course, there are many more ways that company records can eb related to each other, other than being a parent or child company.
Deal Renewal & Upsell Management
B2C Use Cases
The Last Sip
When you implement any combination of these six workflows, you'll be well on your way to caffeinating your RevOps with HubSpot and brewing a more pleasant process for both your internal teams, your prospects, and your customers. These workflows can also be catered and modified to better fit your organization's unique requirements – these are here to serve as inspiration!
Download these workflows and their use cases to save for later!
