How to Track and Deliver Client Services with HubSpot's Custom Objects

Introduction
If your business delivers services; marketing, HR, recruiting, accounting - you’ve likely outgrown basic ticket tracking or deal follow-ups. You need a CRM that helps manage ongoing service delivery. That’s where HubSpot’s Service Object comes in.

In this tutorial, CJ Maurer from The Gist walks through exactly how to use the Service Object to bring structure, automation, and visibility to your client services.

HubSpot’s Service Object: What It Is and Why It Matters

Most HubSpot users know the core CRM objects: contacts, companies, deals, and tickets. But newer objects—like Services—are purpose-built for B2B service delivery.

Services are perfect for tracking engagements like:

• Project-based consulting

• Monthly retainers

• Recruiting campaigns

• Long-term client deliverables

They help you separate sales from service delivery, and that’s a game changer.

How to Set Up the Service Object in HubSpot

To enable Services:

1. Go to Settings > Objects > Services

2. Activate the Service Object

3. Configure properties, pipelines, and associations

Once enabled, you can:

• Create custom service pipelines

• Add custom properties based on service type

• Build conditional logic for forms

• Set up workflows for automation

Building Pipelines for Service Projects and Retainers

CJ shows an example from a fictional HR firm:

• Project Pipeline: One-off services like employee handbook development

• Retainer Pipeline: Ongoing services with custom renewal stages

You can trigger workflows from closed deals to automatically create new services and assign tasks.

Custom Properties and Conditional Logic

You’ll want to define:

• Global properties (billing, start date, client type)

• Service-specific fields (e.g., recruiting position, accounting service)

• Conditional fields based on the selected service type

Pro Tip: Use conditional logic to simplify the experience for users, so they only see relevant fields when creating new services.

Association Labels: Who’s Who on the Project?

Track all related contacts using custom association labels:

• Primary contact

• Billing contact

• Executive sponsor

• External consultant

This helps your team know who’s involved, and in what capacity, without digging.

Why This Makes Your CRM Smarter

This isn’t just about data entry. When your CRM knows:

• Who is doing what

• When things start or renew

• What services are provided

...it can remind, report, and automate in ways that save hours and drive revenue.

Closing Thoughts

If you're delivering B2B services, the Service Object in HubSpot is a no-brainer. It allows you to:

• Automate onboarding

• Standardize delivery

• Report on performance

• Keep your team aligned

Make your CRM do more than store data, make it run your service business.

Want This Done For You?

Need help building custom service pipelines in HubSpot? That’s what we do. Let’s talk about how to bring strategic visibility to your team.