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HubSpot’s annual INBOUND conference serves as the perfect stage for the unveiling of the latest products and features within the tool. Among the many exciting announcements this year, one that stands out is the revamp of HubSpot's Sales Hub and its introduction of the "lead" object.

In this article, we'll take a closer look at HubSpot's introduction of the "lead" object and what the change means for businesses and HubSpot partners.

This shift marks a significant departure from the traditional approach of bundling contacts and leads together. Instead, HubSpot is empowering businesses with a dedicated space for leads, aligning more closely with how industry giants Salesforce and Microsoft Dynamics operate.

HubSpot announces a new "lead" object

Imagine a world where leads live in HubSpot separately from a contact record. HubSpot's latest announcement at INBOUND23 brings this vision to life with the introduction of the "lead" object. This update addresses a long-standing challenge in customer relationship management - the need for a clear and distinct way to manage leads separately from all other contacts. 

Users can now create leads from contacts like they can with deals. No more hassle, manual work, or short-fix workaround involving assigning leads to reps. 

Traditionally, CRM systems treated leads and contacts as two sides of the same coin, often leading to confusion and inefficiencies. However, HubSpot's new approach redefines this paradigm. The "lead" object establishes a clear boundary between leads and contacts within the prospecting workspace. This means that businesses can now create and manage leads in a dedicated environment, akin to how they manage contacts.



Sales representatives can now create leads from existing contacts, eliminating the need for manual assignments and administrative overhead. This streamlined process empowers sales teams to focus on what they do best: nurturing and converting leads into loyal customers.

The distinction between contacts and leads also opens up a new world of possibilities for lead management strategies. Businesses can tailor their approaches to suit the specific behaviours, preferences, and needs of leads.

This level of customisation was previously challenging to achieve within a unified contacts-and-leads model. With the "lead" object, businesses can fine-tune their interactions, ultimately increasing the likelihood of successful conversions.

Let’s take a closer look at what this announcement means for businesses and HubSpot partners and what you can do to fully leverage the new “lead” object.

What does this mean for businesses and HubSpot partners like Huble?

In the world of customer relationship management, the introduction of the "lead" object is a transformative shift that aligns HubSpot more closely with CRM systems like Salesforce and Microsoft Dynamics, ultimately pushing HubSpot further into the space of competing with these two platforms at an enterprise level.

Previously, the distinction between contacts and leads was blurred within HubSpot, often leading to complex workflows and hindered strategies. With the "lead" object, businesses now have a dedicated space to manage leads, streamlining processes and eliminating the confusion that can arise from conflating contacts and leads.

This change has significant implications for how businesses architect their solutions. The new architecture empowers businesses to design strategies that cater specifically to leads, providing a focused and tailored approach. This level of customisation, similar to what Salesforce (SFDC) and Microsoft Dynamics offer, ensures that businesses can maximise their lead engagement efforts, resulting in more successful conversions.

As HubSpot users transition from a contacts-only approach to a more sophisticated leads-centric model, a proactive assessment of how leads were managed previously becomes crucial. This presents an opportunity for businesses to fine-tune their strategies, update workflows, and align their practices with this innovative new structure.

More than just a technical update

The introduction of the "lead" object at INBOUND23 is more than just a technical update; it's a strategic move that empowers businesses to engage their leads with precision and effectiveness.

For HubSpot users, the shift from a contacts-only approach to a dedicated leads object opens the door to tailored lead management strategies. HubSpot partners, including Huble, are poised to play a vital role in guiding businesses through this transformative change, helping them assess and optimise their lead management practices.

As businesses move forward into this new era of lead management, they have the tools and insights they need to adapt, thrive, and truly excel in customer engagement. 


The announcements at the INBOUND23 conference have set the stage for a new era of lead management, one that empowers businesses to engage potential customers with laser-focused precision.

As HubSpot partners gear up to embrace these changes, the path forward is paved with opportunities to optimise strategies, elevate customer experiences, and ultimately achieve unprecedented growth in the dynamic landscape of modern business.

Our HubSpot experts at Huble can provide valuable insights into how to best leverage the "lead" object for maximum impact. Contact our team to find out more.