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Now In The HubSpot App Marketplace
Introducing The Lift Custom Object Builder & Interface for HubSpot

Now you can build and edit custom objects in HubSpot without a line of code!

We love Hubspot’s custom objects. After all, custom objects allow you to customize how information is organized in your CRM. Custom objects provide the flexibility and customization required to follow Imagine’s first rule for business technology: the business process must drive the technology, not the other way around.

The only drawback? To create custom objects, you need a certain amount of technical expertise. If you don’t know JavaScript, Python, or some other coding language, you can’t take advantage of all the benefits of custom objects. Even when you have the technical understanding, building custom objects is cumbersome, low value, and ripe for errors.

We saw this firsthand. As one of the early beta testers for HubSpot’s custom objects, we saw both the power and the disruption they represented. We realized that the increased need to create custom objects would create a workflow bottleneck by the need for a developer to build the object.

That’s why Imagine created the Lift Custom Object Builder & Interface, now available in the HubSpot App Marketplace. With this application, custom objects can be completed in less than two minutes, with no-code required.


The Lift Custom Object Builder & Interface:

  • Enables non-technical users to build their own custom objects
  • Does the heavy lifting in terms of making requests to the HubSpot API
  • Reduces the speed of API calls from minutes to a few seconds
  • Provides a holistic overview of CRM structure by displaying all of your custom objects in one place
  • It makes it easy to edit existing objects
  • Updates your CRM in real-time
  • Enables you to create custom objects beyond the out-of-the-box Hubspot objects
  • Builds in precautions to ensure your definitions are precisely how you want them before you make significant changes to the underlying structure of your database.

The Lift Custom Object Builder & Interface grew from Imagine’s own needs. 

“I noticed that when I was working with customer objects, there wasn’t any central place that gave me and others all of the information we needed for how the objects were set up and worked,” said Drew Davidoff, Product Manager. “That’s what led us to believe there would be value in seeing object definitions together in one holistic interface. When I combined that idea with the custom object templates, the Lift Custom Object Builder & Interface came together pretty naturally.”

Drew shared, “It’s already had a profound impact on our operational workflow. We’ve taken the time it takes to build a custom object from about an hour to only a couple of minutes. We’ve also been able to simplify the process flow because it doesn’t require any developer time. Our clients that are using it love it too.”

Introducing Lift Enablement, Imagine’s Application Development Group

The custom object app is the first software application developed internally by Imagine. While it’s the first application, it won’t be the last.

Lift-LogoAlong with the launch of the application, Imagine is also introducing a new brand for their product development. Welcome, Lift Enablement.

“From the time I founded Imagine, we’ve believed in the smartest way to grow is by taking a structured, systematic approach. We believe that the scientific method provides the best, fastest pathway to success,” commented Doug Davidoff, Imagine CEO.

“The Lift name comes from physics, and it’s a core principle for what enables flight. Smart Growth is about balancing the need for greater force with the need to manage friction. As we build more products (we have three in the works right now), what they’ll all have in common is enabling users to grow (increase altitude) with less force. 

Technology is often misrepresented as a solution. When appropriately implemented, technology is an enabler and accelerator. Lift Enablement represents those principles that have been core to the approach and growth at Imagine.”

Doug went on to share, “We realized that we could continue to expand the impact of our approaches by introducing a products group. Our product lineup will be driven by our experience working in the field, at the point of execution with our clients. We’re excited that the addition of products to our offerings will enable a broader group of people and companies to work with us, as it’s not required to be working with our services team to license our products.”

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