The Essence
A Note is pure context—a written record attached to people, organizations, or opportunities. Unlike Emails (two-way communication) or Calls (logged conversations), Notes are internal documentation.
They're what your team knows that the Contact never sees. Notes capture the human intelligence that doesn't fit in properties: the backstory, the nuance, the "here's what you need to know."
They're the difference between data and understanding.
"Properties tell you facts. Notes tell you stories. Both are essential, but Notes carry the context that makes relationships work. They capture the human intelligence that doesn't fit in properties: the backstory, the nuance, the "here's what you need to know.""
Unified View Contribution
Team Enablement
Primary contributor. Notes enable team continuity by preserving context that would otherwise be lost. They're the memory that makes handoffs seamless.
Customer View
Supporting contributor. Notes capture relationship context that informs better service. They help teams understand the person behind the properties.
Revenue View
Supporting contributor. Notes document decision rationale and stakeholder dynamics that impact deal outcomes.
Business Context
Supporting contributor. Aggregated Note patterns reveal what relationship context matters most to teams.
Sarah's Story
Notes carried the context that made Sarah's relationship feel continuous.
Initial Research Note (Before First Conversation): ``` 📌 CONTEXT FOR OUTREACH
Precision Components — $47M manufacturer, Detroit area Sarah = VP Operations, reports to CEO
Downloaded: CVP Framework Guide (Nov 12) Attended: "Beyond Leads" webinar (Oct 28, stayed full session) LinkedIn: Connected with 3 of our clients
Seems to be researching seriously, not tire-kicking. Likely pain: They use NetSuite for ERP, basic HubSpot for marketing. Gap is probably customer visibility across systems.
— Ryan, Nov 14 ```
Why this Note mattered: When Chris had the first conversation with Sarah, he walked in prepared. He knew her likely pain points, her research pattern, and her connection to existing clients. Sarah felt understood, not interrogated.
Post-Discovery Note (After Initial Call): ``` DISCOVERY SUMMARY — Sarah Chen / Precision Components
The real problem: Sarah described "customer data everywhere but nowhere useful." NetSuite has orders and invoices. HubSpot has marketing. Excel bridges it all—and she hates it.
What success looks like: "One screen where I can see everything about a customer relationship."
Political reality: - CFO David Park controls budget, historically skeptical of "CRM stuff" - CEO trusts Sarah on ops decisions - IT Director Mike Chen needs to validate technical approach
My take: Strong fit. Need to build case for CFO that this is operational efficiency, not sales tool.
— Chris ```
Why this Note mattered: Associated to Contact, Company, AND Deal. Anyone engaging Precision Components could see the full picture. The CFO insight informed every subsequent conversation.
Relationship Transition Note: When implementation completed and support transitioned, a pinned note captured everything Ryan needed—key stakeholders, communication preferences, historical context, sensitivities. Ryan could engage without asking Sarah to repeat anything.
What It Holds
Note Body
Activity Date
Owner & Creator
That's It
Common Patterns
Pre-Meeting Preparation
Relationship Handoff
Decision Documentation
Observation Capture
Value-First vs. Industrial-Age
| ✗ Traditional Thinking | ✓ Value-First Thinking |
|---|---|
| Notes = Compliance artifacts | Notes = Relationship assets |
| "Log activity for metrics" | "Capture context for continuity" |
| "Document for CYA" | "Enable anyone to serve this relationship" |
| Minimal effort, minimal value | Thoughtful investment in shared understanding |
| Low-value: "Spoke with contact, will follow up" | High-value: "Spoke with Sarah about timeline concerns. Presenting to CFO next week, needs ROI talking points." |
Why This Shift Matters
Low-value Notes record that something happened. High-value Notes explain what it means.
Properties give you data, but Notes give you understanding. And understanding is what turns data into relationships.
The best CRM users write great Notes. They know that the context they write today is the understanding their team has tomorrow.
In Practice
Implementation details
Key Properties
Key Properties
Native HubSpot Properties
| Property | Type | Purpose |
|---|---|---|
hs_note_body Native | Rich text | The content of the note |
hs_timestamp Native | DateTime | When the note was created |
hubspot_owner_id Native | User | Owner of the note |
hs_created_by Native | User | Who created the note |
Note Capabilities
Pinning: Pin important Notes to top of timeline for visibility
Multi-Association: Attach single Note to multiple records (Contact, Company, Deal)
Searchability: Notes are searchable across HubSpot—use consistent keywords
Notes vs. Properties
Use Properties when: Data should drive automation, segmentation, or reporting
Use Notes when: Context requires narrative, nuance, or history
Best practice: Key facts go in properties. The "why" behind facts goes in Notes.