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How to Use the HubSpot URL Field for Competitor Intelligence

This new HubSpot feature, introduced as a Beta in July 2025, is all about managing URLs in the CRM. The new "URL" field type can help you store context about a company, in a clickable, easy-to-reference format on the CRM record page.

For sales teams, this can help with tracking and managing competitor intelligence. For example, during critical sales moments, we want our team to be equipped with all the links and information they might need. We don’t want them fumbling around to find:

  • Direct links to competing solutions prospects are evaluating
  • URLs to success stories that may influence deals
  • Links to pricing information 

Time that should be spent selling gets wasted re-researching competitors, and trying to remember which URL actually works. The URL field type fixes this mess by making sure every competitor link you save actually works when you need it.

How to

  1. Navigate to Properties: Go to Settings (gear icon) → Properties under "Data Management"
  2. Create New Property: Click "Create property"
  3. Configure for Companies:
    • Object type: Select "Company" (since you'll track competitors as company records)
    • Group: Choose "Company Information" or create a "Competitive Intelligence" group
    • Label: Use "Primary Competitor URL" or "Competitive Product Page"
  4. Select Field Type: Choose "URL" from the dropdown
  5. Configure URL restrictions to maintain data quality:
    • "Only certain domains": Restrict to known competitor domains (e.g., salesforce.com, pipedrive.com, hubspot.com) to prevent accidental entries
    • "Certain domains are blocked": Block internal company domains to ensure only external competitor links are stored
    • "All domains allowed": Choose this if you want flexibility to track any competitor or industry resource
  6. Click "Next" after configuring your rules.
  7. Save the Property: Click "Create" to finalise your URL property
  8. Add to Company Records:
  • Navigate to any competitor company record
  • Click "View all properties" in the About section
  • Search for your new URL property and add it to visible properties
  1. Test Validation:
    • Try entering "google" (incomplete URL) - HubSpot will show a validation error
    • Enter "google.com" - HubSpot automatically adds "https://"

No more scrambling to find working competitor links when you're live on a call with your biggest prospect. No more losing deals because you couldn't quickly pull up their pricing to do competitive positioning on the spot. Plus these links are not only clickable in the CRM, but you can use them as personalisation tokens in follow up emails. 

By implementing URL field validation for competitive intelligence, your sales team gains a reliable, always-current competitor database that turns competitive research into closed deal.


By Bridget Pine