Hubspot File Naming Conventions: A Practical How-To Guide

Managing a growing library of images, PDFs, and other assets in Hubspot can quickly become chaotic without a clear, consistent file naming convention. A thoughtful approach to names and folders saves time, reduces errors, and keeps every team member aligned as your portal grows.

This guide walks you step by step through a scalable naming framework based on the official Hubspot recommendations, so you can keep your file manager clean and easy to use.

Why You Need a Hubspot File Naming Convention

Without rules, a Hubspot file manager fills up with random names like banner-final-v3 or IMG_3821. That makes it hard to find the right asset, track versions, or reuse files across campaigns.

A clear naming convention gives you:

• Instant recognition of what a file is and how to use it
• Faster search and filtering for your team
• Reliable version control and history
• Fewer duplicate uploads and outdated assets

Hubspot works best when your files are as organized as your contacts and deals, so a solid standard is essential.

Core Principles for Hubspot File Names

Before building your structure, set a few universal rules that apply to every file in your Hubspot account.

• Be descriptive but concise: Aim for clarity in as few words as possible.
• Use only safe characters: Stick to letters, numbers, hyphens, and underscores.
• Avoid spaces: Many teams prefer hyphens (e.g., ebook-product-launch.pdf).
• Standardize dates: Use a format like YYYYMMDD or YYYY-MM so files sort correctly.
• Keep everything lowercase: Consistent casing makes searching in Hubspot easier.

Apply these principles across your entire file manager so each new asset follows the same pattern.

Recommended Hubspot Naming Framework

Hubspot suggests creating a predictable structure that can scale with your marketing and sales activities. A common approach is to combine a few key elements:

Suggested pattern:

[team-or-owner]_[asset-type]_[topic-or-offer]_[channel-or-placement]_[version]_[date]

You do not need every piece for every file, but using the same order keeps your Hubspot file listings consistent and easy to scan.

1. Team or Owner Tag in Hubspot

Start with a short, standard code that tells you who owns or primarily uses the asset in Hubspot.

• mkt – Marketing
• sales – Sales
• cs – Customer Success
• web – Website / Product

Example: mkt_ shows it is a marketing-owned file inside Hubspot.

2. Asset Type Code in Hubspot

Next, identify what kind of file you are dealing with. Keep the list short and documented for everyone using Hubspot.

• img – Image (PNG, JPG, SVG)
• pdf – Downloadable PDF
• ppt – Slide deck
• vid – Video
• logo – Brand logo
• icon – Small UI or decorative icon

Example: mkt_img_ quickly tells you it is a marketing image in Hubspot.

3. Topic or Offer Name for Hubspot Assets

Then, add a short description of the content. Use clear, human-readable terms that match how your team talks about campaigns in Hubspot.

• product-launch
• pricing-guide
• onboarding-checklist
• crm-migration

Keep this portion consistent with the names used for landing pages, workflows, and lists elsewhere in Hubspot.

4. Channel or Placement in Hubspot

If relevant, append where the asset is used. This is especially helpful for images and banners reused across multiple Hubspot channels.

• lp-hero – Landing page hero image
• blog-inline – In-article image
• email-header – Email header graphic
• social – Social media creative
• ads – Paid ad variant

This lets you distinguish between similar designs created for different media inside Hubspot.

5. Version Tag in Hubspot File Names

Use a simple, ascending version system so everyone can see the most current file at a glance.

• v01, v02, v03 for iterations
• final only when the asset is approved and no further edits are expected

Example: mkt_img_pricing-guide_lp-hero_v03_20251014.png

6. Date Stamp in Hubspot

Add a date at the end of the name for easier sorting and historical tracking.

• YYYYMMDD – full date, e.g., 20251014
• YYYY-MM – month-level, e.g., 2025-10

Dates are particularly useful when Hubspot assets are refreshed for recurring campaigns or seasonal promotions.

Folder Structure to Match Your Hubspot Names

A clean naming system works best with a logical folder structure in the Hubspot file manager. Mirror your main content types and campaigns.

Common top-level folders:

• brand – logos, brand guidelines, core visual elements
• website – page-specific images and downloads
• blog – article images and supporting files
• email – newsletter and campaign assets
• offers – ebooks, templates, checklists, slide decks
• ads – creative for paid campaigns

Within each, create subfolders by campaign, product line, or date so your Hubspot library grows in a predictable way.

Step-by-Step: Implementing the Naming System in Hubspot

1. Audit existing files: Export or review your current file list from Hubspot and note the most used assets.
2. Define your codes: Agree on team tags, asset type codes, and date format.
3. Document the standard: Create a simple, one-page guide and share it with everyone who uploads files to Hubspot.
4. Start with new uploads: Apply the convention to all new files going into Hubspot from today forward.
5. Gradually rename critical assets: Update names for the most-used or most-confusing files first.
6. Review quarterly: Revisit usage and adjust your structure as Hubspot campaigns evolve.

Examples of Good Hubspot File Names

Here are a few sample names that follow the pattern:

• mkt_img_crm-migration_lp-hero_v02_20241001.png
• mkt_pdf_pricing-guide_download_v01_20240915.pdf
• sales_ppt_enterprise-demo_deck_v03_20241130.pptx
• mkt_img_blog-crm-migration_blog-inline_v01_20241010.jpg
• brand_logo_primary-horizontal_final_20240101.svg

Each file clearly communicates its owner, type, topic, placement, version, and date for anyone working inside Hubspot.

Maintaining Consistency in Hubspot Over Time

The most important part of any naming convention is long-term adoption. A few tips to keep your Hubspot file manager organized:

• Assign one person or team to own the standard.
• Train new users on your Hubspot naming rules during onboarding.
• Schedule periodic cleanups to delete outdated or duplicate assets.
• Update your documentation whenever you add a new tag or asset type.

Consistency ensures every new campaign you launch in Hubspot builds on a reliable, organized foundation.

Learn More About Hubspot File Management

For additional detail straight from the source, review the original guidance on Hubspot file naming conventions and adapt the examples to fit your own internal processes.

If you need help creating a broader digital organization strategy, including CRM structure, campaign taxonomy, and analytics alignment, you can consult experts such as Consultevo to align your Hubspot setup with long-term growth.

With a clear, shared naming convention for files, every Hubspot asset becomes easier to find, reuse, and maintain—freeing your team to focus more on strategy and results, and less on searching through cluttered folders.

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