HubSpot–Cleverbridge Integration

Skills used

• Marketing Automation, CRM Integration, Workflow Design

• Customer Retention Strategy, Change Request Management

• HubSpot Workflows, Cleverbridge API, Data Synchronization

My Role & Business Impact

I led the design and implementation of a custom integration between Cleverbridge (billing platform) and HubSpot (CRM & marketing automation) to automate lifecycle campaigns targeting subscription renewals, payment failures, and customer winbacks.

1. Renewal Campaign Automation

Created segmented workflows for three renewal types:

• No Action Required (auto-renewals)

• Action Required (billing update needed)

• Manual Renewals

Impact: Improved renewal communication timing and reduced churn through proactive engagement.

2. Payment Delinquency Campaigns

Automated outreach to customers with failed payments using real-time triggers.
Impact: Increased recovery of failed transactions and reduced involuntary churn.

3. Winback Campaigns

Re-engaged customers who didn’t renew with personalized follow-up emails.
Impact: Recovered lost revenue and extended customer lifetime value.

Actions Taken

Objective

Automate customer lifecycle communications to increase retention and recover revenue using real-time billing data.

Custom Integration Design

• Collaborated in syncing billing events (e.g., renewal due, payment failed) from Cleverbridge to HubSpot.

• Designed relationships by mapping key objects and properties for Contact and Lead object.

Campaign Workflow Development

• Built distinct workflows for:

  • Auto-renewals: Two reminder emails before renewal date.

  • Action-required renewals: Three emails before and one winback email after.

  • Manual renewals: Three emails before and one winback email after.

  • Payment failures: Immediate email + follow-up after 23 hours.

  • Pipeline management - Deal stages change upon prerequisites

Pipeline Management

• Implemented logic to monitor renewal status post-deadline.

• Added buffer periods and rechecks to ensure accurate Deal stage transitions.

Email Creation & Personalization

• Designed and implemented all campaign emails using smart tokens for dynamic personalization (e.g., customer name, renewal date, product details).

• Ensured consistent branding and messaging across all touchpoints.Used Campaigns to segment contacts and enroll them in Gong Flows.

Audience Segmentation & List management

• Created inclusion and exclusion lists to control campaign eligibility and avoid message overlap.

• Applied advanced filtering logic to ensure contacts received only the most relevant communications.

Final Summary

This project demonstrates my ability to architect and execute a full-funnel automation strategy that bridges billing systems with CRM platforms. The result was a scalable, data-driven campaign engine that improved customer retention, reduced revenue leakage, and empowered marketing and sales teams with actionable insights.