Another use case for HubSpot custom events

HubSpot custom events update + another great use case on how to leverage this feature to deliver a better experience.

Now it is even easier to send data from other web applications with the new WEBHOOK source.

I’ve been a fan of custom events and the power they wield to create slick automated workflows, segment contacts, and build detailed reporting.

Now with the webhook source you can add it to any of your external applications that have a feature enabled.

Your other tools don’t offer webhooks? I know it sucks, I’ve had to work around that myself many times. The good news is that you use something like Make o rZapier to send that data over.

Here is another example of how we have been able to leverage Custom Events for a better client experience.

We have community based product offerings that our clients purchase and join.

We use Mighty Networks to host our communities. We want to send an email sequence from HubSpot once a contact makes a purchase and then change the sequence once they join a Mighty Networks space.

If you have read my previous posts about Custom Events, you will recall we use them to trigger purchase confirmation emails almost exclusively. So the first email sequence is solved with our internal API purchase event.

Now, Mighty Networks only offers integrations through Zapier (I know… super lame, like give me an api already) so we needed to build out a Zapier flow that would tell HubSpot that a contact had joined a space and detailed what space they joined.

With this custom event we were able to remove the client from the previous flow that led them to join the space and now send them down a new path to help them get the most out of the community.

Before we had this new webhook option, I created a Zapier custom code action with JavaScript that would create the custom event. With the new webhook you can save time, energy and brain power.

This is just one of the many ways we’ve leveraged HubSpot custom events to drive sales, build community, and deliver a better client experience.

What other uses have you found for custom events?