Act Instantly on HubSpot CRM Data: Powering Real-Time Automation with RisingWave Webhooks

Act Instantly on HubSpot CRM Data: Powering Real-Time Automation with RisingWave Webhooks

Act Instantly on HubSpot CRM Data: Powering Real-Time Automation with RisingWave Webhooks
RisingWave Labs
·

6 min read

Your HubSpot portal is the lifeblood of your go-to-market strategy. It’s where deals are won, marketing campaigns are launched, and customer relationships are nurtured. This data is incredibly valuable, but its power multiplies when you can act on it the very second it changes. Waiting for nightly syncs or manual exports means missed opportunities.

What if you could react instantly when a deal stage changes, a new lead qualifies, or a contact’s lifecycle stage is updated?

We're excited to announce that now you can: by integrating HubSpot webhooks directly with RisingWave. This powerful connection allows you to stream your CRM, marketing, and sales data from HubSpot into our unified data platform for true real-time processing, analysis, and automation.

Why Connect HubSpot to RisingWave via Webhooks?

While HubSpot offers many native integrations, sending data to RisingWave via webhooks unlocks a new level of speed and sophistication for your data-driven operations.

  1. Instantaneous CRM-Driven Workflows: Forget polling for changes. When a record is updated in HubSpot, a webhook fires immediately, allowing RisingWave to ingest the change. This means you can trigger downstream actions—like provisioning a new customer account—the moment a deal is marked "Closed-Won."

  2. Simplified, Efficient Ingestion: This is a key advantage. Direct webhook ingestion into RisingWave eliminates the need for an intermediary message broker like Kafka or custom polling scripts. This simplifies your data architecture, reduces operational overhead, and lowers costs.

  3. Sophisticated Analysis with Streaming SQL: Go beyond simple data replication. Use RisingWave's powerful streaming SQL to perform complex aggregations, time-windowed calculations, and pattern detection on your HubSpot data stream. Calculate real-time deal velocity, lead conversion rates, or marketing campaign ROI.

  4. Enrich Customer Data on the Fly: Your HubSpot data becomes even more powerful when combined with other sources. Join your incoming stream of contacts or deals with product usage data from your application database, support tickets from Zendesk, or financial data from Stripe—all within RisingWave in real-time.

  5. Power Live Dashboards and Proactive Alerts: Feed continuously updated KPIs from RisingWave into your BI tools like Grafana or Superset. Create alerts for critical business events, such as a high-value deal becoming at-risk or a sudden drop in MQLs from a key channel.

Powering Real-World Applications with RisingWave and HubSpot

Let's explore some concrete applications you can build by streaming HubSpot data into RisingWave:

  • Automated Sales-to-Onboarding Handoff:

    • How it works: A HubSpot Workflow triggers a webhook when a deal's stage changes to Closed Won. RisingWave ingests this event and can immediately trigger a series of actions via a sink: create a new project in Jira, add the customer to a dedicated Slack channel, and provision their account in your production database.

    • Outcome: A seamless, error-free handoff from Sales to Customer Success, completed in seconds without any manual intervention.

  • Real-Time Lead Scoring and Prioritization:

    • How it works: Stream events from HubSpot as new leads are created or existing ones are updated. In RisingWave, define a lead scoring model in SQL that weighs various properties and activities ingested from the webhook payload.

    • Outcome: Sales teams get a continuously updated, prioritized list of the hottest leads. You can even set up alerts to notify a sales rep the moment a lead's score crosses a critical threshold.

  • Dynamic Customer Lifecycle Synchronization:

    • How it works: When a contact's Lifecycle Stage property changes in HubSpot (e.g., from Lead to Marketing Qualified Lead), a webhook sends the update to RisingWave.

    • Outcome: This state change is instantly reflected across your entire ecosystem. RisingWave can update a user's status in your application database, granting them access to new features, or push them into a targeted advertising audience.

  • Live Marketing Campaign Performance Analysis:

    • How it works: Ingest data about new contacts being associated with specific marketing campaigns. Join this with deal data in RisingWave to track the journey from campaign touchpoint to revenue in real time.

    • Outcome: Provide your marketing team with a live dashboard showing which campaigns are generating the most valuable leads and deals right now, allowing them to reallocate budget and optimize strategy on the fly.

How it Works: The Two-Step Process

Connecting HubSpot to RisingWave is a straightforward process that follows a powerful pattern: first, ingest the raw data, and second, transform it into a structured, queryable format.

Step 1: Create a Table to Ingest Raw HubSpot Data

First, you'll create a table in RisingWave configured to accept webhook requests. It will have a single JSONB column to store the entire payload from HubSpot. The key is to set connector = 'webhook' and configure the VALIDATE clause to securely verify that requests are actually coming from HubSpot.

The following example uses HubSpot's Signature v2 method for validation:

-- In RisingWave: Create a table to securely ingest HubSpot webhook events
CREATE TABLE hubspot_raw_events (
    data JSONB -- HubSpot sends the entire event as a JSON payload
) WITH (
    connector = 'webhook'
) VALIDATE AS secure_compare(
    -- The signature from HubSpot's 'x-hubspot-signature' header
    headers->>'x-hubspot-signature',
    -- The expected signature we compute in RisingWave
    encode(
        sha256(
            convert_to(
                ('YOUR_HUBSPOT_APP_SECRET' ||
                 'POST' ||
                 'https://<HOST>/webhook/<DB>/<SCHEMA>/hubspot_raw_events' ||
                 convert_from(data, 'utf8')
                ), 'UTF8'
            )
        ), 'hex'
    )
);

This statement tells RisingWave to only accept requests where the signature in the x-hubspot-signature header matches the SHA-256 hash of your secret, the HTTP method, the full webhook URL, and the request body. Our secure_compare function is resistant to timing attacks, ensuring a robust and secure ingestion point.

RisingWave will then provide the unique URL for this table, which you will use in HubSpot.

Step 2: Transform Raw JSON into Structured Data with a Materialized View

Now for the powerful part. With the raw JSON data flowing into hubspot_raw_events, you can create a MATERIALIZED VIEW to parse it into a clean, tabular format. This view will stay perpetually up-to-date as new data arrives.

HubSpot webhook payloads can be nested. Using RisingWave's JSON operators, you can easily extract the specific fields you need.

-- In RisingWave: Create a materialized view to parse the JSON
CREATE MATERIALIZED VIEW hubspot_contact_updates AS
SELECT
    (data->>'vid')::int AS contact_id,
    data->'properties'->>'email'->>'value' AS email,
    data->'properties'->>'firstname'->>'value' AS first_name,
    data->'properties'->>'lastname'->>'value' AS last_name,
    data->'properties'->>'lifecyclestage'->>'value' AS lifecycle_stage
FROM hubspot_raw_events;

That's it! You can now simply query hubspot_contact_updates using standard SQL to build all the real-time applications we discussed. The complexity of the raw JSON is handled once, giving you a clean, perpetually fresh stream of structured HubSpot data.

Step 3: Configure the Webhook in HubSpot

Finally, in your HubSpot account:

  1. Navigate to Automation > Workflows.

  2. Set an enrollment trigger (e.g., "Contact property: Lifecycle stage is updated").

  3. Add an action and select "Send a webhook".

  4. Configure the action: Set the Method to POST and paste the Webhook URL you got from RisingWave.

  5. Ensure the signature validation method you choose in HubSpot matches the logic in your CREATE TABLE statement.

Get Started with HubSpot and RisingWave

By combining the rich CRM data from HubSpot with the real-time stream processing power of RisingWave, you can build a truly agile and responsive business that acts on customer insights in the moment.

Ready to unlock the full potential of your real-time CRM data?

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