Lifecycle Stage Automation in HubSpot with Stripe Data

HubSpot has the concept of Contact & Company Lifecycle Stages, which helps categorize records by where they are in your marketing and sales process. Driven by HubSpot Segments & Workflows, you can use ClearSync’s Stripe data to automatically update your Contact and Company Lifecycle Stages in real-time.

Step 1: Decide if you’d like to create a custom Lifecycle Stage value for “Former Customer”

The default Lifecycle Stage values are:

Subscriber, Lead, MQL, SQL, Opportunity, Customer, Evangelist

We recommend adding a custom Lifecycle Stage for “Former Customer” to clearly identify past paid Contacts and Companies.

You can add an entry in Settings > Objects, Contacts > Lifecycle Stage > Add Stage

Step 2: Create Segments to drive Lifecycle Stages in CRM > Segments.

We’ll reference these Contacts segments in our Workflows to update the Lifecycle Stage.

Example Segments:

Step 3: Create a HubSpot Workflow called “Set Customer Lifecycle Stage via ClearSync/Stripe”

Entry Criteria is based on a Contact being a member of any of the segments that we setup

Do Allow re-enrollment ✅

Then, add a Branch based on [AND/OR] filter criteria:

(1) First create a Current Paying Customer branch since we want to isolate those

(the criteria will be being a member of the corresponding Segment created above)

(2) Then a branch for Former Paid Customer to capture those before the free users
(3) Then a branch for Active Free Subscribers if you have that concept
(4) Leave the “None met” default criteria as fallback

After each branch, add an Edit Record action to set the Lifecycle Stage on the Contact to the appropriate value (e.g. “Customer”)

Current Customer & Former Customer Branch consideration: In addition to updating the Contact’s lifecycle stage, you might want an additional Action to update the associated Company’s Lifecycle Stage to the same value (like in the bottom-left Workflow action above)

“None Met” Branch consideration: You might also consider adding an action under the “None met” branch to clear the value from Lifecycle Stage.