How to Trigger a Workflow When a Webhook Is Received in Hubspot

Configuring Hubspot to trigger workflows when a webhook is received lets you connect external apps to your CRM and automate actions the moment new data arrives.

This guide walks through how the webhook trigger works, what data Hubspot expects, and how to build reliable workflows that respond to real-time events from your other systems.

What the Hubspot Webhook Workflow Trigger Does

The webhooks-based workflow trigger allows Hubspot to listen for HTTP requests sent from external services. When the incoming request matches your configured conditions, Hubspot automatically enrolls a record into the workflow.

At a high level, the feature lets you:

• Receive JSON-formatted data from other apps or custom integrations
• Match incoming data to CRM records using a unique identifier
• Automatically start contact, company, deal, ticket, or custom object workflows
• Update properties, send emails, create tasks, or branch logic based on the payload

Supported Objects for Hubspot Webhook Triggers

When you configure the advanced webhook trigger, Hubspot can enroll records across several object types, depending on your subscription and portal setup.

Commonly supported objects include:

• Contacts
• Companies
• Deals
• Tickets
• Custom objects (where available)

The critical detail is that your webhook payload must contain a unique value that can be mapped to a property on the target object, allowing Hubspot to identify which record to enroll.

Prerequisites Before Using the Hubspot Webhook Trigger

Before you configure the webhook-based workflow trigger, make sure you have:

• Access to the workflows tool and permission to create or edit workflows
• A clear understanding of which object (e.g., contact or deal) should be enrolled
• A unique identifier (like email, company domain, or custom ID) available in both your external system and Hubspot
• The ability to send an HTTP POST request from your external app or integration

It is also useful to review Hubspot’s official documentation on this feature for the latest technical requirements and limitations: view the Hubspot webhook trigger article.

How to Create a Hubspot Workflow That Uses the Webhook Trigger

Follow these steps to create a new workflow that starts when a webhook is received.

1. Start a New Hubspot Workflow

1. In your account, open the workflows tool from the main navigation.
2. Click the button to create a new workflow.
3. Select the appropriate workflow type (for example, contact-based, company-based, or deal-based) depending on the records you want to enroll.
4. Choose whether you want a blank workflow or a template if available.

Once the workflow shell is created, you can define the enrollment trigger based on incoming webhook data.

2. Choose the “Webhook is Received” Enrollment Trigger

1. In the workflow editor, click Set up triggers.
2. From the list of available triggers, look for the option related to webhooks or advanced enrollment based on external events.
3. Select the trigger that enrolls records when a webhook is received.

This tells Hubspot to wait for specific external data before enrolling an object into the workflow.

3. Configure the Webhook Schema in Hubspot

To process the incoming request correctly, Hubspot needs to know what the payload looks like and how to map its fields.

1. Define the expected JSON structure that your external system will send.
2. Specify the key that contains the unique identifier used to match a record in Hubspot (for example, email or a custom ID field).
3. Map other relevant keys from the webhook to Hubspot properties so they can be used inside the workflow.
4. Save your configuration so the workflow trigger knows how to interpret each incoming request.

Careful mapping ensures that the right record is enrolled and that the new data is available to use in actions, branches, and conditions.

4. Set Enrollment Matching Rules in Hubspot

Next, define how Hubspot should use the incoming data to find the correct record.

1. Choose the identifying property on the target object (for example, contact email).
2. Link that property to the relevant field in the webhook payload.
3. Decide what happens if a matching record is not found, such as ignoring the request or creating a new record, if your configuration allows it.
4. Confirm and save the matching rules.

These settings ensure that Hubspot only enrolls records that genuinely correspond to the incoming event, preventing incorrect associations.

Designing Workflow Actions After the Hubspot Webhook Trigger Fires

Once the trigger is configured, you can design the sequence of actions that should run whenever a webhook is received and a record is enrolled.

Common Post-Webhook Actions in Hubspot

Useful actions you might add include:

• Update properties based on values from the webhook payload
• Send an internal notification or email to your team
• Create a task for sales or support
• Branch logic using if/then conditions based on webhook data
• Trigger follow-up emails or nurture sequences

By combining these actions, Hubspot can react in real time to external events such as signups, purchases, or support requests.

Testing the Webhook Trigger in Hubspot

Before going live, it is important to test the webhook configuration.

1. Turn the workflow on if required for test enrollment, following the behavior described in your portal.
2. Use your external system or a tool like a REST client to send a sample POST request that matches the defined schema.
3. Check the workflow history to confirm that the record was enrolled and actions executed.
4. Verify that mapped properties were updated and that notifications or tasks were created as expected.

If the workflow does not enroll a record, confirm that the identifiers match existing data in Hubspot and that the payload structure aligns with your schema.

Best Practices for Reliable Hubspot Webhook Workflows

To keep your automation robust and predictable, consider these recommendations:

• Use stable, unique identifiers instead of values that can change frequently.
• Log the full webhook payload in your external system so you can troubleshoot mismatches.
• Limit the workflow to essential actions to avoid unnecessary complexity.
• Regularly review workflow history and error logs to detect issues early.
• Coordinate property naming and data types between your external system and Hubspot.

Well-structured webhook payloads and clear property mappings make it far easier to maintain your integration over time.

When to Use the Hubspot Webhook Trigger

This trigger is especially useful when you need near real-time automation driven by other platforms. Common scenarios include:

• New user signups or account creations in a product
• Subscription or billing events from payment processors
• Status changes in external ticketing or support tools
• Custom application events that should update CRM data immediately

By centralizing these signals in Hubspot, you ensure your sales, marketing, and service teams always work with the latest information.

Next Steps

Once your first webhook-triggered workflow is stable, you can expand the pattern to additional use cases, such as different product events or multiple objects. For strategic help planning multi-system automation, you can explore consulting resources like Consultevo, which covers integrations and workflow design.

With a clear schema, consistent identifiers, and well-planned actions, Hubspot becomes a powerful automation hub that responds instantly whenever a webhook is received from your external tools.