Growing companies have a lot to celebrate – steady sales, new hires, and excitement all around. But as you scale, there's a potential for complexity that can bog down your momentum. How do you create a new process that connects efficiently with your existing system? And how do you do that while keeping all your vital prospect and customer data safe?
HubSpot's Programmable Automation, a feature of Operations Hub Professional and Enterprise, can help. Operations Hub is designed to help companies grow better by giving them a unified toolset that keeps data safe while connecting applications and automating business processes. Here's a look at how Programmable Automation specifically works – with examples!
An Overview of Programmable Automation
When you're working with a mixture of third-party and native automation and applications, your team's efficiency, including their deliverables, can suffer. And when that happens, you can negatively affect your customer's experience. Programmable Automation eliminates these challenges by allowing your business to create customized automation actions using JavaScript code that executes within HubSpot's workflow engine.
Your team writes custom JavaScript code to automate specific processes within HubSpot workflows. While JavaScript development expertise is required, the platform provides testing and debugging tools to help you validate your code before deployment. Because Programmable Automation is built directly into the HubSpot platform, you can leverage existing HubSpot functionality while maintaining data security. While your code runs within HubSpot's secure environment, you can still integrate with external services via APIs when needed.
Read More: Everything You Need to Know About HubSpot Operations Hub
What Can You Do With It?
Your team can automate numerous business processes, with some limitations on execution time and API rate limits. Here are some common use cases that HubSpot users have implemented:
- Associate deals with their related companies
- Complete all tasks associated with a closed deal
- Associate contacts with companies using matching rules
- Parse full names into separate first and last name fields
- Add standardized date suffixes to date fields
- Standardize phone number formatting across records
- Query external databases via secure API connections
- Enrich company data through integrated business intelligence services (requires proper API configuration)
- Create workflows that interact with custom objects and their associations
- Identify and merge duplicate contacts based on custom criteria
- Calculate deal values based on specific line items
- Validate email addresses with custom logic
- Manage customer referral programs with automated tracking
- Process third-party data securely through HubSpot workflows
For more examples and implementation guidance, be sure to check out HubSpot's library of Programmable Automation use cases. Note that not all HubSpot objects and properties are accessible via custom code actions, so reviewing the documentation for specific limitations is recommended.
The Bottom Line
Programmable Automation helps you streamline processes, save time, and improve efficiency as your company grows. Both your team and customers will benefit from the alignment of your systems and processes. However, successful implementation requires JavaScript expertise and careful attention to platform limitations and best practices. For any help building your first custom automation action, reach out to the Lynton team today.
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