![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/12501f7c-8e26-4e3c-9642-7afbe078156a.png\")
<\/a><\/p>\nTeams need a proper system to track which accounts are up for renewal. Automated renewal workflows can reduce the headache. HubSpot\u2019s CRM helps teams identify which accounts are due to renew and how engaged users are. From there, service teams can build workflows in HubSpot that automate the renewal process.<\/p>\n
This post will explore how automated renewal workflows boost customer retention<\/a> \u2014 backed by expert insights \u2014 followed by a step-by-step guide on how teams can build their own.<\/p>\n Table of Contents<\/p>\n <\/a> <\/p>\n When renewing accounts manually, service reps need to keep track of whose contract is ending and how to engage account holders. While dedicated reps can manually review customer health data to craft the right message, personalization can be difficult to scale. The biggest barriers to manual renewals include:<\/p>\n I\u2019ll explore these factors below.<\/p>\n Standard CRM flows treat B2B service renewals like simple subscriptions<\/a>, focusing on dates rather than context to drive decisions. They ignore deal complexity, like variable contract sizes, client health signals, and multi-stakeholder decisions. A one-size-fits-all approach to renewals can leave your clients feeling undervalued, and some accounts may ultimately churn.<\/p>\n Jack Johnson<\/a>, director at Rhino Rank<\/a>, says, \u201cA client was nearly leaving due to the automated renewal reminder message the moment they lodged a support request. That discontinuity of context and timing demonstrated to me how harmful one-size-fits-all automation can be.\u201d<\/p>\n Most accounts silently churn, leaving customer service teams to piece together why customers didn\u2019t renew<\/a>. Here are the most common roadblocks to renewal:<\/p>\n Andrew Romanyuk<\/a>, senior vice president of growth at Python development company Pynest<\/a>, shares his experience with these challenges.<\/p>\n \u201cIn software development and IT staff augmentation, clients almost never renew just because the contract date has ended; they renew when they see the value of cooperation or the results of a particular engineer,\u201d Romanyuk says.<\/p>\n He mentions that a typical mistake is assuming silence for satisfaction.<\/p>\n \u201cMany times, a sales manager thinks that if the client does not give feedback, then it means everything is fine, they are happy, but most of the time, it is the opposite \u2014 it is a signal that the client is checking other contractors,\u201d he shares.<\/p>\n According to Romanyuk, his team at Pynest relies on a separate rule: If there is no meaningful touch for 30 days, the client is marked as \u201cat risk.\u201d<\/p>\n \u201cSince we started using this rule two years ago, the number of refusals has gone down by around 15 percent,\u201d he adds.<\/p>\n A change in leadership can also lead to churn. \u201cWe lost a big client who gave us good survey scores, but when their main sponsor left, no one else felt connected to our product,\u201d says Peter Barnett<\/a>, vice president of product strategy at Action1<\/a>.<\/p>\n <\/a> <\/p>\n With HubSpot CRM and other tools, service reps can automate the renewal process, save time, and better identify accounts at risk of churning. When service teams stop winging renewals and start automating the process, they see:<\/p>\n Keep reading for more details.<\/p>\n B2B services need systematic renewals to hit retention targets. Automation helps flag risk signals early, enabling timely intervention, which positively impacts customer retention metrics<\/a>. Other ways in which automated renewal systems help boost retention<\/a> include:<\/p>\n Michal Kierul<\/a>, CEO at InTechHouse<\/a>, shares his experience. He says, \u201cWe swapped ad hoc emails for a 120, 60, and 30-day cadence that rolls product usage, NPS, and ticket backlog into a single health score.\u201d<\/p>\n \u201cWhen a logistics client’s score dipped, the playbook queued a success call and a custom usage plan, and finance flags auto-adjusted the timeline on an overdue invoice. After two quarters, on-time renewals rose 17% and last-minute discounts fell 25%, and my team stopped firefighting,\u201d he adds.<\/p>\n Data-driven insights help teams tailor engagement based on behavior, usage trends, and satisfaction scores.<\/p>\n \u201cAutomating the process allowed for renewals to flow naturally and has decreased churn by more than 15% since implementation,\u201d says Natalie Nicole<\/a>, Head of Customer Success and Experience at SurveyStance<\/a>.<\/p>\n In HubSpot CRM, reps can trigger workflows based on renewal dates or custom properties like \u201cDays to Renewal,\u201d then layer in task alerts and email reminders at 120, 60, and 30 days. Use if\/then branches to adjust the workflow based on account tier or contract length, so each segment gets the right level of attention.<\/p>\n Using the HubSpot CRM, service teams can configure health scores that factor in NPS, product usage (via integrations), or support ticket trends. These scores power workflows in Service Hub that trigger tasks the moment risk surfaces.<\/p>\n Successfully renewing an account is a multi-department effort. Marketers can pinpoint helpful collateral to keep teams engaged. Sales can cross-sell supporting products, while service solves any challenges related to usage.<\/p>\n When teams automate the renewal process, service reps can see which customers need extra support. Automated systems unify renewal workflows, keeping teams aligned on timelines, responsibilities, and customer needs. The manual renewal approach lacks this visibility.<\/p>\n Jensen Savage<\/a>, CEO at Savage Growth Partners<\/a>, says that her firm\u2019s earlier renewal process relied on manual outreach and communication between each department, which left room for human error. One missed message could slow the entire process down.<\/p>\n However, with automation, \u201ceach client\u2019s renewal date triggers a sequenced workflow: marketing warms them with value reminders, account managers get notified with pre-loaded context, and our sales team is looped in for upsell or cross-sell opportunities. This alignment reduced churn by 22% in one quarter.”<\/p>\n HubSpot CRM workflows can automatically assign tasks across departments, send internal Slack notifications (through an integration), and update deal stages in a shared renewal pipeline. HubSpot unifies renewal data, which enables predictive retention.<\/p>\n Manual automation involves analyzing data, writing the best renewal message, and knowing exactly when to send it. Automating the process with HubSpot\u2019s CRM can save service teams hours. Beyond that, automated workflows build consistency, structure, and personalized standardization to the renewal process. This reduces manual effort and makes scaling operations easier.<\/p>\n Cameron Lee<\/a>, CEO at ACCURL<\/a>, says, \u201cAutomation enables us to repeat the steps of sending on-time notifications, creating accurate paperwork, and seamless handoffs with every customer, regardless of complicated schedules.\u201d<\/p>\n HubSpot CRM workflows automatically send the updates you need to renew accounts. This automated system assigns tasks based on contract end date, sends renewal reminder emails, and moves deals through stages. Notifications, paperwork, and handoffs across complex timelines happen seamlessly.<\/p>\n However, automation is only powerful if it\u2019s built right. Next, I\u2019ll break down key considerations to design it well.<\/p>\n <\/a> <\/p>\n A global survey of over 14,000 consumers found that 8 out of 10<\/a> believe the experience a company delivers is equally important as its products and services. Customer experience matters in B2B service renewals, too. The goal is to balance automation efficiency with personalization, while ensuring stakeholders remain aligned throughout the renewal process.<\/p>\n Here are some critical levers to create automated workflows that don\u2019t feel robotic.<\/p>\n Successful renewal workflows begin well before contract expiration. Set triggers at 120, 90, and 60-day intervals to initiate different types of engagement based on customer health scores and usage patterns.<\/p>\n Early triggers should focus on value reinforcement and relationship building rather than jumping straight into contract discussions. This allows time to address any concerns before renewal becomes urgent.<\/p>\n Pro tip:<\/strong> HubSpot CRM users can automate reminders 120, 90, and 60 days before the renewal date. Service reps can guarantee that these key messages are sent automatically, instead of managing emails for each individual account.<\/p>\n Personalization isn\u2019t optional. Over 75% of business leaders worldwide<\/a> consider it an invaluable element in their business success.<\/p>\n Automated renewal workflows ensure consistency while maintaining personalization. How? By incorporating customer data points like feature adoption and engagement metrics. This allows the system to automatically adjust messaging, timing, and escalation paths based on individual customer behavior patterns, ensuring each touchpoint feels relevant and valuable.<\/p>\n For example, if a client uses only 40% of their contracted hours, the renewal approach should address capacity optimization, not feature expansion.<\/p>\n Enterprise clients need a high-touch approach with executive-level engagement, custom ROI reports, and quarterly planning discussions. Smaller accounts may benefit from streamlined digital touchpoints.<\/p>\n HubSpot CRM allows teams to build separate workflow tracks that align with each service tier\u2019s contract value and the complexity of their decision-making process. Customer success teams can make sure their approach meets the needs of each account.<\/p>\n Even the best renewal workflows fall apart if teams aren\u2019t coordinated. Poor handoffs = lost deals. To create alignment, success teams should map out which department (and who within the team) owns what at each renewal stage.<\/p>\n For example:<\/p>\n Pro tip:<\/strong> Build in automatic task assignments, shared visibility dashboards, and executive involvement checkpoints for high-value accounts. Have handoff protocols with specific deliverables, rather than just \u201cloop in sales when needed.\u201d This prevents communication gaps and ensures customers see a unified, proactive partner.<\/p>\n <\/a> <\/p>\n In a space where customer acquisition costs are ballooning, keeping existing accounts is more crucial than ever. Of Chief Sales Officers,<\/a> 57% rank account retention and growth as a top-three priority, according to a recent Gartner survey. But, meeting this priority isn\u2019t as easy as it sounds, particularly for B2B service providers.<\/p>\n B2B renewals here require a strategic, scalable approach that goes beyond merely tracking contract expiry dates and sending email reminders. Automated renewal workflows make sure that service teams never miss a deadline. HubSpot\u2019s CRM lets service reps build workflows that keep revenue growing.<\/p>\n Clean data ensures workflows trigger at the right time, hit the right people, and forecast renewals more accurately. Key contract fields every business should maintain include:<\/p>\n In addition, teams should tag contact roles clearly so renewal communications are properly routed. Service and sales leaders may set designations like economic buyer, executive sponsor, and day-to-day lead.<\/p>\n Pro tip:<\/strong> Make \u201ccontract end date\u201d and \u201cnotice period\u201d mandatory fields for deals moving into a renewal-eligible stage. By creating these designations in HubSpot\u2019s CRM, teams can ensure renewal workflows are triggered at the right time.<\/p>\n To make renewals about value, not just contract timing, service reps need to connect the dots between delivery and impact. Start by mapping where value lives by looking at service delivery sources.<\/p>\n Most B2B churn doesn\u2019t happen because reps forgot a date. Churn happens because clients can\u2019t see progress. Renewal workflows that rely only on CRM milestones miss the point. What service reps need is a line-of-sight into performance and engagement data.<\/p>\n Here\u2019s how to bring service delivery into the renewal conversation through three signal categories:<\/p>\n Usage metrics:<\/strong> Engagement signals:<\/strong> Financial health:<\/strong> Many companies calculate a health score by weighting these categories (e.g., 40% service delivery, 35% stakeholder engagement, 25% financial). Scores can then be normalized into tiers such as \u201cHealthy,\u201d \u201cAt Risk,\u201d or \u201cNeeds Attention,\u201d allowing workflows to branch cleanly.<\/p>\n To fuel that scoring model, you need the data centralized. That means either integrating systems (e.g., time tracking, project management, customer success\/support platforms) or enforcing monthly manual updates into a single source of truth if integrations aren\u2019t feasible.<\/p>\n With contract and service delivery data in place, service reps can now build structured workflows. HubSpot CRM provides an intuitive interface to create these automated renewal workflows. The \u201cCreate\u201d workflow experience lets service teams start with enrollment triggers and then layer on actions and logic to match the process.<\/p>\n Here\u2019s how.<\/p>\n Property verification is essential. Missing or incorrectly configured properties will prevent deals from enrolling properly.<\/p>\n Navigate to:<\/strong> Settings (gear icon, top right) \u2192 Data Management \u2192 Properties \u2192 [Deals] object. Search for each required property for your workflow or create custom Deal properties if the field doesn\u2019t already exist. Here\u2019s what it looks like within HubSpot:<\/p>\n Next, decide when the renewal process should kick off.<\/p>\n Note:<\/strong> \u201cContract End Date\u201d must be an existing date property on your Deal object. Configure the specific date logic and re-enrollment settings based on your HubSpot CRM workflow interface options.<\/p>\n Proper filtering ensures only qualified renewal opportunities enter your workflow. This allows customer success teams to focus on accounts that are most likely to renew. Here are some helpful filters that teams can use to exclude unqualified accounts.<\/p>\n Set f<\/strong>ilters (use AND logic):<\/strong><\/p>\n Next, teams can focus on re-enrollment rules. Start with deal-stage-based re-enrollment using native HubSpot properties. Then, layer in health-based triggers, such as risk level or health score, for proactive intervention. Why? Health triggers require custom properties, scoring logic, and integrations to product usage, billing, and support systems.<\/p>\n Automatically creating renewal deals with proper data inheritance streamlines sales processes and maintains accountability. Start by going to Create Deal, then place the deal into a dedicated renewal pipeline. Then map the fields:<\/p>\n Pro tip:<\/strong> Include a \u201cRenewal Created\u201d property to prevent duplicate renewals if the workflow runs again.<\/p>\n Early engagement at 120 before renewal gives customer success teams enough time to demonstrate their product\u2019s value. Set up automated actions like:<\/p>\n Pro tip:<\/strong> Use Breeze, HubSpot\u2019s AI assistant, as a co-pilot to answer questions or troubleshoot any issues when designing your renewal workflow on the platform.<\/p>\n Structured touchpoints at key intervals create momentum while ensuring no critical renewal steps are missed. For example:<\/p>\n Pro tip: <\/strong>Service teams can automate failure handling using delays and if\/then branches. For example, if the 90-day task is not completed in 7 days, then escalate. However, note that HubSpot\u2019s CRM cannot \u201cpause\u201d all outreach in a workflow; instead, account managers can branch logic to prevent further emails or tasks from being created until an escalation is resolved.<\/p>\n Dynamic interrupts based on account health signals help identify at-risk renewals and trigger immediate intervention when needed. Here\u2019s how teams can design smart branching logic into their renewal workflows using health indicators and engagement signals:<\/p>\n When it comes to implementation using HubSpot\u2019s CRM, most steps above use built-in workflow actions: enrollment filters, property\/value checks, if\/then branches, task and deal creation, and notifications. Here\u2019s what a sample renewal workflow in HubSpot CRM looks like.<\/p>\n However, steps like health score triggers, survey feedback-based interruption, and bounced email detection require custom properties or integrations.<\/p>\n Multi-year contracts rarely follow the same playbook as annual agreements. They typically involve more stakeholders, ROI reviews, and longer negotiation cycles, necessitating earlier engagement and executive visibility. With HubSpot\u2019s if\/then branches, customer success teams can carve out a tailored path for these long-term deals without duplicating entire workflows.<\/p>\n In the workflow editor, after setting an enrollment trigger (e.g., Contract End Date), click \u201c+\u201d > \u201cif\/then branch.\u201d<\/p>\n Set the condition:<\/p>\n Next, set actions, such as:<\/p>\n Pro Tip<\/strong>: Start actions at 150+ days for multi-year B2B service contracts. These accounts require extensive stakeholder alignment, budget approval cycles, and strategic planning that can’t be rushed into a standard renewal timeline.<\/p>\n Add an if\/then branch using Deal property \u2192 Auto-Renew.<\/p>\n Add if\/then branches using \u201cAssociated contact has Role = [specific role]\u201d condition.<\/p>\n Use health score or engagement properties to pause the cadence and trigger retention tasks if risk signals emerge.<\/p>\n No workflow is perfect out of the box. Testing ensures automation mirrors how renewals actually unfold in your business. Tests should cover:<\/p>\n Customize this maintenance schedule according to the renewal needs of your organization:<\/p>\n I look at renewal workflows as living systems. By layering contract data, service delivery signals, branching workflows, and continuous testing, B2B service businesses can make these workflows both reliable and personalized. That\u2019s helpful whether you’re renewing a $200K IT outsourcing deal or a $3K SaaS package.<\/p>\n Pro tip:<\/strong> Workflows handle the process, but relationships drive renewals. Use automation to ensure consistency and catch risks early, but invest the saved time in deeper strategic conversations with your clients.<\/p>\n <\/a> <\/p>\n Feature\/ Capability<\/strong><\/p>\n<\/td>\n HubSpot CRM<\/strong><\/p>\n<\/td>\n Salesforce CPQ<\/strong><\/p>\n<\/td>\n Manual Systems<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/thead>\n\n Workflow Setup<\/strong><\/p>\n<\/td>\n Visual workflow builder with date-based enrollment triggers and branching logic.<\/p>\n<\/td>\n Renewal automation integrated with CPQ contracts.<\/p>\n<\/td>\n Relies on spreadsheets or calendars with manual reminders.<\/p>\n<\/td>\n<\/tr>\n Contract Data Handling<\/strong><\/p>\n<\/td>\n Allows for custom deal properties with field validation and mandatory data enforcement; limited amendment history tracking is limited but sufficient for most service contracts<\/p>\n<\/td>\n Purpose-built contract lifecycle management with comprehensive tracking, pricing tiers, and complete amendment history; designed for complex enterprise scenarios<\/p>\n<\/td>\n Manual data entry with high error risk, missed dates, and impossible version control as teams grow<\/p>\n<\/td>\n<\/tr>\n Renewal Triggers<\/strong><\/p>\n<\/td>\n Date-based workflow triggers (e.g., 120 days before contract end); health score integration requires data hygiene across systems, but is manageable for most B2B service companies<\/p>\n<\/td>\n Date-driven triggers tied to contract records with automated opportunity creation; optimized for subscriptions<\/p>\n<\/td>\n Manual calendar reminders depend entirely on individual follow-through and institutional memory<\/p>\n<\/td>\n<\/tr>\n Cross-team Coordination and Integration<\/strong><\/p>\n<\/td>\n Task automation across customer success, sales, and finance within the HubSpot ecosystem; good for CRM-centric workflows, but often requires integrations<\/p>\n<\/td>\n Deep native integration across sales, finance, and legal with enterprise-grade approval workflows and sophisticated renewal analytics<\/p>\n<\/td>\n Email coordination creates inevitable communication gaps and missed handoffs as teams grow beyond 3-4 people; no centralized tracking or reporting<\/p>\n<\/td>\n<\/tr>\n\n
Manual Renewal Workflow Challenges<\/h2>\n
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Generic CRM workflows fail for B2B renewals.<\/h3>\n
Most renewal risks for B2B companies are hidden.<\/h3>\n
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The Benefits of Automated Systematic Renewal Workflows<\/h2>\n
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1. Improved Retention and Reduced Churn<\/h3>\n
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How HubSpot\u2019s CRM Helps<\/h4>\n
2. Better Cross-Functional Coordination Between Departments<\/h3>\n
How HubSpot\u2019s CRM Helps<\/h4>\n
3. Saves Time<\/h3>\n
How HubSpot\u2019s CRM Helps<\/h4>\n
Factors to Consider When Designing Automated Renewal Workflows<\/h2>\n
1. Early Conversation Triggers<\/h3>\n
2. Usage-based Personalization<\/h3>\n
3. Segmentation by Service Tier<\/h3>\n
4. Cross-functional Coordination<\/h3>\n
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How to Build Automated Renewal Workflows<\/h2>\n
1. Define contract types and dates.<\/h3>\n
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2. Map service delivery sources.<\/h3>\n
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3. Build renewal workflow templates.<\/h3>\n
Find the necessary properties or create your workflow.<\/strong><\/h4>\n
![\"properties](\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/10\/properties20dashboard20screenshot20on20hubspot.png\")
<\/p>\nChoose the enrollment trigger.<\/strong><\/h4>\n
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<\/p>\nAdd enrollment filters and re-enrollment.<\/strong><\/h3>\n
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Auto-create renewal deals and assign owners.<\/strong><\/h4>\n
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Build the 120-day value touch sequence.<\/strong><\/h4>\n
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![\"screenshot](\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/10\/screenshot20of20120-day20qbr20task20on20b2b20renewal20workflow20in20hubspot.jpg\")
<\/p>\nSet up the 90\/60\/30-day renewal cadences.<\/strong><\/h4>\n
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Build health-based interrupts.<\/strong><\/h4>\n
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![\"sample](\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/10\/sample20b2b20service20renewal20workflow20diagram20on20hubspot.png\")
<\/p>\n4. Set branching logic for multi-year deals.<\/h3>\n
Segment multi-year contracts.<\/strong><\/h4>\n
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Handle auto-renew vs. manual contracts.<\/strong><\/h4>\n
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Align outreach to stakeholders.<\/strong><\/h4>\n
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Add health-based interrupts.<\/strong><\/h4>\n
5. Test and refine triggers.<\/h3>\n
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Methods to Build Renewal Workflows<\/h2>\n
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