How to Use Hubspot CRM for Event Management

Using Hubspot to manage events helps you centralize contacts, automate promotion, and measure ROI from a single, connected platform that marketing and sales can share.

This step-by-step guide shows you how to plan, promote, execute, and analyze events using CRM features inspired by the best practices outlined in HubSpot’s event CRM recommendations.

Why Use Hubspot for Event Management?

Before you set up your next event, it is important to understand what a modern CRM should do for your event business.

A strong event CRM should:

• Store detailed attendee and sponsor data
• Automate email and SMS workflows
• Track registrations and show-up rates
• Support sales follow-up and upsells
• Report on revenue and engagement

Hubspot supports these requirements with tools for marketing, sales, and service teams that work together.

Step 1: Plan Your Event in Hubspot CRM

The first step is to organize your event data so every contact, company, and deal is easy to find.

Create an Event Pipeline in Hubspot

Use deal pipelines to track each event as a project.

1. Go to Sales > Deals.
2. Create a new pipeline such as Event Pipeline.
3. Add stages like Planned, Promoting, Registration Open, Event Live, and Completed.

This lets you see where each event sits in your overall sales and marketing process.

Set Up Custom Properties for Events in Hubspot

Next, add custom properties so your team can filter and segment by event details.

Useful event properties include:

• Event name
• Event type (webinar, conference, trade show)
• Event date and time
• Venue or platform
• Ticket type and price
• Sponsor level

With these fields, you can create detailed lists and reports for each event you run in Hubspot.

Step 2: Build Event Audiences with Hubspot Lists

Audience building is where a CRM truly supports event marketing.

Use Hubspot Lists for Targeted Segmentation

Create active lists that automatically update as contacts meet your criteria.

Example event lists to build:

• Past attendees of similar events
• Current customers in target industries
• Prospects who engaged with related content
• VIPs, sponsors, and partners

Because Hubspot lists are dynamic, they stay fresh as new contacts enter your database or change behavior.

Sync Event Registration Data into Hubspot

If you use external registration tools, connect them to your CRM so all attendee data lives in one place.

Depending on your stack you might:

• Use native integrations for event platforms
• Leverage third-party connectors
• Import CSV files on a recurring basis

Once synced, you can trigger workflows based on registration, attendance, or cancellations directly in Hubspot.

Step 3: Promote Your Event with Hubspot Marketing Tools

Promotion is where automation drives registrations and reduces manual work.

Create Event Landing Pages in Hubspot

Use the landing page tool to build focused registration pages.

Best practices for event pages include:

• Clear headline and event value proposition
• Date, time, and logistics above the fold
• Simple form with minimal fields
• Social proof such as speakers or sponsors
• Compelling call to action

Each page should be linked to a thank-you page and confirmation email sequence inside Hubspot.

Automate Email Campaigns in Hubspot

Use workflows to nurture registrations and no-shows.

Common event email flows include:

• Invitation series: initial invite, reminder, last call
• Confirmation series: registration confirmation, calendar link, logistics
• Reminder series: 7-day, 1-day, and 1-hour reminders
• Follow-up series: thank you email, replay link, post-event survey

Build these workflows once in Hubspot and clone them for future events, saving time while keeping consistent best practices.

Step 4: Manage Live Event Operations Using Hubspot Data

During the event, accurate data helps teams respond quickly to attendees and sponsors.

Track Attendance and Engagement in Hubspot

To accurately measure performance, track who actually attends.

Methods you can use include:

• Syncing check-in data from your event platform
• Using QR code scans tied to contact records
• Logging key interactions on the contact timeline

With this data in Hubspot, your team can see which sessions or offers drive the most engagement.

Support Sales and Sponsor Teams with Hubspot Views

Create saved views that show high-intent attendees in real time.

Examples:

• Attendees from target accounts
• Contacts who visited pricing pages
• Leads who requested demos or brochures

Sales can use these filtered views in Hubspot to prioritize at-event outreach and follow-up.

Step 5: Drive Post-Event Revenue with Hubspot Workflows

Events only deliver full value when follow-up is structured and timely.

Score Event Leads in Hubspot

Use lead scoring to surface the most valuable attendees.

Sample scoring actions:

• Registered for event
• Attended live session
• Clicked high-intent CTAs
• Requested a quote or demo

When a score threshold is met, automatically assign leads to reps in Hubspot for fast outreach.

Build Post-Event Nurture Sequences in Hubspot

Not every attendee will be ready to buy immediately, so nurture them.

Possible nurture paths:

• Education track with guides and case studies
• Product-focused track for high-fit accounts
• Partner or sponsor track for co-marketing

Each path can be triggered by event behavior and maintained over time using Hubspot workflows.

Step 6: Report on Event ROI with Hubspot Analytics

To justify budgets and improve future events, you need clear reporting.

Build Event Dashboards in Hubspot

Use custom dashboards to monitor performance at a glance.

Useful widgets include:

• Total registrations by source
• Attendance rate and no-show rate
• Pipeline created from event leads
• Revenue closed from event-sourced deals

Dashboards in Hubspot let leaders track performance without exporting data to multiple tools.

Optimize Future Events with Hubspot Insights

Once your data is clean and dashboards are running, look for patterns.

Questions to answer:

• Which channels drove the most registrations?
• Which campaigns delivered the highest revenue?
• Which event types convert best by segment?

Use these insights to refine targeting, content, and budget allocation for your next program built in Hubspot.

Scale Event Operations with Hubspot and Expert Help

When you are managing multiple events across regions and teams, consistent processes and documentation become critical.

Consider partnering with CRM and automation experts, such as Consultevo, to audit your event setup, streamline workflows, and ensure your Hubspot implementation supports long-term growth.

By centralizing contacts, automating promotion, tracking revenue, and learning from detailed analytics, your organization can transform every event into a predictable, scalable growth channel powered by Hubspot.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

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