Trade shows, meet-and-greets, lectures and seminars, and industry happy hours have long been effective marketing strategies for companies across industries. After all the travel, accommodations, booth design, collateral printing, booth building, tech setups, and hundreds (or thousands) of in-person connections are all said and done, event marketers often return home to a new challenge: measuring ROI.
Events can be a high-effort, high-reward marketing channel, but it’s not always easy to quantify their impact right away.
That’s where Hopin comes in. It’s an event platform that helps teams create immersive virtual, hybrid, and in-person event experiences for their audiences, no matter where they are. Over 90,000 event organizers around the world use Hopin to engage their communities — and by combining Hopin with HubSpot, it’s easier than ever to communicate with attendees and prove the ROI of an event.
HubSpot is an easy-to-use, powerful CRM platform that supports every stage of the customer journey, from sales and every type of marketing to customer care.
The Hopin integration with HubSpot helps marketing teams plan and execute their best events yet — and be able to show their impact all the way down to the sales pipeline. Here’s how.
1. Automatically import registration information from HubSpot to Hopin and generate personalized magic link event invites
By connecting Hopin and Hubspot, organizers can send existing HubSpot contacts to Hopin as invitees to simplify the registration process and eliminate the need to export and import excel files. Additionally, organizers can streamline all email communication through Hubspot as Hopin instantly sends back a magic link upon receiving contacts through the integration.
For example: For an upcoming trade show, an event marketing team collects registrations through a HubSpot form embedded on a Hopin event landing page. Everyone who registers for the event is synced on both platforms — existing contacts in HubSpot are tagged as registrants, and new contacts who register for this event are automatically created, and Hopin’s list of registrants is built out as well. There’s no need to import registrants from one platform to the other.
And the emails sent to registrants by HubSpot contain a unique Hopin link for each registrant to access the event, so their participation is easily tracked in both platforms.
2. Prove event ROI through new contacts and event analytics
After an event, attendee details can be sent automatically from Hopin to HubSpot to seamlessly embed your lead generation events into your marketing strategy. If organizers choose to use Hopin's registration system, they can instantly have new registrants sent to HubSpot as contacts - no need to export or import lists. The real-time sync saves users time and also maintains their data integrity by making sure no data is left behind.
Users can also tie attendee data to specific events in HubSpot using the Marketing Event Object (MEO) feature within the integration, helping to measure event ROI. If an attendee is compelled to buy your product after showing up to the event, that win is shown in HubSpot.
Example: A marketing team uses Hopin and HubSpot to gather and store information about the registrants and attendees of a conference. When it comes time to report on the success of the event, it’s easy to gather data from HubSpot to show the percentage of registrants who attended, the percentage of invitees that opened the email and registered, and critically, the percentage of attendees who have made a purchase since the event. Then, you can use this information to make your next event even more successful.
3. Update the event attendance status of your customers in HubSpot and create tailored post-event messaging
Users can increase the impact of their post-event marketing by leveraging key data points sent from Hopin back to HubSpot.
Hopin tracks registrant progress points like main event and session attendance and registration status for virtual, hybrid, and in-person events. You can also export this data to custom objects created in Hubspot instead of manually using the notes filed within a contact, making segmentation and interpretation of data much easier.
That means various post-event emails can be created and sent to specific segments of your audience, like customer vs. prospect, attendee vs. no-show, and even various session attendees.
Example: After a security software trade show, an event marketing team works with the email marketing team to create six different post-event emails tailored to the interests, buyer stage, and best CTA for each group.
- For registrants who attended the whole event and who are existing customers
- For registrants who attended the whole event and are not yet customers
- For registrants who didn’t show up and are existing customers
- For registrants who didn’t show up and are not yet customers
- For registrants who attended the special identity theft protection product session and are customers
- For registrants who attended the special identity theft protection product session and are not yet customers
The messaging and CTAs in each of these emails will be slightly different, and will be aimed at helping the marketing team push registrants along the funnel in a more personalized way. This extends the impact of the event much more than one generic “Thank you for coming!” post-event email that even goes out to those who didn’t show up.
Promote, run, and measure the impact of your events with Hopin and HubSpot
Running events is challenging enough — and proving their ROI has long been tricky and frustrating. But with Hopin and HubSpot, event communications can be more tailored than ever, and these systems can help show the impact of your event for months and even years down the line.
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