HubSpot Marketing Events lets you log in-person and virtual events directly in your CRM, tie contacts to those events, and measure event impact alongside your other marketing data. If your team runs webinars, workshops, or conferences, this is how you stop tracking attendance in a spreadsheet and start seeing event performance in the same dashboard as your campaigns.
Go to Settings → Marketing → Marketing Events and toggle the feature on. It is available on Marketing Hub Professional and Enterprise. Once enabled, a “Marketing Events” object appears in your left navigation under Marketing.
Click “Create event”, choose the event type (webinar, conference, workshop, or other), set the start and end date, and add a description. If you are using an integrated platform such as Zoom Webinars or Eventbrite, you can connect it via the integrations marketplace and events will sync automatically.
You can bulk-import contacts from a list, add them individually, or let the integration pull them in automatically after the event. Each contact record gets an event activity logged — registered, attended, no-show, or cancelled.
Use event registration or attendance as enrollment criteria in a workflow. Common patterns: send a post-event follow-up sequence to attendees, tag no-shows for a different re-engagement sequence, or enroll high-intent attendees into a sales sequence.
Add Marketing Events data to your dashboards using the Events report template. You can track registration count, attendance rate, and how event attendees progress through your pipeline after the event.
What kinds of events does HubSpot Marketing Events support?
HubSpot Marketing Events works for any event type where you want to track contacts’ participation. Common use cases in Southeast Asia include:
- Webinars — weekly or monthly educational sessions. If you use Zoom Webinars, the integration syncs registrants and attendance automatically.
- In-person workshops — training days, client dinners, roadshows. You add contacts manually or via import after the event.
- Conferences and trade shows — large events where you scan badges or collect business cards. Import attendees as a list.
- Product demos — group demos where multiple contacts attend the same session. Logging these as events lets you see demo attendance alongside deal stage movement.
The key value is that event participation becomes part of the contact record and timeline, so your sales team can see “attended the Bangkok HubSpot workshop on 14 August” without you having to tell them manually.
How do integrations work with Marketing Events?
HubSpot has native integrations with Zoom Webinars, Eventbrite, GoTo Webinar, and ON24 through the HubSpot App Marketplace. When connected, registrant and attendee data flows into HubSpot automatically after the event ends.
If you use a platform that does not have a native integration, you have two options. First, export your attendee list as a CSV and import it into HubSpot using the standard contact import, then manually associate those contacts with the event. Second, use the HubSpot Marketing Events API to push data programmatically from any event platform.
For teams in Thailand running LINE-based event registrations, the manual import path is the most common approach: collect registrant data via a LINE form, export it, and import into HubSpot with the event as the association.
How do you use event data in workflows?
Marketing Events unlock a contact property called “Event registration” and “Event attendance” that you can use as workflow enrollment triggers or conditions. Practical workflow patterns:
- Post-webinar nurture — enroll all attendees in a 3-email follow-up sequence within 30 minutes of the event ending. Include the recording link in email 1, a relevant guide in email 2, and a soft CTA in email 3.
- No-show re-engagement — contacts who registered but did not attend get a different email with the recording and a re-registration link for the next session.
- Sales handoff for hot attendees — if a contact attended AND has a lead score above a threshold, create a task for the assigned sales rep to follow up within 24 hours.
- Lifecycle stage progression — move a contact from “Lead” to “Marketing Qualified Lead” automatically when they attend an event, reducing manual data entry for your team.
These workflows connect directly to the HubSpot automation workflows you already have in place. Event triggers slot into the same workflow builder as any other enrollment criteria.
How do you report on Marketing Events?
HubSpot includes a Marketing Events report template in the reporting dashboard. You can add it to any dashboard and filter by event type, date range, or individual event. The default metrics include:
- Total registrants per event
- Attendance rate (attended / registered)
- No-show rate
- Contacts created from the event (net new contacts who first appeared via event registration)
For pipeline impact, you need to build a custom report that joins event attendance data with deal data. The most useful version shows: contacts who attended an event, their deal count after the event, and total deal value. This is the clearest way to argue internally that event investment converts to revenue.
What is the difference between Marketing Events and Campaigns in HubSpot?
They serve different purposes and often work together. A HubSpot Campaign is a tracking container that groups all the assets related to a marketing initiative — emails, forms, ads, landing pages, social posts — so you can see combined performance. Marketing Events is an object that represents an actual event and tracks contact participation in it.
A common setup: create a Campaign for a product launch, then create a Marketing Event for the launch webinar. Associate the event with the campaign. Now the webinar registrants and attendees flow into the campaign report alongside email opens, landing page conversions, and ad clicks from the same launch.
Frequently asked questions
Is Marketing Events available on HubSpot Starter?
No. Marketing Events is available on Marketing Hub Professional and Enterprise tiers. Starter users do not have access to the Marketing Events object.
Can I track event attendance from a third-party platform I built myself?
Yes, via the HubSpot Marketing Events API. Your developer can push registration and attendance data into HubSpot from any platform using the API endpoints.
Do Marketing Events contacts count toward my contact tier?
Only if they are marketable contacts. If a contact is already in your database, logging event attendance does not create a new contact. If the contact is net new, they are added to your contact database and count toward your tier limit like any other contact.
Can I associate contacts with an event without a native integration?
Yes. You can manually add contacts to an event from the event detail page, or use a bulk contact import with the event as the association target. This works well for in-person events where you have a post-event attendee list.
How do I see which event a contact attended on their contact record?
Open the contact record and scroll to the Activity feed on the right panel, or click the “Activity” tab. Event registrations and attendance are logged as timeline events with the event name, date, and participation status.
This is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc. This resource is not affiliated with or endorsed by HubSpot, Inc.
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