A Marketing Event is a CRM object, similar to contacts and companies, that enables you to track marketing events, such as a webinar, along with the contacts who registered and attended the event.
You can use the Marketing Event object to filter views, create lists and reports.
HubSpot Marketing Events work with all HubSpot plans. If you're on the Marketing Hub Professional or Enterprise plan can you associate marketing events with campaigns.
Use cases
Create overview of all your webinars in HubSpot
Create lists with registrants, attendees etc..
Measure webinar performance
Create campaigns and associate these with events
HubSpot can aggregate marketing events from certain integrations, so you can have a consistent overview of your marketing events. Once you've added this object type to your HubSpot account, you can edit and analyze existing marketing events, and create custom properties for the events.
Installing HubSpot Marketing Events
In order to start using Marketing Events, you need to update the Contrast integration for HubSpot (screenshot 1). Head over to settings > integrations in Contrast, click on the HubSpot card and now click on connect. Accept permissions (screenshot 2) when asked and the app will automatically re-install.
If you haven't connected HubSpot before, then simply connect.
Webinar overview in HubSpot
You can create a view of all your events inside HubSpot. Simply click on Events in the Marketing-tab.
Marketing event properties
Webinars are automatically synced to HubSpot, including their properties
Name | Description |
Name | Webinar name |
URL | Link to event on Contrast |
Type | Event type (webinar/recurring webinar) |
Description | Webinar description |
Registrations | Number of registration |
Attendees | Number of attendees (live + replay) |
No shows | Number of people that did not attend |
Start date | Webinar start date + time |
End date | Webinar end date + time |
Object create date | When the event was created |
Object last modified | When the event was updated |
Organizer | User that created the event on Contrast |
Record source | Integration |
Record source detail 1 | Contrast |
Other properties (cancellations e.g.) not listed in here are currently not in use or deemed irrelevant. Alternatively you can use Contrast properties to create lists. Whatever floats your boat.
Create lists using Marketing Events
You can also segment lists based on marketing events:
In your HubSpot account, navigate to CRM > Lists.
In the upper right, click Create list.
In the left panel, select Contact-based to create a list of contacts.
In the right panel, enter a name for the list and select if you want an Active list or a Static list.
In the upper right, click Next.
In the left, click Add filter.
Select Marketing events. You will see the following options available: Canceled marketing event registration, Attended marketing event and Registered for marketing event.
This for example allows you to create lists with people that attended more than N of your events.
Measure webinar performance using Marketing Events
Create a custom report in HubSpot and set the primary source as the marketing event. You can use the Record source detail 1 to filter it to Contrast.
Attach webinars to a specific campaign
You can associate a webinar to a campaign inside HubSpot. This way you can easily track event performance and contributions to your campaigns.
Please note, you need a Marketing Hub Professional or Enterprise account to make use of Campaigns. Learn more about campaigns.