Events are powerful marketing opportunities. But without proper planning and tools, your event's potential can quickly fizzle out. The HubSpot and Eventbrite integration changes this, transforming events into integral parts of your revenue and lead nurturing strategy.
By connecting your event registration platform (Eventbrite) with the powerful marketing automation of HubSpot, you streamline everything from promotion to follow-up. This creates a seamless experience for attendees, giving you valuable insights to drive engagement and ROI beyond the event day.
We are going to cover:
1. How to set up the Hubspot and Eventbrite integration.
2. How to set segment registrants in HubSpot and create lists based on new Eventbrite properties.
3. How to set up lead scoring based on Eventbrite properties. (HubSpot Marketing or Sales Pro and Above)
Why Integrate HubSpot and Eventbrite
- Eliminate Data Silos: Forget about importing messy spreadsheets! Your attendee info flows seamlessly into HubSpot, eliminating manual data entry and keeping your CRM organized.
- Drive Engagement with Nurturing: Stop treating events as one-offs. Tailor your pre and post-event communication to attendee interests and actions, building excitement that turns into lasting relationships.
- Prove Event ROI: Move beyond basic attendance numbers. See how your event efforts contribute to lead generation, sales pipeline growth, and overall marketing goals within HubSpot's reporting tools.
Key Features and Benefits
- Automatic Contact Syncing: Detail exactly what attendee data flows into HubSpot (name, email, ticket type, etc.), emphasizing the value of a complete contact record.
- Segmentation and Personalized Campaigns: Provide 2-3 examples of how to segment based on event data and the type of communication this enables.
- Workflow Examples: Offer more specific workflow ideas like a pre-event countdown series, post-event survey, or VIP upsell flow for highly engaged leads.
- Lead Scoring Tie-in: Explain how the integration supports lead scoring, helping prioritize hot leads for sales follow-up.
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- Reporting and Analytics: Specify which reports in HubSpot become powerful once you connect Eventbrite (registration over time, revenue attributed, etc.).
Step-By-Step Setup
Before we get started, you will, of course, need both a HubSpot and Eventbrite account. You will also need to have Super Admin or App Marketplace Access permissions.
If you don't have an Eventbrite account, you can sign up for free here.
If you don't have a HubSpot account, we can hook you up with an instance that already has all of the workflows and lists. You can book a setup call here.
1. How To Install the Eventbrite and HubSpot Integration
- In your HubSpot account, click on the Marketplace icon in the main navigation. Then, use the search bar to locate and select the Eventbrite integration.
- In the upper right, click Install app.
- You will then be prompted to login to Eventbrite and authorize the connection. Once you click Allow, you will be connected.
***If your Eventbrite account is connected to multiple organizations, you will be able to choose which account you want to sync with HubSpot.
- If you are not directed to the Eventbrite settings page, click the Actions button on the Eventbrite card, and then Go To Settings.
- Choose whether you want all new events to sync, and then select any past events you'd like to sync as well.
Congratulations! You've enabled the integration. This did a couple of things:
- New contact properties were created in a group named Eventbrite.
- Properties: Last Registered Event Name and Last Registered Event Date
- When someone registers for an event, these fields will be updated automatically.
- When someone registers for an Event that is synced to HubSpot, they will either be created in the system, or it will add an Eventbrite registration to their contact timeline. (Example of what you see in timeline below)
- All standard Eventbrite properties will be synced to the contact card:
- First Name, Last Name, Cell Phone, Company, Home Address, Job Title, and Website.
- If someone cancels their registration to an event, you'll see an Eventbrite cancellation/refund event on their timelines.
- If users check in via Eventbrite, you will see that they attended as well.
2. How To Segment Contacts Who Register and Attend Events
Now that you have the contacts and their event information in the system, we want to set up lists to segment the contacts and market to them appropriately to increase results.
If you have Marketing starter, you will have access to two additional filters when creating lists or workflows
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- Last registered event
- Last registered event date
If you have Marketing Pro or above, you will have some additional options for segmentation:
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- Registration property
- Attendance property
- Refund property
To break it down, if you don't have Marketing Pro, this is still an incredibly valuable connection. Creating lists of people who registered for specific events will allow you to follow up with the right people and get ahead of the invite list for the next event.
Marketing Pro users can set up further segmentation to automate emails to registered people who didn't attend, who got refunds, and additional info from the Eventbrite form.
How To Set Up A List Of Event Registrants
- In your HubSpot account, navigate to Contacts>Lists.
- Click Create list button (Orange-top right)
- Give your list a name, and leave it as an Active List (updates automatically)
- Click the blue +Filter button
- Scroll to the bottom of your filter options to select Eventbrite under Integration filters.
- Select Eventbrite: registration properties
- Choose the property you want to segment by, we suggest starting with Event Name
- Choose your filter option as to whether: is equal to (name has to exact match), contains any of (has similar word), or other options
- We suggest using is equal to unless you have a series of events and you want a master list, then you could use contains any of.
- Type the name of your event in the bar below, press enter, and then click the save button in the top right.
Now you have a list of event registrants that will stay updated automatically. You can use this list to report, send emails, enroll in workflows, and much more!
Below is a sample of what your filter should look like, but I also brought up the initial group on the right and circled it.
If you have any questions, we would love to chat!
Some example lists you can create are:
- Event registrants: Registration property | Event Name | is equal to | [enter your event name]
- Event attendees: Attendance property | Event Name | is equal to | [enter your event name]
- Contacts who have registered for an event in the past month: Contact property | Last Registered Event Date | is less than | 4 weeks ago
3. How to Set Up Lead Scoring Based On Event Registrations
If you have HubSpot, you should be using lead scoring. It's like having a 24/7 assistant researching your leads (when done correctly).
Now that you have the Eventbrite integration setup, you can use Last Registered Event as a filter when creating your score.
- Navigate to your settings and then Properties.
- Search for and select HubSpot Score
- You can also create a new property and choose the Score type (Shown in video above)
- Click +Add criteria and scroll to the bottom where you see the Eventbrite properties
- Select Eventbrite: registration, and then choose Event Name as the property
- Type in the name of the event and press enter.
- Click the pencil icon next to the number and adjust the score to your liking
This is just scratching the surface of the capabilities enabled by this integration. In our next blog, we will cover some workflows you can build with it!
If you have any questions, ideas, or issues trying to set this up, we would love to chat. You can schedule a free 15-minute call here.