The Eventful HubSpot integration connects your events directly to your CRM — so event audiences, registrations, attendance, and post-event pipeline become clean, usable HubSpot data.

Eventful is intentionally built on HubSpot’s native marketing event object, avoiding custom objects and brittle workarounds. The result is an integration that keeps your CRM organized, workflow-ready, and safe for long-term use.

Build Event Audiences Using HubSpot Data

Eventful integrates directly with HubSpot lists to support smarter event planning.

You can connect an existing HubSpot list — such as customers, prospects, or target accounts — and use it inside Eventful to:

• Create lookalike audiences based on account domains
• Upload lists directly and enrich them with location and firmographic data

This makes it easy to understand where your audience is concentrated and decide where to run in-person events like customer dinners, field events, or roadshows.

Automatically Create HubSpot Marketing Events

Every time you create an event in Eventful, a corresponding HubSpot marketing event is automatically created.

Each marketing event includes key details such as:

• Event name and description
• Event type
• Start and end date
• Start and end time
• A link back to the Eventful event page

This ensures every event is represented natively inside HubSpot and available for reporting, lists, and workflows.

Note: HubSpot marketing events require enterprise-level access within Marketing Hub, Sales Hub, or another supported hub.

Sync Registrations and Attendance to HubSpot

As people register for your event, Eventful syncs that activity directly into HubSpot.

• If the registrant already exists as a contact, they are associated with the marketing event.
• If the registrant does not exist, Eventful creates a new contact — unless restricted by your CRM rules.

Attendance is tracked in Eventful and synced back to HubSpot after the event, allowing you to clearly see:

• Who registered
• Who actually attended

This data can then be used in HubSpot lists, workflows, scoring models, and reporting.

Important Note on Approval-Based Events

HubSpot’s marketing event object supports syncing registrants and attendees, but does not support approval or waitlist status.

For events with an approval step, Eventful syncs:

• Who registered
• Who attended

Approval and decline decisions remain managed inside Eventful and are not synced to HubSpot.

This is an intentional design decision. Eventful uses HubSpot’s native objects instead of creating custom objects, which can quickly introduce data fragmentation, reporting issues, and long-term CRM hygiene problems.

Measure Post-Event Pipeline in HubSpot

Eventful goes beyond event engagement to show how events influence revenue.

Once per day, Eventful scans your HubSpot instance for open deals. If a deal meets the following criteria:

• The deal was created after an event date
• A Contact or associated Company on the deal attended that event

Then Eventful attributes that deal as post-event pipeline.

Inside Eventful, you can see:

• Pipeline influenced or generated by each event
• Number of deals tied to event attendance
• Total post-event pipeline and closed won dollars over a selected time period

This gives you a clear, defensible view into how events contribute to revenue — without manual attribution models.

Get Slack Alerts When Events Create Pipeline

When new pipeline is detected from an event attendee, Eventful sends a Slack alert to notify your team in real time.

This keeps event impact visible as it happens, instead of waiting for monthly reports or manual analysis.

Built for HubSpot Data Hygiene

Eventful respects your HubSpot configuration and governance rules.

If your HubSpot instance restricts contact creation — for example, blocking personal email domains — Eventful honors those rules automatically. No records are overwritten, and no contacts are created outside of your defined constraints.

Why Teams Use the HubSpot Integration

Teams use the HubSpot integration to bring events into their core GTM system without compromising CRM cleanliness.

Eventful helps teams:

• Plan events using real HubSpot data
• Track registrations and attendance natively
• Measure post-event pipeline impact
• Build workflows and lists around event engagement
• Maintain a clean, scalable CRM over time

Frequently Asked Questions

What HubSpot data does Eventful sync?

Eventful syncs event details, registrants, attendance, and post-event pipeline insights using HubSpot’s native marketing event object.

Does Eventful create custom objects in HubSpot?

No. Eventful intentionally avoids custom objects to protect CRM hygiene and long-term maintainability.

Can I track approval status for events in HubSpot?

No. Approval status is managed in Eventful and is not supported by HubSpot’s marketing event object.

How is post-event pipeline calculated?

Eventful looks for deals created after an event where an attending Contact or associated Company is linked to the deal.

Can I build HubSpot workflows from this data?

Yes. Registration, attendance, and event association data can all be used in HubSpot lists, workflows, and reporting.