Putting on an event, no matter what kind, takes a lot of work. Your teams have to develop the idea, work out the details, create the necessary deliverables, and advertise it to attract the maximum number of attendees. After so much effort, you probably want to know if it's successful or not. If you don't, you could potentially be placing your resources into something that's not entirely worth it.
With HubSpot's marketing events object, you can build a more consistent overview of your marketing events, whether they're virtual, hybrid, or in-person. That way, you'll have a definite answer to whether an event led to your desired results. And with the newest updates to the object, you can boost event work tenfold.
Let's dig into the marketing events object, the latest updates, and how you can get started today.
What is the Marketing Events Object?
HubSpot objects represent different types of processes and relationships your business has in your HubSpot portal. The marketing events object helps streamline all your event data – such as name, description, type, organizer, status, date, format (virtual/in-person/hybrid), and more -- into a single view. Once you've opted in, you can add new events, edit existing ones, and create custom properties by connecting an event app like Eventbrite, Zoom, Microsoft Teams, or GoToWebinar, or using the HubSpot marketing events API. You can also manually add them.
What's New with the Marketing Events Object?
HubSpot has enhanced the marketing events object to allow customers to create, manage, and use marketing event data more efficiently throughout HubSpot's CRM Platform. Now, users can:
- Edit marketing event data directly from the index page
- Create and manage marketing events without requiring an integration
- Create custom marketing event properties to leverage in HubSpot forms, site pages, or email
- Use marketing event data in dynamic pages to show an overview of upcoming events
- Use marketing event data in revenue attribution reporting to understand the impact of events
- Track virtual, hybrid, and in-person event performance in one place
- Integrate with virtual event platforms for seamless management
How Do You Create a Marketing Event?
As noted, there are different ways to create a marketing event, and they're all simple. If you're using an event app, you can:
- Navigate to Marketing > Events in your HubSpot account
- Click "Create Event"
- Select your connected event platform
- Follow the integration workflow
You can also create events manually into your account without an integration. To do this:
- Navigate to Marketing > Events in your HubSpot account
- Click "Create Event"
- Select "Manual Event"
- Add your event information
- Click "Create" or "Create and add another"
- Access your events in the marketing events index page for direct editing
How Do You Edit, Analyze, and Report on Marketing Events?
The current marketing events object gives you comprehensive control over your events. Here's how to manage them:
To edit marketing event data:
- Navigate to Marketing > Events
- Click on your desired Marketing event
- Edit your information as needed in the side panel
To create custom properties:
- Navigate to Settings > Properties
- Select "Marketing Events" from the object dropdown
- Click "Create property"
- Configure your new property settings
To add data to custom properties:
- Open any event record
- Click "View all properties" in the side panel
- Search for your new property
- Add your information
To analyze an event:
- Navigate to Marketing > Events
- Click on an individual event's name
- View performance metrics including:
- Registration data
- Attendance rates
- Engagement metrics
- Follow-up status
- Revenue impact (Enterprise)
Users with Enterprise accounts can use marketing events object data in custom attribution reports to see which of your marketing efforts led to registrations and conversions. You can also use this data in revenue attribution reports to see how marketing events impact deal closure rates. The marketing event object can also be used to display dynamic content in CMS Hub or marketing emails via:
- CRM object dynamic pages
- CRM object selector module field
- crm_objects function
This functionality helps drive event registration and engagement by showing relevant event information to your contacts.
What Else?
HubSpot continues to enhance their marketing events capabilities regularly. Recent additions include improved virtual event platform integrations, enhanced reporting capabilities, and better support for hybrid events. The marketing events object remains an essential tool for anyone regularly hosting events of any format. If you'd like to learn more about leveraging these features for your events, you can reach out to our team at any time.
