HubSpot’s New Marketing Events Object: A Better Way to Track Event ROI

If you’ve ever hosted a webinar or attended a trade show, you know the struggle: juggling lists, forms, Zoom links, and spreadsheets just to track who registered, who showed up, and whether any of it moved the needle.

Good news: HubSpot has heard the cries of event marketers everywhere.

Their newly revamped Marketing Events Object is built right into the CRM and ready to clean up your campaign clutter. At Pivot, we’re already helping clients use this feature to capture meaningful engagement data, tighten up follow-up, and finally get visibility into event ROI.

Let’s break it down.

What’s New: Events as a First-Class CRM Object

Before this update, tracking events in HubSpot meant piecing together custom properties, workflows, or third-party tools. Now? HubSpot treats events like any other CRM object—meaning they get their own record, their own associations, and full visibility across tools.

Core Features Live Today:

(Available for Marketing Hub Professional and Enterprise users)

• Native event tracking: Register, cancel, and mark attendance right in the CRM
• Direct integrations: Zoom, GoToWebinar, Eventbrite, MS Teams, and more
• Offline support: Import lists from tradeshows or sponsored events
• Cross-tool power: Plug event data into forms, emails, workflows, scoring
• Lead scoring: Build logic like “+2 points for attending our product demo”
• Campaign association: Track events like other assets, with full ROI reporting
  
  

💡 Pro tip from Pivot: You can now score leads by behavior (not just clicks) and give Sales a clear picture of who’s really engaged.

What Pivot Clients Are Doing With It

We’re already deploying this across client accounts, especially for long-cycle or account-based marketing teams who rely on events to create meaningful moments.

Here are three ways it’s already driving results:

1. Turning Offline Chaos into Attribution Clarity

Trade shows used to be attribution black holes. Now we can import attendee lists directly into HubSpot, associate them with a campaign, and trigger follow-up workflows—no Excel cleanup required.

From booth scan to pipeline stage, without losing the thread.

2. Automating Event Workflows, End to End

We’re building “set-it-and-forget-it” workflows like:

• Register → Confirm email → Score contact
  
  
• Attend → Send follow-up survey → Notify rep

No more manual handoffs or missed follow-up.

3. Giving Sales Real Visibility into Engagement

With events tracked in the CRM, we’re embedding that context right into contact views—so Sales can prioritize leads based on real signals, like who attended which event and when.

"Warm" leads aren’t just a guess anymore.

What’s Coming: Even Smarter Event Automation

HubSpot’s roadmap for 2025 includes:

• Event-based workflow triggers
• Registration via form submission (without custom workarounds)
• Better participant management directly from the CRM
• Email personalization tokens for events (hello, smart reminders)

Why It Matters (Especially If You're in B2B or Tech)

Events are high-intent signals—but until now, they lived outside your revenue engine.

Now, with events as a native HubSpot object, you get:

• Real attribution across in-person and digital touchpoints
• Cleaner campaign reporting with all your assets in one place
• Smoother sales handoffs with engagement data in the CRM
• Tighter workflows that keep leads warm without manual effort

Ready to Rethink Your Event Strategy?

If you're already a Pivot client, we’d love to audit your current event setup and show you how this new feature could simplify your systems.

Psst—this feature is available on HubSpot’s Marketing Hub Professional and Enterprise tiers.

Not sure what version you have? We can help you figure it out.

If you’re not working with us yet—and events are a growing part of your strategy—we’d love to talk. No pressure, just ideas.

Schedule a free 30-minute strategy session.

Let HubSpot track the event. Let Pivot help you make the data matter.