Connecting Inbound Marketing + Event Marketing
Tradeshows and events generate great interaction between a company and their prospects and customers. Anyone who has attended a tradeshow usually leaves a booth feeling a strong wave of buzz around that company.
Connecting Cvent to HubSpot helps you carry that momentum from the event over to your sales and marketing follow-up. Take that energy (and insight) right from the show floor to your sales and marketing teams in a bunch of ways we list out here.
Not to mention you invest a lot of money and time in your events, you want to make sure you are taking all the right steps to fully capitalize on that - and a robust HubSpot-Cvent integration is a key part.
Reason 1: Automated delivery of leads
Get leads to your sales team immediately from the event. Every hour that passes after the event, you are less and less top of mind for your prospect.
Rather than deal with days and days of Excel spreadsheet cleaning and upload - get your data directly into your marketing automation system with a real-time connection between HubSpot and Cvent.
Reason 2: Rapid & relevant event follow-up
An integration between your event management system and your inbound marketing system enables a targeted follow-up based on what you know about the person.
You are going to interact with a mix of people at your events. Some you're meeting for the first time (net new prospects), some prospects already engaged with your sales team and part of opportunities, some customers, and some partners.
Rather than have a generic follow-up approach driven by the event system, tailor your approach based on what you know about that person using data contained in your marketing automation and/or CRM system.
People want to be communicated to based on who they are. Don’t settle for the generic event follow-up. Bringing that data into HubSpot allows you to set up separate follow-up streams based on the different types of people attending the event.
Reason 3: Update your marketing database based on event interactions
Bringing intelligence you capture from someone at an event back into your marketing automation database is another way for you to ensure you're fully leveraging your event investment.
This includes not only information that someone provides you when registering the event, but it also includes, how they interact with you at the event.
A specific example of this is Cvent sessions which Bedrock Data can bring back into your HubSpot instance. You can tag ‘topics of interest’ for a prospect based on which sessions they are interested, to drive a tailored follow up nurture track based on what they are interested in. And more relevant follow-up will be more effective.
Reason 4: Measure the impact of your events
Integrating inbound marketing and event management systems allow you to track and measure event performance.
By syncing event information to HubSpot, the reporting features track engagement results from the event, closed deals that may result from the event, or from future revenue earned.
Tracking event performance in the days, weeks, and months following is something that any CMO or CEO appreciates.
Overview of HubSpot & Cvent integration
What goes on when you have HubSpot and Cvent integrated together?
At its core, there’s a multi-directional sync between Cvent and HubSpot.
As people register for an event or event session, those contacts are recorded in HubSpot without creating duplicates. The contact record is created in HubSpot events that contact registered appear in the contact's timeline. As part of the registration, you can capture additional information (like preferred topics) which get saved to the Cvent contact record and then synced to the HubSpot contact record.
Each event they register for is additive to the contact record in HubSpot - and new information you collect continues to build the contact's profile in HubSpot.
Beware of simple ‘push’ integrations that either create duplicate records in your marketing automation system or only have the ability to overwrite records. With this approach, you'll lose the progressive profiling build native to a multi-directional sync approach.
HubSpot contact pages populate an activity feed called a timeline. A Cvent integration pushes data to a contact's HubSpot timeline. Event registration information the contact filled out when signing up for your event, like registration data, including form fill information, generic fields, and custom fields. And due to Bedrock Data's deep integration with Cvent, you can get all the way down to individual sessions that are part of the event.
The net result of all of event system integration with HubSpot is the ability to monetize activity based on your events' spend through your follow-up marketing programs.
Final thought: three tips for integrating HubSpot + Event Systems
1.Visualize on HubSpot timeline
Visualization on the HubSpot timeline allows you to you see, "OK, well that person attended my event last week," or "They went to this particular session and they're interested in one of my products more than one of my other products or one of my content tracks more than one of my other content tracks."
This data visualized lets you do is build workflows and lists based on contacts' specific interests, and that's where the real power comes from.
2. Ensure multiple events don’t cause duplicates
Ensure that multiple events registration by the same contact won't cause duplicate records in your marketing system.
Obviously, duplicate records in a marketing system are pretty annoying. For instance with email marketing, just knowing how many total contacts is difficult. So you want to ensure that if you're going to integrate HubSpot with event management that you're not going to cause duplicates in your marketing system.
3. Follow-up during events -- Speed Matters!
Following-up when the event is still fresh in attendee's minds will ensure that the awesome targeted content that you have is still super relevant for them. Pushing registration and attendee information into a system like HubSpot automatically as registrations are collected will enable timely follow-up during the event.
4. Bonus tip - option for an approval step in Cvent
One of our customers recently configured an approval step in Cvent. They wanted to review leads before pushing them to HubSpot to ensure they had updated generic email addresses to business email addresses so they would properly merge with those records in HubSpot. This was easy to setup - they created a contact record field "sync to HubSpot", and that's the field the Bedrock Data integration is using as a trigger to sync to HubSpot. This gave the customer a lot more control of the process and lead to a more integrated database between Cvent and HubSpot, with much less risk for duplicates.
5. View the entire deck for more (bonus!)
This blog is based on a conversation with Taylor Barstow, Chief Technology Officer at Bedrock Data, on Tuesday, January 31st, 2017. This post is part three of a three-part series of blog posts, covering the possibilities with HubSpot integrations.