Bedrock Data Helps INBOUND Communicate with 10,000+ Event Attendees

Held annually in Boston, the INBOUND event hosts thousands of marketing and sales professionals from across the globe who come together to be inspired, educated and form connections they need to transform their business.

After implementing Cvent to track attendee registration data, the INBOUND event team made use of Bedrock Data’s integration platform to organize and respond to attendees accordingly.  With a data integration between HubSpot and Cvent’s event management platform, the INBOUND team can communicate with attendees before, during and after the event with personalized, relevant information based on their needs.

About INBOUND

INBOUND fuels the passion that drives the most innovative and successful business leaders of our time.

INBOUND's purpose is to provide the inspiration, education, and connections attendees need to transform their business. The event hosts thousands of marketing and sales professionals from almost every industry imaginable and from all corners of the globe at the Boston Convention & Exhibition Center. In 2014, INBOUND had 10,000+ attendees from all around the world and they're growing each year.

Through inspiring keynotes, innovative talks, educational breakouts, hands-on lessons, and tons of networking, attendeed will learn how the INBOUND experience, and especially their content, is truly remarkable. Past keynote speakers included Arianna Huffington, Seth Godin, Nate Silver, and Scott Harrison.

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INBOUND Tracks Attendee Data to Informing Marketing and Sales Campaigns

To streamline the registration process and integrate attendee data into its marketing automation software, HubSpot, INBOUND employed Cvent.  With a large volume of data needed to host a successful event, it was critical for INBOUND to integrate attendees’ information systematically, so event organizers could communicate effectively with registrants.

After implementing Cvent to track attendee registration, the INBOUND team made use of Bedrock Data's integration platform to segment their registrants and create personalized communication workflows with relevant content delivered to each persona. These customized workflows were deployed pre and post event to nurture event registrants and their actions were then tracked using the Bedrock Data's integration platform. 

In order to establish what contact data was sent to its marketing system, the INBOUND team needed to map fields between Cvent and HubSpot.  With a custom integration like this, HubSpot Properties were created to automatically map to corresponding Cvent fields; this served to auto-populate certain fields for seamless data collection.  In a matter of seconds, registrants’ information appeared in HubSpot along with all of the necessary contact fields, only a few of which included:

  • Contacts basic information, like full name, company, and role

  • Contacts’ main reason for attending INBOUND

  • Registration type

  • Many more…

The dynamic nature of a Bedrock Data integration allowed the INBOUND team to keep their data up to date as it changed in Cvent, informing the marketing system in real-time.

Automating data also made it easy to trigger marketing campaigns in real-time, like drip emails sent to new contacts, based on their Opportunity stage.  Since INBOUND’s HubSpot instance is also integrated with their CRM, data was further pushed to inform sales reps of new leads, updated leads and opportunity data, coming from the INBOUND event.

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Attendee communication is critical for hosting a successful event.  Especially for an event hosting more than 10,000 individuals like INBOUND 2014, this provides a great opportunity for an organization to nurture leads into customers and develop lasting relationships.  

"Bedrock Data's integrations help marketers in two ways: First by syncing and updating qualified leads to sales, and second by giving marketers the revenue and financial cost data they need to make accurate, data-driven decisions.  Bedrock has helped hundreds HubSpot customers already, including our INBOUND conference."

Headshot_Kipp_Bodnar

Kipp Bodnar

Chief Marketing Officer

HubSpot

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