An Overview of Updates to HubSpot Marketing Events

08/27/2021 4 min read Written by Corie Stark

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. 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 or 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, 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, 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 added new features to 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 from the index page
  • Create marketing events without 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

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 Contacts > Contacts in your HubSpot account
  • Click Contacts in the dropdown menu
  • Select Marketing events
  • Add Marketing Events from the dialog box (if you have an app installed, you won’t need to do this because your events will populate on their own)  

You can also create events manually into your account without an integration. To do this:

  • Navigate to Contacts > Contacts in your HubSpot account
  • Click Contacts in the dropdown menu
  • Select Marketing events
  • In the upper right hand, click Create Marketing event
  • Add your information
  • Add another by clicking Create and add another
  • Once you’ve added your events, HubSpot will add the new records to your marketing events index page, where you can edit events directly

How Do You Edit, Analyze, and Report on Marketing Events?

The new updates to the marketing events object give you more control of what you can do with your events. For example, here are instructions on editing or making changes:

To edit marketing event data

  • Navigate to Contacts > Contacts in your HubSpot account
  • Click on your desired Marketing event
  • Edit your information as needed in the side panel

To create custom properties 

  • In your event, select the gear icon at the top
  • Click on Properties under Data Management
  • In the Select an Object menu, select Marketing Event Properties
  • Select Create property
  • To add data to them, click Preview on any event record
  • Click Actions in the side panel preview
  • Hit View all properties
  • Search for your new property and add in your information

To analyze an event 

  • Navigate to Contacts
  • Select Marketing events
  • Click on an individual event’s name
  • See the performance of details like description, status, source, start date, end date, registered, attended, canceled, and no-show

Users with Enterprise accounts can use marketing events object data in custom attribution reports to see which of your marketing efforts led to someone signing up. You can also use this data in revenue attribution reports to see which marketing events someone attended or registered for impacted a close-won deal. You can learn more about creating attribution reports here. It’s also important to note that you can use the marketing event object to display content in CMS Hub or marketing emails via CRM object dynamic pages, the CRM object selector module field, or the crm_objects function. This is helpful to help get users interested and signed up for your event!

What Else? 

That’s it – for now! HubSpot is known for making regular updates to their products to enhance their functionality. For now, the marketing events object is beneficial for anyone who’s consistently putting on events. If you’d like to learn more, you can reach out to our team at any time.

By: Corie Stark

After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.

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