Turning Event Insights Into Sales Insights

For better or worse, sales teams typically take a"liaise fair" attitude towards events which can be maddening from a marketing perspective given the time and energy required to generate new leads and opportunities.

The good news is that typically this boils down to a data problem with pain points being the usual suspects: capturing event engagement data (much easier to do on virtual events!), determining where the data is going, and figuring out how it can be tracked in a manner that provides your sales team the ability to effectively reach out to prospects. When this breaks down, everything breaks down including the fundamental need to convert leads.

This is not a new problem. Here are just a few examples of why we all should be paying attention:

  • Sales and marketing misalignment is the #1 reason why an organization’s annual revenue stagnates or declines — Harvard Business Review
  • Sales ignores up to 80% of marketing leads, instead spending half their time on unproductive prospecting — Marketo
  • 79% of marketing leads never convert due to a failure to nurture — Hubspot

Making Data Easy

From the get-go, sequel has provided the ability to access event data directly through the Admin Dashboard but we also support more advanced integrations via Zapier and natively through Hubspot (more on this in a second!). Let's take a spin through some of these options as managing the data is half the battle.

Admin Dashboard

For any event, you can select the "participants" tab:

This will provide a breakdown of event attendance and whether participants joined live or watched an on-demand replay. This data would then need to be exported as a CSV and uploaded to any CRM or marketing tool of your choosing.


For those that have never heard of Zapier, it's a platform that helps you automate repetitive tasks between two or more apps (think of it as an enterprise version of IFTT). Event marketing aside, there are a lot of fun things you can do with it that will add a little light to your day.

The sequel's integration with Zapier allows you to pull data from your company events to over 3000+ apps on the Zapier Marketplace and has the ability to expose both attendance and consumption data.

You can check out our help center article for more details about how to actually set up a Zap plus an in-depth video that walks through connecting your event to your CRM.

HubSpot Native Integration

You could probably tell I was building to something! I have nothing against Zapier, but I'm all about quick and efficient automation, and sequel's new Hubspot Native Integration checks both of those boxes.

All you need to do is simply select what timeline activities you want us to send to HubSpot, authorize HubSpot account access, and you're done.  You can be up and running in less than 2 minutes - easy peasy.

Furthermore, this is a "one time and done" action unlike the alternatives above. Once connected, any event and engagement data associated with your account will be pushed directly into HubSpot.

For more information, you can check out this help center article.

But what happens after the data is in HubSpot?

Glad you asked! All data will be added directly to a contact's activity list as a note. Currently, the body of the note includes attendance data and custom questions from the registration form but will quickly be expanded to include:

  • Polls and Q&A Engagement Data
  • Networking Data (what circles did participants attend and how long were they there for)
  • UTM codes (for improved campaign tracking)

And with regards to data aggregation, I've found that building an "active list" is the easiest way to view data at the event level.  To do this, simply follow these 2 steps:

1) Create an active "contact-based" list (from a housekeeping standpoint, I usually give this list the same name as the event)

2) Filter by Activity Properties âžť Note body âžť contains any of [EVENT ID]

That's it. After that, you can create marketing campaigns based on your active list that will be continually updated with customer activity and engagement data.

Going Beyond Tracking Registration

As mentioned above, arming your sales team with event and user-level data is just half the battle. The other half is learning how to measure events, establish KPIs, and design follow-up strategies that drive hard revenue.  In part 2 of this blog, we'll take the training wheels off and deep dive into these subject areas.

So stay tuned and be sure to sign-up for our upcoming Analytics webinar if you'd like to learn about sequel, how to improve your post-event game, or simply want to talk shop!


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