Gage Verronneau

Gage Verronneau

Gage Verronneau

Customer Success Manager


If you're using Sequel for your webinars and events and HubSpot as your CRM, it's crucial to set up and optimize your integration to make the most out of your data. In this blog post, I'll share some tips and tricks I've learned from a recent workshop on using your HubSpot integration with Sequel.

1. Setting Up Your HubSpot Integration

First things first, you need to connect your Sequel account with your HubSpot account. To do this, go to your Sequel Admin Dashboard and click on the Integrations tab. From here, you'll see the option to connect your HubSpot account. If you haven't set up your HubSpot integration yet, click 'Connect' and follow the on-screen prompts.

in the integration settings, you'll find two options that I recommend enabling (unless you have a specific reason not to):  

- Generate contacts on event registration: This creates or updates a contact in HubSpot when someone registers for one of your events.  

- Send user engagement: This sends data to HubSpot about users' engagement in your events, such as how much they've watched, whether they participated in chats, polls, or Q&A sessions, etc.

2. Custom Field Mapping

Custom field mapping is a powerful feature that allows you to map custom questions from your Sequel registration form to specific contact properties in HubSpot. This way, you'll have structured data directly on the contact card in HubSpot, rather than only having it in the activity field.To set up custom field mapping, first create the custom questions you'd like to ask during event registration, such as job title and LinkedIn URL. Next, go to the CRM tab in your event settings in Sequel and add a new field. Select the corresponding Sequel field (e.g., job title) and map it to the relevant HubSpot property (e.g., job title).

3. Creating Lists in HubSpot

Creating lists in HubSpot based on registration and attendance helps to better segment and analyze your audience. To start building these lists, set up active lists in HubSpot based on the activities you've tracked in Sequel. For example, create a list for those who registered, one for those who attended, and one for the 'no shows.'

4. Leveraging Performance Metrics and Automation

In HubSpot, you can use your newly created lists to analyze the performance of different segments and even automate your marketing by setting up workflows based on different criteria. This can be useful for targeting specific audiences or nurturing leads based on their engagement with your Sequel content.

In conclusion, optimizing your HubSpot integration with Sequel provides a better way to manage your CRM data, allowing you to gain deeper insights and make more informed decisions about your audience and marketing efforts. Don't forget to check out the Sequel Help Center article on setting up and using your HubSpot integration for more detailed instructions, and feel free to reach out to me at gage@sequel.io if you have any questions or need further assistance.