For Gosiger, events aren’t just part of the marketing mix. They’re how customers experience the product.
When you sell advanced machine tools, buyers want to see the equipment in action. They want to watch the machines run, see the parts being cut, and talk to experts on the floor.
That’s why events play such a central role in Gosiger’s go-to-market strategy.
The company hosts dozens of events every year — from showroom demos to major industry trade shows — all designed to give prospects a hands-on look at the technology. In total, the team runs 30 to 50 events annually, along with 5 to 10 trade shows, making events one of the most important drivers of customer engagement for the business.
But running events at that scale created a growing operational burden.
Behind every event were registrations to manage, communications to send, attendee lists to track, and reporting to compile. The more events the team hosted, the more time they spent coordinating logistics instead of focusing on marketing strategy.
Eventually, the team realized the systems supporting their events weren’t keeping up with the pace of their program.
Before implementing hapily, the Gosiger marketing team found that events were taking up the majority of their time.
“Before hapily, events were consuming 80% of our time,” said Bridget Moore, Marketing Manager at Gosiger. “I joke and say we’re actually able to do real marketing now because we’re not spending so much time on events.”
The issue wasn’t the events themselves. Gosiger had been running successful events for years. The challenge was the technology behind them.
While the team used HubSpot to manage marketing communications, event registrations and attendee tracking lived in a separate system. That meant constant manual work just to keep the data aligned.
Common tasks included:
Exporting registrant lists from the event platform
Importing those contacts back into HubSpot
Tracking attendance manually
Managing communications across disconnected systems
“You need to export your registrants and then import them into HubSpot, and that’s a terrible experience,” said Alexis, Creative Services Supervisor at Gosiger. “Who wants to do that?”
Every event created another cycle of manual work.
Instead of analyzing customer behavior or refining campaigns, the team spent hours maintaining processes just to keep event data organized.
As Gosiger evaluated event management solutions, one requirement quickly became clear: their event system needed to work inside HubSpot, not alongside it.
Marketing communications already lived there. Their customer data lived there. Their reporting lived there.
Events needed to connect directly to that same system.
The team was looking for a platform that could:
That’s where hapily fit in.
Because hapily runs directly inside HubSpot, Gosiger could manage registrations, communications, and attendance tracking without moving data between systems.
Instead of exporting lists and reconciling tools, everything could live in one place.
Once hapily was implemented, the event creation process changed dramatically.
Instead of coordinating across multiple systems, the Gosiger team could now launch and manage events directly inside HubSpot.
“It’s like filling out a form,” Alexis said. “I fill out the event form for what we want to host, and hapily makes all of it. After that, my job is done and it’s fully running on its own.”
What once required several manual steps now happens automatically.
With hapily, Gosiger can now:
Launch event registrations directly from HubSpot
Track attendee engagement automatically
Connect event participation to CRM records
Run reporting on attendance and event impact
Most importantly, event data now lives alongside the rest of their marketing and sales information.
The biggest change for Gosiger wasn’t just operational efficiency. It was the time the marketing team gained back.
With event processes streamlined, the team can now focus on understanding their audience and improving customer engagement.
“We’re able to spend more time researching what our customers want and reviewing that data,” Bridget said. “We can segment lists based on who attended and focus on talking to our customers instead of just sending things into the abyss.”
Because event participation now lives inside HubSpot, the team can easily analyze:
Which customers attend which events
How engagement evolves over time
How events influence marketing and sales efforts
Reporting has also improved significantly.
“Because events are such a huge part of our sales and marketing strategy, having these insights to make decisions and provide information on ROI has been bar none,” Bridget explained.
Events have always been essential to Gosiger’s business. What changed with hapily wasn’t the number of events they run — it was how those events are managed.
By running events directly inside HubSpot, the team gained the automation, visibility, and reporting they needed to support a growing event program without overwhelming their marketing team.
When events live inside your CRM, they stop being isolated marketing activities.
They become part of a connected system that helps teams launch faster, learn from every event, and scale what works.
Want to see these results work for you? Request a demo to see how hapily can help you run events the way they should be — clear, connected, and completely in HubSpot.
Founded in 1922 and headquartered in Dayton, Ohio, Gosiger is a third-generation, family-owned distributor of CNC machine tools and factory automation solutions. The company provides manufacturers with advanced machining technology, engineering expertise, and technical support to improve productivity and efficiency on the shop floor.
Gosiger partners with leading machine tool builders and automation providers to deliver integrated manufacturing solutions, helping companies implement advanced machining, robotics, and automation systems.