Events create something most digital channels can’t: real conversations, face-to-face relationships, memorable experiences, and moments that can turn into real pipeline and opportunities.
But too often, what happens at an event stays disconnected from the rest of the marketing and sales journey.
In this HubSpot User Group virtual event, hapily Co-founder and Chief Care Officer Dax Miller and Carolyn Katz, Sr. Manager of HubSpot Academy at HubSpot break down what a stronger, more connected event strategy looks like — from setting the right goals and creating better experiences to capturing meaningful engagement, improving follow-up, and connecting it all back to HubSpot.
Using recent event experiences, including UNBOUND, they share what worked, what they learned, and how teams can turn more of what happens IRL into better outcomes across the events they host, sponsor, and attend.
Because registrations, meetings, conversations, follow-up, opportunities, and revenue are all part of the same customer story — and when your event strategy and CRM strategy are connected, proving ROI gets a whole lot easier.
What You’ll Learn:
Why defining the purpose and desired outcome of an event upfront changes everything that comes after
What recent events like UNBOUND can teach us about creating experiences people actually want to engage with
Why capturing context — not just contacts — is what makes event data valuable
How better event context can power faster, more relevant follow-up across marketing and sales
Why connecting event activity through HubSpot is key to seeing the bigger story from engagement to pipeline, revenue, and ROI