LinkedIn Live events are proving to be a powerful tool for businesses. Take one of my clients, a forward-thinking ERP start-up. Their live sessions regularly pull in anywhere from 100 to 260 attendees, many matching their ideal customer profile (ICP). While getting these leads into HubSpot campaigns is a breeze, figuring out who attended one or multiple events—and generating meaningful reports—turned out to be a different story.
Why should you care? Simple: attending more than one event shows interest that screams “Marketing Qualified Lead” (MQL). After some digging and trial runs, I developed a streamlined system to track event attendance in HubSpot. Want to know how to do it? Let me walk you through.
Step 1: Create a Custom Property for Attendance Tracking
Before anything else, you’ll need a way to record attendance directly in HubSpot. Here’s the setup:
Head to HubSpot Settings: Navigate to Settings > Data Management > Objects > Contacts.
Create a Custom Property:
Select Manage Contact Properties and click Create Property.
Configure the details as follows:
Group: Contact Information (or another logical grouping).
Label: Event Attendance Count (or a name that works for your team).
Field Type: Number.
This custom property will serve as your attendance counter, keeping track of how many events each contact attends.
Step 2: Upload and Organize Your Attendee List
After every LinkedIn Live (or similar) event, follow these steps:
Export Your Attendee List: Grab the list of attendees from LinkedIn or your event platform.
Import Into HubSpot:
Upload the list as a static list.
Name it clearly (e.g., ERP_Event_Feb2024_Attendees).
Link to a Marketing Campaign: Associating the list with the relevant campaign ensures you can report and segment easily later.
Organized lists are the foundation for tracking attendance effectively, so don’t skip this step.
Step 3: Automate Attendance Tracking with a Workflow
Here’s where things get interesting. You can set up a workflow that automatically updates your new attendance property every time someone attends an event.
Create a Workflow:
Go to Automation > Workflows and start from scratch.
Set the enrollment trigger to List Membership > Is member of [Event Static List].
Increment the Attendance Property:
Add an action to Set a Property Value.
Choose your custom property (Event Attendance Count).
Configure it to increment by 1.
Duplicate for Each Event:
Since every event has its own attendee list, clone and customize the workflow for each new event.
Activate: Once everything looks good, turn the workflow on.
Why This Workflow Is a Game-Changer
This system doesn’t just save time; it gives you actionable insights into lead behavior:
Spot High-Value Leads: If someone has attended three or more events, it’s a clear signal they’re engaged and ready for a deeper conversation.
Boost Marketing and Sales Alignment: By automating data tracking, your team spends less time hunting for insights and more time connecting with the right leads.
Imagine telling your sales team, “Here’s a list of people who attended multiple events—they’re ready for outreach.” That’s the kind of precision that drives results.
Final Thoughts
Tracking event attendance in HubSpot doesn’t have to be complicated. With a custom property, a clear workflow, and some automation, you’ll gain a crystal-clear view of who’s truly engaged. It’s a simple system that delivers big wins for your marketing and sales teams.
Need help fine-tuning your workflows or scaling your event strategy? Let’s connect—I’d be happy to help.
This post keeps the process simple, actionable, and relatable while subtly showcasing the power of HubSpot’s tools. Perfect for readers who need a no-nonsense guide with a bit of personality.
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