Hubspot App Events: Event/Session and Registration/Participation

Summary

Customers use event data in Hubspot in a variety of ways. We already today support Marketing Events and Segments (Lists), but there even more powerful ways to track event engagement within Hubspot. While Events and Segments get the primary information into Hubspot, they aren't going to be very effective for supporting more engagement data we plan to make available to sync to Hubspot. The Hubspot App Events framework allows us to be able to sync almost all Cvent attendee engagement data in a unified structure that will allow Hubspot marketers to unlocks a lot more power with their event data. To start we're adding support for our existing triggers for events and sessions to sync those over as App Events and then later this year we will expand to new tiggers and data types to sync over to Hubspot all using this new App Events framework.

Goals

1. Give customers the option to sync event and session registration and participation data from Cvent to HubSpot App Events.

2. Build the foundation for future attendee engagement data to sync to HubSpot via the same App Events framework.

3. Standardize the schema across customers using Cvent-owned App Events so that the integration scales across many HubSpot portals with minimal per-customer setup.

4. Enable customers to use this data immediately in HubSpot lists, workflows, scoring, and reporting without complex configuration.