Our work speaks for itself.Powering An Event Company With RevOps & HubSpot
Transform | HubSpot CRM build | RevOps | Process mapping & design | Data | Integration | Training
A leading renewable energy event company was in need of a CRM, sales and marketing system that could support their inaugural event.
With such diverse needs - from marketing and sponsorship sales to delegate and speaker management, it presented a unique challenge due to the fast growth and evolving processes of the start-up.
With the event company still in its infancy and in the process of defining its internal systems and processes, the need for a reliable and efficient platform to streamline operations became clear.
They were already using a mix of internal systems, including telephony call intelligence, but needed a unified platform that could consolidate their revenue tools in one place.
The goal was to enhance efficiency, improve collaboration, and ensure that every aspect of the event journey -from lead generation to event registration - was managed effectively.
The Problem
The event company was facing several challenges that needed to be addressed by the right CRM solution:
Rapid Expansion: As a start-up, the team was growing quickly, and their processes had not yet fully evolved. The company needed a flexible platform that could scale with their growth.
Fragmented Systems: With multiple internal systems in use, there was a lack of integration, making it difficult to track customer interactions and data. They needed everything to work seamlessly together.
Multiple Audience Groups: The event catered to several audience groups including attendees, exhibitors and speakers. Each group had different needs and expectations, and the CRM needed to accommodate both while ensuring smooth data management.
No Central CRM Platform: Without an existing CRM, marketing, or sales platform, the company lacked a centralised system to manage customer interactions and automate workflows. This made it difficult to nurture leads and optimise event registrations.
To overcome these challenges, the company needed a comprehensive CRM solution that could unify their operations, integrate with existing systems, and provide clear visibility of the customer journey for both attendees and exhibitors.
To ensure the success of the CRM implementation, we urged the event company to fully embrace HubSpot CRM, integrate all their systems, and utilise the full range of HubSpot’s capabilities for lead nurturing and event management. With the CRM in place, the company was ready to streamline operations and maximise event registrations through more effective communication and automation.
The Solution
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We began the project by thoroughly discussing the company’s requirements, pain points, and priorities. Since there were no existing CRM, marketing, or sales platforms, we conducted workshops to map out the company’s operations, define processes, and ensure that HubSpot could deliver on their goals. The key challenge here was designing a CRM system that could handle two distinct audience groups: attendees and exhibitors. We needed to ensure the system could manage both sets of needs without compromising data management.
Data Capture Enhancements: Revamping the website’s lead capture forms and marketing consent permissions to ensure that we could engage with prospects effectively.
Lead Scoring & Routing Framework: Designing a new framework to identify hot, warm, and cold leads, enabling personalised communication and prioritisation based on customer journey data.
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With a deep understanding of the company’s needs, we designed the operational, marketing, and sales processes for both attendees and exhibitors. This involved:
Data Mapping & Segmentation: We prioritised data management, ensuring that unique contact records were maintained for exhibitors and attendees, enabling the creation of segmented marketing automation journeys.
Customer Lifecycle Stages: We mapped out the customer journey for both audience groups and ensured that each touchpoint was captured, tracked, and managed efficiently. This alignment enabled clear visibility across the entire customer lifecycle and helped the event company track both leads and event registrations.
Target high-priority leads with customised approaches and content.
Nurture lower-priority leads with different messaging, content, and communication frequency.
Increase conversions by sending tailored email communications that spoke directly to the needs and behaviours of prospects.
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Once the processes were defined, we moved on to building the system in HubSpot:
CRM Configuration: We imported clean data into the CRM and configured HubSpot to manage leads and interactions across both audiences. We also integrated Google’s suite of tools, including Google Ads, Analytics, and Zoominfo for data enrichment, ensuring that lead data was accurate and actionable.
Sales Pipeline & Deal Configuration: We built a custom sales pipeline that would allow the sales team to manage leads efficiently and track progress from initial engagement to event registration. This included clear reporting and forecasting tools to enable better decision-making.
Email & Landing Page Templates: We also created fully customisable email templates and landing pages for event promotions and lead capture, helping the team nurture leads with engaging, relevant content.
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After completing the system setup, we conducted a comprehensive training session for the team, walking them through HubSpot’s key tools and functionalities. The training was recorded, ensuring that new team members could easily access it in the future. We also remained available for ongoing support, helping the team troubleshoot any issues and ensuring a smooth transition as they adapted to the new system.
Outcomes
The results of this transformation were immediate and impactful:
Successful Event Launch
The event company hosted their inaugural event in May 2023 at Excel London, bringing together 6,866 experts.
The HubSpot CRM platform was instrumental in lead managenemt, managing registrations, and ensuring smooth communication between the team and event attendees.
Streamlined Revenue Operations
With HubSpot centralising their operations, the company was able to streamline workflows, integrate marketing tools, and manage customer data more effectively.
Improved Lead Management
The custom sales pipeline and lead routing system allowed the sales team to manage leads efficiently, ensuring that every lead was followed up appropriately and had the best chance of converting into a registration.
Enhanced Team Collaboration
HubSpot enabled better collaboration between the sales, marketing, and operations teams, ensuring all customer-facing teams were aligned and had access to the same data, improving overall efficiency.
Scalable Foundation for Growth
With HubSpot in place, the company now has a scalable CRM system that can grow with the business, supporting future events and ensuring that every lead is nurtured effectively.
This case study demonstrates the power of HubSpot CRM in streamlining operations for a rapidly growing event company. By integrating marketing, sales, and operational workflows, the company was able to successfully launch their first event and position themselves for future growth. The custom-designed CRM solution not only improved lead management but also provided the tools necessary for long-term success in managing customer relationships and driving event registrations.