Powering an event company with RevOps and HubSpot CRM | Events

A leading renewable energy event company was in need of a CRM system that could support their dynamic and rapidly expanding team. The company’s team, consisting of six salespeople, also needed a platform that would meet the diverse needs of their marketing, operations, finance, and other customer-facing teams. The inaugural event, which had already generated significant excitement, presented unique challenges due to the fast growth and evolving processes of the start-up.

With the event company still 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 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 Challenge

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 two different audience groups: attendees and exhibitors. 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.

The Approach & Implementation

Recognising these challenges, the event company turned to us for help in selecting and implementing the right CRM system. We were tasked with designing a CRM solution that would streamline operations, integrate seamlessly with existing tools, and provide a tailored experience for both exhibitors and attendees.

Our team’s expertise in HubSpot CRM, data management, and event-driven workflows would be key to developing a system that met the company’s needs and supported their growth ambitions.

Our plan to address the company’s challenges included the following key steps:

1. Discovery & System Review
   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.
2. Solution Design
   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.
3. HubSpot Build & Integration
   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.
4. Training & Enablement
   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.

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.

Outcomes

The results of this project were impressive:

• 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 nurturing leads, managing registrations, and ensuring smooth communication between the team and event attendees.
• Streamlined 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.