Leverage HubSpot's Marketing Events feature alongside Cotonity to manage event lifecycle, track attendance, and sync data with your CRM.
What are HubSpot Marketing Events?
HubSpot Marketing Events (available on Marketing Hub Professional and Enterprise) provide a native CRM object for tracking virtual and in-person events — including webinars, conferences, workshops, and meetups. Each event object stores the event name, date, URL, organizer, and a list of attendee records with their registration, attendance, and cancellation statuses. Marketing Event data feeds into HubSpot's native reporting, contact timelines, and attribution models, making it a powerful complement to Cotonity's registration and engagement automation.
Creating marketing event records from Cotonity
When your team creates a new event in Cotonity's event management module, you can configure automatic creation of the corresponding HubSpot Marketing Event record using the HubSpot: Create Marketing Event action. Provide the event name, start and end datetime in ISO 8601 format, the external event URL, and an optional description. Cotonity stores the returned HubSpot event ID alongside the Cotonity event record, linking the two for all subsequent API interactions. Keep the HubSpot event ID in sync if you update the event details in Cotonity.
Syncing registrations and attendance
As contacts register through Cotonity's booking flows, each registration is mirrored to HubSpot using the Marketing Events Registration API. The registration record on the HubSpot contact timeline shows the event name, date, and registration timestamp. After the event, your event platform (Zoom, GoToWebinar, Hopin) can send attendance data to Cotonity via a webhook, which then updates each attendee's HubSpot status to ATTENDED or NO_SHOW. This closes the loop between registration and actual attendance in your CRM, enabling accurate post-event attribution.
Using event data in HubSpot reporting
Because Marketing Event attendance is a first-class CRM object in HubSpot, you can use it natively in HubSpot reporting. Build lists of all contacts who attended a specific event, run revenue attribution reports to see how much pipeline was influenced by event attendees, and track post-event conversion rates by lifecycle stage. All of this data flows automatically from Cotonity's booking and check-in workflows into HubSpot without any manual CSV exports or data entry, giving your marketing team clean, reliable event performance metrics.