topic Token for webinar and events in Tips, Tricks & Best Practices

Token for webinar and events

JHang4255 — Tue, 30 Nov 2021 02:24:48 GMT

This is my first time using HubSpot. I came from a company that used Marketo. In Marketo, I could create a token for the date, time, location, at the program level and use that token across multiple emails. For example, used the same token in the confirmation, reminder, demand gen, and follow up emails. Is there a way we can do this in HubSpot? We plan to run several webinars so wondering if there's a way to do this at scale.

Re: Token for webinar and events

danmoyle — Tue, 30 Nov 2021 13:28:13 GMT

Hi @JHang4255. I haven't used Marketo specifically, so I'm not sure if the language translates exactly, but I would think HubSpot Campaigns would help you track the success of an event, tying all of the assets surrounding it to the one campaign.

This way you don't need to create the token for each asset. When you have a HubSpot campaign, HubSpot takes care of that so you can build reports and all the content you need. That's my thought.

Re: Token for webinar and events

Tracy_Team201 — Tue, 27 Feb 2024 18:08:15 GMT

This is an old thread, but I feel someone may land on this again like I did.

Personalization tokens in HubSpot are limited to info about the standard objects: contact, company, deal. Within marketo, you have personalization tokens with info about the campaign itself. So rather than having to edit dozens of emails, you can recreate the same templatized campaign over and over and only have to update the snippet instead of each email. It's fantastic and makes campaign management really scalable.

Out of the box, HubSpot doesn't really function this way. I think the best way to approach this would be to either create custom email templates using the hubl language to pull in this data from Marketing Events or your Campaigns. A scrappier method would be to create personalization tokens on the contact level that has the event name, date, and time. You can easily put those tokens into an email template and resuse. If you're promoting many events at once, this becomes messy though.

Hubspot! Please allow access to campaign tokens on emails!! It would bump HubSpot handily above the rest!

Follow me for more marketing ops knowledge: https://www.linkedin.com/in/tracywarnerresume/

Re: Token for webinar and events

trevordjones — Tue, 25 Jun 2024 18:16:17 GMT

HI @Tracy_Team201 ,

I am currently working on a Marketo migration for a client. I think my solution is to use a Custom Object for the Webinar or Event - we may even call it a "Program" if the client likes. HubSpot supports Personalization Tokens from Custom objects in Automated Emails, so we should be able to use the custom object to personalize email responses based upon the webinar date, time, presenter, etc.

Custom Objects required Marketing Hub Enterprise, but let me know if I can provide some support to you in this area.

Re: Token for webinar and events

Tracy_Team201 — Fri, 28 Jun 2024 17:13:25 GMT

@trevordjones I'm curious if you will be able to handle this with multiple associated events? The unique thing about Salesforce and Marketo is you have program members / campaign members vs a contact that is associated with campaigns and programs in HubSpot. How can you pull in the appropriate Date / Time / Event Name, for example, if they signed up for more than 1 event?

Re: Token for webinar and events

mikeadan — Wed, 24 Dec 2025 22:03:44 GMT

What I would imagine is allowing Marketing Events records & values to be enabled as Workflow Triggers. As of 2025, I am not seeing OOTB allowing this at least in Professional/lower. There might be a way in Enterprise using custom objects and/or coding.

You can already configure Start Date/Time, End Date/Time, and any other custom metrics for the object in HubSpot. Relationships to the Contact would be through event's list of Registrations, Cancellations, Attendees, and No Shows. Delays and Branching can then be configured for various actions based on the Contact info of those in the various lists.