topic Re: Marketing Events - Conferences in Tips, Tricks & Best Practices

Marketing Events - Conferences

alexagatiss — Thu, 05 Feb 2026 00:25:24 GMT

Is anyone using Marketing Events for conferences/trade shows that we are going to throughout the year? Any tips and tricks? It seems like it's mostly for online events like webinars?

Re: Marketing Events - Conferences

STierney — Thu, 05 Feb 2026 01:24:30 GMT

Hey @alexagatiss - thanks for posting in the Community!

While we wait for other Community users to pop in here and provide some insight, I'd like to highlight this Community thread, which outlines some best practices when tracking in-person events! This may be a great starting point in building out your own use case.

Curious to see what experience others may have in this space!

Shane, Senior Community Moderator

Re: Marketing Events - Conferences

JLi77709 — Thu, 05 Feb 2026 01:41:37 GMT

Yes, we use HubSpot to manage all our online and offline events, including tradeshows, large industry events/summits, and in-person roundtables. For offline events in particular, HubSpot supports the entire end-to-end process, from lead generation and management to post-event follow-up and nurture campaigns.

Re: Marketing Events - Conferences

karstenkoehler — Thu, 05 Feb 2026 05:20:43 GMT

Hi @alexagatiss,

For along time, markteing events were indeed better suited for online events than offline events. This has changed with these two betas: https://app-eu1.hubspot.com/l/product-updates/?rollout=186899 + https://app-eu1.hubspot.com/l/product-updates/?rollout=271893

What is it?

You can now automatically register contacts to manually created Marketing Events in HubSpot using a new workflow action.

Why does it matter?

Previously, businesses that rely on marketing events for lead generation and nurturing couldn't directly enroll contacts into a HubSpot Marketing Event via automation. The process often required manual data imports or custom API solutions.

This update streamlines that process. With the new workflow action, you can now automate contact registration to events, enabling seamless integration between lead capture and event enrollment.

What is it?

Update contact registration and participation status for marketing events directly from the contact record in HubSpot.

Why does it matter?

Accurate event participation data is crucial for effective marketing segmentation and follow-up. You can now easily update this information without time-consuming imports, allowing you to:

Segment contacts based on their attendance record before, during, and after events

Maintain up-to-date registration statuses (registered, canceled, attended, no-show)

Improve the accuracy of your marketing and sales reporting

There are additional updates (just search the product updates section for "Marketing events"), including creating marketing events from marketing studio and some private betas as well. This gives the much needed flexibility needed to leverage these for any type of event, in my opinion.

So my main tips would be:

Register for the betas
Consider importing historical event data: https://knowledge.hubspot.com/integrations/import-marketing-event-participants
Leverage your event data in engagement scoring: https://knowledge.hubspot.com/scoring/understand-the-lead-scoring-tool

Best regards