Hey @Maiken1, there’s no native switch in the Salesforce integration that pushes your Salesforce Events tab straight into HubSpot’s Marketing Events object. Marketing Events is a special object that only gets populated three ways today: the webinar connectors (Zoom, GoToWebinar, Teams, Eventbrite), manual creation under Marketing > Events, or the Marketing Events API. The Salesforce connector isn’t one of those sources. So if someone tells you “just map it in the sync settings”, that option doesn’t exist yet.
So, you can absolutely get to an automated setup. Sync the Salesforce Events object into a HubSpot custom object (the “get it into HubSpot first” step)
If you’re on any Enterprise tier, the Salesforce integration has custom object sync under Settings > Integrations > Connected Apps > Salesforce > Data sync. It supports every Salesforce custom object and a long list of standard ones, including Campaign and CampaignMember. So whether your “Events” tab is a custom object (something like Events__c) or a Campaign record type, you can create a matching “Events” custom object in HubSpot with Budget, Attendees from our side, Event date, Location, etc., map the fields, set it to Salesforce → HubSpot one way, filter to just the event records, and it’ll keep itself current. Since your contacts are already syncing, you can carry the association over too, so contacts that attended in Salesforce show up linked to the event in HubSpot.
Go to Settings > Integrations > Connected Apps > Salesforce > Data sync > Custom objects), where you pick the Salesforce object and the HubSpot custom object it maps to:
And the sync rules step where you set the direction to Salesforce → HubSpot and add the filter for your event records:
Once the data lives in HubSpot, the reporting pain mostly goes away. You can build custom reports across Events + Contacts + Deals, use the event as a filter in lists and workflows, and stop rebuilding the analysis by hand after every conference.
Then, if you specifically want them inside Marketing Events, bridge with the Marketing Events API, The reason to bother with this is the attribution piece: Marketing Events flow into revenue attribution reports and the “Registered for / Attended marketing event” list filters, which a custom object doesn’t get. The API lets you create an event (eventName, externalEventId, externalAccountId, eventOrganizer) and then set participant states of REGISTERED, ATTENDED, CANCELLED or NO_SHOW by email. Practically, that’s a small middleware job in Make, Zapier, Workato or a custom code workflow action: when a Salesforce event record is created or updated, create/update the matching marketing event; when a Campaign Member status flips to “Attended”, update the participant. If you don’t have a developer on hand, a partner can get this running in a few days rather than weeks.
If you have no-code fallback if budget or tiers are a blocker, i would suggest you, create the marketing event manually in HubSpot before each conference (it takes a minute), and after the event import the attendee list via Actions > Import event contacts using a CSV with Email, Registered, Attended, Cancelled columns. You can also use the “Add participant to marketing event” workflow action, which works for manually created events. It’s not fully automated, but it’s a 5 min task per event instead of a half-day of analysis, and it gets you attribution and list filters right away while you decide on option 1 or 2.
I would personally suggest, don’t try to do everything in one object. Keep the Salesforce Events object as the operational source (budget, who’s going, logistics) and sync it into a HubSpot custom object, then use Marketing Events purely for people-level engagement (registered/attended) and attribution. Wrap both under a HubSpot Campaign per event so your team gets one campaign view with spend, influenced contacts and influenced revenue. That split has been the cleanest thing i’ve seen work for marketing teams whose sales team lives in Salesforce.
Also worth one vote from you, there’s an open idea on the Ideas forum for a two-way Salesforce Campaign sync. The more upvotes it gets, the better the chance HubSpot builds the native bridge and makes all of the above unnecessary.
Hope this gets you moving.
