Event teams usually feel the pain on launch day, not in the RFP. Registration is live, campaigns are running, and someone notices that half the signups in Salesforce are missing jobs or consent flags. To avoid that scramble, you need event software that behaves like part of your marketing stack, not a side system managed by spreadsheets.
At a high level, platforms that integrate well with marketing automation and CRM offer native connectors to tools like Salesforce, HubSpot, and Marketo, support bidirectional sync for registrations and engagement, map cleanly to your data model, and provide unified analytics across events. Common shortlists include Accelevents, Cvent, Bizzabo, RainFocus, Stova, Swoogo, vFairs, and ON24. The right fit depends on how many events you run, how complex your registration logic is, and how tightly you want to connect onsite activity to campaigns.
Updated on: 2026-02-24
How we chose these tools: shortlisted based on hybrid coverage, depth of CRM and MAP integrations, analytics, and the availability of APIs and webhooks.
Tool map: how event software connects to your marketing stack
Use this map as a quick reference for which tools typically handle which parts of the marketing and CRM workflow.
What counts as strong event CRM integration?
For this guide, an event platform counts as having strong CRM and marketing automation integrations if it can reliably exchange attendee and account data without manual re-entry. Look for native connectors to your MAP and CRM, plus open APIs and webhooks for edge cases. The data model should support custom fields, campaign membership, and objects such as accounts, opportunities, or memberships. Good integrations handle consent and preferences explicitly, not just contact creation. Finally, analytics across events, channels, and account hierarchies should be possible without building a custom warehouse first.
The workflow end to end
1. Design your data model and sources of truth
Start by mapping where core entities live: leads and accounts in CRM, journeys and scoring in your MAP, and event-specific details in the event platform. Decide which system owns which fields, how campaign membership works, and where you store consent. A clear diagram upfront makes it easier to evaluate whether a vendor’s connectors can match your structure. For deeper planning, you can pair this with your internal playbook or a resource like your existing event data integrations guide.
2. Build registration and consent flows
Next, define how registration forms, landing pages, and promo codes should work. Your event platform should handle ticket types, discount logic, and group registrations while also capturing marketing fields such as segments, interests, or persona tags. Registration should pass consent and subscription details into your MAP and CRM so that nurture flows and preference centers stay accurate. This is also the moment to standardize naming for campaigns and UTM parameters.
3. Connect marketing automation and CRM
With the data model agreed, configure native connectors or APIs. Typical patterns include sending registrations and check-ins into your MAP as program members and syncing qualified contacts and accounts into CRM with campaign ties. You should be able to control sync direction (one way or bidirectional), cadence, and deduplication rules. When you test, use realistic scenarios such as an existing contact registering for an event or a prospect who attends several sessions.
4. Capture onsite and virtual engagement
On event day, badge scans, session check-ins, and exhibitor lead captures become high-intent signals. Your platform should record each interaction against the attendee profile, then push that activity into your MAP or CRM so teams can prioritize follow-up. If you also have virtual components, confirm that chat, Q&A, polls, and meeting bookings are tied to the same contact record and that offline scanning syncs cleanly once devices reconnect.
5. Nurture and route leads
Once the event is complete, build nurture segments based on behavior: registrants who did not attend, high-intent attendees who visited multiple product sessions, or contacts who met with sales. Good integrations let you trigger journeys on these events without exporting CSV files. Sales teams should see event participation on contact and account timelines so they can personalize outreach.
6. Report and refine
Finally, tie event performance back to pipeline and revenue. Your platform’s dashboards should show registrations, attendance, engagement, and lead capture in one view, while CRM reports answer questions about influenced and sourced pipeline. For additional depth, connect event data to BI tools and follow best practices like those in event analytics guides. Use this feedback to refine registration questions, session mix, and follow-up rules for future events.
Platform options with strong marketing integrations
Many buyers start with a shortlist of event platforms that are known to integrate with Salesforce, HubSpot, and Marketo, and that support APIs and webhooks for custom work. Below is a platform-by-platform view of how those tools typically approach marketing integrations, plus one constraint to watch in each case.
Where Accelevents can benefit enterprises and associations
Accelevents (Accelevents is our platform.) is often chosen by teams that want registration, onsite, mobile, virtual, and analytics in one system tied directly to their MAP and CRM. It offers native integrations with Salesforce, HubSpot, and Marketo alongside public REST APIs and webhooks, which helps marketing and operations connect events to existing workflows without adding a separate integration tool. Because the platform is built on one data model across registration, onsite, mobile, and virtual, it can support both single conferences and ongoing portfolios where cross-event reporting matters.
You can explore more about its connectors on the integrations page, registration options on ticketing and registration, and brand controls on white label.
Where it usually breaks
Even with good tools, event CRM integration often falters in a few predictable places:
- Unclear field ownership. If multiple systems try to write to the same field, such as lifecycle stage or lead source, you can end up with conflicting values and confusing reports.
- Custom objects and multi-value fields. Standard connectors may not handle complex objects like memberships, subscriptions, or product interests without additional mapping.
- Consent and privacy. If registration forms and email tools track consent differently, your suppression lists can drift out of sync, risking over-communication or under-communication.
- Offline leads. Badge scanners or exhibitor apps that work offline can delay syncs, which matters when sales wants to follow up within hours of the show.
- Event-by-event setup. When each event is configured differently, mapping and reporting become harder to reuse, especially for associations running many programs a year.
What to verify fast (demo and POC checklist)
Use these “show me” requests during demos so you see real data moving, not only slideware:
- Integration flows. Ask vendors to create a test registration, show how it lands in your MAP and CRM, and walk through field mapping, deduplication, and campaign membership.
- Session and lead tracking. Have them scan a badge, record a session check-in, and submit an exhibitor lead, then show where those interactions appear on the contact record.
- Consent updates. Request a demonstration of an attendee updating preferences and how that change propagates back to marketing tools.
- Multi-event reporting. Ask for a cross-event report that shows account-level engagement and pipeline influence without exporting to spreadsheets.
- Exports and ownership. Confirm that you can export full event datasets, including raw engagement logs, in common formats for your data team.
- Permissions and roles. Review how admins, marketers, sales, exhibitors, and agencies can be granted access with appropriate scopes.
Implementation notes
Treat integration work as its own mini project, even if you are using native connectors.
- Data and naming conventions. Align on naming for campaigns, events, and statuses so everyone understands what “Registered,” “Attended,” and “No show” mean across systems.
- Sandbox testing. Where possible, connect sandboxes first so you can test without cluttering production CRM data.
- Ownership and maintenance. Assign clear owners for integrations (often marketing operations or RevOps) and document changes to field mappings and workflows.
- Change management. Train event coordinators and exhibitors on how data capture works, including what happens when badges are scanned or notes are added, so they understand the impact downstream.
- Documentation. Keep a short runbook that explains flows for new team members or agencies that join later.
Reporting and measurement
Strong integrations make it easier to answer questions such as:
- How many registrations and check-ins did each channel drive?
- Which accounts engaged most deeply with sessions, booths, and meetings?
- How much pipeline and revenue did each event influence or source?
- Which exhibitors or sponsors saw the most qualified traffic?
Aim for dashboards that cover registrations, attendance, engagement, lead capture, meetings, and post-event pipeline. Where possible, share these dashboards with stakeholders instead of static slide exports so they can explore results directly. For guidance on building these views, resources on event analytics best practices can be helpful.
Cost and resourcing
Pricing for event platforms with CRM and MAP integrations typically depends on:
- Event volume and attendee counts across the year.
- Whether you license by module (registration, onsite, virtual, analytics) or as a bundle.
- Integration scope, including which systems you connect and whether services are needed for custom work.
- Internal resourcing for setup, QA, and ongoing changes to campaigns and data structures.
When you compare options, look beyond license fees to include connector costs, implementation services, and the internal time required from marketing operations, RevOps, and IT.
Putting it together
Choosing event software with strong marketing integrations is less about finding a single “best” platform and more about matching tools to your workflows and data model. Start by mapping your systems and defining what success looks like for registrations, engagement, and revenue attribution. Then use demos and pilots to verify that event data flows cleanly into your MAP and CRM, without relying on spreadsheets. If you want an all-in-one option that connects registration, onsite, mobile, and virtual activity directly to your marketing stack, Accelevents is one platform worth shortlisting alongside the others in this guide.
FAQs
Which event platforms integrate best with Salesforce, HubSpot, and Marketo?
Several event platforms offer native integrations with these tools, including Accelevents, Cvent, Bizzabo, RainFocus, Stova, Swoogo, vFairs, and ON24. The best fit depends on how you structure campaigns, which objects you rely on, and whether you need bidirectional sync for registrations, engagement, and opportunities. Always confirm connector scope, supported objects, and any additional fees before deciding.
What should I ask vendors about email and marketing automation integrations?
Ask how registrations, check-ins, and engagement events appear in your MAP, how often data syncs, and whether you can trigger journeys directly from event activity. Request details on template reuse, segmentation options, and how unsubscribe or preference changes flow between systems. It also helps to confirm whether connector usage is metered or bundled into your plan.
Do I still need a marketing automation platform if my event software sends email?
In most cases, yes. Event software is well suited for confirmations, reminders, and onsite updates, while a marketing automation platform typically handles scoring, long-term nurture sequences, and multi-channel orchestration. The strongest setups use native integrations so event activity enriches MAP profiles without replacing them.
How can I compare platforms for multi-event portfolios?
Focus on how each platform handles reusable data structures, cross-event reporting, and campaign mapping. In demos, ask for examples of year-over-year analytics or account-level views across several conferences or webinars. Verify that integrations can support recurring programs without rebuilding mappings for every event.
What is the minimum stack for event marketing and CRM integration?
A practical minimum stack is an event platform that supports registration and engagement, a CRM to manage accounts and opportunities, and a MAP for email and nurture. Some smaller teams combine CRM and MAP in a single tool. As you grow, you might add specialized tools for BI, consent management, or advanced attribution, but you can start effectively with these three.
