How to manage and report on events and webinars in HubSpot CRM

Managing event participation—whether it’s for webinars, live demos, or live events—is a vital part of your marketing and sales engine. But here’s the catch: HubSpot’s default CRM setup (Contacts, Companies, Deals, and Tickets) doesn’t provide the granularity needed to track individual interactions for each event.

Did a contact register but never attend? Did they only attend one session? Did they book a meeting after the event? These are critical insights that shouldn’t get buried in email tools or spreadsheets.

That’s where a custom object comes in. At AE-CRM we recommend creating a custom object in HubSpot called “Events and Webinar Registrations” to centralise all event-related data and tie it directly back to contact records.

Why Use a Custom Object for Events and Webinars?

By implementing a custom object for Events and Webinars, your team can:

• Track all types of events—virtual or in-person
• Associate each event with individual Contact and Company records
• Log granular participation details such as registered, attended, no show, session attendee, or booked a meeting

It transforms event tracking from a vague activity log into a structured, reportable, and highly actionable dataset.

Key Properties to Include in the Event Object

When creating your custom object, we recommend including the following properties:

• Event Title – Name of the event (e.g., “Q2 Product Webinar”)
• Event Type – Webinar, Trade Show, Live Demo, Live Event, etc.
• Event Start Date/Time – Enables you to trigger time-based automation
• Contact’s Event Status – This could be “Registered”, “Attended”, “No Show”, “Session Attendee”, or “Meeting Booked”

Creating a Contact-Level View of Event Engagement

Now, here’s where it gets really valuable—bringing this data into the contact record.

You can create a custom card or section on the contact record that pulls in all associated Events and Webinar Registrations for that contact. This allows anyone in your sales or success team to immediately see:

• What events has this contact engaged with
• Their status for each event
• Meeting outcomes or post-event interactions

Use Cases for Automation and Reporting

Once this system is in place, you can start leveraging event data:

• Send automated follow-up emails based on attendance
• Create dynamic lists of event attendees, no-shows, or session-specific participants
• Score leads based on engagement at high-value events
• Report on which events are driving the most pipeline or qualified leads

Final Thoughts

HubSpot is a powerful platform—but like any CRM, it works best when your data model reflects how your business engages with people.

A well-structured Events and Webinar Registrations custom object can become the missing link between your marketing team’s efforts and your sales team’s visibility. And with the right automation and reporting setup, you can turn every event into a pipeline-generating machine.