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Most event-to-CRM “integrations” behave like an export with nicer UX. They copy a subset of registrants into a list, then they stop. That breaks downstream workflows in predictable ways:
Automation arrives late. If attendance arrives hours or days later, you cannot trigger “attended” nurture while intent peaks.
Consent drifts. If a contact unsubscribes in Marketo but your event platform still emails them, you create compliance risk and brand damage.
Data quality collapses. If each system creates its own identity for the same person, dedupe becomes a manual project.
Attribution gets fuzzy. If UTM Tracking lands in one system but engagement lands elsewhere, you cannot model source-to-attended-to-opportunity.
MOps does not need “a sync.” MOps needs a reliable loop.
InEvent runs an actual two-way loop:
InEvent → CRM: registration, ticket state, check-in, attendance, session participation, engagement events, UTMs, custom fields.
CRM → InEvent: contact updates, segment membership, consent and suppression signals, invitee lists, enrichment fields used for onsite or personalization.
InEvent implements this loop through three cooperating pieces:
InEvent Sync Engine: Orchestrates polling cycles, deltas, retries, and conflict rules.
InEvent Data Mapper: Owns Field Mapping: which InEvent field writes to which CRM property, plus transforms (picklists, enums, timestamps, booleans), and default values.
InEvent Smart Lists: Maintains dynamic audience sets used for invites, access rules, and operational segmentation, driven by CRM membership and event behavior.
This design stops “Export attendees to CRM” thinking and replaces it with “Keep both systems consistent.”
You can model the loop as a bidirectional state machine:
Create: Registration creates or updates the Contact/Lead and binds a persistent external key.
Update: Any field change triggers a delta sync based on modified timestamps or queued events.
State transitions: Check-in, attendance, session engagement write to dedicated CRM objects (timeline events, campaign member statuses, program statuses).
Suppression: Unsubscribes and opt-outs flow back into InEvent as suppression flags used by email and messaging features.
InEvent’s own HubSpot documentation explicitly frames the connector as bidirectional data flow, including pulling invitees from HubSpot and pushing registration/engagement back. (InEvent)
MOps cares about the “automation window,” not marketing adjectives. If a contact checks in at 9:02, you want your post-session CTA at 9:10, not next week.
InEvent supports near-real-time sync cycles depending on connector configuration. InEvent’s HubSpot integration documentation describes sync intervals as low as 2 minutes and notes that new registrants can appear in HubSpot quickly after sync actions. (faq.inevent.com)
Marketo sync patterns differ because Marketo’s own integration posture often emphasizes program membership and list operations; InEvent’s Marketo documentation describes automatic sync behavior and exposes request logs so admins can see API utilization. (faq.inevent.com)
APIs throttle. When you hit limits, bad integrations fail silently or drop writes.
InEvent treats API Call Limits as a design constraint:
The Sync Engine queues outbound writes when rate limits tighten.
The Sync Engine retries with backoff on transient errors.
The connector tracks request logs (notably in Marketo) so MOps can audit volume and tune mapping choices. (faq.inevent.com)
This is why the architecture matters. You cannot “real-time sync” without a queue and a retry strategy.
Building on our foundational InEvent Launches Integration with HubSpot CRM, we now support full two-way timeline sync for attendance data. (InEvent)
HubSpot wins when you feed it time-ordered behavioral signals that workflows can react to immediately. InEvent’s HubSpot connector focuses on two categories:
Contact properties (state and segmentation)
Registered
Checked-in
Attended
Ticket type
Source and UTM Tracking fields
Custom fields (job role, dietary, region, interests)
Timeline events (behavior stream): Timeline events let you store “what happened” with timestamps:
Checked in at Gate A
Joined Session X
Watched Stream Y for N minutes
Submitted Q&A
Clicked sponsor asset
InEvent positions HubSpot sync as bidirectional, including pulling invitee data from HubSpot and pushing registration/engagement back into HubSpot to keep systems aligned. (InEvent)
Workflow effect: You stop sending generic “thanks for coming” emails and start sending conditional follow-ups that match behavior within minutes.
Example HubSpot mapping pattern
inevent_checked_in (boolean) drives a “Checked-in” branch.
inevent_attendance_status (enum) drives nurture cadence.
inevent_last_session (string) drives content personalization.
Timeline events drive score increments or immediate notifications.
Salesforce requires you to land event data in structures that sales teams already operationalize.
InEvent’s Salesforce integration emphasizes:
Campaign Members: Mark attendance and engagement on Campaign Member Status, so sales ops can filter and route.
Custom Objects for structured engagement: Store per-session engagement, poll answers, Q&A, and activity records as objects related to Lead or Contact. InEvent’s Salesforce integration pages explicitly describe pushing structured engagement data via Custom Objects tied to Leads/Contacts. (InEvent)
Field mapping into Lead/Contact: Sync core profile and segmentation fields.
InEvent’s FAQ documentation also describes linking Salesforce custom objects to event questions and mapping Salesforce fields to InEvent fields, then syncing attendee updates to Salesforce. (faq.inevent.com)
Lead scoring effect: Salesforce scoring rarely improves because someone “registered.” It improves when you deliver granular, timestamped behavior that correlates with intent.
Example scoring rules your CRM admin can implement:
+10 for check-in
+15 for attending a product session
+20 for asking a question
+25 for visiting a sponsor booth or downloading an asset
Marketo teams operationalize events through Programs, Program Statuses, and Smart Lists.
InEvent’s Marketo integration supports synchronizing attendees, lists, activities, and custom fields after you link a Marketo Program to your event. (faq.inevent.com)
Key Marketo integration objects and how InEvent uses them:
Program membership and status: You map event states to Program Status values:
Invited
Registered
Attended
No-show
On-demand viewer (if you track replay engagement)
Smart Lists for activation: Marketo Smart Lists become the switching fabric:
“Attended AI Session”
“Visited Sponsor Booth”
“Registered but no check-in”
“High intent: asked question + attended demo”
Activity sync into Marketo lists: InEvent’s Marketo documentation describes syncing attendees of specific activities into Marketo Static Lists and enabling activity sync. (faq.inevent.com)
Visibility into API utilization: Request logs show daily API requests, which helps MOps tune schedules and reduce noise. (faq.inevent.com)
As detailed in our InEvent Salesforce integration materials, enterprise clients can map custom objects directly to attendee profiles and push structured engagement data into Salesforce. (InEvent)
A real integration syncs what operations and revenue teams depend on:
Job title and seniority
Product interest and session interest
Territory, region, segment
Dietary restriction, accessibility needs
Badge fields (company, title, QR code id)
Consent fields and suppression signals
Acquisition fields: UTM Tracking and referrers
InEvent’s value here is not “it syncs fields.” It is that the InEvent Data Mapper makes field sync explicit, repeatable, and auditable.
You map an InEvent field to an existing CRM field.
Examples:
attendee.email → HubSpot email
attendee.job_title → Salesforce Title
attendee.company → Marketo Company Name
You map one field but transform values to match CRM constraints.
Examples:
Ticket type string → CRM enum (VIP, General, Staff)
Country name → ISO code
Checkbox values → boolean
You build one CRM field from multiple InEvent fields.
Examples:
Full name = first + last
“Event summary” text field that concatenates ticket type, attendance status, and last session attended
You avoid polluting core CRM profile fields by writing event-specific values to event-namespaced properties or custom objects.
Examples:
HubSpot: inevent_evt_123_attendance_status
Salesforce: Event_Engagement__c records per session
Marketo: program status for event membership
|
InEvent Field |
HubSpot Property |
Salesforce Field/Object |
Marketo Field/Program |
|
attendee.status |
inevent_attendance_status |
Campaign Member Status |
Program Status |
|
attendee.checked_in_at |
inevent_checked_in_at |
Campaign Member custom datetime |
Program Member custom field |
|
attendee.utm_campaign |
utm_campaign |
Lead UTM_Campaign__c |
Lead field UTM Campaign |
|
attendee.custom.dietary |
inevent_dietary |
Lead Dietary__c |
Lead field Dietary |
|
session_engagement.session_id |
Timeline event |
Session_Engagement__c |
Add to Smart List / Static List |
The mapping strategy changes by platform, but the objective stays the same: land event data where automations can react without manual work.
Duplicates destroy trust in automation. InEvent prevents most duplication by using deterministic keys.
A standard dedupe policy:
Use email as primary identity for marketing systems.
When email changes, treat it as an identity update, not a new person, if the platform supports merge rules.
Use platform-specific external ids when available.
HubSpot and Marketo strongly center identity around email. Salesforce can split identity across Lead and Contact, so you typically define rules:
If Contact exists, attach to Contact.
Else create Lead and attach to Campaign.
When Lead converts, preserve the link via external id mapping.
This is where MOps stops arguing about “why it duplicated” and starts enforcing rules at the integration layer.
Bi-directional sync needs deterministic precedence.
Common enterprise rules:
CRM wins for profile fields (name, title, company).
InEvent wins for event state (checked-in timestamps, session attendance).
Consent fields require strict precedence (usually CRM wins, because it owns marketing suppression).
You do not want “last writer wins” by accident. You want “correct system wins by design.”
MOps uses two mechanisms together:
Webhook Triggers for low-latency events (registration started, checked in, attended session, unsubscribed).
Connector sync for durable reconciliation (backfill, retries, audits).
InEvent supports webhook management for real-time notifications when specific actions occur on the platform. (faq.inevent.com)
{
"event": "attendee.checked_in",
"event_id": "evt_123",
"timestamp": "2026-02-09T10:14:22Z",
"attendee": {
"email": "alex@company.com",
"external_id": "hs_901233",
"checked_in_at": "2026-02-09T10:14:18Z",
"gate": "north"
},
"utm": {
"campaign": "launch_2026",
"source": "crm",
"medium": "email"
}
}
Your middleware can receive this and immediately call HubSpot, Marketo, or Salesforce APIs if you need sub-minute triggers beyond connector cycles.
Goal: recover high-intent registrants who start the form and stop.
Workflow:
User opens a registration form from an email.
User enters email and a few fields.
User drops.
InEvent records a partial state (or your form layer records it) and fires a webhook.
Marketo sends an abandonment email with a resume link.
Implementation options:
If the form lives inside InEvent, use platform events and integration triggers.
If the form lives on your site, your site emits the abandonment event and calls Marketo directly, while still writing completed registrations into InEvent via API or connector.
Marketo execution model:
Add user to a “Registration Started” list
Remove user when registration completes
Smart List targets those who remain in “Started” for 30 minutes
Send email: “Finish your signup”
Goal: send content that matches attended sessions, not the event title.
Workflow:
User attends “AI Session.”
InEvent writes a session-attendance signal.
HubSpot receives the signal as a property update or timeline event.
HubSpot workflow triggers within minutes:
If attended AI session: send AI whitepaper
If asked question: notify SDR and attach transcript link
If no-show: send on-demand replay
This pattern works because event behavior arrives fast and lands in fields workflows can read. InEvent’s HubSpot connector explicitly frames pushing engagement data into HubSpot in a bidirectional sync model. (InEvent)
A clean architecture:
HubSpot/Marketo builds segmentation and lead scoring.
CRM pushes invitee lists into InEvent (Smart Lists).
InEvent executes event-specific emails and transactional messages, while the CRM executes marketing sequences.
This separation keeps deliverability, unsubscribe policy, and tracking consistent with each system’s job.
MOps teams usually blend email types until something breaks.
Transactional emails (InEvent owns):
Ticket confirmation
QR code delivery
Schedule updates and operational notices
Access credentials
Marketing emails (HubSpot/Marketo/Salesforce owns):
Invitation waves and nurture sequences
Product hype and segmented campaigns
Post-event drip campaigns
Multi-touch scoring sequences
This split keeps compliance and deliverability sane:
Transactional emails require predictable delivery and often ignore marketing segmentation.
Marketing emails require consent enforcement, preference centers, and suppression lists.
InEvent’s documentation distinguishes confirmation and automatic emails and points admins to email analytics that include delivery success rate. (faq.inevent.com)
InEvent supports custom email configuration that includes DKIM and a custom Return-Path approach that provides SPF support, aligning with modern sender verification requirements. (faq.inevent.com)
This is what “deliverability” means operationally:
You authenticate domain sending so major inbox providers accept your mail.
You monitor bounce and complaint metrics.
You block abusive patterns before they poison reputation.
InEvent explicitly enforces spam and bounce thresholds as a compliance control, including blocking sends when bounce rate rises beyond policy thresholds. (InEvent)
Practical claim you can defend: when you align DNS (DKIM + Return-Path) and keep lists clean, you can drive transactional delivery success toward 99%+, and InEvent exposes delivery success rates so you can verify it instead of trusting a promise. (faq.inevent.com)Q: Does it retroactively sync?
Yes. InEvent supports full historical sync so you can backfill registrants, attendance states, and engagement records into HubSpot, Marketo, or Salesforce after initial setup. Teams use retro-sync to repair mappings, rebuild attribution, and normalize fields without re-exporting CSVs.
Q: What happens if API limits are hit?
Yes, the system queues and retries. InEvent designs connectors around API Call Limits: the Sync Engine queues outbound writes, retries transient failures, and exposes logs in connectors like Marketo so admins can audit request volume and tune sync schedules. (faq.inevent.com)
