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Events are one of the largest line items in a marketing budget. User conferences, executive roundtables, virtual roadshows, sponsored webinars. The spend is easy to track. The impact on pipeline is not.
The core problem is simple and painful: the Event Data Black Hole.
Your teams execute polished experiences on InEvent. Prospects register, attend, drop off, vote in polls, ask questions, click links, and share intent signals all day long. Then, somewhere between the event platform and Salesforce, that data disappears into CSV exports, manual uploads, or half-broken connectors.
The result:
Sales only sees a generic “Attended Event” note, if anything
MOPs teams have to reconcile spreadsheets and Campaign Member Statuses by hand
Revenue reporting treats events as a cost center, not a pipeline engine
You cannot attribute revenue to specific sessions or interactions if engagement data never lands inside Salesforce in a structured, queryable way. You cannot prioritize follow-up if SDRs do not see who attended the “Pricing” or “Product Roadmap” sessions. And you cannot defend your event budget to Finance if you cannot prove influence on real opportunities.
The InEvent + Salesforce Integration is built to eliminate this black hole. It is a native, bi-directional, real-time integration designed for teams that care about data integrity and revenue attribution, not just shipping another webinar.
Instead of CSV uploads and one-way “registered only” syncs, you get:
OAuth 2.0 secure authentication
Bi-directional sync between Salesforce and InEvent
Custom Objects for questions, polls, comments, and UTM data
Automatic Campaign Member Status updates based on real engagement
Lead and Contact upsert to prevent duplicates
Salesforce Campaign Lists imported as invite lists in InEvent
The outcome is direct: executives ask “What did this event do for pipeline?” and you can answer with data, not anecdotes.
At its core, the InEvent + Salesforce integration is a bi-directional data pipeline designed for predictable, controlled sync of event data.
Think of it as two intentional flows, each with a specific purpose.
This direction is about targeting and invite control.
Key patterns:
A. Import Salesforce Campaign Lists into InEvent: This is the killer feature. You can take a Salesforce Campaign or a static list of Accounts / Contacts / Leads and import it directly into InEvent as your exclusive invite list.This direction is about engagement, intent, and attribution.
Key patterns:
A. Registration and Attendance Data: InEvent sends “Registered,” “Attended,” “No-show,” and other status updates back to Salesforce, updating Campaign Member Status automatically.
B. Engagement Data via Custom Objects: Poll responses, questions asked, comments, and tracked UTM parameters are synced as Custom Objects related to the Lead or Contact. Sales now sees session-level actions, not just a binary “attended.”Outbound value for revenue:
Sales can prioritize outreach based on session and engagement intensity
MOPs can build multi-touch attribution models that include events as first-touch, mid-funnel, or last-touch
Leadership sees events in the exact Salesforce reports that drive their pipeline and revenue dashboards.
Field Mapping is where integrations either become strategic assets or permanent sources of technical debt. The InEvent + Salesforce integration is built to behave like a well-structured middleware layer, not a one-off connector.
Out of the box, you map InEvent attendee fields to standard Salesforce fields, including:
First Name
Last Name
Email
Company / Account Name
Job Title
Phone
Country / Region
These mappings are configurable so they fit your specific Salesforce schema, not a generic template.
Modern revenue teams segment on much more than just title and company. InEvent’s Field Mapping supports custom fields on both sides.
Examples:
InEvent Custom Fields:
Dietary Restriction
Job Function
Primary Interest Area
Preferred Language
Industry Vertical
Salesforce Custom Fields on Leads or Contacts:
Persona
Customer Tier
Event Cohort
Product Interest
You can map InEvent custom fields to Salesforce custom fields so that the same segmentation criteria used for targeting can later be used for lead routing, scoring, and reporting.
Field Mapping is not just about connecting Field A to Field B. It is about conflict resolution when the same property exists in both systems.
The integration supports overwrite logic, so you can define which system wins when values differ:
Salesforce as source of truth: Use this when CRM data is heavily curated and governed.
Example: If Salesforce has Job Title = VP Marketing and InEvent collects Head of Marketing, you may prefer Salesforce to remain unchanged.
InEvent as source of truth for specific fields: Use this when event registration is the best data capture point.
Example: Dietary Restriction or Preferred Language may be freshest in InEvent, so you let InEvent overwrite Salesforce for these fields.
You can also configure “update only if empty” behavior for selected fields. This avoids overwriting curated CRM data while still enriching incomplete records with new information captured during registration.
Poor field mapping leads to:
Duplicated records with slightly different values
Broken segmentation criteria
Misaligned lead routing rules
Dirty reports that leadership stops trusting
Intelligent, configurable Field Mapping addresses all of these:
Leads are enriched with event-specific attributes, improving routing and scoring
Sales can see relevant context on each record without sifting through notes
Attribution models can filter by segment, persona, or industry using the same fields that power the integration
For Marketing Operations, Campaign Member Status is where the truth lives. It controls reporting, funnel conversion analysis, and Sales follow-up queues.
The InEvent + Salesforce integration automates status management based on real-time event activity, so you no longer burn cycles reconciling spreadsheets.
You can configure InEvent to update Salesforce Campaign Member Status when specific event actions occur:
A. Registered: When a person completes registration in InEvent, they are:B. Attended: When an attendee joins the event or hits a defined minimum attendance threshold, their status updates to Attended.
C. Waitlisted: If capacity is reached and someone is moved to a waitlist in InEvent, the integration sets their status to Waitlisted.
D. Cancelled: If someone cancels or is marked as cancelled in InEvent, the integration updates their status to Cancelled in Salesforce.
These statuses align with best practices for funnel tracking and can be adapted to your existing status model.
Without this integration, a typical cycle looks like:
Export attendee lists from the event platform
Normalize columns in Excel or Google Sheets
Manually map statuses to Salesforce Campaign Member Status values
Import back into Salesforce, test, revert errors
Repeat whenever attendance changes or late registrants appear
For each event, this can easily consume 15–20 hours of manual, error-prone work by Marketing Ops.
With InEvent:
Status changes are trigger-driven, not CSV-driven
Salesforce Campaigns stay aligned with real-time event data
Late registrants and last-minute cancellations are handled automatically
This is not just about saving time.
When Campaign Member Status is maintained accurately and automatically:
MQL definitions that depend on “Attended key event” become reliable
Sales alerts and follow-up tasks can trigger based on “Attended” vs “Registered only”
Funnel reports using Campaign Member Status show true conversion, not approximations
You gain both operational efficiency and stronger, defensible revenue reporting for every event.
Most integrations stop at “Registered” and “Attended.” That is not sufficient for teams that want to use events as intentional revenue drivers.
The InEvent + Salesforce integration syncs Custom Objects that capture engagement depth, not just attendance.
InEvent pushes structured engagement data into Salesforce through Custom Objects related to Leads or Contacts, such as:
Poll Responses: Which poll they answered, the options they chose, and when.
Questions Asked: Q&A submissions during sessions, including the exact question text and session reference.
Comments and Chat Activity: Messages posted in session chat, comments left during discussions.
UTM Parameters and Source Attribution: UTM codes from registration or join links, so you can attribute event engagement back to campaigns, channels, and partners.
Each of these is created as a Custom Object record, linked to:
The Lead or Contact
The parent Campaign or Event
The specific session, when applicable
From a Salesforce user’s view, this translates into a timeline of meaningful actions.
On a Lead or Contact record, a Sales rep can see:
“Attended: Pricing Strategy Breakout – 47 minutes”
“Poll: ‘What is your timeframe for purchase?’ → Answer: ‘Within 3 months’”
“Question: ‘How do you price multi-region deployments?’”
“UTM Source: Paid LinkedIn / Campaign: Q2 ABM”
This context transforms a generic “event attendee” into a qualified, context-rich conversation.
Engagement Custom Objects enable:
Intent-based routing: Route leads who engaged with pricing or implementation sessions to specific teams.
Advanced reporting: Build Salesforce reports that show:
Opportunities associated with attendees who answered specific polls
Pipeline influenced by attendees of a given breakout theme
Better prioritization: SDRs can sort daily queues by engagement depth, not just event attendance.
Consider this end-to-end workflow for a typical B2B SaaS company.
A prospect downloads a whitepaper, is created as a Lead in Salesforce, and is added to a nurture Campaign. They are not yet prioritized for Sales outreach.
The MOPs team builds a “Pricing Strategy for Enterprise Deployments” webinar in InEvent and imports a Salesforce Campaign List containing:
Leads with the right industry
Accounts in late evaluation stages
Customers in expansion opportunity segments
Our cold Lead is on that list, so they are imported as an invitee.
The Lead:
Registers for the event
Attends the live session
Answers a poll: “What is your purchase timeframe?” with “Within 3 months”
Submits a Q&A question about per-seat pricing for EMEA
InEvent syncs this data back to Salesforce:
Campaign Member Status updated to Attended
Custom Object records created:
Poll response: “Purchase timeframe: Within 3 months”
Question: “How do you price multi-region deployments, including EMEA?”
Based on synced fields and Custom Objects, Salesforce rules can:
Increase the Lead Score because:
They attended a pricing-focused session
Their poll answer indicated a near-term purchase timeframe
Route the Lead to a specific Sales queue or territory
Trigger a follow-up task within minutes of the event ending
No one had to export or import anything. The signals moved automatically.
When the AE or SDR opens the Lead in Salesforce, they see:
That the Lead attended the Pricing Strategy breakout
That they indicated a 3-month buying window
The exact pricing question they asked
The rep skips generic discovery and moves directly to a tailored pitch:
“I saw you joined our Pricing Strategy session and asked about multi-region pricing. Let us walk through what that would look like for your EMEA and North America teams.”
This is not just better Sales enablement. It is direct pipeline acceleration, grounded in event engagement data, that only exists because InEvent and Salesforce are integrated at the Custom Object and Campaign Member Status levels.ABM lives and dies on precision. You do not invite the entire database to a VIP dinner. You invite the right 30 people.
Your ABM team identifies:
25 Tier 1 accounts
50 Tier 2 accounts
Within those accounts, they pick specific Contacts:
Active opportunities above a defined deal size
Key decision makers and champions
Exec sponsors and budget holders
They create a Salesforce Campaign, “Q4 Executive Dinner,” and add these Contacts as Campaign Members.
Using the InEvent + Salesforce integration, you import the Salesforce Campaign List directly into InEvent:
No CSV export
No manual filtering
No list drift
These Contacts now exist as invitees for your VIP dinner or private session in InEvent.
Invitations and confirmations are managed in InEvent, with:
Personalized emails to each invitee
Capacity limits
Waitlist handling
Attendance and engagement are tracked in InEvent in real time.
As the event unfolds, InEvent syncs back:
Campaign Member Status for each invitee:
Registered
Attended
No-show
Engagement data as appropriate:
Session attendance
Notes or comments, if captured digitally
Your ABM team can then answer the questions leadership cares about:
How many priority accounts had at least one attendee at the VIP dinner?
How many active opportunities progressed after executives attended?
Which accounts sent multiple participants to both the main conference and the VIP events?
Marketing and Sales care about pipeline. IT and Security care about how the integration is implemented. The InEvent + Salesforce integration is designed to align with enterprise security expectations.
The integration uses OAuth 2.0 for authentication, which provides:
No long-lived API keys stored in spreadsheets or admin inboxes
Fine-grained access control through Salesforce’s permission model
Easy key rotation and revocation through the Salesforce connected app
From the InEvent side, admins authorize Salesforce access via a one-click OAuth flow, and the underlying access tokens are managed securely.
Salesforce enforces API call limits per org. The integration is built to respect these constraints.
Patterns used:
Real-time sync for critical events: For high-value interactions such as registrations or lead creation, InEvent can push updates quickly to keep Sales aligned.
Batching and scheduling for high-volume data: For large-scale engagements, such as syncing thousands of poll responses or comments, the integration batches API calls and can use scheduled intervals to avoid hitting limits.
The result:
You keep Salesforce stable and available
You avoid integration jobs failing due to API exhaustion
You maintain flexibility between speed and API efficiency, depending on the event profile
InEvent is built to support SOC 2 aligned security controls, which means:
Data is transmitted over encrypted channels
Access to integration configuration is restricted by role
Logging and monitoring capture key integration events for audit trails
For IT Directors, this means the integration respects standard enterprise requirements:
No hardcoded credentials
Clear boundaries of data flow between systems
Operational visibility into sync success and failures
You do not need a 6-month project to enable this. A typical implementation follows five clear steps.
In InEvent, navigate to the Salesforce integration area.
Initiate the Salesforce connection.
Authenticate via OAuth 2.0 using a Salesforce admin account with the correct permissions.
Confirm the connection is active.
At this point, InEvent has secure, token-based access to your Salesforce org.
Review default mappings for standard fields: First Name, Last Name, Email, Company, Title, etc.
Map InEvent custom fields to Salesforce custom fields where needed:
Dietary Restriction
Job Function
Persona
Define overwrite rules:
Salesforce wins
InEvent wins
Update only if empty
This ensures that as data flows, it respects your CRM data model and hierarchy of truth.
Decide how InEvent events map to Salesforce Campaigns:
One Campaign per Event
Child Campaigns per session or event type
Configure Campaign Member Status rules:
Registered
Attended
Waitlisted
Cancelled
Set triggers for status updates based on:
Registration
Join events or attendance time thresholds
Cancellation actions
Now Salesforce Campaigns will reflect event activity automatically.
Create a small test Campaign and list in Salesforce.
Import the Campaign List into InEvent as a controlled invite list.
Register a few test attendees in InEvent using different scenarios:
New people not in Salesforce
Existing Leads
Existing Contacts
Confirm:
Correct creation and upsert of Leads/Contacts
Correct Campaign Member Status updates
Custom Objects being created for engagement data
Resolve any field mapping or status naming issues before going live.
Connect your production events to Salesforce Campaigns.
Monitor:
API usage
Sync logs and error messages
Train Sales and MOPs teams on:
Where to find engagement data on the Lead/Contact record
How to filter and report on Campaigns that are powered by InEvent
At this point, your event program is no longer a parallel data island. It is an integral part of your CRM.
If a Lead that was previously synced from InEvent is deleted in Salesforce, the InEvent record is not automatically removed. Future event registrations for that email will create a new Lead in Salesforce based on your upsert rules. This avoids silent data loss and ensures new engagement is not blocked by past cleanup decisions.
Email is typically used as the primary matching key for upsert operations. When someone registers for an event:
If a Lead or Contact with that email exists, the integration updates it according to your Field Mapping and overwrite rules.
If none exists, a new Lead is created.
This keeps your database cleaner and prevents the duplicates that normally come from manual imports.
If your Salesforce org is close to API limits, the integration can shift from immediate updates to batched, scheduled sync, particularly for high-volume engagement data such as polls or comments. Critical objects like Leads and Campaign Member Status updates remain prioritized so that Sales does not lose visibility into key actions.
Yes. You can connect InEvent to a Salesforce Sandbox via OAuth, configure field mappings, Campaign rules, and test the full flow end to end. Once validated, you can repeat the connection process for Production, reusing the same configuration patterns with production IDs and objects.
If a field used in Field Mapping is deleted or its API name changes, the sync for that field will fail. Other fields will continue to sync normally. You update the mapping in InEvent to point to a valid field, then resume normal operation. This avoids total integration collapse because of schema changes.
Access to the integration in InEvent is restricted to authorized admins. On the Salesforce side, the OAuth connection uses a connected app and user with defined permissions. Your Salesforce admin controls what objects and fields that user can read or write. This lets you align integration behavior with internal security and data governance policies.
If someone registers with a different email address from what exists in Salesforce, the integration will treat them as a new person and create a new Lead, unless you provide a different matching key. This is standard CRM behavior. To minimize this, you can standardize registration flows and encourage use of corporate emails. You can also perform periodic deduplication in Salesforce using your existing tools.
Most event-to-CRM connections fall into two categories:
Generic Connectors (like Zapier-style tools)
Legacy event platforms with shallow, one-way sync
The InEvent + Salesforce integration is different in three critical ways.
Generic connectors:
Rely on chained, multi-step “zaps” that are hard to maintain
Struggle with complex objects and bi-directional logic
Erode confidence when a silent failure breaks a step
InEvent:
Ships a native integration built specifically for Salesforce and event data
Maintains clear ownership of data flows for registrations, attendance, and engagement
Reduces operational risk by centralizing configuration where the event team already works
Legacy competitors often only push:
Name
Email
Registered / Attended
InEvent goes deeper:
Custom Objects for polls, questions, comments, and UTM parameters
Structured mapping of these objects back to Leads and Contacts
Support for Campaign Member Status and child Campaign logic
This is the difference between tracking “presence” and capturing intent signals that affect pipeline.
Generic tools:
Poll APIs on fixed schedules
Offer limited visibility into per-object sync failures
Are usually configured once, then forgotten until something breaks
InEvent:
Uses OAuth 2.0 for secure, managed authentication
Batches high-volume data while still supporting real-time where it matters
Is built to respect Salesforce API call limits, not accidentally exhaust them
For Marketing Operations and CRM Administrators, this translates into:
Fewer brittle workflows to maintain
Clearer logging and behavior that aligns with Salesforce standards
Less firefighting, more predictable data flows
When you combine native design, Custom Object depth, and API-aware synchronization, you get something more than “yet another integration.” You get an event infrastructure layer that your revenue operations can actually rely on.
Right now, a meaningful portion of your pipeline is influenced by events that Salesforce barely understands. Attendees raise their hands with questions, poll responses, and session selections that never make it into your CRM. Marketing spends the budget. Sales never sees the signals. Finance questions the value.
The InEvent + Salesforce integration exists to close that loop.
Bi-directional sync keeps targeting and engagement aligned.
Field Mapping and overwrite rules respect your data model.
Campaign Member Status automation removes manual MOPs work.
Custom Objects for engagement data give Sales precise context.
Upsert logic and Campaign List imports turn events into ABM and demand-generation machines that can be reported in real revenue terms.
Stop guessing your Event ROI. Start proving it.
