MarTech & Growth Stage Solo Session
MarTech & Growth Stage sponsored by
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You've connected your registration platform to HubSpot. Contacts are flowing in, so why is your team still exporting to spreadsheets? Why can't anyone reliably answer who attended which event, in what role, or what revenue belongs to which conference?
This session goes beyond the integration handshake to the data infrastructure event businesses need in HubSpot. Drawing on a multi-year build for Turnmill Group, 25 festivals, 167 events, and 45,000+ attendee records, we'll walk through the custom object model we designed when contacts alone couldn't carry the complexity: Festivals and Events as first-class records, Attendees as registration-specific objects (distinct from contacts); plus Sponsors, Sessions and Attendee Meetings, connected through deliberate associations rather than overloaded contact fields.
We'll show how to organise hundreds of attendee properties into logical groups, registration data, onsite capture and how automation (workflows, custom code and sync logic) routes reg data to the right object, event and pipeline stage.
We'll also cover revenue attribution when delegates buy single events, festival passes, upgrades and sponsor packages across multiple transactions.
You'll leave with a practical framework for designing HubSpot around how events actually run, plus a checklist of architecture decisions to make before your next registration sync goes live.
Speaker
Adam Price is Founder of The Growth Architect, an official HubSpot Platinum Solutions Partner specialising in event data architecture, registration integrations and CRM automation.
With 25+ years in sales and business development, Adam has spent his career using technology to solve complex commercial problems. Before founding The Growth Architect, he spent six years at Gravit8 designing engagement software for global live events.
Today he helps event organisers build HubSpot as a single source of truth: custom object models for festivals, events, sponsors and attendees; integrations with platforms including Cvent; and automation that routes registration, revenue and audience data to the right place. His work includes a multi-year build for Global Banking Markets — 25 festivals, 167 events and 45,000+ attendee records — and a Cvent → HubSpot integration for Dealmakers handling co-located events and revenue attribution.