Event series pipeline and reporting from templated forms
The challenge they faced
The team managed a series of annual events with manual processes that were inefficient and unsustainable as the program scaled. Tracking repeat applicants across multiple events was complex and error-prone when handled through list-based management, and the organization lacked a structured system to automate tasks, especially during periods when manual oversight diminished. The inconsistency and time required to recreate landing pages for each event compounded these challenges.
When the client began planning to expand the event series to include multiple events per year, they recognized that their existing approach would not support growth without significant additional effort. This scaling challenge prompted them to seek a solution that could create repeatable, automated processes for managing both attendees and sponsors across the Delve series of events.
The strategy we mapped
We began by mapping the entire attendee and sponsor workflow end-to-end–from form submission through travel collection, hotel booking, invoicing, and reporting–to identify the data model and automation triggers that would sustain growth. The core decision was to anchor everything on two pipelines: a Ticket pipeline for attendees and a Deal pipeline for sponsors, plus a shared contact property to unify reporting across both objects. We sequenced the work in two phases: first, the process discovery and strategy roadmap to nail down the naming conventions, property architecture, and workflow logic; second, the build-out of forms, pipelines, automation, and reporting tied to a reusable cloning pattern that would let the team launch new Delve events with confidence.
All moving parts–forms, landing pages, workflows, segments, and dashboards–hinged on consistent event naming embedded in form defaults and hidden fields. This meant the team could clone infrastructure per event without touching workflows, and automations would reliably route records to the right pipeline stage and reporting dashboard. By the final implementation check-in, the entire flow worked end-to-end: sponsors submitted a single form that auto-created deals and attendee contacts; attendees submitted their own form to create tickets; tasks surfaced hotel-booking work; and a dashboard unified counts across both objects per event.
The solutions we executed
Attendee ticket pipeline: Attendee Interest forms routed into a Service Hub ticket pipeline where each submission became a ticket tracked through Travel Info Request, Flight Info Received, and Confirmed stages. A workflow auto-created a task to book hotel rooms upon completion of the flight info stage, and confirmed attendees automatically joined the hotel export segment. Sponsor deal pipeline: Sponsor Interest forms created deals at twelve thousand per submission, with a parallel workflow that auto-generated contact records for up to three attendees per sponsorship and associated all attendees to the deal. Sponsors progressed through Application Received, Invoice Sent, and parallel Hotels Booked and Invoice Paid stages, with hotel-booking tasks triggered at invoice creation.
Event organization and reporting: A hidden form field tagged each contact, deal, and ticket with the event series name and month, enabling list segments and dashboard filters to pull clean, event-specific rosters without per-series workflow cloning. A shared dashboard displayed sponsors booked but not yet paid, hotel room counts by event across both attendees and sponsors, deal progress by stage and last-modified date, and task status for hotel coordination. Segment logic combined attendees at Flight Info Received with sponsors at Invoice Sent to create a single hotel export list per event, trimmed to only the fields required for hotel partners.
Email automations and event communications: We built workflows that sent attendees a travel information request email immediately upon form submission, then created a hotel-booking task when they provided flight details. Separately, a workflow routed paid sponsors to a booking-task workflow. Scheduled email templates for pre-event updates (30, 15, and 7 days before, plus day-of and post-event) were set up to clone and populate per Delve series, with evergreen travel information landing pages to reduce per-event content work.
Reporting and team enablement: A centralized dashboard surfaced pipeline progress, hotel bookings, and payment gaps through custom reports and timeline views. We provided training materials documenting naming conventions, form-cloning checklists, and workflow mechanics so the team could confidently launch future events and adjust task assignments or email copy as needed.
What changed after the engagement.
The client now runs event registration through HubSpot instead of manual processes, with attendees and sponsors tracked in dedicated pipelines that auto-generate tasks for hotel coordination and auto-populate event reporting dashboards. Landing pages, forms, and email communications are templated and cloned per event with hidden event fields, eliminating per-series workflow recreation and enabling the team to launch new Delve events without engineering overhead. Sponsors submit a single consolidated form that creates a deal, auto-generates attendee contacts, and triggers invoicing and hotel-booking workflows; attendees submit forms that create tickets progressing through travel collection and confirmation stages. One shared dashboard unifies sponsor and attendee hotel counts, payment status, and task completion across all events, giving the team reliable visibility into operations and collections.
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