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Event Operations: Event Platform Implementation & Registration Tracking - Playbook

1. Definition​

What it is: A technical implementation project that deploys and configures an event management platform (Goldcast, Hopin, On24, etc.) integrated with CRM and marketing automation systems to capture registrations, track attendance, and automate attendee data flow for virtual, hybrid, and in-person events.

What it is NOT: Not a Marketing Automation Platform implementation (that's broader campaign automation). Not Webinar Content Strategy (content planning). Not Field Marketing Program Design (event strategy and planning). Not Lead Scoring implementation (though events feed scoring).

2. ICP Value Proposition​

Pain it solves: Marketing teams manually export registration data from event platforms into spreadsheets, then re-upload to CRM, causing delays in lead routing (leads go cold), missing attendee data, and inability to attribute pipeline to specific events. Sales doesn't know who attended until days after the event.

Outcome delivered: Automated bi-directional sync between event platform and CRM/MAP where registrations create or update leads in real-time, attendance status flows back within minutes of event end, and follow-up sequences trigger automatically based on attendance behavior. Marketing can report on event-sourced pipeline with confidence.

Who owns it: VP of Marketing or Director of Marketing Operations, with support from RevOps and Sales Ops for CRM integration.

3. Implementation Procedure​

Part 1: Requirements Gathering & Platform Selection​

Step 1: Document Event Types and Feature Requirements​

Step Overview: Catalog all event types the organization runs and identify specific platform feature requirements for each. End state: Requirements matrix showing event types mapped to required platform capabilities.

  • Interview Marketing and Field Marketing teams on current event types (webinars, virtual summits, in-person conferences, hybrid events)
  • Document current pain points with existing event tools or manual processes
  • List required features: branding customization, registration forms, payment processing, breakout rooms, networking features
  • Identify integration requirements: CRM (Salesforce/HubSpot), MAP (Marketo/HubSpot), calendar tools
  • Capture compliance requirements (GDPR consent, data residency) for registration forms
  • Create prioritized requirements matrix (must-have vs. nice-to-have)

Step 2: Evaluate and Select Event Platform​

Step Overview: Compare event platform options against requirements and recommend the best fit for client's tech stack and budget. End state: Platform selected with procurement initiated.

  • Research platforms matching requirements (Goldcast, Hopin, On24, Bizzabo, Cvent, Splash)
  • Score each platform against requirements matrix
  • Evaluate native integrations with client's CRM and MAP
  • Compare pricing models (per-event, per-attendee, annual license)
  • Request demos for top 2-3 platforms with client stakeholders
  • Present recommendation with pros/cons and total cost of ownership
  • Secure budget approval and initiate procurement/contract

Part 2: Platform Configuration & CRM Integration​

Step 1: Configure Event Platform Account and Branding​

Step Overview: Set up the event platform account with organizational branding and default settings. End state: Platform ready for event creation with consistent branding applied.

  • Create event platform admin account and configure user roles
  • Upload brand assets (logos, colors, fonts) to platform
  • Create branded email templates for confirmations, reminders, and follow-ups
  • Configure default registration form fields and consent language
  • Set up organizational defaults (timezone, date formats, sender email)
  • Document admin credentials and access for client handoff

Step 2: Build CRM Integration for Registration Sync​

Step Overview: Connect the event platform to CRM for automated registration data flow. End state: New registrations automatically create or update Lead/Contact records in CRM.

  • Connect event platform to CRM (Salesforce/HubSpot) via native integration or API
  • Map registration form fields to CRM Lead/Contact fields
  • Configure duplicate handling rules (create new vs. update existing)
  • Set up Campaign Member status values (Registered, Attended, No Show)
  • Test registration sync with 5-10 test records
  • Verify data appears correctly in CRM with proper field mapping

Step 3: Configure MAP Integration for Automated Workflows​

Step Overview: Connect event platform to marketing automation for triggered emails and program membership. End state: Registrations trigger MAP program membership and automated communications.

  • Connect event platform to MAP (Marketo/HubSpot Marketing) via native connector
  • Configure bi-directional sync for registration and attendance data
  • Set up program templates for webinars and events in MAP
  • Build registration confirmation and reminder email sequences
  • Configure attendance-based triggers (attended vs. no-show follow-up)
  • Test end-to-end flow from registration to email delivery

Part 3: Registration Tracking & Reporting Configuration​

Step 1: Design Registration Forms and Tracking Fields​

Step Overview: Create optimized registration forms that capture required data while minimizing friction. End state: Registration form template with proper tracking fields and consent capture.

  • Design registration form with essential fields only (minimize form length)
  • Add hidden fields for UTM tracking and lead source attribution
  • Configure consent checkboxes for GDPR/email opt-in compliance
  • Set up progressive profiling for known contacts (if supported)
  • Create custom fields for event-specific segmentation questions
  • Test form submission and validate data flows to CRM/MAP

Step 2: Configure Real-Time Registration Dashboard​

Step Overview: Build dashboards to monitor registration velocity, drop-offs, and audience demographics in real-time. End state: Live dashboard showing registration metrics accessible to Marketing team.

  • Configure event platform's native registration analytics
  • Build CRM report showing registrants by event, source, and segment
  • Create registration velocity dashboard (daily/weekly sign-ups)
  • Set up alerts for registration milestones or anomalies
  • Build audience segmentation views (by title, company size, industry)
  • Share dashboard access with Marketing and Sales stakeholders

Step 3: Implement Attendance Tracking and Attribution​

Step Overview: Configure attendance tracking for virtual and in-person events with data flowing to CRM for lead scoring and attribution. End state: Attendance data syncs to CRM within minutes of event end.

  • Configure virtual event attendance tracking (join time, duration, engagement score)
  • Set up in-person check-in integration (badge scanning, app check-in)
  • Map attendance status back to CRM Campaign Member records
  • Configure lead scoring rules for event attendance in CRM/MAP
  • Set up multi-touch attribution model credits for event touchpoints
  • Build post-event attendance report template for stakeholder review

Part 4: Launch, Training & Handoff​

Step 1: Conduct Pilot Event Test​

Step Overview: Run a test event to validate end-to-end process before full rollout. End state: Pilot event completed with all integrations verified and issues documented.

  • Create test event in platform with full configuration
  • Send test registrations through to verify CRM/MAP sync
  • Validate automated emails trigger at correct times
  • Test virtual event experience (login, features, recording)
  • Verify attendance data flows back to CRM after event
  • Document any issues and remediate before live rollout

Step 2: Train Event and Marketing Teams​

Step Overview: Enable internal teams on platform usage, event creation, and data monitoring. End state: Team members trained and self-sufficient on day-to-day event operations.

  • Schedule training session for Marketing Ops and Event team (60-90 min)
  • Cover: event creation, registration form setup, email configuration
  • Demonstrate dashboard usage and reporting capabilities
  • Walk through troubleshooting common issues (sync failures, duplicate records)
  • Create quick-reference guide for event creation workflow
  • Record training session and share with broader team

Step 3: Document and Hand Off to Client​

Step Overview: Transfer ownership with full documentation and support transition plan. End state: Client self-sufficient with admin access, runbooks, and escalation paths.

  • Transfer admin credentials to client Marketing Ops team
  • Deliver documentation package: configuration settings, integration architecture, runbooks
  • Create troubleshooting guide for common issues
  • Document vendor support contacts and escalation paths
  • Schedule 30-day check-in to review post-launch performance
  • Close out project and transition to ongoing support if applicable

4. Dependencies & Inputs​

What must exist before starting:

  • Active CRM (Salesforce or HubSpot) with admin access
  • Marketing Automation Platform in place (Marketo, HubSpot Marketing, Pardot)
  • Budget approved for event platform licensing
  • Event calendar/roadmap for next 6-12 months (to inform requirements)
  • Brand assets (logos, colors, fonts) available

What client must provide:

  • CRM and MAP admin credentials or access
  • Sample registration form fields and consent language
  • Email sender domains and authentication (SPF/DKIM)
  • Stakeholder availability for demos and training
  • Test event content for pilot validation

5. Common Pitfalls​

  • Pitfall 1: Integration sync delays cause leads to go cold before Sales can follow up. → Mitigation: Configure real-time or near-real-time sync (not batch) and set up alerts for sync failures. Test response time from registration to CRM record creation.

  • Pitfall 2: Duplicate records created in CRM for existing contacts who register for events. → Mitigation: Configure proper duplicate matching rules in both event platform and CRM. Use email as primary match key and test with known contacts.

  • Pitfall 3: Attendance data doesn't sync back to CRM, breaking attribution and lead scoring. → Mitigation: Verify bi-directional sync configuration and test full lifecycle (register → attend → CRM update) before go-live. Build monitoring for attendance sync failures.

  • Pitfall 4: Over-complicated registration forms cause high abandonment rates. → Mitigation: Keep registration forms to 5-7 fields maximum for first-time registrants. Use progressive profiling for returning contacts to gather additional data.

6. Success Metrics​

  • Leading Indicator: Registration-to-CRM sync time under 5 minutes, with >95% of registrations appearing in CRM within first hour of launch
  • Lagging Indicator: 100% of event-sourced pipeline accurately attributed to specific events in CRM within 30 days; 50%+ reduction in time spent on manual event data entry