Connect HubSpot

Connect Event Karma to your HubSpot account to import Marketing Events, sync attendance data, pull deal/pipeline metrics, and push Success Scores back to HubSpot.

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CRM vs Marketing Mode

Event Karma supports only one CRM integration at a time. When connecting HubSpot:

Scenario	HubSpot Role	What You Can Do
HubSpot only (no Salesforce)	CRM	Full two-way sync: import events, sync contacts/deals, field mapping, push Success Scores
HubSpot + Salesforce	Marketing	Import Marketing Events, sync attendance data. Salesforce handles pipeline/opportunity tracking

Connecting Both?

If you already have Salesforce connected as your CRM and want to add HubSpot, that's fine! HubSpot will automatically switch to Marketing mode. This is ideal if you use HubSpot for marketing automation and Salesforce for sales.

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Why Connect HubSpot?

Benefits

1. Import Marketing Events: Pull Marketing Events from HubSpot into Event Karma
2. Sync Attendance Data: Registration, attendance, no-shows sync automatically
3. Campaign Attribution Metrics: Pull influenced contacts and influenced revenue from HubSpot Campaigns
4. Deal/Pipeline Tracking (CRM mode): Track deals, open pipeline, and closed-won revenue by stage
5. Field Mapping: Configure which HubSpot fields map to Event Karma metrics
6. Push Success Scores: Send Success Score grades and component scores back to HubSpot

What Gets Synced

From HubSpot → Event Karma:

• Marketing Event records (name, date, type)
• Registration and attendance counts (registrants, attendees, no-shows)
• Campaign attribution metrics (influenced contacts, influenced revenue)
• Deal pipeline data (open pipeline, closed-won revenue, deal counts)
• Contact participation data

From Event Karma → HubSpot:

• Success Score (overall score)
• Component scores (Sales, Marketing, Attendee)
• Event grades (A/B/C/D)
• Custom properties for reporting

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Installation Guide

Prerequisites

Before you begin, make sure you have:

• Event Karma account (admin access)
• HubSpot account (Super Admin or Marketing Hub Professional+)
• Marketing Events created in HubSpot

Step 1: Connect from Event Karma

1. In Event Karma, go to Admin → Integrations
2. Click Connect HubSpot
3. You'll be redirected to HubSpot to authorize
4. Log into HubSpot (if not already logged in)
5. Review the requested permissions:
   • Marketing Events (read/write)
   • Contacts (read)
   • Deals (read) - for pipeline and revenue tracking
   • Campaigns (read) - for attribution metrics
   • Account Info (read)
6. Click Connect App
7. You'll be redirected back to Event Karma

Status should show: ✅ Connected to HubSpot

HubSpot Mode

If you already have Salesforce connected, HubSpot will connect in Marketing mode. You'll see an orange "Marketing" badge on the integration card.

Step 2: Import Marketing Events

Once connected, import Marketing Events from HubSpot:

1. Go to Admin → Integrations → HubSpot
2. Click Import Events from HubSpot
3. Select which Marketing Events to import
4. Choose import options:
   • Auto-import metrics: Pull registration/attendance data
   • Auto-calculate Success Score: Calculate scores immediately
5. Click Import Selected

Imported events will appear in your Events list with HubSpot data populated.

Step 3: Configure Sync Settings

After importing, configure ongoing sync:

1. In HubSpot integration settings, set:
   • Auto-sync enabled: Yes (recommended)
   • Sync cadence: Daily (default) or Hourly
2. Click Save Settings

Step 4: Configure Deal Sync Settings (CRM Mode)

If using HubSpot as your CRM, configure deal/pipeline tracking:

1. Go to Admin → Integrations → HubSpot
2. Click Deal Settings
3. Configure:
   • Enable Deal Sync: Toggle on to pull deal data
   • Minimum Stage: Only include deals at or past this pipeline stage (e.g., "Qualified" to filter out early-stage deals)
   • Date Range: How far back to look for deals (default: 12 months)
   • HubSpot Campaign: Link a HubSpot Campaign for attribution metrics
4. Click Save Settings

Stage Filtering

Stage filtering uses deal pipeline probability. For example, if you select "Qualified" as the minimum stage, only deals at that stage or later (higher probability) will be included in your pipeline metrics.

Step 5: Configure Field Mappings (CRM Mode)

Customize which HubSpot fields map to Event Karma metrics:

1. Go to Admin → Integrations → HubSpot
2. Click Field Mappings
3. View or customize mappings:

Event Karma Field	Default HubSpot Source	Description
Total Attendees	MarketingEvent.registrantCount	Total registrants
Actual Attendees	MarketingEvent.attendeeCount	Actual attendees
No-Shows	MarketingEvent.noShowCount	No-shows
MQL Count	Campaign.influencedContacts	Influenced contacts (MQLs)
SQL Count	Campaign.newContactsFirstTouch	New contacts first-touch (SQLs)
Pipeline Influenced	Deal.openDealAmount	Open deal pipeline
Opportunity Count	Deal.dealCount	Number of deals
Revenue Generated	Deal.closedWonAmount	Closed-won revenue

4. To customize a mapping, click the field and select a different source
5. Click Save Mappings

Custom Field Mappings

If your organization uses custom HubSpot properties, you can map those instead of the defaults. Custom mappings are saved per-organization.

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Using the Integration

Refreshing Event Data

To pull the latest metrics from HubSpot:

1. Go to the Event detail page
2. Click Refresh from HubSpot
3. Data that refreshes includes:
   • Registration and attendance counts
   • Campaign attribution metrics (if linked)
   • Deal pipeline data (if deal sync enabled)

Full Refresh (CRM mode): Click Full Refresh to pull all metrics including:

• Marketing Event attendance data
• HubSpot Campaign influenced contacts and revenue
• Deal pipeline (filtered by your stage settings)
• Closed-won revenue totals

Pushing Success Scores to HubSpot

After calculating Success Scores:

1. Go to the Event detail page
2. Ensure Success Score is calculated
3. Click Sync to HubSpot
4. Check HubSpot Marketing Event for:
   • EventKarma Success Score property
   • EventKarma Grade property
   • Component score properties

Viewing Data in HubSpot

In HubSpot, view synced data:

1. Go to Marketing → Marketing Events
2. Open a synced event
3. View custom properties in the sidebar:
   • Success Score
   • Sales Score
   • Marketing Score
   • Attendee Score
   • Grade

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CRM Mode vs Marketing Mode Features

Feature	CRM Mode	Marketing Mode
Import Marketing Events	✅	✅
Sync attendance data	✅	✅
Push Success Scores	✅	✅
Sync contact details	✅	Limited
Campaign attribution metrics	✅	❌ (Salesforce handles)
Sync deal/pipeline data	✅	❌ (Salesforce handles)
Deal stage filtering	✅	❌
Custom field mappings	✅	❌
Opportunity attribution	✅	❌ (Salesforce handles)

Salesforce vs HubSpot Feature Parity (CRM Mode)

When using HubSpot in CRM mode, you get the same capabilities as Salesforce:

Capability	Salesforce	HubSpot (CRM Mode)
Import events	Campaigns	Marketing Events
Attendance data	Campaign Members	Event Registrations
Attribution metrics	Campaign Influence	HubSpot Campaigns
Pipeline tracking	Opportunities	Deals
Revenue (open)	Open Opps	Open Deals
Revenue (closed)	Won Opps	Closed-Won Deals
Field mapping	✅	✅
Push Success Scores	✅	✅
Stage filtering	✅	✅

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Troubleshooting

Events aren't importing

Check:

1. Are there Marketing Events in HubSpot? (Marketing → Marketing Events)
2. Do you have Marketing Hub Professional or higher?
3. Is the HubSpot connection active? (Admin → Integrations)

Success Scores aren't syncing to HubSpot

Check:

1. Is Success Score calculated in Event Karma?
2. Did you click "Sync to HubSpot"?
3. Are custom properties created in HubSpot?
   • Go to HubSpot Settings → Properties → Marketing Events
   • Look for "EventKarma Success Score"

"Marketing mode" but I want CRM mode

If HubSpot connected in Marketing mode but you want it as your CRM:

1. Disconnect Salesforce first (Admin → Integrations → Salesforce → Disconnect)
2. Disconnect HubSpot
3. Reconnect HubSpot (it will now connect as CRM)

Deal data not appearing

Check:

1. Is Deal Sync enabled? (Admin → Integrations → HubSpot → Deal Settings)
2. Are there deals in your selected date range?
3. Is the minimum stage filter excluding all deals?
4. Do the deals have associated contacts/campaigns?

Campaign metrics showing zero

Check:

1. Is a HubSpot Campaign linked to the integration? (Deal Settings → HubSpot Campaign)
2. Does the Campaign have influenced contacts?
3. Are contacts associated with the Marketing Event also in the Campaign?

Field mappings not working

Check:

1. Is the source field available in HubSpot?
2. Is the mapping active? (Field Mappings page)
3. Try resetting to default mappings and re-saving

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Disconnecting HubSpot

To disconnect the integration:

1. Go to Admin → Integrations → HubSpot
2. Click Disconnect
3. Confirm

What happens when you disconnect:

• Syncing stops immediately
• Data already in HubSpot remains (nothing is deleted)
• Events linked to HubSpot keep their metrics
• You can reconnect anytime

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Next Steps

Now that HubSpot is connected:

1. Import your Marketing Events: Pull in your events from HubSpot
2. Calculate Success Scores: Score your events
3. Push scores back: Sync Success Scores to HubSpot for reporting
4. Set up HubSpot reports: Build reports using Success Score properties

Need help? Contact support@datakarma.ai