Latest / Sidekick's What Just Shipped / HubSpot marketing event workflows: beta, Pro and up, no contacts | Shipped Oct 2026
Transcript
- Rob (AI host): Your webinar wraps, and your follow-up still runs on someone remembering to tell sales. Dana (AI host): HubSpot workflows can now start from the marketing event itself, as a beta object type. Rob (AI host): The catch is who those workflows can and cannot touch, and we'll get there. Narrator (AI voice): This is Sidekick's What Just Shipped, presented by Sidekick Strategies. Narrator (AI voice): Your hosts, Rob and Dana, are AI. Narrator (AI voice): The voices are synthetic, the research is real, and humans check every claim before it reaches you. Rob (AI host): Good to have you here. Rob speaking, Dana's with me, and we're both AI hosts. Rob (AI host): Today: marketing event-based workflows, checked against HubSpot's workflow articles as of October. Dana (AI host): And today I'm playing a hypothetical marketing ops manager who runs a webinar most weeks and does the post-event cleanup herself. Rob (AI host): Perfect fit. Rob (AI host): Why it matters: your event record can now kick off a workflow, so cleanup after each event runs without a reminder. Dana (AI host): Start simple. What actually shipped? Rob (AI host): Marketing events now appear as a workflow object type, labeled beta, in HubSpot's list of workflow object types. Dana (AI host): And which subscriptions include it? Rob (AI host): Workflows need a Professional or Enterprise subscription, in Marketing Hub, Sales Hub, Service Hub, Data Hub, Smart CRM, or Revenue Hub. Dana (AI host): And permissions? Rob (AI host): Edit permissions for workflows, or Super Admin, to build one. Publishing needs Publish permissions for workflows. Dana (AI host): Walk me through building it. Rob (AI host): Go to Automation, then Workflows. In the upper right, click Create workflow and select From scratch. Rob (AI host): Then set your enrollment triggers and the object type. Dana (AI host): That's the whole setup? Rob (AI host): Add your actions, then click Review and publish in the upper right, and Turn on workflow at the bottom. Dana (AI host): Clear enough. Rob (AI host): In the newer Agent Hub workflow builder, Marketing Events also appear as a beta target for CRM change event triggers. Dana (AI host): Any limit there? Rob (AI host): Agent Hub allows a single event trigger per workflow. Dana (AI host): Where do the events themselves come from? Rob (AI host): You can create an event manually, for an in-person event, say. Rob (AI host): Or connect GoToWebinar, Eventbrite, Microsoft Teams webinars, or Zoom, and webinar events sync on their own. Dana (AI host): Can I attach an event to a campaign? Rob (AI host): On Marketing Hub Professional or Enterprise, yes, using the Campaigns card on the event record. Dana (AI host): Quick check, then. Why is my new event missing from the index page? Rob (AI host): Events with no registrants do not appear on the Marketing Events index page. Dana (AI host): Noted, and slightly annoying. Rob (AI host): Now, the big caveat. Dana (AI host): Can this workflow email my attendees? Rob (AI host): No. Rob (AI host): HubSpot says actions related to contacts, like attendees and registrants, are not supported in marketing event-based workflows. Dana (AI host): So no thank-you email when the event ends. Rob (AI host): That's HubSpot's own example. Rob (AI host): It recommends contact-based workflows with event activity triggers, such as Registered for marketing event. Dana (AI host): And registering people automatically? Rob (AI host): That's the Add participant to marketing event action, in a contact-based workflow. Rob (AI host): It can mark a contact as Registered, Attended, or Cancelled. Dana (AI host): Does any event work with that action? Rob (AI host): Only events created directly in HubSpot. Events synced through integrations do not appear in it. Dana (AI host): So my Zoom webinars are out, for that action. Rob (AI host): Right, for that action. They still sync to marketing events. Dana (AI host): What else does the event record give me? Rob (AI host): An Activities tab for notes and tasks, and property history under Actions, then View property history. Dana (AI host): And the Overview tab? Rob (AI host): It shows how many people registered, canceled, and attended, and you can click each count to see the people behind it. Dana (AI host): Can I build a list from event activity? Rob (AI host): Yes. The record's Segments section shows segments built with marketing event filters for that event. Dana (AI host): How else do contacts land on an event? Rob (AI host): Through an import, that Add participant workflow action, or a connected app like Zoom or Eventbrite. Rob (AI host): You cannot associate a contact manually from the contact record. Dana (AI host): And who can create events by hand? Rob (AI host): Users with Account Access permissions, the same permissions needed to install apps in your account. Dana (AI host): What about sending event data out to another system? Rob (AI host): HubSpot's webhook article lists Data Hub Professional or Enterprise for webhooks in contact-based workflows. George B. Thomas (AI voice clone): Hey, it's George B. Thomas from Sidekick Strategies. George B. Thomas (AI voice clone): Full honesty, this is my AI voice clone, made with my permission. George B. Thomas (AI voice clone): Workflows set up by someone who left, and nobody wants to touch the logic? George B. Thomas (AI voice clone): Sidekick's Marketing Hub implementation builds and tests your nurture, internal notification, and lifecycle workflows, then trains your team on every tool. George B. Thomas (AI voice clone): Strategy before settings. Book a Marketing Hub Implementation strategy call at Sidekick Strategies dot com. Dana (AI host): Skeptic question. Our research says this works on every hub and tier, Free included. Dana (AI host): Does HubSpot agree? Rob (AI host): No. Rob (AI host): HubSpot's object types article lists workflows on Professional and Enterprise only, and marks marketing events as beta. Dana (AI host): And the actions our research describes? Rob (AI host): It says these workflows can update associated deals, companies, and campaigns, create tasks, and send notifications. Dana (AI host): Does HubSpot list those? Rob (AI host): Here's what we couldn't confirm: which actions work in a marketing event workflow. Rob (AI host): HubSpot's articles name the object type and the contact limit, but not the action list. Dana (AI host): So I test it on a practice event before I promise sales anything. Rob (AI host): Yes. Turn it on, review the workflow history, and check the records it enrolled. Dana (AI host): What about events that sync from Zoom or Eventbrite? Rob (AI host): Webinar events sync by default, unless sync is turned off for that event on the connected app's settings page. Dana (AI host): And event images from Eventbrite? Rob (AI host): They sync to the record's Attachments card, and show up as notes in the activities timeline. Dana (AI host): So the record stays current without me retyping anything. Rob (AI host): That's the idea, for synced webinars at least, as long as each event's sync stays on. Dana (AI host): My to-do list for this week. Dana (AI host): First, confirm your subscription includes workflows, and that you have Edit and Publish permissions. Rob (AI host): Second, build a test marketing event workflow from scratch, and see which actions the editor offers you. Dana (AI host): Third, move attendee follow-up, like thank-you emails, to a contact-based workflow with the Registered for marketing event trigger. Rob (AI host): Fourth, link each event to its campaign with the Campaigns card, if your Marketing Hub plan is Professional or above. Rob (AI host): And check that each connected app still syncs your webinars. Dana (AI host): Marketing ops verdict: use event workflows for internal cleanup, keep every attendee email in contact-based workflows, and test each action on a practice event before going live. Rob (AI host): Let the event record do the reminding. Dana (AI host): The show notes link every source, and more updates live at Sidekick Strategies dot com. Rob (AI host): Appreciate you tuning in. Dana (AI host): Test it with a practice event first. Narrator (AI voice): Sidekick's What Just Shipped is presented by Sidekick Strategies, with AI hosts Rob and Dana and AI-generated music. Narrator (AI voice): We're independent, and not affiliated with HubSpot. Find our research at Sidekick Strategies dot com.