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Fast-Track Qualified Leads with Sequel’s HubSpot Integration

Virtual events are not just an alternative to traditional in-person events; they are a better way of connecting with new audiences and improving engagement with existing ones.

The ability to leverage behavioral data and rapidly move deals through the pipeline is not a secret amongst marketers – more than half (53%) say webinars are the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021).

So why are sales teams notorious for having a “so what” attitude when it comes to virtual events when, as a marketeer, you know you’re doing an amazing job of generating leads?

The reality is that Google and other traditional analytics platforms are highly ineffective in harnessing deep, event-based insights, making qualifying leads much more difficult. This is where Sequel’s new HubSpot Native Integration comes in. 

Sequel’s integration goes beyond tracking and gives marketing and sales teams a quick and effective tool to collect and analyze data directly through their HubSpot Dashboard.

On top of that, this gives the sales team the upper hand because they’ll know which attendees respond better to a call vs. an email, who has pressing product questions vs. support requirements, and more!

With Sequel’s HubSpot integration, you can:

Capture New Contacts from Sequel Registrants

  • Instantly create new contacts in HubSpot.
  • Easily update your database with the latest registration data from your Sequel events. 

Track Registration & Attendance:

  • View Sequel data on the timeline, including if someone registered, attended, registered but did not attend, and attendance duration.
  • Segment lists using this valuable data based on your marketing needs.

‍And will soon be able to:

Capture Engagement Data and Email Open Rates

  • Create custom objects for contacts who register and attend Sequel events. 
  • Identify quality leads using data from polls, Q&A, and chat.
  • Optimize outreach efforts and increase event attendance.
  • Learn who is interacting with registration emails.

With Sequel’s HubSpot integration, event marketers can now provide deeper attendee insights and fully embed their virtual events efforts into their workflows with a one-time action to drive engagement and accurately qualify prospects to close the deal.

What else can this integration enable you to do?

Get more from your events.

As much as 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth. (LinkedIn, 2020). The new integration aligns both teams in the implementation of actionable strategies controlling every aspect of the experience. 

Timing is everything

Right place, right time, right user in the right frame of mind – this is the key to any successful marketing strategy. According to Salesforce, 86% of senior-level marketers believe it’s very important to create a cohesive customer journey. The data collected during virtual events can reveal what message resonates with specific audience segments and improve prospect nurturing across your business tools to drive greater impact throughout your customer journey. 

Community building opportunities

Expediting timing to get qualified leads helps create better integrated segmentation capabilities, multiplying opportunities with smarter matchmaking, so sales teams can talk to the right audiences with meaningful conversations that lead to powerful connections. Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)

Turn participants into qualified leads

Paint a clearer picture of attendee behavior and help provide maximum value by keeping the audience tuned in to the content even after the event has ended using data-driven follow-through strategies and enhance the chances of success.

‍Establishing a framework to assess progress

Set key performance indicators (KPIs) to get a full retrospective of the event and evaluate its performance. Sequel’s new integration with HubSpot provides the ability to create a scalable data-driven event strategy and conduct follow-up touch points delivering a highly targeted, revenue-generating experience. 

Virtual events have emerged as a great way to connect with audiences and forge genuine relationships, which underlies the remarkable growth of the format. Now is the time to create more avenues measuring virtual events and use these insights strategically as part of an overall integrated marketing strategy. 

Get started with the Sequel and HubSpot integration and embed valuable virtual event metrics into your marketing workflows to seamlessly drive engagement and better segmentation for higher potential outcomes. 

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