How Do Client Sense and HubSpot Marketing Events Work Together

In this article:

• Background
• What changed in HubSpot
• Where to find Marketing Events in HubSpot
• Connecting a Client Sense Event to a HubSpot Marketing Event
• What syncs and what does not
• Terminology comparison
• Recording attendance after the event
• Frequently Asked Questions (FAQs)

Background

If your firm does run HubSpot, then registrations captured through a HubSpot form flow into the Client Sense Event, and the contacts, associations and post-event engagement analysis follow from there. This article covers how the two fit together and, just as importantly, where they differ.

For background on setting up an Event, see Getting Started with Events. For day-to-day administration, see Tracking and Managing Events.

What changed in HubSpot

Marketing Events is a recent addition to HubSpot, and it changes how firms have typically tracked event registrations.

The previous approach

Before Marketing Events existed, you needed a new custom property for every event you ran, such as 2026-08-12-Property-Lunch, with values like Registered and Attended. Each contact was then assigned a value manually or through a Workflow. Firms running a dozen events a year ended up with a dozen properties, none of which held any detail about the event itself.

The current approach

A Marketing Event is a record in its own right. It holds the date, description and other detail about the event, which makes reporting far more useful than a list of property values. Marketing Events also appear against a contact record as an activity in their timeline, and they can be triggered from Workflows and form submissions.

Marketing Events are available on all HubSpot products and plans. Note that the Workflow action used to add and update participants requires a Professional or Enterprise subscription. Firms on lower tiers can still create Marketing Events and add participants by import.

Tip: If you want to test this without disrupting an existing process, you can run both methods side by side. Set your Workflow to update the custom property and the Marketing Event for each registrant, then compare.

For the full detail from HubSpot, see Use marketing events and Add and update contacts in marketing events with workflows.

Where to find Marketing Events in HubSpot

In HubSpot, go to Marketing > Events.

Note: This is not the same as Data Management > Event Management, which covers behavioral events and is unrelated to what is described here.

Connecting a Client Sense Event to a HubSpot Marketing Event

Two things need to be in place:

1. The HubSpot integration is set up, with Marketing Events access included in the Client Sense app permissions.
2. The Allow Event Connect option is enabled in Client Sense.

If you see an error when enabling Event Connect, the Client Sense integration in HubSpot most likely predates the Marketing Events permission. The fix is covered in this article.

Once Event Connect is on, you can choose Sync when creating a new Event or open the Settings Cog on an existing Event and select the HubSpot Marketing Event to pair it with. Full steps are in Tracking and Managing Events.

Tip: A HubSpot Marketing Event only appears on the Marketing Events index page once it has at least one registrant. If yours is missing from the list in Client Sense, check that someone has registered.

What syncs and what does not

For a connected Event, HubSpot owns two statuses and Client Sense reflects them:

Everything else stays under your control in Client Sense:

New registrants who are not yet known to Client Sense are added automatically, so nobody is lost because the firm has not dealt with them before.

Terminology comparison

The two systems describe similar things using different words. This table maps one to the other.

Recording attendance after the event

In HubSpot

Once an event date has passed, HubSpot reports registrants as Attended. It has no way of knowing who walked through the door, so this reflects registration rather than attendance. If you need the distinction for reporting, segmentation or attribution, someone has to correct it.

Attendance can be updated in HubSpot in three ways:

In Client Sense

Client Sense does not assume anything. Registrants stay as Registered until you say otherwise, so your attendee list stays honest by default. You do need to mark people as Attended or No Show yourself, and this can be done in bulk:

Repeat either method for the No Show group, and your Event is accurate.

Frequently Asked Questions (FAQs)

Do we have to use HubSpot Marketing Events to use the Events module?

No. The module works on its own, and importing registrations in bulk takes very little effort. HubSpot is the first connected system available during the early release and others will follow.

We already track events with a custom property per event. Do we need to stop?

No. Both methods can run at the same time. A single Workflow can update the custom property and add the participant to the Marketing Event, which lets you trial the newer approach without unpicking anything.

Will connecting a HubSpot Marketing Event remove the attendees already on our Client Sense Event?

No. Existing contacts and their statuses are left as they are.

Someone registered in HubSpot who has never dealt with the firm. What happens?

They are added to Client Sense and to the Event automatically. Later reporting can identify contacts whose first interaction with the firm was an event registration, which is useful for showing what events bring in.

Why does Client Sense not mark everyone as Attended automatically?

Because registering and turning up are different things, and the difference matters for measuring return on investment. Marking attendance is a deliberate step, and the bulk update tools make it a short one.

Can we still change Suggested, To Be Invited or Invited on a connected Event?

Yes. Those statuses are managed in Client Sense regardless of whether the Event is connected.