Setup and use the Hubspot integration

Optimize your data gathering by integrating connecting Hubspot and Sequel.io using our native integration.

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Connecting your Hubspot and Sequel.io accounts

In order to integrate your Sequel account to your Hubspot account, follow these steps:

  1. Log in to your Sequel Admin Dashboard

  2. Select the Integrations tab from the left-hand menu

  3. Find the Hubspot option and select Set up and then Connect in the top-right corner

  4. A pop-up will appear asking you to connect your Hubspot account. Select New Authentication, Create, and then connect your Hubspot account. Once connected, select Finish

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  5. Once connected, Generate Person on event registration and Send user engagement in your Sequel dashboard will automatically be toggled on.

    1. Generate Person on event registration: We will automatically create or update a Persons when they register for a Sequel event.

    2. Send user engagement: We will automatically update Persons with user engagement. This includes watched live minutes, minutes watched on-demand, chat, polls, and Q&A. Data from the live event is published when an event ends. Data from replays is published every 24 hours.

Note: when connecting your Hubspot account, an API key is not required!

That's it! Once you have integrated your Sequel and Hubspot accounts, you will now see your Sequel engagement data within your Hubspot contacts.

Custom Field Mapping

When using Sequel.io's native integration, we offer custom field mapping so registrants will create new contacts in your Hubspot CRM, as well as update current contact information! You can map your custom registration questions in Sequel.io to any contact field within Hubspot following these steps:

  1. Select Registration Tab within your Sequel.io event

  2. Enable Sequel.io registration

  3. Add custom questions to the registration form

  4. Select the CRM tab

  5. Select the Sequel Field you'd like to map and then set the Hubspot Field in the CRM Remote Field dropdown.


Custom field mapping is only available when using Sequel.io Registration. If using a Hubspot form to register, custom field mapping is not necessary to set-up!

All Data Passed to Hubspot

In addition to any custom mapping you do Sequel.io will also add engagement data to a Hubspot contact list as a note and activity.

Currently, the body of the note includes registration/attendance data and custom questions/answers from the registration form (if applicable). It can take up to 24 hours to receive data into your Hubspot CRM from Sequel. The note will include:

  • Event Name

  • Event ID

  • Contact Registered (if applicable)

  • Contact Attended (if applicable)

  • View Time

  • Time Joined

  • Time Left

  • Total questions asked during an event

  • Actual Question asked

  • Total # of upvotes during an event

  • Questions upvoted

  • Poll answers (with question)

Note: If a contact has registered and attended an event, these will display in their Hubspot activity list as separate notes and activity. If a contact did not attend the event, they will not have a subsequent note within their contact activity.

Sequel will also pass live and on-demand engagement data to Hubspot as an activity. When filtering data, you have access to three activity triggers: Sequel.io: Attendance Engagement Data, Sequel.io: On-demand Attendance Data, Sequel.io: Registration activity properties. You can use this information to create lists and workflows using the following data:

  • First name

  • Last name

  • Time registered

  • Event Name

  • Event ID

  • Minutes (# of minutes viewed)

  • View time (total # and % of live or on-demand content viewed)

  • Questions Asked (including # of questions)

  • Answers to the Polls (including # of Polls answered)

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Creating Registration & Attendance Lists

Once you begin capturing your event data within your Hubspot account, you can create lists to easily organize your contacts in a way to send marketing campaigns based on the events they have registered for and have attended.

To create a list in Hubspot, follow these steps:

  1. Create an active contact-based listed and provide a name for your list (best to use the same name of the event!)

  2. Filter your list by Integration Properties> Sequel.io> Sequel.io: Live Engagement Activity properties OR Sequel.io: On-demand Engagement Activity properties OR Sequel.io: Registration activity properties, then select one of the data points we expose!

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That's it! Once you apply your filter, it may take Hubspot a few minutes to populate the list of contacts that fit the criteria. Since the list is active, it will automatically update with newly registered and attended contacts as they meet the criteria of the list.

Looking for other ways to review and integrate your data to your CRM? Check out our articles on event analytics within your Admin Dashboard as well as integrating your data using Zapier!

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