Industry

HubSpot for Event-Driven Businesses

You're managing more relationships than most businesses twice your size. Your database wasn't built for that.

HubSpot Platinum Partner Google Ads Certified Partner

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The Reality

Sound Familiar?

If you run events, programs, cohorts, or convenings — you're juggling sponsors, speakers, attendees, partners, alumni, and funders. Each has a different relationship with you. Your CRM probably doesn't reflect that.

Everyone's in one flat list

Sponsors, speakers, attendees, funders, partners — all in the same database with no segmentation. You can't build the lists you need because the structure was never designed for this level of complexity.

You can't build the reports you need

You know the data is in there. But every time you try to pull a report — attendees by year, sponsors by renewal status, engagement across programs — it either doesn't work or takes hours of manual wrangling. There's no data structure underneath to report on.

Nobody planned for year two

This year's registrant is next year's speaker. Last year's attendee is this year's sponsor. But your database doesn't track role changes across events. Every cycle, you're starting from scratch.

The important relationships live in someone's inbox

Your most valuable connections — the funder considering a renewal, the government partner you've been nurturing for two years — are tracked in personal email threads. When that team member moves on, so does the relationship history.

What We Do

An Architecture That Matches Your Complexity

We design the structure to fit how relationships actually work in your sector — not the other way around.

HubSpot CRM

Platinum Partner · 10 Years

Multi-audience architecture — separate lifecycle stages, communication streams, and pipelines for sponsors, attendees, speakers, funders, partners, and alumni
Contact structure designed so one person can hold multiple roles across multiple events and years — without duplicates or confusion
Automated post-event sequences segmented by audience type and engagement level
Sponsor and funder pipelines with renewal tracking and automated reminders
Dashboards that answer your real questions — engagement by audience, attendance trends, sponsor pipeline health, program outcomes over time
Integration with event platforms (Eventbrite, Zoom, Hopin) so registration data flows in automatically

Google Ads

Certified Partner · 15 Years

Not always the primary channel for event-driven organisations — but useful where it fits
Flagship event promotion campaigns timed around launch and registration windows
Program enrolment and membership drive campaigns with proper conversion tracking
Retargeting for past attendees who haven't registered for the next cycle
Where Google Ads is doing the heavy lifting, we optimise it — and where it isn't, we plug in secondary channels (Meta, LinkedIn, YouTube) to fill the gap and hit the goal

What We've Learned

From Working With Edtech, NFPs, Policy Centres & Member Networks

Most event businesses don't think they have a CRM problem.

They say "our database is messy" or "we can't get the reports we need." But when you sit down and map all the audience types, the relationship journeys, and the manual work involved — it becomes clear that no amount of spreadsheet cleanup will fix this. The structure needs to be rebuilt. The aha moment usually happens in the first discovery call.

The real complexity is people changing roles over time.

Most businesses think about sponsors and registrants. That's the obvious part. The hard part — the part almost nobody plans for — is that a sponsor contact this year might be a speaker next year and a board advisor the year after. If your CRM can't handle that, you lose continuity. We build for it from the start.

Sometimes the whole project needs to be rescoped.

We've had clients come to us because they couldn't build reports. Fair enough — common starting point. But once we got into the portal, the workflows were so tangled, the properties so duplicated, and the data so inconsistent that the scope had to change completely. It's rare for it to be that bad. But when it is, it's better to know upfront than to patch over it.

Training matters more than features for these teams.

Event and community teams are small, mission-driven, and busy. They're not "CRM people." The systems that actually get adopted are simple: minimal required fields, clear workflows, and obvious value to the person entering the data — not just to leadership running reports. We invest more time in training and pacing than in feature complexity, and it shows in adoption rates.

Testimonials

Construction Results That Speak for Themselves

"It was a complex and time sensitive project, with millions of data points to migrate and a bunch of different integrations, and Alyssa was at the heart of its success - she knows Hubspot inside and out, asked difficult questions, didn't take the easy route (aka 'I'll just let them do this dumb idea because it's easier for me') when she didn't think it was in our best interest, and basically went above and beyond in ensuring we had a great CRM which was using Hubspot's full capacity. Alyssa is a great mix of analytical and creative who is a great marketer as well as a Hubspot expert, so she really understands where you're coming from and thinks things through from an end user perspective. Wholeheartedly recommend!"

"We have a unique business with many moving parts and a wide, wide range of needs from different teams and different team members. Add to that, we are a growing start up so in many ways we're still working out our own best approach to things. Alyssa did an amazing job of working with all of the different teams and team members to understand what we're doing currently, what we want to be doing, and help to guide us in how to get there. Not only did Alyssa help to streamline our CRM, but she also helped to solve problems we didn't even realise we had!"

"We are absolutely thrilled to write this glowing review for Alyssa from Gather n Grow! Alyssa has truly been a game-changer for our business. Since she stepped in, she has streamlined our operations, ensuring that every aspect of our business is not only covered but optimised for success. Her impressive organisational skills, professional demeanor, and honest approach are so refreshing."