Supercharge your Eventbrite events with Salesformics

Events are one of the best ways for a small business to meet the right people: webinars, breakfast briefings, workshops, open days and user groups. Eventbrite makes selling tickets and managing registrations easy. The hard part comes afterwards, when attendee lists sit in a spreadsheet and follow-up depends on someone finding a free afternoon.

The Eventbrite connector in Salesformics closes that gap. It links each registration to your CRM, so the people who sign up for your events become contacts you can nurture, sell to and measure. This post covers how it works and the Workflows we recommend setting up.

What the connector does

Once you connect your Eventbrite account, Salesformics watches the events you choose. When someone registers, the connector creates or updates a contact in your CRM. If the person already exists, the registration is added to their record rather than creating a duplicate, which keeps your CRM database clean.

• Contact creation and matching by email address, with name, company and job title where you collect them.
• Automatic tags for the event name, ticket type and registration status.
• Custom question answers from your registration form saved to contact fields, such as company size or main challenge.
• Attendance status synced after check-in, so you know who came and who did not.
• Activity history on each contact showing every event they have registered for.

Setup takes a few minutes. Type "connect Eventbrite" into the GX Box, sign in, choose your events and map any custom questions to fields.

Before the event: fill seats and reduce no-shows

Registrations are only useful if people turn up. Free events in particular often see a sizeable share of registrants not attend. A few simple Workflows help:

1. Confirmation with context. Eventbrite sends the ticket. Your Workflow sends a short, personal note explaining what the event will cover and why it is worth the time.
2. Reminder a week before with the agenda and any preparation needed.
3. Reminder the day before with the joining link or directions. Keep it short.
4. Invite similar contacts. Build a Segment of existing contacts who match the event topic but have not registered, and send them one invitation.
5. Alert sales to key registrants. If a contact with an open opportunity registers, create a task for the account owner to say hello on the day.

After the event: follow up while it is fresh

The days just after an event are when interest is highest. Because attendance status syncs automatically, Salesformics can split your registrants into attendees and no-shows and treat them differently.

No-shows deserve attention. They registered, so they had a reason. Many simply had a clash. Sending the recording promptly, without guilt, often converts them into engaged contacts. For longer nurture sequences after an event, our article on B2B lead nurturing tactics covers the principles, and five simple marketing automations gives ready-made starting points.

Running a series of events

Many businesses run events regularly: a monthly webinar, a quarterly breakfast, an annual customer day. The connector builds up a history on each contact, which opens up useful Segments:

• Contacts who have attended three or more events: often your most engaged prospects, worth a sales conversation.
• Contacts who always register but never attend: adjust timing or format, or move them to recordings only.
• Customers who attend regularly versus those who never do: useful context for account health.
• Registrants by topic interest, from your custom questions, to plan future events.

These Segments update themselves as new registrations arrive, so you never need to rebuild lists by hand. Over a few months they also give you an honest view of which topics and formats your audience values, which is useful when planning the next season of events.

Keeping consent and data tidy

Registering for an event is not the same as agreeing to every marketing email you send. Under UK GDPR and PECR, you need a lawful basis for each kind of message. Event logistics, reminders and the recording are clearly expected. Ongoing marketing usually needs a separate opt-in, which you can collect as a tick box on the Eventbrite form.

The connector maps that answer to a consent field on the contact, and your Segments can filter on it. That way, people who opted in join your nurture sequences and people who did not only receive event-related messages. It is simple to set up once and saves awkward questions later.

It is also worth reviewing new event contacts once a month. Look for obvious typos in names and companies, merge any duplicates created by people registering with a personal and a work address, and remove test registrations. Ten minutes of tidying keeps your reports trustworthy.

Measuring event ROI

Eventbrite tells you how many people registered and how much ticket revenue you took. It does not tell you whether the event produced business. Salesformics can, because the event tag stays on each contact and travels with any opportunity created later.

A simple event Dashboard should show:

• Registrations, attendance and attendance rate per event
• New contacts versus existing contacts at each event
• Meetings booked and opportunities created within 30, 60 and 90 days
• Pipeline value and won revenue attributed to each event
• Total cost of the event, so you can compare cost per opportunity

Be realistic about attribution. People rarely buy because of a single event, and longer sales cycles mean results arrive slowly. Treat event attribution as one signal among several, and compare events against each other over time rather than judging one in isolation.

Getting started

The Eventbrite connector is included in every Salesformics plan at no extra cost. If you already use Salesformics, type "connect Eventbrite" in the GX Box. If you are new, you can start a 14-day trial with no card, connect your next event and have your reminder and follow-up Workflows live before the first registration arrives. Details of all connectors are on the features page.

Questions

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