HubSpot, RevOps and measurement strategies for B2B conference and exhibition organisers (Event Marketing Digest - June 2026)
In this MPG Digest for June 2026...
We share our three most recent blogs - covering event marketing measurement and attribution in the age of AI, the most costly RevOps and martech mistakes B2B event businesses make, and why HubSpot continues to stand out as the platform of choice for event organisers.
For your convenience, we’ve listed links to previous editions of the MPG Digest - so you can catch up on MPG’s shared event marketing knowledge.
As we’re often asked where event organisers are spending when it comes to marketing, we’ve listed below MPG’s most in-demand services. Interestingly, we’re seeing a big surge in demand for the work needed to properly address the tech debt, data debt and analytics debt that has built up for many event organisers. Carrying a lot of this kind of ‘systems and processes’ debt means the most valuable benefits of AI cannot be realised - a reality many event organisers are now facing head on.
To wrap up, you’ll find MPG’s Diary - listing some industry events we will be attending, as well as the in-person and online gatherings Team MPG will be hosting for our valued event marketing community in the coming weeks.
MOST RECENTLY PUBLISHED MPG BLOGS
Event marketing measurement and attribution: a practical guide for B2B conference and exhibition organisers ARTICLE
Marketing measurement isn’t the most glamorous part of event marketing - but it is a key part of any scalable growth engine.
This practical guide covers what measurement and attribution actually mean in a B2B event marketing context, why getting it wrong is so costly (budget decisions made blind, AI algorithms trained on bad data), and the 3 essentials every event organiser needs in place:
(1) Properly configured GA4 and GTM as the foundation
(2) Specialist analytical expertise to build and maintain it
(3) A dashboard that pulls all channel data into a unified stakeholder-ready view
Event marketers cannot make a sustained commercial impact on scalable growth without being data-driven in all they do.
Why your RevOps investment isn’t delivering: 4 costly mistakes B2B event businesses make with martech ARTICLE
Most B2B event organisers have invested heavily in CRMs, marketing automation platforms and analytics tools, but the commercial results often don’t match the investment.
This blog identifies the 4 specific mistakes that create a “growth-killing RevOps gap”:
(1) Treating implementation as a one-time project rather than an ongoing process
(2) Marketing and sales operating in data silos with no joined-up view of what’s driving revenue
(3) Paying for additional data enrichment tools and the integration of these into their tech stack, when what they need is already available in the platforms they’re using
(4) Having incomplete or poorly structured data that renders AI functionality useless
Each mistake compounds the others - but all four are fixable with the right approach.
Why HubSpot works well for B2B event organisers, and the 3 things that make it better than alternatives ARTICLE
Many senior executives in the B2B events world are currently questioning their HubSpot investment - whether to switch to cheaper alternatives, delay implementation, or wait to see how AI reshapes the martech landscape.
We address these hesitations directly in this blog, making the case that HubSpot is not in the category of SaaS platforms at existential risk from AI - and in fact is building AI natively into its platform at pace.
The 3 things that make HubSpot stand out for conference and tradeshow organisers specifically are:
(1) A single unified database for marketing and sales - with no time lag or data gaps present in most stacks where CRM and marketing automation platform are separate (even if integrated)
(2) Closed-loop revenue attribution that works out of the box without needing a development project that costs time and money
(3) AI functionality built directly into RevOps workflows rather than bolted on as a separate tool
For growth-focused event organisers, MPG’s view is that HubSpot remains the clear choice.
PREVIOUS MPG DIGESTS
To catch up on MPG’s knowledge-sharing:
MAY 2026 - AI, PPC and revenue growth strategies for B2B events
APRIL 2026 - Regular event marketing audits: identifying and fixing gaps in email, PPC, GA4 and messaging
MARCH 2026 - Six foundations of effective event marketing
FEBRUARY 2026 - AI and the biggest commercial opportunity in event marketing
JANUARY 2026 - Top event marketing strategies for 2026: brand, AI and paid media
MPG’S MOST IN-DEMAND SERVICES
MPG is a team of hands-on specialists delivering data-driven marketing that grows events and revenue. Enquire about our services via this form for a chat and a quote.
(1) PPC/Paid Media campaigns
Ensuring your marketing reaches your target audience beyond your email database and reinforces the marketing: MPG delivers the strategies, campaign plans and optimised digital campaigns for strong commercial results - leveraging AI-driven algorithms in the best way.
(2) HubSpot implementation and optimisation
Getting the most out of a strong HubSpot implementation or HubSpot setup already in place can be game-changing - especially when deploying automation and new AI features available. As an established HubSpot partner, MPG supports many event organisers in getting the most out of this powerful tool.
(3) Conversion tracking and attribution reporting (GA4/GTM)
When event marketers and their stakeholders have easy access to complete and accurate data on how their campaigns are performing, an events business can really thrive. But this is a dangerous blind spot for many. MPG’s hands-on analytics specialists can solve this by implementing exactly what is needed to be a commercially impactful, data-driven conference or tradeshow marketer.
(4) Spex marketing strategies, operations and campaigns
To enable steady, systematic and scalable new client acquisition and to support client retention and growth, MPG delivers the strategic and operational playbooks, assets, infrastructure, processes and campaigns needed to ensure strong and growing revenue from sponsors and exhibitors. MPG’s hands-on work by spex marketing experts delivers strong and visible ROI.
(5) Delegate acquisition strategies, operations and campaigns
Well co-ordinated, multi-channel and fully optimised marketing is needed to deliver the profile and number of attendees a conference needs to lead the market. MPG’s hands-on work implementing our tried and tested methodology incorporates the tools needed for efficient, scalable and impactful marcomms. Our approach and unique marketing performance dashboards ensure your campaigns are data-driven and AI-enabled.
MPG DIARY
Upcoming MPG hosted gatherings:
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MPG Event Marketing Leaders Roundtable (IN PERSON - for senior executives only) - 9 July, London:
In an AI-driven world, as email performance declines, what is the new winning approach to event marketing?
Request an invitation -
MPG Expert Briefing - Online (by invitation only) 10 July
The New Event Marketer’s Playbook for PPC/Paid Media - Big changes on the way from Google.
Request an invitation
MPG-hosted events are designed to support the learning and development for event marketers at every level. Get in touch to request our full, finalised schedule for the coming months.
Past MPG-hosted events - materials are available upon request:
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Event marketing in 2026 and beyond: what are our strategic and tactical priorities?
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Getting spex marketing right to boost revenue - what is the best approach for my business?
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AI in PPC for B2B Events
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Winning visibility in an AI-driven search world: what every B2B event marketer should know about AI optimisation, data and search
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Effective PPC for B2B events: getting the right creative into your ads
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Sponsor marketing: what does a sponsor marketing campaign look like? How does this differ from and intersect with delegate marketing?
Upcoming Events we’re attending:
Event Tech Live London - 11 & 12 November, ExCeL London
The Definitive AI Forum for Media, Information & Events 2026 - 18 November, Stationers’ Hall, London
International Confex - 3 & 4 March 2027, ExCeL London
BEFORE YOU GO - HAVE YOU DONE YOUR AUDITS?
If you haven’t recently looked closely at the foundations you have in place to drive strong event marketing performance, here are 3 focused and quick audits you can run - specifically designed for the marketing of tradeshows and conferences:
PPC/Paid Media Audit
Are you confident your paid media budget is generating the registrations, leads and revenue it should? This audit reveals exactly where your ad spend is working - and where it isn’t. We review your full approach to identify inefficiencies, missed opportunities and growth levers, looking at how paid media integrates with your other channels and the full customer journey from ad through to lead and registration. Find out more.
Analytics Audit
If your analytics data is missing or inaccurate, how can you know what is working and not working? And how can you make good marketing decisions about where to dial up and dial down your marketing spend? This audit digs into how your GA4 is currently set up vs how it should be to achieve best results. Identifying and closing analytics gaps will give you visibility and benchmarks of customer behaviour from initial engagement through to registrations and revenue-driving actions. This 1st party data is invaluable, especially with AI now in play. Find out more.
Email Deliverability Audit
Your email marketing is only as effective as your ability to reach the inbox. This audit will identify inbox placement issues, sender reputation risks, authentication gaps, and technical problems that may be undermining your email performance and distorting your results. Find out more.
And that’s a wrap for June.
If you’d like to talk about how you can get more out of your investment in event marketing, please drop me a line on helen@mpg.biz.
