case study

Leading event registration platform adds native integrations with CRM and marketing automation platforms - iPaaS for SaaS

About is an embedded integration platform for SaaS companies that solves one of the major challenges in the events industry – integrations. empowers Event Tech SaaS platforms with a complete integration toolkit to add both self-service and enterprise-grade integrations to marketing, sales, and events cloud platforms.

About the customer

The customer is one of the top 3 providers of all-in event technology registration software.

The integration challenge

The integration was requested by the enterprise customers of the Event Tech provider. The customers want to promote their upcoming events, by sending promotional and personalized emails to attendees from previous events. Therefore end-customers requested multiple integrations to Eloqua, Salesforce, Marketo, HubSpot, as well as other marketing and sales platforms.

To build all these integrations, the Event Tech provider needed to engage its internal development team. “Classic” one-off custom development turned out to be very costly, hard to maintain, and impossible to customize. Further more, limited knowledge on the various destination platforms, and no readily available test accounts significantly delayed the creation of the integrations.


Integration use case and requirements

The SaaS customer provided a set of requirements for each integration:

 Support for custom fields in the source (registration platform), e.g. preferences, ticket types…

 Support for custom fields in the destination

Ability to easily select the events to include in the data sync : one event, all events, selection of events

Sync attendees from the registration platform to the CRM / Marketing Automation platform, including names, companies, emails, and other personal data, preferences, session sign-ups, etc.

Sync check-ins, event registrations and session sign-ups from the registration platform to contacts in the CRM / Marketing Automation platform, in order to enrich these profiles. The extra contact information can be used for campaign personalization. For example, customers want to define a personalized email campaign for a segment of contacts that registered for event A and that signed up for sessions on topic B.

 Sync contact lists from the CRM to the registration platform as “invitees”

How the integrations were built on

The integrations were created and published using the platform in 4 steps.

Step 1: Requirements delivered by the customer

Step 2: Creation and testing are done by

Step 3: Test environments provided by

Step 4: Integrations go live. Lead time: 4 to 6 weeks

Integration activation per end-customer

The Event Tech provider applied the “full-service delivery model” to activate integrations for individual customers. 

This means that the Customer Success Team of the Event Tech provider takes care of the activation of the integrations for each enterprise customers. A Customer Success Engineer goes through a user-friendly Setup Wizard in, to activate a new integration in 4 steps:

Who does what

Step 1: Send a secure “Invite” email to the end-customer, to request the credentials to access the CRM or Marketing Automation platform (e.g. Hubspot, Salesforce, Marketo, Eloqua, MS Dynamics etc.). Once the customer authorizes access, the source and the destination applications are automatically connected.

Step 2: Apply specific “field mapping”: link custom fields in the registration platform to custom fields in the CRM.

Step 3: Choose the “matching” behavior for contacts in the reg platform and the CRM: e.g. match attendees with existing contacts based on email, or a combination of name & email etc.

Step 4: Select the “update” behavior: how to handle updates in the CRM – create only new contacts, update existing contacts, etc.



The Event Tech provider closes more deals by delivering the enterprise-grade integrations that prospects are asking for

5-7 months lead time saved by building integrations with instead of doing custom development

 Churn reduction and improved customer “stickiness” by integrating with the customers’ technology stacks

Increased customers’ efficiency and avoiding human errors

Add native integrations to your SaaS platform