Sidekick's What Just Shipped

HubSpot workflows can now use marketing events as the object type, labeled beta.

Show Notes

HubSpot workflows can now use marketing events as the object type, labeled beta. We cover who gets it, the permissions you need, how to build one from scratch, the Agent Hub trigger option, where events come from, and the big limit: marketing event-based workflows cannot act on contacts such as attendees and registrants. First thing to try: build a test marketing event workflow from scratch and note which actions the editor offers, then keep attendee follow-up in a contact-based workflow with the Registered for marketing event trigger.

Who it's for: marketing ops, event teams, and RevOps admins on a Professional or Enterprise subscription (Marketing Hub, Sales Hub, Service Hub, Data Hub, Smart CRM, or Revenue Hub).

Our research first covered this on October 28, 2026. Here's where it stands as of our Oct 31, 2026 check. Our write-up said this is available on all hubs and tiers, including Free. HubSpot's workflow object types article (updated Oct 28, 2026) lists workflows on Professional and Enterprise subscriptions and marks marketing events as beta. We couldn't confirm the write-up's list of actions (updating associated deals, companies, and campaigns, creating tasks, and sending notifications); HubSpot's articles name the object type and the contact limit, but not the actions.

In this episode
Sources
More HubSpot updates
Every HubSpot update we cover lives at Sidekick Strategies HubSpot Updates.

AI disclosure: Rob and Dana are AI hosts with AI-generated voices. The narrator and music are AI-generated. The mid-roll from George B. Thomas uses an AI clone of his voice, made with his consent. Reviewed by humans before release.
This episode includes a short message from Sidekick Strategies, the show's presenter and a HubSpot Solutions Partner.

Sidekick's What Just Shipped is independent of HubSpot, Inc., and is not authorized by, endorsed by, sponsored by, affiliated with, or otherwise approved by HubSpot, Inc.

What is Sidekick's What Just Shipped?

Sidekick's What Just Shipped is the fast, friendly way to keep up with HubSpot without reading every release note yourself. Each episode, AI hosts Rob and Dana take one feature HubSpot shipped and tell you where it stands right now: what changed, how it got here, who it's for, and what to do on Monday. Rob explains. Dana pushes back. Nobody pretends.

Every episode starts from Sidekick Strategies research on the HubSpot Updates page at sidekickstrategies.com and is checked against official HubSpot sources. If something isn't confirmed, the hosts say so out loud. Episodes run six to eight minutes, and new ones arrive five a week while we catch up on recent releases.

Presented by Sidekick Strategies, a HubSpot solutions partner.

AI disclosure: Rob and Dana are AI hosts with AI-generated voices. The narrator voice and the music are AI-generated. The mid-episode message from Sidekick Strategies founder George B. Thomas uses an AI clone of his own voice, made with his consent. Scripts are researched and written with AI assistance and reviewed by humans before release.

Sidekick's What Just Shipped is independent of HubSpot, Inc., and is not authorized by, endorsed by, sponsored by, affiliated with, or otherwise approved by HubSpot, Inc. HubSpot is a trademark of HubSpot, Inc.

Rob (AI host): Your webinar wraps, and your follow-up still runs on someone remembering to tell sales.
Dana (AI host): HubSpot workflows can now start from the marketing event itself, as a beta object type.
Rob (AI host): The catch is who those workflows can and cannot touch, and we'll get there.
Narrator (AI voice): This is Sidekick's What Just Shipped, presented by Sidekick Strategies.
Narrator (AI voice): Your hosts, Rob and Dana, are AI.
Narrator (AI voice): The voices are synthetic, the research is real, and humans check every claim before it reaches you.
Rob (AI host): Good to have you here. Rob speaking, Dana's with me, and we're both AI hosts.
Rob (AI host): Today: marketing event-based workflows, checked against HubSpot's workflow articles as of October.
Dana (AI host): And today I'm playing a hypothetical marketing ops manager who runs a webinar most weeks and does the post-event cleanup herself.
Rob (AI host): Perfect fit.
Rob (AI host): Why it matters: your event record can now kick off a workflow, so cleanup after each event runs without a reminder.
Dana (AI host): Start simple. What actually shipped?
Rob (AI host): Marketing events now appear as a workflow object type, labeled beta, in HubSpot's list of workflow object types.
Dana (AI host): And which subscriptions include it?
Rob (AI host): Workflows need a Professional or Enterprise subscription, in Marketing Hub, Sales Hub, Service Hub, Data Hub, Smart CRM, or Revenue Hub.
Dana (AI host): And permissions?
Rob (AI host): Edit permissions for workflows, or Super Admin, to build one. Publishing needs Publish permissions for workflows.
Dana (AI host): Walk me through building it.
Rob (AI host): Go to Automation, then Workflows. In the upper right, click Create workflow and select From scratch.
Rob (AI host): Then set your enrollment triggers and the object type.
Dana (AI host): That's the whole setup?
Rob (AI host): Add your actions, then click Review and publish in the upper right, and Turn on workflow at the bottom.
Dana (AI host): Clear enough.
Rob (AI host): In the newer Agent Hub workflow builder, Marketing Events also appear as a beta target for CRM change event triggers.
Dana (AI host): Any limit there?
Rob (AI host): Agent Hub allows a single event trigger per workflow.
Dana (AI host): Where do the events themselves come from?
Rob (AI host): You can create an event manually, for an in-person event, say.
Rob (AI host): Or connect GoToWebinar, Eventbrite, Microsoft Teams webinars, or Zoom, and webinar events sync on their own.
Dana (AI host): Can I attach an event to a campaign?
Rob (AI host): On Marketing Hub Professional or Enterprise, yes, using the Campaigns card on the event record.
Dana (AI host): Quick check, then. Why is my new event missing from the index page?
Rob (AI host): Events with no registrants do not appear on the Marketing Events index page.
Dana (AI host): Noted, and slightly annoying.
Rob (AI host): Now, the big caveat.
Dana (AI host): Can this workflow email my attendees?
Rob (AI host): No.
Rob (AI host): HubSpot says actions related to contacts, like attendees and registrants, are not supported in marketing event-based workflows.
Dana (AI host): So no thank-you email when the event ends.
Rob (AI host): That's HubSpot's own example.
Rob (AI host): It recommends contact-based workflows with event activity triggers, such as Registered for marketing event.
Dana (AI host): And registering people automatically?
Rob (AI host): That's the Add participant to marketing event action, in a contact-based workflow.
Rob (AI host): It can mark a contact as Registered, Attended, or Cancelled.
Dana (AI host): Does any event work with that action?
Rob (AI host): Only events created directly in HubSpot. Events synced through integrations do not appear in it.
Dana (AI host): So my Zoom webinars are out, for that action.
Rob (AI host): Right, for that action. They still sync to marketing events.
Dana (AI host): What else does the event record give me?
Rob (AI host): An Activities tab for notes and tasks, and property history under Actions, then View property history.
Dana (AI host): And the Overview tab?
Rob (AI host): It shows how many people registered, canceled, and attended, and you can click each count to see the people behind it.
Dana (AI host): Can I build a list from event activity?
Rob (AI host): Yes. The record's Segments section shows segments built with marketing event filters for that event.
Dana (AI host): How else do contacts land on an event?
Rob (AI host): Through an import, that Add participant workflow action, or a connected app like Zoom or Eventbrite.
Rob (AI host): You cannot associate a contact manually from the contact record.
Dana (AI host): And who can create events by hand?
Rob (AI host): Users with Account Access permissions, the same permissions needed to install apps in your account.
Dana (AI host): What about sending event data out to another system?
Rob (AI host): HubSpot's webhook article lists Data Hub Professional or Enterprise for webhooks in contact-based workflows.
George B. Thomas (AI voice clone): Hey, it's George B. Thomas from Sidekick Strategies.
George B. Thomas (AI voice clone): Full honesty, this is my AI voice clone, made with my permission.
George B. Thomas (AI voice clone): Workflows set up by someone who left, and nobody wants to touch the logic?
George B. Thomas (AI voice clone): Sidekick's Marketing Hub implementation builds and tests your nurture, internal notification, and lifecycle workflows, then trains your team on every tool.
George B. Thomas (AI voice clone): Strategy before settings. Book a Marketing Hub Implementation strategy call at Sidekick Strategies dot com.
Dana (AI host): Skeptic question. Our research says this works on every hub and tier, Free included.
Dana (AI host): Does HubSpot agree?
Rob (AI host): No.
Rob (AI host): HubSpot's object types article lists workflows on Professional and Enterprise only, and marks marketing events as beta.
Dana (AI host): And the actions our research describes?
Rob (AI host): It says these workflows can update associated deals, companies, and campaigns, create tasks, and send notifications.
Dana (AI host): Does HubSpot list those?
Rob (AI host): Here's what we couldn't confirm: which actions work in a marketing event workflow.
Rob (AI host): HubSpot's articles name the object type and the contact limit, but not the action list.
Dana (AI host): So I test it on a practice event before I promise sales anything.
Rob (AI host): Yes. Turn it on, review the workflow history, and check the records it enrolled.
Dana (AI host): What about events that sync from Zoom or Eventbrite?
Rob (AI host): Webinar events sync by default, unless sync is turned off for that event on the connected app's settings page.
Dana (AI host): And event images from Eventbrite?
Rob (AI host): They sync to the record's Attachments card, and show up as notes in the activities timeline.
Dana (AI host): So the record stays current without me retyping anything.
Rob (AI host): That's the idea, for synced webinars at least, as long as each event's sync stays on.
Dana (AI host): My to-do list for this week.
Dana (AI host): First, confirm your subscription includes workflows, and that you have Edit and Publish permissions.
Rob (AI host): Second, build a test marketing event workflow from scratch, and see which actions the editor offers you.
Dana (AI host): Third, move attendee follow-up, like thank-you emails, to a contact-based workflow with the Registered for marketing event trigger.
Rob (AI host): Fourth, link each event to its campaign with the Campaigns card, if your Marketing Hub plan is Professional or above.
Rob (AI host): And check that each connected app still syncs your webinars.
Dana (AI host): Marketing ops verdict: use event workflows for internal cleanup, keep every attendee email in contact-based workflows, and test each action on a practice event before going live.
Rob (AI host): Let the event record do the reminding.
Dana (AI host): The show notes link every source, and more updates live at Sidekick Strategies dot com.
Rob (AI host): Appreciate you tuning in.
Dana (AI host): Test it with a practice event first.
Narrator (AI voice): Sidekick's What Just Shipped is presented by Sidekick Strategies, with AI hosts Rob and Dana and AI-generated music.
Narrator (AI voice): We're independent, and not affiliated with HubSpot. Find our research at Sidekick Strategies dot com.