There are a lot of events at INBOUND — but none quite like Steal This Beer.
Hosted by the Arrows team, what started as a way to bring the HubSpot community together has grown significantly year after year, turning into a packed-house tradition that everyone wants to be part of.
“We always do a happy hour to bring everyone together at INBOUND,” said Daniel Zerick, CEO and co-founder of Arrows. “It’s our third time running Steal This Beer, and every year it’s doubled in size.”
This time, Arrows added sponsors bringing QuotaPath and Tango along for the ride. That meant more moving parts, more people, and more of a need to see what was actually happening behind the buzz.
Who registered? Who attended? Did any of those people also stop by their booth?
In other words: real event data. And that’s when Arrows called hapily.
The Challenge: No visibility beyond the registration form
In previous years, Arrows used a simple HubSpot form to collect RSVPs, but that’s where tracking stopped.
“We’d have people register on our website,” explained Kim, Arrows’ COO. “But we had no way to know who actually showed up. When sponsors asked how many people attended, we were just guessing.”
That meant they couldn’t measure ROI, plan capacity, or validate the value of sponsorships.
With just one week before their INBOUND event, they needed a real system (and fast.)
The Solution: event•hapily + HubSpot = full visibility
Enter event•hapily, the HubSpot-native event management app that makes registration, check-in, and reporting seamless all from inside the CRM.
When Arrows connected with hapily’s team, setup took less than 30 minutes.
“I met with Ben from hapily on Thursday. Our event was Tuesday,” said Daniel. “We got everything set up in HubSpot quickly — sent a reminder email, and everyone got their own QR code to check in at the door.”
On event day, check-in was a breeze. Guests pulled up their QR codes, and each scan instantly updated HubSpot.
There was no fumbling with paper lists, or manually updating statuses. Arrows could see who showed and how packed the room was immediately.
Results: Real data, real time, real ROI
More than 1,000 people registered for Steal This Beer.
Over 400 showed up in person — and for the first time, Arrows knew exactly who.
“It was packed,” said Kim. “And during the event, I could literally see in HubSpot how many people had checked in. It was amazing.”
After the event, sponsors were thrilled to see the data.
“They were messaging me in Slack asking for numbers,” said Daniel. “I could tell them exactly how many attendees we had — right away.”
That visibility gives Arrows new credibility for next year’s sponsors — proof of ROI that helps them secure bigger partnerships and plan confidently.
Why It Matters
By managing Steal This Beer inside HubSpot, Arrows didn’t just pull off a smooth event, they gained measurable insight into its success.
From registrations to attendance to post-event impact, every piece of data now lived right where their marketing, sales, and ops already do.
“I wouldn’t have thought to manage an event inside HubSpot,” said Daniel. “But why wouldn’t you?”
Event impact at a glance
- 1,000+ registrations managed directly in HubSpot
- 400+ attendees checked in via event•hapily QR codes
- 30-minute setup from start to launch
- 100% visibility into attendee data for sponsors
- 1 unified CRM connecting event engagement to pipeline outcomes
The Real Takeaway?
At the end of the day, great events aren’t just about how many pints get poured — it’s about knowing what all that energy created.
By running Steal This Beer through event•hapily and HubSpot, Arrows finally had the receipts: who showed up, which sponsors benefited, and how to make it even bigger next year.
Because when your CRM becomes your command center for events, you don’t just host — you scale what works.
About Arrows
Arrows is a HubSpot app partner that helps teams deliver better customer onboarding experiences directly within HubSpot. Their collaborative checklists and automation tools make it easy for teams to keep customers engaged and accountable every step of the way. Learn more today!
