GUIDE
Boosting Your Event Strategy with the Power of Partner Data
A guide to using Crossbeam, HubSpot, and event•hapily to plan, run, and measure events that drive real growth.
11 MIN READ
Every event strategy starts with the same questions: Where should we show up? Who should we reach? How do we make it worth the spend?
Most teams answer those questions with what they already know — past performance, CRM data, a bit of instinct. It’s a good start, but it’s not the full picture.
The real opportunity is hiding in the partner ecosystem you’ve already built — buried in the data that shows where your audiences overlap, which accounts are shared, and how those connections can amplify impact before, during, and after every event.
When you bring that context into your strategy, everything sharpens. You start planning smarter, showing up alongside the right partners, and turning shared data into shared success that extends far beyond the event itself.
That’s the power of ecosystem-led growth.
Turn partner insights into a powerful event strategy that scales.
This guide will show you how to supercharge your event strategy with the power of your partner ecosystem — turning disconnected data and planning into one seamless, data-driven system powered by Crossbeam, HubSpot, and event•hapily.
You’ll learn how to:
- Plan smarter with partner data in Crossbeam to see which events are worth the spend and where your audiences overlap.
- Promote together using shared invite lists and co-marketing campaigns in HubSpot to reach the right people faster.
- Run everything natively in HubSpot — manage registration, check-in, and real-time lead capture with event•hapily.
- Prove the impact by syncing attendee and deal data back into Crossbeam to uncover shared wins and measurable revenue.
By the end, you’ll see how bringing ecosystem-led growth into your event strategy helps you show up stronger, follow up faster, and drive growth together — all while turning HubSpot into your ultimate event command center.
The Power of the Ecosystem
Event marketing used to be simple: pick a show, book a booth, collect leads, and call it a win. But the bar has risen, and so have the stakes. Now, the success of an event isn’t just measured by how many people show up, but by how well it connects to your broader go-to-market ecosystem and how much real ROI it drives for the business.
That’s where partner data comes in.
Your ecosystem — the partners who share your audience, your customers, and your goals — holds insights that can make every event smarter. With Crossbeam, you can see exactly where those overlaps exist: which accounts are mutual, which prospects you’re both targeting, and which customers already belong to your shared network.
But insights alone don’t move the needle. To turn that partner intelligence into measurable impact, you need execution that lives where your go-to-market happens: inside HubSpot. That’s where event•hapily comes in — managing every event touchpoint, from registration to reporting, natively within your CRM.
Together, Crossbeam, HubSpot, and event•hapily give you a full-picture view of your events — from identifying who’s worth inviting, to seeing who actually attended, to tracking how those interactions translate into shared revenue.
In other words: this isn’t just event planning anymore. It’s event strategy powered by your ecosystem.
The Ecosystem-Led Growth (ELG) Framework
Ecosystem-Led Growth (ELG) is simple in theory: your best opportunities don’t come from working alone — they come from working with the partners already surrounding your ideal customers.
In practice, it’s the difference between showing up to an event hoping to meet the right people and knowing exactly who’s worth your time before you even step foot in the venue.
At its core, ELG is about using partner intelligence to shape every step of your event strategy — from deciding which events are worth attending, to choosing the best co-marketing partners, to building smarter invite lists, to measuring impact and attribution after the fact.
Here’s how it all comes together:
1.
Partner Insights From Crossbeam
Crossbeam acts as the intelligence layer — showing where your audience overlaps with your partners’ audiences, uncovering shared customers, and identifying high-potential accounts that should guide your event strategy.
2.
CRM & Automation With HubSpot
HubSpot becomes the control center. Once you know who to target, HubSpot is where the data comes to life — powering invite lists, workflows, segmentation, and reporting across the entire event lifecycle.
3.
Execution + Reporting Using event•hapily
event•hapily handles the heavy lifting of execution inside HubSpot — creating registration pages, sending event emails, tracking check-ins, and syncing every attendee interaction to your CRM in real time.
4.
Partner Attribution Back to Crossbeam
After the event, attendee data flows back to Crossbeam, closing the loop. You can instantly see which shared customers or prospects attended, what pipeline was influenced, and which partnerships drove the most value.
When these systems work together, you get something incredibly powerful: a fully connected event ecosystem.
Data informs decisions. Execution happens in one place. And results don’t disappear into spreadsheets — they feed back into your partner network, shaping the next event and the one after that.
Bringing ELG Into Your Next
Event Workflow
Now that you’ve seen how ELG fits together at a high level, the next step is understanding how it plays out across the actual event lifecycle. Events are never just one moment — they’re a chain of decisions, touchpoints, and opportunities that build on each other.
Before the event, you’re figuring out where to spend your time and who to align with.
During the event,
you’re capturing the interactions that
matter most.
After the event,
you’re turning all
of that activity into measurable impact.
When you layer partner data into each of those stages — and run everything inside HubSpot with event•hapily — the whole process becomes more focused, more collaborative, and far easier to measure.
This next section breaks each stage down into clear, tactical plays you can use right away.
10 Ways To Make Your Event Strategy Stronger Powered by Partner Data
From planning to follow-up, these plays walk you through how to use your partner ecosystem to sharpen decisions, strengthen execution, and prove revenue impact.
Click to jump to a playbook:
Pre-Event →
Plays to run before you commit to, promote, or build your event.
During-Event →
Managing Everything Natively in HubSpot
Post-Event →
Closing the Loop on ROI
Before the first email goes out or the booth banner gets printed, the smartest event marketers are already looking at their ecosystem.
Because when you’re investing real budget and resources, you shouldn’t be guessing who’s in the room — you should know.
These plays will help you use partner data from Crossbeam and automation through HubSpot + event•hapily to decide where to show up, who to show up with, and how to make sure your efforts actually drive revenue.
JUMP TO PLAY:
1: Validate Event ROI Before You Commit →
2: Identify Ideal Co-hosts and Partners →
3: Align on a Shared Wishlist (and Decide Who Reaches Out) →
4: Prioritize Outreach by Shared Pipeline →
PLAY #1
Validate Event ROI Before You Commit
Before you sink budget into a booth, a sponsorship, or a cross-country flight, you need to know one thing: will your people actually be there?
Crossbeam makes this part easy. Pull in the attendee, sponsor, or speaker list and immediately see:
- Which accounts match your ICP
- Where shared customers or prospects exist
- Whether the audience skews toward partners you already work with
- If the room is full of the right companies — or the wrong ones
This takes you out of the “looks good on paper” decision-making and into real data.
If the overlap is strong, you greenlight the spend. If it’s weak, you skip it confidently and put your budget toward something that will actually move pipeline.
💡EXAMPLE
A HubSpot-focused team cross-checked an event’s attendee list in Crossbeam and realized only a tiny fraction were using HubSpot at all.
They passed on a $20K booth and instead doubled down on an event with heavy partner overlap — resulting in 5x more qualified conversations and a much healthier pipeline.
PLAY #2
Identify Ideal Co-hosts and Partners
The fastest way to make an event more effective without adding more budget is to team up with the right partners.
Crossbeam helps you spot which partners will actually strengthen your presence by showing:
- Where your shared accounts will be in the room
- Which partners are already talking to your target accounts
- Who has complementary offerings or overlapping ICPs
- Where a joint activation or session would hit hardest
From there, you can pick co-hosts intentionally. Not based on vibes or past favors — but based on real shared audiences that make your combined reach twice as strong.
💡EXAMPLE
A SaaS company discovered a 40% audience overlap with a fellow HubSpot app partner.
Instead of running separate activations, they co-hosted a session and shared promotional lift across both CRMs.
Attendance doubled compared to their prior solo webinar, and both teams walked away with warmer pipeline.
PLAY #3
Align on a Shared Wishlist (and Decide Who Reaches Out)
Once you’ve locked in your partners, the next move is getting aligned on who you actually want in the room. This is where things can fall apart fast if everyone is guessing or blasting the same contacts.
Crossbeam helps you cut through that chaos by showing:
- Which key accounts you both care about
- Who already has the stronger relationship
- Where existing conversations are already happening
- Which contacts need a warm intro vs. a direct ask
From there, you can build a shared wishlist and split outreach in a way that actually makes sense.
The partner who already has the relationship handles those invites. The partner with momentum on an account takes point on the follow-up. Everyone pulls weight — just in the right direction.
💡EXAMPLE:
Two partners prepping for a co-hosted meetup pulled their overlap into Crossbeam and discovered that most of the high-value accounts were actively talking to one partner, not both.
Instead of doubling up, that partner handled the personalized outreach while the other focused on new prospects.
They filled the room with the exact people they wanted — and booked twice as many meetings after the event.
PLAY #4
Prioritize Outreach by Shared Pipeline
Once you know who’s attending, you can zero in on the accounts that actually matter for pipeline — the ones both you and your partner are chasing.
Crossbeam helps you identify:
- Which active deals exist on both sides
- Where partners already have strong relationships
- Which accounts are heating up across multiple pipelines
- Who your reps should be reaching out to together
Once those accounts are tagged in HubSpot, you can coordinate pre-event outreach that feels strategic, not scattered. Shared context means your teams show up aligned, not stepping on each other’s messaging.
💡EXAMPLE:
A RevOps team built a joint “high-priority attendee” list in HubSpot by filtering Crossbeam overlap down to open opportunities.
They sent coordinated invites, booked 12 co-owned meetings before the event even began, and turned five into net-new opportunities within the quarter.
The doors are open, the name badges are on, and now it’s game time.
This is where all that pre-event planning pays off — and where managing everything natively in HubSpot with event•hapily keeps things running seamlessly.
Everything you need lives in one place. Registration, check-in, attendee engagement are all tracked in real time, directly in your CRM.
These plays show how to keep execution clean, data connected, and your partner collaboration tight while the event’s actually happening.
JUMP TO PLAY:
5. Streamline Registration and Check-In →
6. Capture Attendees and Context in Real Time →
7. Identify Live Overlaps with Partners →
PLAY #5
Streamline Registration and Check-In
Your event’s first impression shouldn’t be a traffic jam. The smoother you make registration and check-in, the faster your team gets real data — and the less chaos your attendees experience walking through the door.
Run registration, confirmations, and check-in directly through event•hapily, and every update syncs instantly into HubSpot:
- Attendee status changes populate in real time
- No duplicate records or manual uploads
- Your team always knows who’s arrived, who hasn’t, and who needs attention
This gives you immediate clarity while keeping your CRM clean and connected.
💡EXAMPLE:
Two partners co-hosted a lunch-and-learn and used event•hapily to check attendees in.
Each check-in updated the contact record in HubSpot automatically, which then synced into a shared Crossbeam population called "Event Attendees."
With both teams looking at the same data, it became easy to divide outreach, tailor messaging based on who owned the relationship, and hand off follow-up cleanly across every shared account.
PLAY #6
Capture Attendees and Context in Real Time
Capturing attendees is one thing. Capturing attendees with the context that actually accelerates follow-up is where the magic happens.
With event•hapily’s AI-powered mobile lead capture, your team can:
- Scan badges and log new contacts associated to event records in seconds.
- Enrich leads instantly with verified data (think: job title, company details, industry, and more)
- Add notes, deal context, or follow-up actions right from the event floor
- Push clean, enriched data into your CRM without any manual cleanup
And because enriched attendee data lands in HubSpot immediately, it becomes even more powerful once it flows into Crossbeam.
Your partner teams can see exactly which shared customers or prospects were scanned, which deals those attendees tie into, and where partner-aligned follow-up makes the most impact.
💡EXAMPLE:
A joint event team used event•hapily’s AI-powered mobile scanner to capture and enrich 1,000+ attendees.
Every lead synced into HubSpot with full context, then surfaced in a shared custom Crossbeam population showing which accounts were shared.
Both teams left the event with perfectly aligned lists — tailored follow-up for each shared prospect, zero duplicated outreach, and full visibility into where the strongest opportunities sat.
PLAY #7
Identify Live Overlaps with Partners
Once check-ins are flowing (Play 5) and enriched lead data is syncing into HubSpot (Play 6), Crossbeam becomes your partner coordination layer.
This is where the ecosystem really turns on.
As attendee records update in real time, your shared Crossbeam populations help both teams see:
- who’s a shared customer
- which high-value prospects belong to which team
- who owns the warmest relationship
- where a joint conversation or intro could make an immediate impact
It isn’t just about collecting the data. It's about using that data to act strategically together while everyone is still in the same room.
💡EXAMPLE:
Two partners co-hosting a breakout watched their shared Crossbeam population update as attendees checked in.
Within minutes, they identified three shared enterprise prospects onsite, divided outreach based on existing relationships, and coordinated conversations that eventually turned into joint pipeline.
Post-event is where all your data finally starts to tell the story: who attended, who engaged, what opportunities were created, and where your partnerships made an impact.
With your event, CRM, and partner systems fully connected, you can attribute outcomes accurately, follow up faster, and plan the next event with even more confidence.
These plays close the loop between Crossbeam, HubSpot, and event•hapily — turning every event into a measurable growth driver.
JUMP TO PLAY:
8. Sync Attendee Data Back into Your Ecosystem for Instant Clarity →
9. Coordinate Follow-Up Based on Who Owns the Relationship →
10. Report Shared ROI With Connected Insights →
PLAY #8
Sync Attendee Data Back into Your Ecosystem for Instant Clarity
Once the event wraps, all the check-ins and enriched lead captures already live in HubSpot. Now it’s time to close the loop by syncing that data back into Crossbeam.
As soon as those updates hit your shared populations, both teams can see:
- which attendees were shared customers
- which prospects overlapped across partners
- where engagement may have moved pipeline forward
- which accounts deserve coordinated follow-up
It turns a static attendee list into a partner-intelligence engine.
💡EXAMPLE:
After syncing attendee data post-event, one team discovered that 40% of their event attendees were shared accounts with a strategic partner.
That single insight sparked a joint follow-up motion that sourced three co-owned deals within a quarter.
PLAY #9
Coordinate Follow-Up Based on Who Owns the Relationship
Follow-up is where pipeline actually happens — and partner data makes it smarter.
Use HubSpot workflows to segment attendees by partner overlap and route them into the right follow-up motion automatically:
- co-branded nurture for shared customers
- joint intros for shared prospects
- account-owner–specific outreach for high-value leads
- sales tasks routed based on existing relationships
This prevents duplicate outreach, mixed messaging, and missed opportunities — and makes sure every account hears from the person or partner they already trust.
💡EXAMPLE:
A partner marketing team built post-event nurture streams in HubSpot that automatically split shared vs. owned accounts.
Shared accounts got joint follow-up; owned accounts stayed 1:1.
Response rates doubled, and the team cut their post-event lag time in half.
PLAY #10
Report Shared ROI With Connected Insights
When event•hapily and Crossbeam work together, joint ROI becomes impossible to miss. Combine:
- event•hapily’s reporting in HubSpot (registrations, attendance, scans, influenced deals)
- Crossbeam’s partner intelligence (shared accounts, partner-sourced or influenced revenue)
… and you get a clear, defensible picture of the impact you created together.
This is the data partners use to justify future co-sponsorships, repeat events, and expanded investment — because it finally shows the full story.
💡EXAMPLE:
A joint post-event report surfaced $1.2M in influenced pipeline, with explicit visibility into which opportunities came from shared accounts.
Leadership from both companies signed off on expanding the partnership for next quarter based on that proof.
Your Events, Fully Connected.
When you think about it, events have always been about connection — between people, ideas, and now, data.
By bringing Crossbeam, HubSpot, and event•hapily together, you’re not just running better events. You’re running a smarter system where every decision, attendee, and outcome feeds into a bigger strategy.
The result? Events that don’t just happen — they drive growth, collaboration, and attribution you can actually prove.
That’s not just event management. That’s ecosystem-led growth in motion.
Want to learn more about the power of turning HubSpot into your event command center? Book a demo and we’ll show you how to make your next event your smartest one yet.