BeZero Carbon

BeZero Carbon came to ATAK with a problem most B2B companies know too well: disconnected systems creating data chaos.

Their marketing team lived in HubSpot. Their sales team operated in Salesforce. And their events team (critical to their go-to-market strategy) managed everything through Luma, a specialized event management platform.

Systems were not talking to each other.

The result? Manual exports and imports between platforms every time they ran an event. Duplicated contact records. Zero visibility into which events actually drove revenue. Their finance team couldn't answer basic questions like "What's our ROI on this conference?" because registration data lived in Luma, marketing activity lived in HubSpot, and closed deals lived in Salesforce.

BeZero ran a lot of events. They just couldn't prove any of them mattered.

They needed a unified system where marketing could nurture event attendees, sales could work hot leads with full context, and leadership could track the complete journey from event registration to closed revenue. No more CSV files. No more guessing which event sourced which deal.

We built a three-part integration architecture that connected their entire revenue operation. Each piece solved a specific problem in their workflow.

Part One: HubSpot-Salesforce Sync with Custom Lead Routing

We started with the native HubSpot-Salesforce integration, then layered in custom workflows to handle BeZero's specific lead qualification process.

The standard integration handles bidirectional contact and company syncing. But BeZero needed more control over when and how leads moved from marketing to sales. We built HubSpot workflows that:

• Scored leads based on event participation (attended vs. registered but no-show)
• Triggered specific Salesforce record types based on lead source and engagement level
• Prevented duplicate records when the same person registered for multiple events
• Synced custom event properties from HubSpot to Salesforce fields that sales reps actually use

Marketing could now pass SQLs directly to the sales team with complete event context (which session they attended, which booth they visited, which content they downloaded), all visible in Salesforce without sales reps having to dig through HubSpot.

Part Two: Custom Luma-to-HubSpot Integration via API

This is where things got technical. Luma's API documentation is sparse, and its data structure doesn't map cleanly to HubSpot's contact and company objects.

We built a custom integration using HubSpot's private apps and custom API endpoints that:

• Syncs event registration data from Luma into HubSpot as timeline events
• Creates or updates contact records based on registrant information
• Captures attendance status (registered, attended, no-show) as custom properties
• Handles edge cases like group registrations and last-minute attendee changes
• Runs on a scheduled sync to catch updates without overwhelming the API rate limits

The technical challenge: Luma's "attended" status isn't always reliable, depending on how check-ins are managed. We worked around this by syncing registration data immediately, then running a secondary sync after the event to update attendance flags. This gave marketing clean, segmented data without waiting for manual updates.

Now, every event registration triggers “automatic enrollment” in HubSpot nurture workflows. Attendees get one sequence. No-shows get another. People who registered for multiple sessions get prioritized for sales outreach.

Part Three: Custom Reporting Dashboard in HubSpot

With event data flowing from Luma into HubSpot, and deal data syncing from Salesforce back to HubSpot, we built a custom reporting dashboard that shows:

• Event registrations by source (organic, paid, partner referral)
• Registration-to-attendance conversion rates
• Attendee-to-SQL conversion rates
• SQL-to-closed deal attribution by original event
• Revenue by event with full cost data for ROI calculations

We used HubSpot's custom report builder and combined it with calculated properties to track metrics like cost-per-SQL and cost-per-deal at the event level (something finance previously had to calculate manually in spreadsheets).

The dashboard updates in real time. After every event, BeZero's leadership can see exactly which sessions drove pipeline and which fell flat.

BeZero went from data chaos to complete visibility across their revenue engine.

Marketing eliminated hours of manual work per event. No more exporting CSVs from Luma, cleaning data in Excel, and importing into HubSpot. Event data flows automatically. Nurture sequences trigger instantly. Marketing can focus on strategy instead of data entry.

Sales works leads 40% faster with full event context in Salesforce. Every lead that comes from an event shows which sessions they attended, which content they engaged with, and whether they're a warm handoff or cold registrant. Sales reps know how to prioritize their follow-up.

Finance has accurate ROI reporting for every event investment. They can compare cost-per-attendee across conferences, measure pipeline generated per dollar spent, and forecast future event budgets based on historical close rates. They're not guessing anymore. They're allocating budget to events that actually drive revenue.

The bigger win? BeZero can now scale its event strategy without scaling headcount. They're running more events, generating more pipeline, and tracking everything with precision. When leadership asks, "Should we sponsor this conference again next year?" they have data to answer that question in 30 seconds.

Struggling with disconnected systems and manual event data transfers?

Most companies use 5+ tools that don't talk to each other. We specialize in custom integrations that connect your entire revenue tech stack: HubSpot, Salesforce, event platforms, marketing automation, and whatever niche tools your team can't live without.

If your marketing and sales teams are drowning in manual data work, and you can't prove ROI on your biggest channel investments, we should talk.

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