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CASE STUDY

PBLink + AutomateNow | Luma to HubSpot Event Integration

Illustrative visual for the Luma to HubSpot event integration case study

Challenge

PBLink and AutomateNow needed a reliable way to move Luma registration and attendance data into HubSpot across a growing multi-brand event operation. Before delivery, event participation data in HubSpot was incomplete, key registration fields were not mapped consistently, organiser-level routing was weak, and attendance state was not reliably visible on the contact record for follow-up, segmentation or reporting.

Solution

MPED designed and delivered a custom Luma-to-HubSpot integration layer covering ingestion, contact mapping, organiser routing, event-state handling and operational controls. The solution combined CSV ingestion and direct API synchronisation, wrote PBLink and AutomateNow organiser context into HubSpot, synced both registered and attended states, and added the logging, rerun support and auditability needed for day-to-day operations.

System functionality

  • Accepted Luma guest data from CSV uploads and direct API sync
  • Parsed, validated and normalised attendee records
  • Upserted HubSpot contacts using email as the key identifier
  • Mapped registration data including job title, company and phone
  • Wrote organiser context so PBLink and AutomateNow flows could be separated
  • Created and updated HubSpot marketing events
  • Synced both registered and attended states
  • Added contacts to event-specific lists and optionally enrolled them into HubSpot workflows
  • Exposed sync history and operational endpoints for controlled support and troubleshooting

TECHNICAL SPECIFICATIONS

  • Event-driven architecture using Azure Functions and Service Bus
  • Blob-triggered ingestion for uploaded Luma CSV files
  • Timer-triggered and HTTP-triggered sync execution
  • Deterministic message IDs and marker-based idempotency
  • Cosmos-backed sync state and run history
  • Token-based authentication for upload and history endpoints
  • Automated domain and end-to-end test coverage across import and sync paths

Technologies

  • .NET 8
  • Azure Functions
  • Azure Blob Storage
  • Azure Service Bus
  • Cosmos DB
  • HubSpot API
  • Luma API
  • xUnit-based automated testing

APPLICATIONS

  • Event registration sync into CRM
  • Post-event attendance-based follow-up
  • Brand-specific workflow routing for PBLink and AutomateNow
  • Audience segmentation in HubSpot
  • Event participation visibility on contact records
  • Operational troubleshooting and sync audit review

Results

  • Delivered a working integration path from Luma into HubSpot across both registration and attendance flows
  • Enabled organiser-level routing through contact-level data written by the integration
  • Made previously missing or unreliable registration fields available on the HubSpot contact record
  • Synchronised registered and attended states as distinct outcomes
  • Included automated validation with passing local test coverage across domain and end-to-end scenarios
  • Gave operations sync history, logging markers and a supportable rerun model

Summary

This integration gave PBLink and AutomateNow a more reliable event-data path into HubSpot across contact mapping, organiser context, registration detail and attendance state. By replacing incomplete CRM visibility with a structured, supportable sync model, MPED helped make event-led automation and follow-up more actionable without relying on a native off-the-shelf connector.

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