Marketing Events Management & Attribution in HubSpot for Trans.EU

Trans.eu is a European technology company that provides a digital logistics platform for road transport, connecting carriers, freight forwarders, and shippers. Their ABM and marketing strategy revolve around events. 

Every quarter, they attend ~10–12 trade shows and industry conferences, plus they run their own online and offline events. A dedicated marketing team manages the motion.

The entire process ran in Excel. Each event had its own participant list, and people had been spending hours manually copying data between sheets. Attribution to deals was almost impossible, and operations were slow, manual, and exhausting.

1) Run events in HubSpot:

We moved event management into HubSpot using native Marketing Events functionalities, so the team tracks participants, attendance, and follow-up in one place instead of across multiple spreadsheets.

(Marketing Event functionality in HubSpot)

2) Attribution model:

We designed a time-based attribution model that shows how event participation influences deals and contacts after 1, 3, 6, and 12 months.

On top of that, we added an Event Influence tag at deal and contact level (Sourced, Reactivated, Influenced), visible in dashboards and deal views—so sales and marketing see exactly which events touch which pipeline.

(Deals influenced by events)

3) Standardized event management process:

We standardized how the team uploads participants, records attendance, and links events to deals. This gives every event the same structure and makes reporting comparable across all events and quarters.

(New contacts created by marketing events)

4) Campaigns & enablement:

We created campaign templates in HubSpot and trained the team to run all event-related comms through marketing campaigns. Now they can spin up new events faster and keep promotion, participation, and ROI tied to one campaign record.