Client: Mapon (B2B SaaS – Fleet Management & GPS Solutions)
Role: Blanca Garau, Marketing Manager
Quick Intro:
As Mapon continued expanding across European markets, industry trade shows and logistics expos became a key channel for engaging fleet operators and transportation leaders. The challenge wasn’t just showing up — it was turning event participation into qualified leads and measurable pipeline impact. With multiple events per quarter, the team needed a way to plan, track, and capitalize on every interaction.
The Problem:
Prior to HubSpot, event leads were managed through ad-hoc spreadsheets and manually imported contact lists. Attendance tracking was unreliable, and there was no unified way to link event participation with sales outcomes. Marketing couldn’t easily report on which events produced the most engaged prospects or generated actual deals. Follow-up email campaigns were generic and often sent too late to maintain momentum. Mapon needed a structured system that could connect the dots between events, CRM data, and future revenue.
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The Solution:
HUB.OCTO360 helped Mapon design and implement a complete event tracking and lead capture strategy inside HubSpot. Here’s how it worked:
- Created a custom “Event” object in HubSpot to log each trade show or expo with date, location, and event type
- Built automated registration forms and landing pages connected to the CRM
- Developed a check-in system at the booth using tablets with preloaded forms, instantly creating or updating contact records
- Categorized leads in real time using custom properties (e.g., fleet size, decision-making role, product interest)
- Linked contacts to specific Event records and set attendance status (Registered, Attended, No-show)
- Designed automated email nurturing sequences based on event participation and expressed interest
- Built a dashboard showing how many event leads progressed into pipeline, broken down by event type and location
The Results:
Mapon’s next event — a logistics tech summit in Berlin — was the first to use the new system. They captured 312 qualified contacts directly into HubSpot, 78 of whom became sales opportunities within 30 days. Attendance tracking allowed the team to send segmented follow-up campaigns, resulting in a 62% open rate and 28% reply rate.
The post-event dashboard clearly showed which events delivered ROI and which buyer profiles were most engaged. Marketing now uses this insight to prioritize events — and tailor messaging based on what happens at the booth, not just after.
Events went from “nice to have” to pipeline drivers — powered by CRM automation.
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