How PSN personalized attendee engagement across 250 events using EventsAir + HubSpot

Public Sector Network (PSN) is a global community connecting public sector professionals through conferences, leadership events, and knowledge-sharing experiences across multiple countries. Every year, the organization delivers approximately 250 events of varying sizes and formats, from large conferences to highly specialized industry gatherings.

That level of scale demands more than a basic event management platform, it requires a flexible event technology ecosystem that can adapt to different audiences, workflows and business needs.

EventsAir sits at the centre of PSN's event delivery operations, supporting registrations, attendee management, exhibitor management, onsite delivery and communications, while HubSpot serves as the organization's customer relationship management (CRM) platform. Together, the two systems provide a connected foundation for both event operations and marketing.

"EventsAir is the core product that we use for delivery across the board. HubSpot is the engine driving our customer data, and together they form our event ecosystem."
— Petra Bacic, Global Operations Director, Public Sector Network

Challenge

As PSN continued to grow globally, its previous event technology couldn't keep pace.

Critical attendee information was transferred manually between systems, resulting in disconnected data, duplicated work and limited visibility across teams.

Only basic contact information flowed into HubSpot, leaving valuable event data – such as registration status, attendee type, session selections and attendance – locked inside the event platform.

Without real-time synchronization, marketing teams couldn't accurately personalize communications or track the attendee journey. Registrants frequently received promotional emails after they had already secured their place, while operations teams spent countless hours exporting and importing spreadsheets simply to keep systems aligned.

The manual process also introduced unnecessary security risks by requiring attendee data to be downloaded and re-uploaded across platforms.

For an organization delivering hundreds of events each year, these inefficiencies quickly became unsustainable.

"We were basically marketing to the same people over and over again because our systems weren't talking to each other in real time. People were working twice as hard, " shared Bacic.  

Solution

PSN chose EventsAir's event management platform, leveraging the HubSpot Smart Connector to create a seamless connection between its event operations and CRM.

Rather than accepting a standard, one-size-fits-all integration, the organization leveraged the Smart Connector's flexibility to design workflows that matched their own business processes.

Today, the integration synchronizes three key areas of event data:

• Event information, including locations and event details.  
• Attendee information, including registration status, attendee type, check-in status and attendance.  
• Detailed profiling data collected during registration to power segmentation and automated marketing.  

The organization has also integrated session and function registrations, giving the team visibility into exactly which workshops, networking events and concurrent sessions attendees choose throughout each event.

With approximately 70 HubSpot workflows already in place – and more planned – the integration has become the foundation for sophisticated marketing automation and personalized attendee engagement.

The flexibility of EventsAir's Smart Connector was a major differentiator during PSN's software evaluation process. The Connector supports complex, real-time data flows between EventsAir and HubSpot, giving PSN the flexibility to build scalable workflows that support its evolving event program.

"The flexibility changed the ballgame for us. We can actually determine how we want HubSpot to work, and then have EventsAir integrate with that. None of the other platforms offered that level of flexibility," explained Bacic.  

Results

As implementation continues to evolve, PSN is already seeing significant operational improvements across its global events program.

Reduced manual work

The Smart Connector has eliminated much of the manual exporting and importing previously required to keep systems synchronized.

That means less duplicated effort, and attendee data is no longer downloaded and re-uploaded between platforms, which removes a security risk. For a team running around 250 events a year, those savings repeat with every event.

Real-time visibility across the business

Registration data now flows into HubSpot automatically, giving Marketing, Sales and Customer Service teams immediate visibility without needing direct access to the event platform.

Instead of static contact lists, teams can now see:

• Attendee type and registration status
• Session and function selections
• Attendance and event engagement

This shared visibility allows teams to make faster, more informed decisions.

‍More personalized attendee experiences

With richer attendee data available in real time, PSN can deliver far more relevant communications throughout the attendee journey.

Rather than sending generic promotional campaigns, marketing automation now reflects each attendee's registration status, interests and event participation.  

"We're now able to curate much better experiences for our delegates because we actually understand who they are and what they're interested in, " added Bacic.

The result is more precise audience segmentation, personalized nurture campaigns, and marketing communications that feel timely, relevant, and meaningful to every attendee.

Reporting that shapes strategy

Perhaps the biggest improvement has been access to richer event intelligence.

PSN can now identify:

• Which campaigns generate registrations
• Which topics resonate with audiences
• Which segments engage most
• Who attends, and who repeatedly registers but doesn’t show up

These insights help the organization continuously refine both its marketing strategy and event programs.

"The visibility and identity of our attendees is massive. We can actually understand who's a speaker, who's a delegate, who's a sponsor and how they're engaging with our events," said Bacic.  

Looking ahead

For Public Sector Network, the integration is only the beginning.

Since PSN migrated its entire global event portfolio onto EventsAir, the focus is now on further refining workflows, scaling automation and expanding the capabilities of its connected technology ecosystem.

The team has also leveraged new innovations within EventsAir, including the new addition to Air Intelligence, Planner Assistant.

Across their 250-event portfolio, a few prompts now produce instant reports that used to require multiple tools, exports, and excessive time and effort. On complex programs, the team feeds changes in as they happen, which keeps the live program accurate. It all runs on live data with role-based permissions.

“Planner Assistant lets us see stats across all our events in a few prompts. When a program changes daily, we feed updates in and keep it accurate. It’s made us much more responsive.” Petra explained.  

For Bacic, success ultimately comes down to choosing technology that can evolve alongside the business.

"Having software systems that natively integrate is integral. It's about creating workflows that work across the business, reducing manual effort and giving everyone access to the information they need," concluded Bacic.

‍