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How to Create a New Marketing Event (Step-by-Step Guide)

This article walks you through the complete process of setting up a new event in HubSpot, from creating the event record to launching the registration workflow.

Step 1: Create the Marketing Event

  1. Navigate to Marketing → Events.
  2. Click Create event and fill in the corresponding properties (name, description, organizer, start date, end date, type, etc.).
  3. Leave the URL Page field empty for now — you'll come back to fill it in once the event page is published (see Step 5).

Step 2: Clone the Registration Form

  1. Go to Marketing → Forms.
  2. Locate the Events New Form template.
  3. Clone it using the Clone option.
  4. Rename the cloned form with a clear, event-specific name (e.g., "Event Name – Registration Form").
  5. No need to include a Record ID or any additional configuration at this stage — just make sure the name is correct.

Step 3: Clone the Event Page

  1. Go to Marketing → Website Pages (or CMS → Website Pages, depending on your navigation).
  2. Find the page named "New Event Page".
  3. Clone it to create the page for your new event.

Step 4: Edit the Event Page

  1. Open the newly cloned page.
  2. Update all the content elements as needed for this specific event (banner, description, agenda, images, etc.).
  3. Add the registration form you created in Step 2 to the page.
  4. Publish the page once everything looks correct.

Step 5: Attach the Page URL to the Event

  1. Go back to Marketing → Events and open the event record you created in Step 1.
  2. Copy the published URL of the page you just created.
  3. Paste it into the URL Page property on the event record.

Step 6: Clone the Automation Workflow

  1. Go to Automation → Workflows.
  2. Find the workflow named "IEC Dallas - Event (NAME) Subscription".
  3. Clone it and rename it to match your event.

Step 7: Update the Form Enrollment Trigger

  1. Open the cloned workflow.
  2. Locate the "Form name is any of" condition.
  3. Click Edit criteria and select the form you created for this specific event (from Step 2).

Step 8: Update the "Add Participant to Marketing Event" Action

  1. In the same workflow, find the "Add participant to marketing event" action.
  2. Select the event you created in Step 1.
  3. Click Save.

Step 9: Review and Activate

  1. Review the entire workflow to confirm everything is correctly configured.
  2. Click Review and turn on to activate the workflow.