Workflow action to change contact participant state for a marketing event

What is it?

You can now use a workflow action to automatically update a contact's participation state to Registered, Attended, or Cancelled for manually created marketing events in HubSpot.

Why does it matter?

Previously, you could only use workflows to mark contacts as Registered for a marketing event. If you wanted to track attendance or cancellations, you had to update participation states manually or build external workarounds.

Now you can automate the entire participation journey—from registration through attendance or cancellation. You can keep your event data accurate and up to date without manual effort, whether you're confirming attendance after an event or tracking cancellations.

How does it work?

Example: Automating attendance updates

Let's say you want to update participation status after an event takes place. You can trigger a workflow based on engagement signals (like a form submission at the event) and automatically update contacts to Attended or Cancelled in your marketing event.

Setup:

1. In your HubSpot account, navigate to Automation > Workflows
2. Click Create workflow, then choose Start from scratch
3. Set your enrollment trigger (for example, form submission)
4. Add the workflow action: Under the Marketing section, select Add participant to marketing event
5. Choose your manually created marketing event
6. Select the participation state: Registered, Attended, or Cancelled
7. (Optional) Set a participation date
8. Review and turn on the workflow

Once live, the workflow will automatically update each contact's participation state based on your defined criteria.

Note: This action only works for marketing events manually created in HubSpot. It cannot be used for events synced via integrations.

Who gets it?

This feature is available for Marketing Hub Professional and Enterprise, Data Hub Professional and Enterprise, Sales Hub Professional and Enterprise, Service Hub Professional and Enterprise, and Smart CRM Professional and Enterprise.