The Client

Pacific Life Re is a global life reinsurer operating across Europe, Asia, Australia, and North America, providing Protection, Savings & Retirement, and Capital Solutions to insurers around the world.

As Pacific Life Re expanded its use of HubSpot across the organisation, its Marketing team identified an opportunity to transform how in-person client events were planned, executed, and measured.

The goal was to move event marketing away from disconnected spreadsheets, third-party tools, and manual campaign administration and establish HubSpot as the central operating platform for the complete event lifecycle.

The Challenge

Pacific Life Re’s existing approach to in-person event marketing required significant manual coordination.

Rather than activating an event campaign once and allowing automation to manage the participant journey, Marketing teams had to continually return to campaigns as individual deadlines approached.

Several operational challenges were contributing to this:

• Spreadsheet-Driven Audience Management: Invitee lists were exchanged and updated through spreadsheets, creating unnecessary administration whenever audiences changed.

• Manual Campaign Execution: Invitations, reminders, joining instructions, attendee communications, and follow-ups required repeated intervention from Marketing.

• Late Invitee Complexity: When new contacts were added after a campaign had started, Marketing needed to manually determine what communications they had missed and what they should receive next.

• Fragmented Marketing Technology: Event information and execution were spread across spreadsheets, email marketing tools, planning documents, and CRM records.

• Reactive Content Production: Campaign assets were often developed individually as each communication deadline approached rather than preparing the entire journey upfront.

• Limited Centralized Reporting: Without the complete event lifecycle operating within HubSpot, registrations, attendance, engagement, and campaign performance were more difficult to analyze together.

The result was a process where Marketing spent significant time operating the mechanics of an event campaign instead of focusing on the event itself.

The Solution

RevOps Automated designed and implemented a centralized in-person event management and automation framework within HubSpot Marketing Hub.

The solution transformed individual event activities into a structured, reusable process covering campaign creation, event setup, forms, marketing emails, workflow automation, attendance management, and reporting.

Pacific Life Re now has an operating framework built around reusable templates, allowing Marketing to clone master assets, update event-specific content, connect the relevant assets, and activate automation with limited manual administration.

Key pillars of the project included:

• Centralized Event Campaign Management: HubSpot campaigns provide a central container for event assets, tracking, reporting, and performance measurement.

• Automated RSVP Management: Forms capture attendance decisions and automatically drive registration, segmentation, and communication logic.

• Cascading Communication Workflows: Contacts receive the appropriate communications based on RSVP status, event timing, and where they enter the campaign.

• Automated Reminder Journeys: Invitations, RSVP reminders, pre-event communications, attendance workflows, and post-event follow-ups can be managed through automated HubSpot workflows.

• Centralized Audience Management: HubSpot lists replace repeated spreadsheet exchanges and allow stakeholders to work from a shared audience source.

• Event-Level Reporting: Registrations, cancellations, attendance, no-shows, and engagement can be connected to the underlying Marketing Event and Campaign records.

• Reusable Event Templates: Campaigns, forms, emails, workflows, lists, naming conventions, QA procedures, and reporting processes can be replicated for future events.

The underlying framework also establishes clear governance around QA, event data, sensitive information, workflow activation, and post-event reporting.

For Pacific Life Re’s Client Charity Quiz Night, for example, the framework supports separate Protection and Savings & Retirement audiences while coordinating invitation, reminder, registration, joining instruction, attendance, and follow-up processes through a common HubSpot architecture.

The Impact in Numbers

The transition to a centralized HubSpot event framework changed event marketing from an ongoing operational workload into an upfront build-and-activate process.

1. Time Saved: From Continual Execution to One-Time Activation

The largest immediate impact was removing the need for Marketing to continually operate the campaign.

Once the required assets were provided, RevOps Automated built the underlying automation in one day.

Instead of individually preparing and activating communications as event deadlines approached over a period of months, the complete campaign asset set was prepared in approximately a week and a half.

Audience approval also underwent a significant change.

Where final invitee lists could previously take weeks of spreadsheet exchanges and data requests, centralized HubSpot lists enabled the process to be completed in a single day.

Marketing can now move from:

Build → Send → Update → Chase → Reconcile → Build Again

to:

Build → Approve → Activate → Monitor → Optimize

2. Money Saved: Reclaiming Marketing Capacity

The operational cost of event marketing was not simply the technology being used—it was the amount of skilled Marketing time consumed by administrative activity.

Repeated spreadsheet management, list reconciliation, manual invitee additions, individual email activation, and deadline monitoring all represented work that had to be completed for every event.

The new framework automates the repeatable operational layer.

Pacific Life Re’s Marketing team can therefore spend more of its available capacity on higher-value activities including:

• Event strategy

• Client experience

• Audience development

• Creative and content

• Stakeholder engagement

• Campaign optimization

• Post-event analysis

Rather than increasing Marketing Operations workload as event activity grows, the reusable HubSpot framework provides a foundation for scaling event volume without scaling manual administration at the same rate.

3. Business Impact: From Event Activation to Event Optimization

The transformation goes beyond time savings.

Pacific Life Re can now operate an event from a centralized system that connects the audience, communications, registrations, attendance, engagement, and reporting.

The documented framework provides Marketing with visibility across campaign performance while the Marketing Event record can track registrations, attendance, no-shows, and cancellations.

That changes the role of Marketing during an active campaign.

Instead of continually asking:

“What needs to be sent next?”

the team can increasingly focus on:

“How is the event performing?”

For the first time, the team can activate the underlying event journey and spend the campaign period monitoring and optimizing the event rather than continually executing it.

Just as importantly, the system is reusable.

The process has been documented as a standardized 17-step event build playbook, covering everything from campaign creation and RSVP forms through workflow QA, attendance capture, reporting, data clearing, and lessons learned.

That means the value created by the project compounds with every future event.

The Result

Pacific Life Re has moved from a fragmented event marketing process to a centralized, automated, and repeatable HubSpot operating model.

The Marketing team no longer needs to treat every email, audience change, reminder, and deadline as an individual operational task.

Instead, the complete participant journey can be designed upfront, activated through automation, and monitored through HubSpot.

And because the architecture was designed around reusable campaigns, marketing events, forms, emails, workflows, lists, QA procedures, and reporting standards, the impact extends beyond a single campaign.

Pacific Life Re now has the infrastructure to turn event marketing from a recurring administrative burden into a scalable marketing capability.