Event Strategy Playbook

Status: Current working draft
Source last updated: June 9, 2026
Audience: ILF internal teams involved in event planning, community engagement, developer relations, HubSpot setup, or post-event follow-up

Draft note: This article reflects the current working version of ILF’s Event Strategy Playbook. The source document is still under team review and may be updated as comments, implementation decisions, and process details are finalized.

Purpose

This playbook standardizes how Interledger Foundation captures attendee data from events and integrates that information with HubSpot.

Every event, whether in-person or virtual, should result in relevant contact records flowing into HubSpot so ILF can track engagement, support lead scoring, trigger workflows, and connect contacts to the appropriate lifecycle stages.

Guiding principle: If it’s not in HubSpot, it didn’t happen.

Key objectives

Objective	Description
Capture event contact	No attendee should leave an event without their information being recorded in HubSpot.
Sort and segment	Contacts should be sorted into the appropriate list, lifecycle stage, or interest track based on event type, attendance, and expressed interest.
Automate follow-up	HubSpot workflows should support post-event nurture sequences based on captured event data.
Maintain a single source of truth	Event contact data should live in HubSpot.

Event types covered

This playbook currently covers the following event scenarios:

1. Attending an in-person event hosted by another organization
2. Attending or speaking at an in-person event
3. Co-hosting an in-person event
4. Hosting an in-person event, such as a meetup, hackathon, or summit
5. Hosting a virtual event
6. Attending or speaking at a virtual event

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Attending an in-person event hosted by another organization

Description

Hosted events are those where Interledger manages the branding, sign-up process, and data.

If the event host provides badge scanning or a lead retrieval tool, ILF may receive attendee data through a CSV export. If no contact capture solution is provided, ILF should create its own capture workflow using a HubSpot form and QR code.

Step 1: Create a HubSpot form

Create a HubSpot form for booth capture.

Recommended setup:

• Go to HubSpot → Marketing → Forms → Create Form.
• Alternatively, clone the existing event form template and rename it with the event name and date.

Example naming format:

WebSummit 2026 — Booth Capture

Required form fields

Field	Details
First Name	Text field, required
Last Name	Text field, required
Email	Email field, required
I am interested in…	Dropdown or multi-select field

“I am interested in…” response options

The interest field helps route contacts into appropriate email tracks and supports audience segmentation.

Track	Description Shown to Attendee
Engineering	Building on the Interledger tech stack or integrating Interledger technology into my solution
Policy & Advocacy	Policy and regulatory developments in open payments
Grants	Applying for a grant with Interledger Foundation
Community	Joining the Interledger community, events, exclusive swag, and more

Step 2: Generate a QR code

Once the form is live:

1. Copy the form’s shared URL from HubSpot.
2. Generate a QR code using HubSpot’s built-in QR generator or a free tool like qr-code-generator.com.
3. Print and display the QR code clearly at the booth.

Recommended display options:

• Table tent
• Banner
• Tablet stand
• Printed handout

Step 3: Capture contacts at the booth

Every person who stops at the booth should be invited to scan the QR code and complete the form.

Have a backup capture method available. For example, keep a tablet or laptop open to the form URL for anyone who has trouble scanning the QR code.

Assign a team member to guide attendees through the signup process. Do not rely on passive signage alone.

Step 4: Verify data after the event

Within 24 hours after the event:

1. Go to HubSpot → Marketing → Forms → [Event Form] → Submissions.
2. Confirm contacts were created or updated.
3. Confirm interest track data populated correctly.
4. Create a HubSpot static list for the event.

Example list name:

WebSummit 2026 — Booth Contacts

This list can then be used for follow-up workflows and reporting.

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Attending or speaking at an in-person event

Description

This applies when an ILF team member is speaking or presenting at an in-person event and ILF wants to capture audience interest, measure impact, and add a call to action during or after the presentation.

The recommended approach is to provide a QR code linked to a HubSpot form at the beginning or end of the speaker’s slides.

Step 1: Create a HubSpot form for each Staff Member

Create an active HubSpot form for the staff member or presenter. Ideally, this form/QR code can remain consistent over time and serve as a personal CRM capture form for that person’s speaking engagements.

Required fields:

Field	Details
First Name	Text field, required
Last Name	Text field, required
Email	Email field, required
I am interested in…	Dropdown or multi-select field

Use the same interest options listed above:

• Build With The Tech
• Grow The Movement
• Shape Policy and Advocacy
• Grants

Depending on the event type and data needs, additional properties may include:

• Company name
• Contact name
• Contact email
• Company website
• Contact role
• Interest area
• Newsletter interest
• LinkedIn
• GitHub
• Contact country
• Organization type
• Event name
• Event type
• Event strategic priority
• Event country
• Custom questions
• Social links

Step 2: Generate a QR code

Once the form is live, copy the form’s shared URL from HubSpot to Event 2026 Spreadsheet and give it to the individual. This QR code/ Form ideally won’t change and will serve as a personal CRM Form

Generate a QR code using HubSpot’s built-in QR generator, or a free tool like qr-code-generator.com.

The goal is for this form or QR code to support speaker-driven contact capture and help build a personal or presentation-specific CRM list.

Step 3: Capture contacts during the presentation

The presenter should include a clear call to action in the slides, ideally at the beginning or end of the presentation.

Assign someone to remind attendees to scan the QR code or complete the form. Do not rely on the slide alone.

Step 4: Verify data and follow-up

As contacts submit the form, they should be added to the appropriate lifecycle stage and interest track.

Follow-up may include:

• A thank-you email related to the presentation
• Quick links or relevant resources
• Enrollment in the appropriate email track
• A HubSpot notification or email to the staff member associated with the form
• Reporting on growth of the staff member’s contact list or event-driven audience

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Co-hosted in-person events

Description

This applies when ILF co-hosts an in-person event with another organization.

Each co-hosted event organized by the ILF Community Team should have a corresponding record in HubSpot, along with the needed properties for tracking, segmentation, and lifecycle stage management.

Data capture options

• A third-party platform, followed by CSV upload into HubSpot
• An ILF-owned HubSpot form
• Another approved integration or event platform

Post-event expectation

After the event, attendee or registrant data should be imported, synced, or verified in HubSpot and added to the appropriate list, properties, lifecycle stage, or follow-up workflow.

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Hosting an in-person event: (meetup, hackathon, or summit)

Description

This applies when ILF hosts an in-person event such as a meetup, hackathon, or summit.

Each hosted event organized by the ILF Community Team should have a corresponding record in HubSpot, along with the needed properties for tracking, segmentation, and lifecycle stage management.

Data capture options

Preferred order:

1. HubSpot form — preferred
2. CSV upload
3. Direct integration

Potential platforms include:

• Devfolio for hackathons
• Lu.ma for meetups or community events

Data capture methods at a glance

Data capture method	Tool / format	HubSpot action
HubSpot form	HubSpot native, preferred	Auto-create contacts and trigger workflows
CSV upload	CSV to HubSpot import	Import post-event and apply list
Devfolio integration	Devfolio to HubSpot sync	Auto-sync registrants
Luma integration	Luma to HubSpot sync	Auto-sync registrants

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Hosting virtual events

Description

This applies when ILF hosts a virtual event, webinar, or recurring community call.

Each virtual event organized by the ILF Community Team should have a corresponding record in HubSpot. Zoom is the recommended hosting platform when HubSpot integration is enabled, so registration and attendance data can sync automatically.

Recommendation: Public virtual webinars should be hosted on Zoom with HubSpot integration enabled.

Example recurring virtual call series

Examples of recurring virtual call series may include:

• Open Payments calls
• Web Monetization calls
• Refiki calls
• ILF Community Calls

Step 1: Create the virtual event in HubSpot with Zoom integration

1. Go to HubSpot → Marketing → Events → Create Event.
2. Select Zoom as the webinar platform.
3. Fill in the event name, date, time, and description.
4. Use the Zoom registration landing page link generated through the HubSpot/Zoom setup.

Step 2: Share the registration link

Share the Zoom registration landing page link in relevant Slack channels, community spaces, and campaign materials.

Do not share the raw Zoom join link publicly. Access should be gated through registration so attendee data can sync to HubSpot.

Step 3: Invite new and returning participants

For new participants:

• Share the registration link in relevant Slack channels and community spaces.

For returning participants:

• Use HubSpot workflows to send automated reminder emails to previous registrants of the same call series.
• Create or use a HubSpot email template for each call series that includes the registration link and agenda.

Step 4: Verify post-event attendance data

After the event, Zoom should sync attendance data back to HubSpot, including whether a person attended or registered but did not attend.

Verify the sync by checking the event record in:

HubSpot → Marketing → Events

Then create a static list of attendees for follow-up workflows.

Virtual event data capture methods at a glance

Data capture method	Tool / format	HubSpot action
HubSpot form	HubSpot native, preferred	Auto-create contacts and trigger pre/post-event sequences
Zoom Webinar	Zoom and HubSpot integration	Sync registrants and attendance status

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Attending or speaking at a virtual event

Description

This applies when an ILF team member speaks at a virtual conference, third-party webinar, or other externally hosted virtual event.

Capture options

Use one of the following options:

Option	Use when
QR code at the end of slides	The ILF team member is presenting and can include a call to action
CSV upload	The event host provides an attendee or registrant list

When using a QR code, link to a HubSpot form so contacts can be captured directly.

When using a CSV upload, import the contacts into HubSpot after the event and apply the appropriate event list, properties, and follow-up process.

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General post-event checklist

Use this checklist after any event where contacts are captured.

1. Confirm attendee, registrant, or lead data is in HubSpot.
2. Confirm contacts were created or updated correctly.
3. Confirm key properties populated correctly.
4. Create or update the relevant static list.
5. Confirm interest track or lifecycle stage assignment.
6. Confirm applicable workflows were triggered or queued.
7. Review any CSV upload for errors or duplicates.
8. Confirm follow-up emails or nurture sequences are ready.
9. Document any issues, gaps, or manual corrections needed.