How using a CRM can boost your ticket sales

Organising an event with sponsors and attendees but not sure whether you’re coming or going? When trying to close a single ticket sale or complete a high-figure sponsorship, it’s important to have your “ducks in a row” and be suitably equipped to track your deals.

There’s no need to attempt to track your sales in a spreadsheet anymore – you can use a CRM (Customer Relationship Manager). Usually taking the form of an online database, CRM systems are designed to help you track conversations with customers, manage leads and visualise your sales pipeline. Some of the more well-known platforms include HubSpot, Salesforce and Zoho. A CRM won’t just be used during your sales process – the data can support every stage of your business. When organising finances, you’ll be able to calculate projected incomings and see where you lost out. When looking to improve your close-rate, Marketing and Sales teams can work together to identify where leads drop off and how you can keep relationships on track. Using a CRM may seem like something more suited to big businesses and large-scale event organisers, but this is far from the truth. Any event organiser can benefit from tracking attendee relationships, even if it’s just to remind you to follow up in advance of your next event.

Staying in the loop

At a time when a ticket buyer could email you one day, Direct Message you on Twitter the next and call you a week later, it’s important to keep track of where your conversation last left-off. Good CRMs can track your interactions across several platforms. This means you can keep up and if you have a team working with you, anyone can be up to speed within seconds of answering the phone. Some CRMs, will have several integrations available. For example, HubSpot will connect with Gmail, which provides you with the ability to log email conversations in HubSpot, track when emails are opened and use email templates you’ve saved to HubSpot. This type of integration supports cohesiveness amongst your team as everyone linked to your business’ HubSpot account can access the templates you’ve crafted. As well as tracking your communications, monitoring your won & lost deals can provide you with tons of data, helping you to optimise your customer relationships and sales funnel.



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Event Data

For event organisers, you might not even be tracking who attends your events or those who register but don’t show. If you’re using Helm Tickets for your ticketing, you can sync your account to your HubSpot CRM. You’ll then be able to see a summary of your buyers and attendees alongside lots of other data. Data synced between HubSpot & Helm includes:

  • Number of tickets purchased.
  • Total money spent.
  • Ticket cancellations and refunds.
  • The most recent event attended and total number of events attended (when tickets are scanned with the Helm Tickets app).
  • If a ticket buyer has opted in to marketing emails.

Each of these details on their own will provide you with a wealth of data to analyse your marketing and sales processes but combined, can really unlock new avenues for boosting ticket sales and successfully managing your attendees. An attendees’ ticket buying history will help you to analyse when attendees stopped buying tickets or stopped attending as well as those who regularly attend. By identifying your most valuable attendees, you can ensure you nurture your relationship with them however appropriate. Noting who has stopped attending will provide you with the opportunity to get back in touch, find out why they haven’t attended and encourage them to buy tickets for upcoming events. Scanning tickets with the Helm Tickets mobile app will not only speed up your guests’ check-in process but the data will keep your guests’ attendance stats up-to-date – so you know who your loyal attendees are. Plus, quickly knowing if a buyer has opted in to marketing emails means you can identify whether or not you can add no-shows to re-engagement email campaigns – although it’s even easier to know if you use the Helm Tickets Mailchimp integration, which syncs your ticket buyers to your email list.

A ticket buyer’s profile when synced from a Helm Tickets account.

Where to start

The great thing about HubSpot is that it’s always free, up to 1,000,000 contacts – making it the perfect CRM for entrepreneurs, solo event organisers and small businesses. Free software means you don’t have to fork out half of your budget to test the waters. Plus, many CRMs have companion tools available at a cost, so generally the software will grow and evolve with your events.

Managing sponsorships

If you’re a B2B Organiser looking to push corporate memberships or sponsorships for your event, a CRM could be just what you need to manage your sales. For example, HubSpot allows you to associate contacts with companies and often, it will automatically connect them to their business based on their contact details. This means it’s even easier to track where you are with a sale and who you’ve spoken to at an organisation (we all know it can take a few conversations to get to the gatekeeper…).

Why not?

Overall, whether you organise regular small events or one-off large-scale events, a CRM can massively support improved productivity and in turn, improve your ticket sales. By integrating your ticketing to your chosen CRM, you’ll not only save loads of administrative time but also boost your ticket sales through getting to know your attendees, nurturing those relationships and streamlining your sales process. With free options available, there’s nothing to lose by testing if a CRM is for you!

CRM, HubSpot, Integrations


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