“Lead Love’s integration has enhanced our data management significantly. We now have a comprehensive view of our Ticketmaster data specific to ticket sales, attendance, and overall ticket revenue delivered directly into HubSpot. This functionality has enabled us to make data-driven decisions. The ability to determine event attendance & revenue also allows us to discern which of our marketing efforts work best with & for our fans.”

— Timothy Sullivan | SVP, Corporate Sales and Strategy

Project Overview

Lead Love integrated Birmingham Legion FC’s HubSpot and Ticketmaster data, enabling seamless synchronization of customer, event, ticket, and attendance records from Ticketmaster’s Archtics ticketing software to HubSpot. This integration ensures that all relevant data is now easily accessible within HubSpot, allowing for advanced business intelligence, operational insights, and enhanced segmentation capabilities.

Challenges

Like most teams, Birmingham Legion FC was struggling to get a complete view of ticketing, revenue, attendance, and customer data.

• Visibility into Event & Financial Data: The team needed a clearer view of event and financial data. Integrating different data sources for a complete picture of revenue, costs, and fees was challenging, making it difficult to make informed decisions.

• Linking Attendance to Customers: Attendance data wasn’t connected to customer information, hindering the team’s ability to understand fan behavior and target marketing effectively.

Solution

Lead Love’s HubSpot-Ticketmaster integration provided:

• Data Sync: Seamless one-way sync from Ticketmaster/Archtics to HubSpot, making ticketing and attendance data easily accessible.

• Business Intelligence: Custom dashboards in HubSpot offering deep insights into attendance, revenue, and customer engagement.

• Operational Insights: Enhanced visibility into operations, enabling better decision-making and strategy optimization.

Results

With this newly formed partnership, Birmingham Legion FC can now make informed business decisions and market to their current fans and potential new fans in better ways, which will also include measurement and visibility at scale.

• Better Decision-Making: Detailed insights into ticket sales, attendance, and revenue, enabling smarter decisions like setting sponsor comp seat distribution based on actual usage.

• Expanding Marketing Automation: Develop workflows targeting specific fan segments based on detailed data, enabling highly personalized communication.

• Enhanced Marketing: With accessible data in HubSpot, the team can create targeted campaigns and workflows, including season ticket upsells based on criteria like games attended and purchase history. This improved visibility also allows sales and marketing teams to work more efficiently.

• Linking Attendance to Customers: For the first time, the team can directly tie attendance records to customer data, allowing for better fan understanding, targeted campaigns, and effective measurement.

Future Plans

Birmingham Legion FC plans to further leverage HubSpot’s capabilities to drive growth and enhance fan engagement:

• Expanding Marketing Automation: Develop workflows targeting specific fan segments based on detailed data, enabling highly personalized communication.

• Enhance Fan Experience: Use operational insights to improve resource allocation, in-stadium services, and personalized promotions for greater satisfaction and loyalty.

• Optimizing Season Ticket Sales: Fine-tune season ticket sales strategies using data insights, identifying potential holders, and tailoring offers to maximize conversions.

• Strategic Planning: Continue using business intelligence for informed decisions on partnerships and pricing to drive growth and efficiency.

By focusing on these initiatives, the team aims to strengthen its market position, boost revenue, and ensure an exceptional experience for its fans.

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