Case studies / Conference Badge
AI agent and audit
The story
Before
Conference Badge makes event badges and handles registration. I provide ongoing HubSpot consulting for the team.
After
Enquiries go to an AI agent inside HubSpot, and the broken workflows run as designed.
The build
In the order the work was done.
Stack: HubSpot customer agent, chatbot, Help Desk, workflows, leads, OutboundSync.
01An AI chatbot and AI agent inside HubSpot to handle inbound customer enquiries
02Upkeep of the sync that moves badge and registration records into the CRM, several thousand record events a month
03Marketing contacts had reached 9,159 on a 7,000 tier because a welcome workflow marked every app signup as marketing. I fixed the workflow and scheduled 7,800+ signups to non-marketing, back under the tier from 1 November 2026
04A workflow audit that found and fixed four silent failures, plus backfills for missing lead sources and event dates
05A lead-labelling workflow for outbound email replies, ready to switch on
06A Help Desk channel for support email, which had been logging to a personal inbox
07An automation SOP with workflow training videos
Result
Enquiries go to an AI agent inside HubSpot, and the broken workflows run as designed.
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