Event marketing teams run registration in Bizzabo, nurture in Marketo, lead capture in HubSpot, and pipeline in Salesforce. The post-event report reconciles all four. Dock holds the agent-drafted reconciliation as a row-per-session table. The event lead approves attribution before it reaches the CMO deck. Seven in ten organizers still say proving event ROI is difficult (Bizzabo). The fix is an audit trail.
The architecture
HubSpot, Marketo, Salesforce, and Bizzabo stay the system of record for the raw data. Dock is the system of record for what the AGENT INTERPRETS. Each Dock row carries a pointer back to the platform record, agent identity, decision, reviewer, and timestamp. The agent re-fetches platform data via fresh API reads when it needs current state.
The Dock surface
A post_event_attribution table, one row per session-source pair, owned by the event-marketing agent and approved by the event lead.
| session | source platform | registrants | attended | influenced pipeline | agent draft | reviewer | status |
|---|---|---|---|---|---|---|---|
| Keynote, Summit 26 | bizzabo://event/sum26/sess/kn | 1,842 | 1,210 | $4.2M (Salesforce opp ids) | "Attribute 60% to paid LinkedIn, 40% to lifecycle nurture" | mira.chen@ | approved |
| Partner breakout A | bizzabo://event/sum26/sess/pb-a | 312 | 198 | $980K | "Attribute 100% to partner co-marketing (Marketo program 4471)" | mira.chen@ | approved |
| Hands-on lab | hubspot://event/sum26/lab | 88 | 71 | $310K | "Attribute 70% to PLG email, 30% to community" | mira.chen@ | pending |
Each row links back to the Bizzabo session, the Marketo program, the HubSpot list, and the Salesforce opportunity set. The agent does not store registrant PII in Dock. It stores the pointer and the interpretation.
The workflow
The summit ends Friday. Saturday morning the event-marketing agent re-fetches: Bizzabo attendance, HubSpot list memberships at session time, Marketo program touches in the prior 90 days, Salesforce opps tagged with summit campaign IDs. It writes one row per session-source pair with a draft attribution. Mira, the event lead, opens Dock Monday, reviews in order, edits the partner-breakout split, approves. The CMO weekly pulls from approved rows. Anyone questioning the $4.2M keynote clicks through to the Salesforce opp list and the Bizzabo log. See agent audit and compliance.
Why it matters
The CMO deck without an audit trail is a guess. With one, it is a number Mira will defend in the QBR. Bizzabo's 2026 survey found ROI confidence rises when event data connects to CRM and revenue systems (Bizzabo). Dock is that layer, scoped to interpretation. The agent identity on each row tells you which model drafted the split, which matters when you change agents mid-quarter (agent identity lifecycle).
The pattern extends across Dock for marketing, into the pipeline handoff in Dock for sales, and back to upstream account research in Dock for research. The identity model that makes the reviewer-signed row trustworthy is in agent identity.
Try it
Set up your next event reconciliation in Dock. Wire the four sources, let the agent draft, and approve in one sitting.
FAQ
Q: Why not just build the report in Salesforce or HubSpot? A: Neither platform sees all four data sources. The agent's interpretation, which weights and splits attribution, has nowhere to live with a reviewer signature. Dock holds the interpretation. The platforms hold the raw records.
Q: What happens when Salesforce opp amounts change after approval? A: The row stores the pointer, not the dollar figure. On re-open, the agent re-fetches and flags drift against the approved draft. The reviewer either re-approves or re-attributes.
Q: Can multiple agents draft against the same event? A: Yes. Each row carries the drafter identity. A research agent can propose alternative splits as comments without overwriting the event-marketing agent's row.
Q: How is this different from a Marketo attribution report? A: Marketo attributes based on its program touches. The agent reconciles across HubSpot, Bizzabo, Marketo, and Salesforce, then a human approves. The reviewer signature is the artifact Marketo cannot produce.
