From event sign-ups to sales-ready leads

Living Institute runs popular events and workshops. The problem? Attendee data lived in WordPress, while their sales work happened in Pipedrive. Copy-pasting details slowed the team and delayed follow-up. We automated the hand-off so every registration becomes an actionable lead—instantly.

Challenge

Manual steps created noise: find the contact, update details, link the company, create a lead, add event notes—repeat. It was slow, error-prone, and sales only saw new opportunities after a delay.

• Copy/paste attendee details from WordPress

• Check for existing contacts in Pipedrive

• Create or update person and organization

• Create a lead and add event context

Solution

A lightweight, secure integration that connects the stack you already use—no new tools to learn.

• Website: WordPress

• Events: Modern Events Calendar

• E-commerce: WooCommerce

• Payments: Stripe

• CRM: Pipedrive

• Custom integration: PHP webhook

How it works

1. Registration triggers a webhook

Modern Events Calendar sends name, email, company, event title/date, and consent flags.

2. Listener receives and validates

An  endpoint catches the payload, validates it, and sends it to CRM.

3. Smart CRM updates

• Find or create Person by email; update details if they exist.

• Find or create Organization with company-name sanitization to avoid near-duplicates.

• Update GDPR/marketing consent fields from the registration.

4. Lead creation when it matters

• Create a lead only when a new person is added.

• Clear title (e.g., “John Doe — Acme Corp”).

• Assign an owner for immediate follow-up.

• Add a WebEvent label for easy filtering.

5. Context for sales, every time

• Add a detailed note with event name and date.

• See all events the customer has participated along the other communcation.

6. Resilience and visibility

Error handling with timestamped logs ensures nothing is lost.

The impact

• Zero manual data entry — the team focuses on conversations, not admin.

• Instant lead routing — sales sees new opportunities in real time.

• Richer profiles — event history and consent captured automatically.

• Higher data quality — fewer duplicates, fewer typos, better reporting.

A small, targeted automation unlocked a big win: faster follow-up, cleaner data, and a workflow that runs around the clock using tools Living Institute already trusts.