# 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

![Pipedrive](https://flowcourier.com/media/5c2h135z/pipedrive.png)

![Wordpress](https://flowcourier.com/media/c1xmou4m/wordpress.webp)

![Woo Commerce](https://flowcourier.com/media/mlhkyx2k/woo-commerce.webp)

## How it works

##### 1. Registration triggers a webhook

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

![Arrow Down](https://flowcourier.com/media/w4pf1l0u/arrow-down.svg)

##### 2. Listener receives and validates

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

![Arrow Down](https://flowcourier.com/media/w4pf1l0u/arrow-down.svg)

##### 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.

![Arrow Down](https://flowcourier.com/media/w4pf1l0u/arrow-down.svg)

##### 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.

![Arrow Down](https://flowcourier.com/media/w4pf1l0u/arrow-down.svg)

##### 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.

![Arrow Down](https://flowcourier.com/media/w4pf1l0u/arrow-down.svg)

##### 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.

We connect your site, forms, and CRM so prospects land in your pipeline—**automatically**.

## Living Institute’s event signups now flow directly from WordPress to Pipedrive - no copy-paste = instant leads.

![Tartu Pipedrive Logo](https://flowcourier.com/media/1teopd15/pd.webp)