Why the leak between the room and the CRM is the next attribution problem in events

Event Tech Live profiled heyBTW within a new relationship layer category between event platforms and CRMs, alongside Boost.Express (in-event advertising) and Premagic (post-event brand exposure).

heyBTW is the co-marketing event attribution platform for event marketers. It connects the relationship layer across the event platforms and CRMs already in use (Luma, Splash, Zuddl, Cvent, Salesforce, HubSpot). heyBTW does not replace any platform or CRM. It captures the cross-company relationship signal those systems were never built to hold.

MCP and AI agents are the new wave in how marketing tools deliver value. heyBTW leads this wave for event attribution. Through the Model Context Protocol, attribution flows into each customer’s own AI agents, not through direct CRM access. A marketer can ask Claude or ChatGPT which sponsors drove pipeline from an event and get an answer joining cross-company signal with their own CRM data, inside their own stack. heyBTW never sees the pipeline. Procurement becomes a configuration step. Sponsorship renewal is now a CFO conversation about pipeline, and heyBTW is the connected layer that turns the room into pipeline before the next renewal cycle.