A premium restaurant and events group in Singapore known for its portfolio of fine dining, wedding and corporate event venues had ambitious plans for expansion. The group operates three distinct venue brands, each with its own identity and guest base, serving everything from intimate fine dining to large-scale corporate functions and weddings.
With a third venue recently launched and the leadership team focused on scaling the business, Artemis needed a platform that could grow with them and give every team member, from marketing to events to operations, confidence that they were working from the same data.
Our client was growing fast. The group had recently introduced a third venue brand and was fielding a high volume of event inquiries across corporate functions and weddings, alongside regular dining reservations. But the systems the team relied on every day were working against them.
Like many businesses in the hospitality industry, the guest data lived in multiple disconnected platforms, the sales team had no reliable way to follow up with unconverted leads, and the marketing team were restricted by manual reports which affected campaigns. The result was revenue slipping through the cracks at scale.
The events team was fielding a high volume of enquiries for corporate functions and weddings, and they wanted to chase every one of them down. But when a preferred date wasn't available, there was no system in place to offer alternatives or keep the conversation open, so promising leads simply disappeared with no feedback loop to explain why. As the group scaled to a third venue, the gap between enquiries and confirmed bookings kept widening.
Guest information was scattered across SevenRooms, Triple Seat, Campaign Monitor, so a guest who dined at one venue, attended a corporate event at another, and enquired about a wedding at a third could appear as three different people. The marketing team wanted to run precise, targeted campaigns by venue, event type, or spending history, but with no single source of truth, every campaign started with manual exports and spreadsheet wrangling before a single email could go out.
CRM architecture and pipeline design
The CRM was configured as a single portal serving all three Artemis venue brands, with user permissions and record views partitioned so each team could work in their own context. Custom properties were created for venue, event type, booking source, and guest preferences. The deal pipeline was designed as a single consolidated Event Bookings pipeline with stages from Soft Hold through to Close Won and Close Lost (with categorised loss reasons), using custom property filters to create venue-specific and event-type-specific views. This was a deliberate architectural choice: one pipeline with smart filtering is far easier to maintain, report on, and automate than three parallel pipelines with duplicated logic. A separate SevenRooms Reservations pipeline was built to house the integration data, keeping dining reservations distinct from event sales while both feeding into the same unified contact record.
Custom SevenRooms middleware
The SevenRooms integration was built as a custom middleware layer hosted on AWS, receiving real-time webhooks for both reservation and client events. The middleware handles contact lookup (search by email, create if not found), deal creation and updates (keyed on SevenRooms booking ID), and full data mapping including spend, booking tags, duration, party size, occasion type, and venue. A custom modification was built to create HubSpot contacts from phone numbers alone when no email address is available, with email taking priority for deduplication when both are present. Walk-in reservations without any identifying information are associated with a generic walk-in contact record to keep reservation deal data clean without polluting the marketing contact database.
Data migration and deduplication
Over 85,000 historical guest contacts were exported from SevenRooms across all three venues and imported into HubSpot using a structured CSV migration. HubSpot's native deduplication on email address consolidated guests who had visited multiple venues into single contact records. Legacy guest tags (including VIP indicators, spending behaviour tags, and special preference flags) were mapped to custom HubSpot properties so the marketing team retained the segmentation intelligence built up over years of operation. Phone number formatting was tested and validated for the Singapore market (+65 prefix handling). Opt-in status was imported as raw truth from SevenRooms, with HubSpot segmentation used to build compliant marketing audiences from that foundation.
Forms, workflows, and sequences
Three lead capture forms were built and configured with embed codes for deployment across all three venue websites, replacing the existing Triple Seat forms and email-link enquiry process. Each form triggers automated actions on submission: sending a confirmation email to the guest, creating a contact record, notifying the assigned sales team member, and enrolling the lead into the appropriate nurture workflow.
Eight nurture workflows were built to cover key re-engagement scenarios, including post-enquiry follow-up for unconverted event leads, post-venue-visit re-engagement, and date-based triggers (such as anniversary marketing from reservation occasion tags). Sales sequences were configured with templated follow-up emails and task creation at set intervals, giving the events team a structured, automated cadence for lead follow-up. Automated deal stage actions were configured so that if no activity occurs within 48 hours of a proposal or agreement being sent, the system creates a follow-up task and moves the deal to a follow-up stage.
Training and enablement
Three dedicated training sessions were delivered to the full Artemis team. Sales Hub training covered the lead qualification workspace, deal pipeline navigation, sequences, playbooks, and message templates. Marketing Hub training covered social media tool connections, email creation using the custom modular templates (designed for all three venue brands), contact segmentation, list building, and workflow management. Admin training covered user management, portal settings, custom property creation, and reporting dashboards. Two reporting dashboards were configured: a sales management dashboard and an individual sales performance dashboard, each with up to 15 reports. A branded, modular email template was designed and built in HubSpot, along with an unsubscribe page, to replace Campaign Monitor and give Artemis full control of email marketing within the CRM.
For the first time, the Singapore-based restaurant and events group's team has a single, unified view of every guest across all three venue brands. A person who dined at one restaurant, attended a corporate event at another, and enquired about a wedding at a third now shows up as one contact record with a complete history. The operations team no longer spends hours reconciling spreadsheets and cross-referencing systems to answer basic questions about guest behaviour.
The events team now has a structured pipeline and automated follow-up cadence for every inbound enquiry. Where previously, unconverted leads simply disappeared after the requested date was unavailable, the system now automatically re-engages those leads with follow-up sequences and nurture workflows. The sales workspace surfaces new leads immediately, assigns them to the right team member, and creates follow-up tasks if a response is overdue. Every enquiry is tracked from first touch through to confirmed booking or categorised close-lost reason, giving leadership visibility into why business is being won or lost for the first time.
The marketing team can now segment the full 85,000+ guest database by venue, event type, visit recency, spending behaviour, occasion tags, and opt-in status, and run targeted campaigns directly from HubSpot without manual exports or spreadsheet wrangling. Real-time reservation data flowing in from SevenRooms means the team can trigger automated post-visit emails, anniversary re-engagement campaigns, and "we haven't seen you in a while" win-back sequences based on actual guest behaviour.
Campaign Monitor has been replaced entirely, consolidating email marketing alongside CRM, social, and reporting in one platform.
With the CRM foundation, integration architecture, and automated workflows in place, our client is positioned to scale its marketing and events operation across all three venues and beyond, without adding manual overhead as the group continues to grow.
