Which is fine, until you remember that plenty of the people you’d love to have at your event aren’t contacts at all: they’re sitting in your Leads. Prospects Sales is already working with, or people who raised their hand on a form but are not in your contact base yet.

So you invite those leads to the event anyway and Customer Insights Journeys happily registers them as contacts. Now there’s a subtle catch: the new Event Registration points at a contact, while the Lead it actually belongs to is left on the sidelines, disconnected. 🙋