If you’ve ever hosted a webinar, you’ll know how much work is involved before the event is even announced. Coordinating marketing, invites, and post-event tasks is crucial for a successful webinar.
But it also takes a lot of work when done manually.
HubSpot webinar integrations make it a breeze to host a webinar for your contact list and beyond. In this blog, we’re looking at how you can integrate the most popular webinar tools — Zoom and GoToWebinar — and use HubSpot resources to launch your event from within the HubSpot CRM.
HubSpot offers two separate integrations for webinars: Zoom and GoToWebinar.
Let’s look at Zoom first.
One of the main benefits of integrating HubSpot and Zoom is that you can add Zoom video conference links to any scheduling page. You can also add participants to your Zoom webinars using a Workflow. Or, access the recordings from the contact timeline, depending on your HubSpot subscription.
To connect to Zoom, find the Zoom HubSpot integration in the HubSpot Marketplace and click Install app. Note that you’ll need super admin permissions to do this. Once you click Install app, log in with your HubSpot credentials and grant Zoom access to your account.
Individual users can also link their personal Zoom to HubSpot once a super admin does the initial setup. Doing this will allow you to schedule a meeting from any contact record. You can also use this link in your HubSpot meetings links to automatically include a Zoom link in your calendar invitations.
You can also segment contacts with the HubSpot Zoom integration based on their webinar behavior. Properties like Average Zoom webinar attendance duration and Total number of Zoom webinar registrations will let you gauge their interest in your business.
Next, you can also use the GoToWebinar HubSpot integration. The process here is very similar. First, go to the Marketplace and find the GoToWebinar HubSpot integration. Once again, HubSpot will prompt you to log into your account.
The difference with GoToWebinar is that you’ll be able to select whether to sync your webinars manually or auto-sync them. You do this in the GoToWebinar dashboard — where you can see past and future events — and click the checkbox that reads Sync to sync that specific webinar or the checkbox that reads Auto-sync data from future webinars to, well… auto-sync data from future webinars. Easy peasy.
With the GoToWebinar HubSpot integration, create landing pages so that contacts who submit a form are automatically enrolled to the webinar. Or you can embed a HubSpot form wherever you host your landing pages.
For B2B companies especially, hosting a webinar is one of the most successful lead generation strategies. A webinar can signal your expertise to potential customers and allows you to interact directly with them. Plus, anyone willing to commit 30-45 minutes of their day to your webinar (that’s the range most webinar attendees prefer, according to CloudInCome) is likely invested in your business and could be ready to convert shortly after the event.
That said, HubSpot’s mix of marketing, sales, and customer service features make it the perfect tool for managing your webinar from planning to post-event tasks like follow-ups and retargeting.
Pre-event, have your marketing team create a Campaign to store all landing pages, forms, email Campaigns, and other collateral for easy event promotion. Use Workflows (more on that below) to track your contacts’ registration and attendance and send timely notifications like event information and resources.
During the event, track who attended and for how long and create tasks for your sales reps based on contacts’ behavior.
And post-event, follow up with attendants and those who missed the live event to learn more about their needs and/or whether they’re ready to speak to your team.
We recommend setting up a HubSpot Campaign to store all your webinar-related assets. Next, you can create three separate Workflows for invitations, registrations, and post-attendance communications.
First, create a Contact-based Workflow to invite contacts to your webinar. To determine who to invite to the webinar, use Workflow enrollment triggers to filter contacts by lead status, lifecycle stage, and more. Add the invitation emails to the Workflow and set a goal. The goal of the invitation Workflow is for the contacts enrolled to register for the webinar. So, set the goal of the Workflow to Webinar Status = Registered (the exact field used for this will vary based on if you are using Zoom or GoToWebinar). Now, once you’ve activated the Workflow, you can easily measure the success of the Workflow and prevent them from receiving further invitation emails.
Next, create a Contact-based Workflow to use after attendees register for the workflow. The registration Workflow will enroll anyone who’s signed up and trigger either a confirmation email or whatever Campaign you’ve planned leading up to the webinar. Use the webinar registration property relevant to your webinar integration to enroll contacts that have registered for this webinar.
And finally, create a third Contact-based Workflow for contacts that attended the webinar and contacts that registered and didn’t attend. The post-attendance communications will focus on sending follow-ups like resources and the option to schedule a call with your sales team. You can segment the post-attendance Workflows by those who attended and those who didn’t and target them with the appropriate language.
Enroll now to get a step-by-step walkthrough for managing Webinars in HubSpot using Workflows (and Salesforce Campaigns if you're integrated with Salesforce) in our HubSpot Salesforce integration course!