Automating webinar campaign operations

Run a webinar campaign from confirmed event states: registration accepted, event still scheduled, attendance checked, then follow-up released. Keep the event ID and, for a recurring series, the relevant occurrence with each contact’s record. A submitted form, a queued reminder and a completed webinar establish different things.

Map the hand-offs

Name the owner of the event, its time zone, registration route, reminder routes, attendance source and exception queue. Decide which system controls each message and where its result can be checked.

Hold an action when that evidence is missing, and give the exception an owner.

The Zoom account must have the Zoom webinar add-on before the HubSpot sync can be used.

The sync is turned on in HubSpot under Settings > Integrations > Connected Apps > Zoom > Webinars > Global settings; the Sync webinar data toggle carries registrants and attendees into marketing events.

Recordings and transcripts can be synced for none, selected or all Zoom users.

Connect registration and reminders

Choose whether people register directly with the webinar platform or through a separate campaign form. A separate form’s success screen should not promise a place before the webinar registration is accepted. Check required fields, approval settings and who supplies joining information.

In Zoom, approved registrants receive a confirmation email with a join link.

The Zoom integration only accepts and syncs three required fields in the Zoom registration link: first name, last name and email. If the registration link has any other required fields, registration will fail.

Give each reminder one sending owner. Zoom provides settings for whether and when reminder emails are sent to approved registrants and panellists, while a separate campaign tool may have its own send queued.

For each route, record whether the reminder was sent or suppressed for each intended registrant; check the send result and route failures or unsent reminders to the exception owner.

Check the event and registration again near sending, and review every route when the event is cancelled or rescheduled.

Webinar branding in Zoom controls the emails sent to panellists, registrants, attendees and absentees, using HTML and FreeMarker. An account admin can set whether the panellist invitation, the registrant confirmation and the reminder to approved registrants and panellists are sent by default, and can edit the confirmation subject line and added text.

For account-level email-template configuration, see Zoom’s guide to customising webinar email templates.

Registration approval and join links

Manual approval in Zoom requires the host to approve or deny each registrant. The registrant list is divided into Pending Approval, Approved and Denied/Blocked; hosts can approve or deny individually or in bulk, revoke an approved registration, and resend confirmation emails. A denied registrant can receive a custom message.

The browser confirmation page does not display the join link; registrants receive it in Zoom's registration confirmation email. An admin can allow hosts to display join information on the confirmation page when registration occurs less than 60 minutes before the start or after the session has begun. Displaying the join information means the registrant can join without verifying that the email address used to register belongs to them.

Managing registrants requires a scheduled meeting or webinar with registration required.

Establish attendance before follow-up

After the webinar ends, generate the platform’s attendance report and match it to accepted registrations for that event. Zoom’s attendee report can show whether registrants attended when registration is enabled. Participation that cannot be confidently matched, including some dial-in attendance, needs review.

Use attended, confirmed no-show and unknown as campaign outcomes. A missing attendance record in a marketing tool is not proof of absence: HubSpot documents Zoom sync gaps for participants without email addresses and for activity linked to secondary email addresses. Hold attendance-based follow-up until an uncertain record is resolved.

An attendee may need a promised resource; a confirmed no-show may benefit from an available recap or recording. Check that the resource exists and that one system owns each follow-up.

After the event, compare accepted registrations, reminders, attendance outcomes and sent follow-ups. Investigate mismatches against the source records.

Reports are available for the previous year and can be exported as CSV. A report generated before the session should be re-generated to capture the data collected during it. Only polling reports can be generated during the live session, and if a poll is relaunched the report shows only its last occurrence.

A webinar host, an admin or a role with usage report access can generate the reports using a date range or the Webinar ID.

Contacts can be segmented in HubSpot by webinar registration, attendance or engagement, and those audiences used for follow-up campaigns.

Webinar activity also syncs to marketing events and contact records.

Zoom activities for users in the HubSpot account do not create or update contact records, and a contact record deleted previously is not recreated by the integration.