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HubSpot

It’s possible to process webinar registrations using HubSpot forms and connect them directly to WebinarGeek.

Dina avatar
Written by Dina
Updated over a week ago

HubSpot is a popular system for inbound marketing and sales. An important part of the HubSpot tools is the CRM system, with which you can manage your products and the interactions between your company and your customers. WebinarGeek offers an integration with HubSpot with which you can directly add data from WebinarGeek into your HubSpot CRM, which can than be used to follow up on leads or segment contacts. Experience the power of WebinarGeek together with HubSpot!

How does HubSpot work with WebinarGeek?

As soon your HubSpot is connected with WebinarGeek the basis is already set up correctly and you are already able to profit off of the following possibilities:

  • All the webinar registrations are automatically registered or updated in HubSpot.

  • All the viewing behavior and all actions of the webinar viewers will automatically be send over to HubSpot as events. Think about polls, call to actions, questions, evaluation forms, and of course data such as watch time.

  • Every contact in HubSpot will get two custom properties with the date your contact last viewed a webinar and when they last registered for a webinar, which can be used to segment your contacts.

Activate the HubSpot integration

You can connect WebinarGeek to HubSpot following these steps:

Step 1: Click Connect on your integrations page

Go to 'Account' and click 'Integrations' to visit the integrations page. Then expand the HubSpot integration and click 'Connect'. You will be redirected to HubSpot where you either need to login or are logged in already.

Connecting HubSpot to WebinarGeek

Step 2: Select your HubSpot account

Optionally you will need to select the HubSpot account you want to link to WebinarGeek. This page only shows up if the HubSpot username you are logged in to is associated with more than one HubSpot account.

Selecting your HubSpot account

Step 3: Grant WebinarGeek permission to access your HubSpot account

WebinarGeek requires permission to create and update contacts, to access your HubSpot forms (to process new webinar registration), to create timeline events (for webinar activity) and lastly because we require basic information about your account to know which account is linked to your profile. Press 'Grant access' if you consent. You will be redirected back to WebinarGeek.

Granting WebinarGeek permission to access your HubSpot account

Step 4: Your integration is set up!

If the connection establishes successfully you will see a standard set of triggers. From this point onward the integration is up and running and data will be flowing for new subscribers and activity. Feel free to modify or add triggers to fit your needs.

A connected HubSpot integration

Events overview

A set of triggers is created for the connection by default that utilizes the powerful HubSpot Timeline API to send over events with packages of information on the basis of viewer and registration behavior. We will register the following events in this context:

  • New registration

    This will trigger as soon as someone registers for a webinar, a contact is created or updated and an event is placed on the timeline with information about the registration. This is the only trigger that forwards additional registration fields, such as country, phone number, et cetera.

  • New poll vote

    This ensures when someone votes on a poll in a webinar, the contact timeline will notify you for which poll was voted and which answer was chosen using which webinar.

  • New quiz answer

    When someone answers a quiz we will send the answer and whether the viewer was correct or not.

  • New call to action

    When someone clicks on your call to action, fills in a call to action or goes to another website using your call to action, this action will be registered.

  • New viewer

    When someone views a webinar, viewer information is synced, as well as the fact that someone watched a webinar. This also happens when someone that hasn’t watched the live webinar but only watched the replay.

  • New evaluation form

    When someone fills in the evaluation form for the webinar, the questions and answered will be sent to your HubSpot.

  • New webinar question

    When someone views your webinar recording (replay, automated or on demand), they can ask a question by filling in the question box. This question will be sent over to your HubSpot.

  • Successful assessment

    Triggers after a viewer successfully passes an assessment set for your webinar.

  • No show

    Activates for subscribers that didn’t watch the webinar. This trigger fires about an hour after the webinar ends.

  • New chat messages after webinar

    Forwards chat messages sent during the webinar to HubSpot. They will show up as events for the contact in question. This trigger fires after the webinar ends. Keep in mind that the chat messages may not be in proper order in HubSpot.

Please note! HubSpot only supports dates, which means that you will see the start of the day in UTC timezone for all date fields in the timeline.

Example of a filled in WebinarGeek evaluation form's data in HubSpot

Please note! Sometimes you need to enable the WebinarGeek integration in your timeline filters in order to see the events, like in the screenshot below.

HubSpot timeline filters with WebinarGeek integration enabled

Contact properties

As soon as an event occurs for someone, we will create a WebinarGeek 'contact group' within your HubSpot contacts. Here, we save the following data:

  • Last registered webinar date

    The date and time of the webinar someone registered for most recently.

  • Last registered webinar name

    The name of that webinar.

  • Last viewed webinar date

    The date and time of the webinar someone watched most recently.

  • Last viewed webinar name

    The name of that webinar.

  • Last registered webinar local datetime

    The date and time of the webinar the contact has registered to most recently, represented in the date and timezone of that subscriber.

  • Last registered webinar link

    The unique viewing link of the webinar that subscriber registered for most recently.

  • Last registered marketing optin

    Whether or not the subscriber consented to marketing campaigns on the webinar they subscribed to most recently.

  • Last registered webinar source

    The custom registration link the subscriber used for the webinar they subscribed to most recently.

The HubSpot properties will only be added with the trigger "Post event to timeline". When only adding the contact to a CRM list, the properties will not be filled.

Please note! Last registered webinar local datetime and link will only be forwarded for registrations made after March 1, 2021.

Data of a HubSpot contact created by the integration

The properties can be used to segment contacts. Use these, for example, to gain insight into your HubSpot contacts that viewed a webinar in the last month, or registered for the webinar but didn’t join.

Tip! If you use the 'Company' registration field for your webinars, contacts in HubSpot will have a property with their company name. You can configure HubSpot to also create these companies in the CRM and automatically associate the contacts with the right company. You can read more about that here.

Add a contact to a list

Separately from your standard triggers you can also create a custom trigger, for each account and/or for each webinar. The trigger could be e.g. 'New registration', and the second action we make possible is 'Add contact to CRM list'. This action ensures someone is added to your HubSpot list. This can e.g. be used on the basis of specific webinars, where you’d like to place contacts in a specific list.

Please note! Only static lists can be used for this trigger.

A HubSpot CRM list called 'My Webinar List'

Segment and follow-up!

Because we use the powerful Timeline API, you can segment contacts on the basis of all events and custom properties we synchronize between HubSpot and WebinarGeek. This allows you to create a Smart List and use all WebinarGeek properties for it. Let’s say you want to find all people that watched your webinar for longer than 5 minutes, this will be easy using segmentation:

A HubSpot 'Smart List' depicting contacts that watched a webinar for longer than 5 minutes

You may also use the contact properties for this purpose. For example, create a list of viewers that watched a webinar in the last month, and create a custom workflow for this list.

A HubSpot 'Smart List' depicting contacts that viewed a webinar within the last month

Here’s what you could do with this:

  • Look up all contacts that registered for the webinar but didn’t watch it and send them a follow-up email.

  • Look up all the contacts that are the most engaged with your webinars (viewing, polls, call to actions etc.).

  • Follow up on contacts that clicked on the call to action, asked questions or filled in other forms.

  • Filter the contacts based on the people that valued the webinars the lowest or highest on the basis of the evaluation form.

Use HubSpot Forms for new registrations

Important: if you want to use HubSpot forms for new registrations, and your HubSpot integration was already set up before July 22, 2019, please reconnect HubSpot to grant additional permission. This can be achieved by clicking 'Options' next to HubSpot on the integration page and then clicking 'Reconnect HubSpot'.

It's possible to maintain registrations for your webinar processed by HubSpot forms and to send them directly to WebinarGeek. For this, you can create the trigger 'HubSpot: new form filled in'. This trigger is executed once a specific HubSpot form has been completed. Only marketing, pop-up and captured forms are supported.

Select the action 'Register for webinar' and for which webinar (series) it is. You can also choose an on-demand webinar here.

Please note! You need to publish the webinar before you can select it.

Please note! Any subscriber that registers through a HubSpot form will be registered with the timezone that's set in your WebinarGeek account at the moment your webinar is created. This means that emails sent to them will use your account's timezone.

It is not possible to to select more then one broadcast, if you have multiple broadcasts you will need to use multiple forms or a Zapier automation.

Please note! If you’re using the HubSpot form submission trigger for a webinar series, the confirmation email cannot be sent through HubSpot. This is because HubSpot only saves the watch link for the latest webinar someone has signed up for, so the registrant would only receive the link to one of the webinars in the series. When you use WebinarGeek’s own confirmation email the viewer will receive all links.

Creating a HubSpot form submission trigger

Optionally, you can also enter the URL of the page where the form is completed. This URL can be from a HubSpot page, but it can also be a URL on an external website. This grants you an unlimited number of options for having webinar registrations received and processed via HubSpot.

Make sure you enter the full URL including "https://". Also, keep in mind that we get everything in the URL after and from a question mark (?) when we process the forms. Therefore, you should not fill in or use this part of the URL. So, if you enter https://www.webinargeek.com/page and someone registers at https://www.webinargeek.com/page?utm_campaign=newsletter, we will process this registration without any issues.

It is important to know that:

  • Only marketing, pop-up and captured forms are supported.

  • WebinarGeek only processes the "first name", "last name", "email" and "company" fields from the HubSpot form.

  • The fields "email" and "firstname" are required to be used in your HubSpot form. Depending on your webinar, the 'company' or 'last name' field is also mandatory (you can set whether this field is mandatory).

  • Registration is not possible if you operate "progressive fields" in your HubSpot form. This ensures that mandatory information such as "first name" is not in your form (because it will be withdrawn from the form as a field).

  • New registrations will be processed within 5 minutes and therefore the confirmation email will also be sent then.

  • If you create a trigger, only registrations from that moment will be processed. So if you already had registrations on your HubSpot form, these will not be processed.

  • HubSpot registrations receive 'HubSpot' as the value for the registration source in the field of registration, so you can measure exactly who comes from HubSpot.

  • Custom fields are only included as timeline properties. If you add a custom registration field, like 'membership number', it is sent along with the trigger 'New registration'. You can view it but you can't use it for workflows or personalization.

Use HubSpot to send webinar confirmation emails

It's possible to send your own custom confirmation emails through HubSpot instead of using the confirmation emails in WebinarGeek. You can achieve this by using custom properties, marketing emails and a custom workflow.

Just note that it won't work well for webinar series. Because registrations for a series arrive almost simultaneously in HubSpot, sending multiple emails does not work well. It works great for non-series live and on demand webinars.

First, you need to create an email to use as a confirmation email, it will need to be an 'Automated' email. You need to use two properties here:

  1. 'Last Registered Webinar Local Datetime', which is the date and time the webinar takes place in the timezone of the subscriber.

  2. 'Last Registered Webinar Link', which is the unique viewing link to watch the webinar for the subscriber.

The email may look as follows:

An example of a confirmation email sent through HubSpot

You can add the two custom properties using the 'Personalize' option. These are both 'Contact' properties. Keep in mind that when it’s an on demand webinar there is no 'Last Registered Webinar Local Datetime', because an on demand webinar has no date. Therefore you may want to add this conditionally.

For the 'Watch webinar' button, click on the button to edit it and then use the URL:

{{contact.last_registered_webinar_link}}. If you want the link to redirect on the "add to calendar" page, use another tag: ?add_to_calendar=1. So in your custom confirmation email you link to: {{contact.last_registered_webinar_link}}?add_to_calendar=1

As 'Link URL', like in the following example:

Editing a button in HubSpot

Next, you need to create a workflow that sends the email as soon as a contact subscribes to a (new) webinar. Do the following to create such an automation workflow:

Create a workflow with a Contact property enrollment trigger, to trigger when property 'Last Registered Webinar Link' equals 'is known'. This ensures that it triggers every time the watch link updates, so every time someone registers to a new webinar.

As action you send the email you just created.

Creating an email workflow to send contacts confirmamtion emails

You click on the enrollment trigger and then go to the 'Re-enrollment' settings. Here you allow contacts who meet the criteria to re-enroll to your workflow. This ensures that when a contact subscribes for a second webinar later a new confirmation email is successfully sent.

Configuring the 'Re-enrollment' settings to allow contacts who met the criteria once to re-enroll to your workflow

And finally, you go to your webinar in WebinarGeek, click 'Edit webinar', click on 'Emails' and then edit the confirmation email and disable it. This ensures that the confirmation email is only sent through HubSpot and not also through WebinarGeek.

And that should be it, you can now register for your webinar and if all went well an email is now sent through HubSpot confirming the registration. You can verify this through a contact’s timeline, which is also a good place to go to see if all went well:

Action history showing someone signing up for a webinar and a confirmation email subsequently having been sent

Multiple viewing links for HubSpot contacts

You naturally want your viewers to receive the right link if you have registrations running for multiple webinars. Because only the latest webinar viewing link is available in HubSpot as Contact Property, you’ll have to save each viewing link separately when there are multiple viewing links for a single contact.

Below is an example of an Automation Workflow with which the viewing links are saved in a separate property so that you can use them in your emails both individually and simultaneously.

Example of a HubSpot automation workflow that saves multiple viewing links per registrant

The Automation Workflow above ensures that, when the ‘Last registered link’ is known, this will be saved in a new property based on the title, in this case Webinar A or Webinar B. You could also, for example, split that based on date. Once the automation is done, the links for each webinar will automatically be placed in the property.

You can choose to create new properties for saving the links in the Workflow.

Choosing an extra option

If you are sending confirmation emails for both on demand and live webinars, then you may want to make the section in the email about the date and time conditional, as this does not apply to on demand webinars. A way to do this would be to add an if/then branch to your workflow. If the webinar link contains the word "ondemand" then the registration is for an on demand webinar, so you could send a different email not containing the date and time if that condition is met.

Making the date and time conditional for confirmation emails

About reminder and follow-up emails

It should, in theory, also be possible to send reminder and follow-up emails through HubSpot, but this requires more complex workflows. You could, for instance, create a workflow that triggers when the 'Last Registered Webinar Date' is one day away for a contact, and then send a one-day reminder email using the 'Last Registered Webinar Link'. However, if a contact subscribes to another webinar in the meantime, this will not work as these properties are then both updated. Unfortunately, HubSpot does not allow timeline properties to be used in emails, as that would make this all possible.

Use a marketing opt-in field for HubSpot

You can use WebinarGeek’s consent field feature as a marketing opt-in field for your HubSpot integration.

Creating a marketing opt-in consent field for an individual webinar

To use a marketing opt-in field for one individual webinar:

  1. Find the webinar in your overview.

  2. Click ‘Edit webinar’.

  3. Navigate to ‘Registration’ > ‘Registration fields’.

  4. Click ‘Add consent field’.

    Adding a consent field to your webinar

  5. Choose an internal title and the text to display next to the consent field’s checkbox.

  6. If you want the field to be mandatory, make sure to check ‘Make this field mandatory, registration without consent isn't possible’.

  7. Choose how to display the policy.

  8. Check the email opt-in field checkbox.

Entering the consent field's information

The consent field will now be visible on your webinar’s registration page.

Creating an account-wide marketing opt-in consent field

To use a marketing opt-in field for every webinar in your account:

  1. Navigate to ‘Account’ > ‘My account’ > ‘Consent fields’.

  2. Choose an internal title and the text to display next to the consent field’s checkbox.

  3. If you want the field to be mandatory, make sure to check ‘Make this field mandatory, registration without consent isn't possible’.

  4. Choose how to display the policy.

  5. Check the email opt-in field checkbox.

  6. Use the dropdown menu to choose which languages this consent field should apply to.

Tip! You can always disable the consent field for individual webinars by editing the webinar and disabling this consent field.

Adding an account-wide consent field

Your consent field will now be visible on all your new webinars’ registration pages if they match the chosen language.

How the marketing opt-in field works with HubSpot

When someone subscribes to a webinar with the marketing opt-in consent field, HubSpot will receive data on whether the user checked the consent checkbox or not.

This data is forwarded to HubSpot as a property with the name ‘last_registered_marketing_optin’.

Please note! This property saves the consent data for the most recent webinar the user subscribed to. Subscribing to another webinar afterwards will overwrite the data.

If someone checks the consent checkbox, the property will be set to ‘Yes’.

Should they not check the consent checkbox, it will be set to ‘No’.

If there is no consent checkbox on the registration page, the property will be empty.

Please note! Most HubSpot accounts will make use of this property automatically, but some might have to configure it manually. Please contact us on the chat if you experience any trouble.

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