Webinars provide businesses with an opportunity to showcase expertise, engage their audience, and generate highly-targeted, quality leads. However, the success of a webinar goes beyond just great content. The experience—from registration to follow-up—must be seamless, professional, and well-integrated into your marketing funnel.
That’s why, as a seasoned webinar marketing agency, we recommend integrating HubSpot and Zoom for your webinars. Zoom is a widely recognized video conferencing platform, ensuring ease of use for attendees. However, while Zoom’s native webinar module offers a lot of backend features like landing pages and forms, it doesn’t offer many customization and visual features.
HubSpot Marketing Hub, on the other hand, does offer a slew of robust visual and customization options when it comes to landing pages, forms, and emails. It also provides full funnel visibility into the leads you generate and nurture, allowing you to track and optimize every aspect of your webinar marketing strategy in one integrated space. When used together, Zoom and HubSpot’s tools create an optimal webinar experience that enhances engagement, boosts conversions, and maximizes ROI.an optimal webinar experience that enhances engagement, boosts conversions, and maximizes ROI.
In this article, we’ll walk you through how to integrate HubSpot and Zoom, explain why integration is crucial, and outline the key benefits at every stage of the webinar process—from promotion and execution to follow-up and ROI attribution.
How to Integrate HubSpot and Zoom for Webinar Hosting
Integrating HubSpot and Zoom Webinar allows you to sync webinar registrations, track attendance, and automate follow-up processes. All of this becomes centralized inside your CRM, which means you don’t need to toggle between Zoom and HubSpot to manage your webinar setup and follow-up.
In an era where marketing has become so fast-paced, shaving off the time it would otherwise take for marketers to import and export between the two platforms means greater overall ROI from virtual events. setup and follow-up. In an era where Marketing has become so fast paced, shaving off the time it would otherwise take for marketers importing and exporting between the two platforms means greater overall ROI from virtual events.
Follow these steps to ensure a smooth setup:
Step 1: Connect Zoom to HubSpot
- Log into HubSpot and navigate to the App Marketplace.
- Search for Zoom and click Install App.
- Follow the prompts to authorize Zoom by entering your credentials.
- Once connected, ensure Zoom and HubSpot have the necessary permissions for data sharing.
Step 2: Set Up Webinar Registration in HubSpot
- Create a landing page in HubSpot with a registration form.
- Map form fields in HubSpot to Zoom’s registration fields to ensure attendee details sync properly.
- Use Zoom Webinar’s email settings to trigger confirmation emails and a calendar invite upon successful registration.
Step 3: Automate Pre-Webinar Communication
- Suppress contacts who already registered for your webinar from marketing promotions and website pop-ups.
- Set up emails in Zoom Webinar Settings to remind registrants about the event (we recommend 24 hours and 1 hour before the event start time).
- Personalize emails with dynamic content to boost attendance rates.
Step 4: Sync Attendance Data with HubSpot
- Once the webinar ends, HubSpot automatically logs attendance details as “Calls” on each contact’s record without having to do manual exports/imports from Zoom.
- Use this data for lead scoring and to segment for appropriate follow-ups.
- Analyze engagement metrics to identify high-interest leads.
Why the Integration Matters: Maximizing Webinar ROI at Every Stage
Webinars aren’t just about delivering content—they’re about driving business results. Here’s how the HubSpot-Zoom integration enhances ROI at each stage:
Pre-Webinar Benefits
- Analyze Promotional Campaigns: Identify which marketing channels (email, social media, ads, etc.) drive the most registrations.
- Improve Email Targeting: Automatically remove registrants from ongoing promotional emails, preventing redundant messaging.
- Automate Outreach: Use HubSpot workflows to personalize invitations and scale webinar promotion effortlessly.
Webinar Experience Benefits
- Interactive Features: Zoom offers polls, Q&A sessions (anonymous or public), and chat to enhance engagement.
- Seamless Viewing: Attendees can see both the presenter and presentation materials simultaneously, creating a professional and immersive experience.
- Real-Time Monitoring: Track participant activity and engagement metrics during the event and see that behavhior in HubSpot.
Post-Webinar Follow-Up Benefits
- Attendance Tracking: See who attended and for how long, which is crucial for qualifying leads, all in HubSpot without needing to touch Zoom’s platform directly.
- Lead Scoring: Assign scores based on attendance duration and interaction levels.
- Automated Follow-Ups: Trigger email sequences based on attendee behavior (e.g., those who stayed the entire session receive a different follow-up than those who left early).
Making the Most of Your Webinars
Integrating HubSpot and Zoom simplifies webinar management and ensures a high-quality experience for attendees while optimizing lead generation and conversion efforts—all in one location rather than needing to bounce between platforms. By leveraging automation, data tracking, and engagement tools, you can streamline workflows, personalize interactions, and boost ROI of each webinar event.
Ready to take your webinars to the next level? Start integrating HubSpot and Zoom today and turn your virtual events into powerful marketing assets!
Need help setting up your integration? Contact us for expert assistance!
