How to prepare for a webinar with GoToWebinar and HubSpot

Last updated: May 16, 2018

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In planning for your webinar, decide on your target audience and think about content that appeals to them. You should then carefully plan your content to be enticing, useful, and interesting to your audience. Before you begin, it's good to have a sales follow-up plan and to make sure your sales team agrees with the goals of the webinar.

Navigate to Integrations

In your HubSpot account, click your account name in the top right corner, then click Integrations.

Click GoToWebinar Settings

From the Integrations screen (and Your integrations tab), click Settings in the GoToWebinar section.

Turn your webinar on

Turn your webinar on by clicking the button to ON to enable the sync between HubSpot and GoToWebinar. You will not have to go back to GoToWebinar again until you actually deliver the webinar.

Set up your Webinar landing page

Now that your webinar is on, it's time to start getting registrants for it. How to set up the landing page to capture registration for your webinar depends on whether or not you are using HubSpot landing lages.

If you're using HubSpot landing pages...

You can configure a landing page to register a contact for a selected webinar in GoToWebinar when the contact converts on a certain landing page. The registration form will store the user information as a HubSpot lead. To register contacts, you will first need to create a landing page and associate it with your webinar via the form module. 

Note: If you're using a landing page created in a different CMS, you should use GoToWebinar's "Share Your Webinar" settings to invite attendees.

Once your landing page is set up:

  • Locate your form module in the page editor and click on the module to edit it.
  • In your form options, scroll down to the GoToWebinar Registration section and use the dropdown menu to select the webinar you want this form to collect registrants for.
  • Click Save and go to module list.

After you have selected a webinar, click Publish. Whenever anyone converts on this landing page, they will be immediately sent to GoToWebinar and appear as a registrant in your Registrant List. 

Please note:

  • If you're not using HubSpot landing pages or forms, log into GoToWebinar to use the Share Your Webinar option under Manage Webinar Settings to invite attendees using a registration URL.
  • There is no relationship between the GoToWebinar registration page and your HubSpot landing page. Using a HubSpot landing page means that you do not need to use the GoToWebinar registration page.
  • The integration does not pull in any fields from the GoToWebinar registration page. This means that you'll need to recreate the questions that you normally ask on your GoToWebinar registration page on your landing page.

The integration only passes First Name, Last Name, and Email to a contact record. Any additional information in HubSpot or GoToWebinar will not be available in the other system.

If you're using embedded forms

You can enroll contacts for a webinar if you are using an embed code generated from the forms tool. Please note that when anyone converts on a form, the submitter will be immediately sent to GoToWebinar and appear as a registrant in your Registrant List. To accomplish this, generate a form embed code as you normally would, but add a new identifier for the webinar in the embed code -- goToWebinarWebinarKey: 'your key here'.

HubSpot Help article screenshot

You can find the goToWebinarKey in your GoToWebinar account in the URL for a selected webinar.

HubSpot Help article screenshot

Create your emails

Now it's time to drive traffic to your landing page to get some registrants. Email is the best channel to drive submissions on webinar landing pages, so it is best practice to create at least one promotional email per webinar.

You can also create emails for different segments of your contacts database based on webinar activity (you can learn more about how to create segments in HubSpot in the next step).

Here are ideas for emails that you can create in addition to your promotional email:

  • Reminder emails to keep the webinar top of mind for your registrants.
  • Thank you emails for those who attended.
  • Sorry we missed you email for those who registered but didn't attend.
  • Schedule a demo email for those who attended and have a high lead score.

Please be aware that the integration does not have an automated mechanism for inserting personalized links from GoToWebinar within HubSpot emails.

Segment registrants and attendees

With your landing page configured and your emails written, your next step is to create the lists and workflows to make sure the right contacts are receiving the correct targeted email. 

From the lists tool (Contacts > Lists), you can create a new list and segment contacts using the GoToWebinar webinar status filter.

If you're using HubSpot landing pages:

Registrant data is added to HubSpot in real time, and attendee data is added to HubSpot 15 minutes after your webinar is over.

If you're using landing pages created in another CMS:

Registrant data is automatically added to HubSpot approximately 15 minutes after people become registrants in GoToWebinar. Attendee data is added to HubSpot 15 minutes after your webinar is over.

Nurture registrants and attendees

Once you've created your lists, you can use them to send one-off email blasts or as a starting condition in a workflow to send emails to your different segments. Using these lists is particularly convenient for automating emails near the time of certain events, like registration and attendance and changing contact properties.

Set up lead scoring

Now that you have all the historical data that you want in HubSpot, you can incorporate this data into your lead score criteria to make sure that your lead score is accurate and up to date. In your HubSpot account, click the settings icon settings in the main navigation bar. In the left sidebar menu, click Marketing > Lead Scoring. You can change a lead's score based on whether or not they've registered for or attended your webinars.

Promote your webinar

It is important to promote your webinar in order to get good attendance and to develop enthusiasm for the meeting. Create a promotion plan and determine which lists, blogs, and partners you'll use to promote registrations.

Here are some tips on how to promote your webinar:

  • Publish it on your home page and blog.
  • Post it to LinkedIn Events and Facebook Events.
  • Publish it in the news section of LinkedIn Groups you're affiliated with.
  • Send an email to your own LinkedIn and Facebook Group members.
  • Tweet about it on Twitter.
  • Send an email blast to your mailing list or newsletter database.
  • Find relevant blogs and forums where your target audience is spending time online.

Prepare yourself before the webinar

Make sure you practice and rehearse, and test your technology. Have someone on your team dial-in to make sure the number is working for participants. Have this person send you a question so you know it's working (and can see what it will look like inside the webinar software).

Close all unnecessary applications, especially Outlook, Instant Messenger, etc. You do not want any personal or confidential info displayed, and you don't want to interrupt the webinar with any notifications that pop up.

Call into the meeting at least 15 minutes early. This is a good idea so that attendees know they are in the right meeting.

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