Marketing Webinar Automation: Push Leads to Your CRM

Recently, we have published a massive update of our Livestorm Zapier integration.

Among the triggers available, it enables you to send a ton of useful data on your attendees from your webinars to your apps once the webinar has ended.

Usually, what the other webinar software do — and what we used to do until recently — is that they push the registrants to your CRMs (when there's an integration that is). Which is nice, but not optimal.

Introducing LQL: Live Qualified Leads

Ok, how would you do it then?

Consider the following scenario:

1. People register to my webinar
2. Webinar begins. I do my thing, only 50% of my registrants come to my live session.
3. Webinar ends.
4. My CRM automatically receives all the participants with: a company email, a participation rate above 50% and a given answer to my registration form.

Looks nice right?

Ok cool, but why bother? Why can't I just push all the registrants?

For one main reason: your should only send great marketing qualified leads to your sales team. Otherwise, you'll get a ton of rejected leads and you will waste everyone's time.

How To Send LQLs to Your CRM

In this post, I will teach you how to achieve this with Livestorm, Zapier and a CRM (the one we'll use is Pipedrive but any CRM will do).

Zapier Setup: Livestorm

First, let's head over to Zapier and create a new trigger.

Pick the "Send Registrants When Webinar Ends" trigger. Note that for each attendee it will trigger a Zapier task to send the profile to your CRM.

Set the LQLs parameters

Now, since we want to fetch only a certain type of attendees we want to include an "if filter":

Here I need three properties from Livestorm:

• Email
• The answer to the question "Do you have a Livestorm account?" in my registration form.
• And the "Attendance Rate" property.

Look how I structured my conditions:

• I only want to fetch emails that don't contains "gmail" (I could also add a line for yahoo, hotmail, etc.).
• I only want to fetch profiles that have answered "Yes" to the question "Do you have a Livestorm account?" in my registration form.
• I only want to fetch profiles with an "Attendance Rate" greater than 50%.

One important thing, the answer to the question will only work for webinars that display that question in their registration forms. If the question does not exist for a given webinar the condition will fail and the zap will stop.

Zapier Setup: Pipedrive

Now, let's add a final step in our Zap: the CRM provider. For this example, I use Pipedrive as a CRM software.

In my sales pipeline I have a "To Contact" stage, I want to push those LQLs inside this stage and create deals:

Here's how I configure my Zap's final step:

Nothing special here, ask Pipedrive to create a deal.

Create your deal's title as you want, give it an "Open" status and put it in the right stage (here "To contact"):

Add the first name and last name from the webinar data. Also note that here I have set a custom field for my deals in Pipedrive called "Source". It allows me to filter my deals by source (organic, trial, webinar, etc).

Here I put Livestorm as source (but you could write "Webinars") and I added the "webinar title".

Why? Because then I can group deals when the source contains "Livestorm"** or I could just search all the leads from a specific webinar.

There you go, now you can send Live Qualified Leads from Livestorm to your Sales team inside their CRM.

Want more?

Let's add a Bonus step.

Let's create a deal activity

Why is it important? It will allow you to create a special event each time a deal participate to one of your webinars.

The source field will only fetch the last webinar attended, in the marketing jargon, we say it's a last touch attribution method.

With this trick you can create historical data on their webinar attendance.

Here's how to do it: first you create an activity in Pipedrive .

Then you add the right name, activity type, and you link the activity to the deal id you just created.

Note here that my activity type is "webinar" to add this kind of activity just go to your Pipedrive settings and customise your activity types.

Set the due date with the timestamp for when the webinar has ended and don't forget to mark it as finished.

And here's the result 🎉:

Conclusion

That concludes our big LQL tutorial on how to push webinar leads inside a CRM. Please feel free to send me your feedbacks on the comment section below.