Recently, at Livestorm, we released our very first native webinar integration with Zapier. Now, Livestorm can communicate with over 500 apps.
This is a huge source of opportunities for any marketer in terms of webinar integrations. This post will walk you through different examples of zaps to automate your webinar workflow.
It does not matter if you are a beginner or a Zapier ninja, we are going to cover all levels.
Plus, with the release of Zapier multi-steps zaps we will be able to do some pretty cool stuff. They recently posted a great blog post on multi-steps zaps.
But enough talk. Let’s take a peek at how Zapier will change the way you do webinars on Livestorm.
1. [Beginner] Webinar mailing list + Notification system
Pain point addressed: managing your attendee data
Ok, let’s start with an easy one. Thanks to webinar integration, instead of downloading a CSV and export your list of attendees to your Mailchimp (or whatever tool you are using), this zap will automize the whole process.
First, add your Livestorm app (for example 😎):
Choose “all webinars”. You don’t want to duplicate the zap for every single webinar right? Once it’s done, it will fetch a data sample to work on. Now let’s add Mailchimp to the next zap. Just pick a list and add the email in the right fields. Still pretty easy.
Pro tip: use the “Find subscriber” instead of creating a new one. This way you make sure you don’t have any duplicates.
Time to move to Slack (but it could be Gmail, Hipchat, etc.). Select the trigger "send a channel message", pick the channel and template your message.
Don’t hesitate, go crazy and don’t waste any data :)
(optional) Final step, enrich that profile for free
At Livestorm, we recently discovered Amplemarket Fetch. It’s an online tool that enables you to enrich any email via an API. All you have to do is link the tool to your Slack and get the API route.
Now, go to your zap and another step. This time, choose the “web hook” app. Pick the “Get” type. In the URL field, add your Amplemarket Fetch API route and replace the email parameter with the email template from your first zap. Like this:
Voilà, you’re done. Next time someone registers to your next webinar, you will automatically record his email, notify everyone on your team, and provide insights on their profile. Without raising a single finger. How awesome is that?
2. [Medium] Automize your webinar dashboard
Pain point addressed: doing webinar reporting.
Let’s increase a little bit the difficulty here. Webinar reporting is a pain. Hopefully, we already provide CSV exports for all your webinars at once, but what if you could do this automatically?
Thanks to our webinar integrations you can create a kick-ass spreadsheet dashboard with your webinar data that updates itself automatically.
First, let’s establish what kind of data we want to display:
- Name of the webinar of course (to filter)
- Date of the webinar
- Number of registrants
- Number of attendees
- Did the attendee ask for a demo?
That sounds pretty good already. Now, let’s start with adding a first Livestorm zap.
Every time someone registers to your webinars, create a row in a Google Spreadsheet sheet with the following data:
- Webinar name
- Answer to the demo question
- Webinar date
Pro tip: format properly your webinar date so that Spreadsheet can understand that this is a date format.
Want to go a little bit further? You can duplicate this zap and replace the first action with “When an attendee joins a webinar” trigger and the exact same configuration and data.
Why are we doing this? We want you to be able to see who has actually joined a webinar.
Now that you have data logged, you can start messing around with your spreadsheet and generate graphs. I suggest you create a dashboard sheet that will manipulate your data in your logs sheet. This enables you to generate a global conversion rate (registrants/attendees).
3. [Beginner] Webinar integration with your marketing automation tool
Pain point addressed: doing follow up and sort your attendees is time-consuming.
Want more? Here’s a cool zap that I implemented for Livestorm in order to tag our webinar attendees and potentially retarget them.
Actually, in that case, Livestorm is just a data source. We’ll use our marketing automation to do all the heavy lifting.
FYI, as a marketing/email automation tool, we use Drip. I highly recommend it. It’s extremely easy to setup, the UX is top notch, and not extremely expensive considering all the powerful features (e.g liquid templating).
Plus, they already have automatic email sequences built-in for webinars! Here's what Zach, Growth Marketer at Drip told me about this workflow:
At Drip, we created a Webinar Workflow Blueprint that anyone can use to automate their webinar communications. This blueprint show you how to segment subscribers in three phases: post-registration, non-attendees, and attendees.
The beauty is, once you set this system up, you can use it over and over. Automation gives you the freedom to just focus on promoting your webinar--because you know Drip will automatically send the right emails to the right person at the right time.
First, let’s create a zap source using Livestorm. This is standard, let’s pick the "attendee registered" trigger. Pick “all webinars”. And here you go. Now move on to the next step.
Create a Drip zap (or any other marketing automation tool). First, you want to add the attendee to your list of subscribers.
Then, move on to the next zap and create a Drip “event”.
Events work just like any analytics tool. It is super useful because you will be able to segment your subscribers or fire triggers inside Drip based on that event.
Let’s call our event “Session attended”.
Pro tip: I use Segment object model framework to name my event. For example, I won’t use “Paid Subscription”. But rather “Subscription paid”. This way, I always know what object is concerned. I can modify the action on that object in order to create another event.
Note: you can duplicate this zap and modify the trigger source to create another event. For instance, if I put as a trigger “Attendee joins webinar”, I can send the event “Webinar joined”. Which allows me to trigger different actions knowing if the person as attended or not the webinar.
From there, you can do a bunch of cool stuff. Drip has a WYSIWYG automation tool that allows complex webinar integration workflows.
- You can wait a day before the attendee has joined the webinar.
- After that, you push him inside the campaign “Webinar follow up”.
- Then you create a “Goal”.
- If the person clicks on a certain link inside your e-mail during your campaign, then you can mark them as “prospect”.
- And send them to Pipedrive (or any CRM).
Easy right? It only takes 20 minutes to implement and saves you a lot of time. Of course, this example is pretty basic we can do much more complex stuff.
4. [Advanced] Algorithm filter to spot VIP webinar attendees
Pain point addressed: It is hard to detect VIP and potential prospect inside your audience.
This is probably the most advanced example of webinar integration, it requires some (very) basic understanding of APIs work but it’s super cool once it works.
Note: for this zap, we will use Clearbit to enrich our emails. Clearbit is an API that fetches public information available on that person, their company info and more.
Just to give you an idea of the global workflow:
- We will fetch our attendees one by one via Livestorm.
- Push the email to the Clearbit API.
- Enrich that email with all the cool information that we need.
- Filter the profiles to prevent the push of non-VIP leads.
- Push them to your CRM
First, let’s tackle that first zap. Create a basic trigger when an attendee registers to any webinar. Then add a web hook zap, with a POST request to Clearbit to send the email.
Once you get a response from Clearbit, you can manipulate that data. What we’ll do is create a filter action.
As you can see, we want only companies with over 1000 employees and an Alexa rank below 50 (top 50 websites). Those standards are super high, you will only get big names with that filter. Typically, Netflix fits in that category.
But you can get creative and filter according to your typical VIP profile.
The rest is pretty straight forward. Just create a [Insert CRM tool here] action. You can even create a very detailed profile based on the data you just fetched with Clearbit. Even phone number. Which is pretty awesome for your sales rep.
And voilà. Advanced, but still easy once you get the idea, right?
Let me know in the comment what you guys think of those workflows, how would you improve them, and don’t hesitate to suggest other examples.