Webinar integration

What is a webinar integration?

Software integrations connect different tools to create one unified system. Integrations are useful for consolidating data. For webinars, integrations to webinar software make it possible to use a variety of tools for purposes like events management, marketing, advertising and CRM tools.

Some ways that integrations can be used are:

• Event management
• Marketing and advertising
• Customer success

Event management

Webinar integrations that help to manage events can set up payment gateways and add streaming platforms.

Payment gateways

Adding a payment gateway to a webinar helps to manage discounts and create registrations automatically. It is possible to connect apps that let people buy event tickets and push that data to a webinar software. The webinar software can then create webinar registrations automatically. Payment gateways are also a good way to manage discounts and varied ticket types for paid webinars.

Streaming platforms

Some integrations allow for streaming platforms to be embedded into the frame of a webinar software. This helps organizers access detailed attendee data, scale, and grow live events. Having the possibility to stream other platforms in the webinar room allows for more compatibility across different devices or networks and more scalability for really big events.

Marketing and advertising

Webinars are powerful marketing tools and there are integrations that can improve both marketing automation and analytics.

Marketing automation

Marketing automation tools qualify audiences and nurture leads with automated workflows. Automatically add events to your calendar, implement advanced email campaigns, or add webinar registration forms to any landing page with marketing integrations.

Advertising

Webinars integrated with advertising tools can track registrations, create custom audiences, and retarget them later on.

Customer success

Customer success teams can use webinar integrations to manage customer relationships and communicate with clients.

CRM

It is possible to build strong customer relationships by filtering attendee data. Customer relationship managers can push new webinar registrants into their favorite CRM tool to create a contact or deal. Or the information can be used to update an existing contact.

Common webinar integrations

Common integrations include CRM tools (Salesforce, HubSpot, Pipedrive) to sync registrant and attendee data directly into contact records, marketing automation platforms (Marketo, ActiveCampaign, Customer.io) to trigger follow-up sequences based on attendance, calendar tools (Google Calendar, Outlook) for automatic invites and reminders, and workflow connectors like Zapier for anything not natively supported.

CRM integration specifically is where many teams fall short. Livestorm’s 2026 Webinar Benchmark Report found that only 6–8% of customers use native CRM integrations to automatically sync webinar data to their pipeline — the rest either export data manually or don’t track webinar attribution at all. That means a webinar that influenced a deal often shows up in the CRM as “organic search” or another later touchpoint, with the webinar’s actual contribution invisible to revenue reporting. Setting up even a basic CRM integration closes most of that gap.

Editorial & methodology — Written and reviewed by the Livestorm content team. Figures on this page are drawn from the Livestorm 2026 Webinar Benchmark Report (33,786 webinar sessions and 7M+ registrations analyzed). Last updated: July 2026.