2 min read

Women in Revenue HUG | Turning Webinars into Pipeline with HubSpot and Bonzai Demio

2024 March 14 15:22 GMT-06:00

In the dynamic world of digital marketing, webinars have emerged as a powerful tool to engage and convert prospects into valuable leads. However, the real challenge lies in transforming these attendees into a tangible pipeline that drives business growth. Today, we delve into a strategic approach that leverages the synergy of HubSpot and Bonzai to turn webinar attendees into Sales Qualified Leads (SQLs).

Understanding the Power of Automated Events

The first cornerstone of our strategy is the utilization of automated events. Data reveals a compelling narrative: attendees are significantly more focused during automated events compared to live ones. This heightened focus is attributed to the flexibility automated events offer, allowing participants to engage with content at their most convenient time, thus minimizing distractions.

Automated events, powered by platforms like Bonsai's Demio, offer a pre-recorded yet interactive experience. This format not only respects the audience's time but also ensures consistent delivery of your message, maximizing the impact of your content.

Crafting an Engaging Webinar Funnel

The essence of our strategy lies in constructing an automated webinar funnel that works tirelessly for you. This involves a series of steps designed to capture, engage, and convert your audience with minimal ongoing effort.

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  1. Content Creation: Start by recording your webinar, focusing on delivering value and addressing the pain points of your target audience. Incorporate interactive elements like polls and Q&A sessions to keep the audience engaged.

  2. Integration with HubSpot: Ensure that your webinar platform seamlessly integrates with HubSpot. This allows you to capture valuable engagement data such as poll responses, questions asked, and resources downloaded, enriching your lead scoring model.

  3. Promotion: Utilize a mix of paid and organic channels to drive traffic to your webinar registration page. Leverage your network, including partners and affiliates, to broaden your reach.

  4. Registration and Reminder Process: Create a compelling registration page that highlights the value of your webinar. Utilize HubSpot's capabilities to send targeted reminders to increase attendance rates.

  5. Post-Webinar Engagement: After the webinar, use the engagement data collected to segment your audience based on their interactions. Tailor your follow-up communications to address their specific interests and move them further down the funnel.

Leveraging Engagement Data for Lead Scoring

A critical component of this strategy is the effective use of engagement data to refine your lead scoring model. By integrating webinar engagement metrics into HubSpot, you can identify the most engaged attendees who are more likely to be ready for a sales conversation.

Consider factors such as the duration of attendance, interaction with polls and resources, and questions asked during the webinar. This data provides a richer context for scoring leads, enabling you to prioritize those with the highest potential for conversion.

Automating the Follow-Up Process

Automation plays a pivotal role in efficiently moving leads through the funnel. Set up automated workflows in HubSpot to nurture leads based on their engagement level and interests. For highly engaged leads, trigger actions that facilitate a smooth handoff to the sales team, ensuring they are equipped with all the relevant information to personalize their outreach.


Transforming webinar attendees into a robust pipeline requires a strategic blend of engaging content, smart integration with CRM tools like HubSpot, and a keen eye on data-driven insights. By automating key aspects of the process and leveraging engagement data for lead scoring, you can create a scalable system that not only generates leads but also nurtures them towards becoming valuable customers.

In the ever-evolving landscape of digital marketing, this approach offers a path to harmonize your efforts, turning the chaos of lead generation into a calm, systematic pipeline that fuels business growth.

Lucas Munisteri

Written by Lucas Munisteri

Engineer turned marketing guru. After many years in the engineering space, it was time to get off of the crazy roller coaster and start my own company so I could be there for my family.