Webinar CRM: every registrant becomes a contact, scored by what they did

Every registrant is a contact

The registration page creates the contact, one profile per email address, with no import and no wiring. From then on each action lands on that profile’s timeline: registrations, attendance, watch milestones, poll votes, questions, chat, bookings and emails. The profile shows the three scores, with a small trend line for engagement, and the contact list can be sorted by highest score, so the top of the list becomes the top of your follow-up. The customer data platform page covers what a profile holds in full.

Scores that update as people act

Engagement and buyer intent recalculate the moment a scored action lands, while the webinar is still running. That is what lets a follow-up start from what someone did ten minutes ago instead of from a list you export tomorrow. The points, cooling and bands behind the scores are in the lead scoring section below.

Lifecycle stages that move on their own

Each contact also carries a stage. Most stages follow from what the contact did:

If you set a stage by hand, your choice wins over the automatic rules and stays put.

Segments that keep themselves current

Build a segment from scores, stages, tags, a specific webinar, or “did or did not do this in the last N days”, combined with and, or and not. Ready-made ones cover the usual follow-up lists: registered but never attended, attended but did not buy, checkout abandoned, and Hot (80 and above). Membership updates as events land, and joining or leaving a segment can start an automation.

Buyers are also grouped by how recently, how often and how much they bought, into six groups including champions, at-risk and lost, so you can see who to reward and who is slipping away. You also see each contact’s Heat from 0 to 100 on her What’s next tab, whether she is likely to buy, whether she may leave and, once your account has at least 20 buyers, the day she will probably pay. You can read more on the Sales AI page, and you can read more about segments and buyer groups on the customer data platform page.

A deal pipeline for the people you talk to

Deals sit on a drag-and-drop board. A deal is created when someone books a call on your booking page, or you add one by hand. The board starts with five stages (Booked, Showed up, Won, Lost, No-show) and you can rename, add or remove them, run more than one pipeline, record a deal value, note why a deal was lost, and give each stage a number of days after which a deal sitting there is flagged as going cold.

Scores that start the follow-up

Automations can start when a contact’s score moves into a new band at or above a number you set, when they join or leave a segment, when another automation moves them to a stage, or when a deal of theirs is won or lost. Scores are checked at the band lines, so set the number to one of them: 80 is where Hot and Ready to buy begin. The steps that follow can send an email, alert you by email or move the contact to a stage. The webinar follow-up guide covers what to send to each group.

Lead scoring is the part of a webinar CRM that turns a timeline of actions into the order you call people in. This section covers who is ready to buy, what each signal is worth, and how points, cooling and bands work. If you are choosing a tool, our guide to lead scoring software for webinars covers the 10 signals to score and how to set scoring up in an afternoon.

Who is ready to buy after a webinar

The people ready to buy are the ones who did something costly near your offer. They stayed until the pitch, they clicked through to the price, or they started a checkout and stopped. Registering tells you almost nothing, attending tells you a little, and what someone did in the last third of the session tells you most.

So the useful list after a webinar is not “who registered”. Split everyone into three groups before you send a single follow-up:

The signals that matter, and what each one is worth

Webinar attendee tracking only helps if each action carries a weight. The table uses Webinly’s starting points for its two behaviour scores: engagement (how involved someone is) and buyer intent (how close they are to paying). Treat them as a sensible first guess on any platform, then adjust after a few webinars.

Two patterns are worth noticing. Watch time is a volume signal: it says someone listened, not which way they are leaning. Pitch and checkout actions are direction signals, which is why buyer intent is built from them. And a question is worth more than a chat message, because a question is usually the objection your follow-up has to answer.

How webinar lead scoring works: points, cooling and bands

Points add up per person. Every scored action adds its points to that contact, across every webinar they have been to, so someone on their third session outranks a first-timer who did the same things.

Old points cool off. Without decay, a person who was keen in March still looks keen in September. Webinly halves the value of every point each 30 days by default, so a click from two months ago counts a quarter of a click from today. A scheduled recompute keeps quiet contacts cooling even when nothing new happens.

Bands turn a number into a decision. Engagement reads Cold under 20, Warm from 20 to 49, Engaged from 50 to 79 and Hot at 80 and above. Buyer intent uses the same lines with its own labels: Low intent, Warming up, Interested, Ready to buy. You act on the band, not the exact score.

A worked example. Two people register for the same webinar. The first attends and leaves a quarter of the way in: 5 + 15 + 5 = 25 engagement, Warm, and 0 buyer intent. The second adds it to their calendar, attends, watches past 75% (5 + 10 + 20), answers a poll, is there when the offer appears, starts to pay, then closes the tab before finishing. That is 129 engagement, Hot, and 60 buyer intent that becomes 85 once the checkout counts as abandoned: Ready to buy. The second person is your first call today. If they go quiet, their engagement halves to about 65, Engaged, within 30 days and falls to about 32, Warm, within 60.

Qualification is a different kind of score. Engagement and buyer intent measure behaviour. Qualification, shown as Fit on a contact, measures how well someone matches what you sell rather than what they did. It does not cool off, and it stays blank until there is something to score rather than showing a misleading zero.

Every number above is a default. In scoring settings you can change the points for each action, how quickly a quiet contact cools down, and the thresholds and labels of each band. Watch time is the one exception: the four steps (25%, 50%, 75%, 100%) cannot be set one by one, only replaced by a single number that every step then scores. Changes apply to everyone on the account from the next time their score updates.

Webinly’s contacts and deal pipeline are meant to be the CRM for your webinar leads. If your sales team already works somewhere else, these are the routes that exist today. One limit applies to all of them: the lead’s details travel, while the scores, the timeline and the stage worked out from activity stay in Webinly.

GoHighLevel: a built-in connection

Connect HighLevel on the Integrations page, choose the sub-account, then switch on Sync to GoHighLevel in each webinar you want synced. Each registrant of a free webinar is created or updated there with their name and email, tagged registered when they sign up and attended the first time they join the room. Someone who pays to register reaches HighLevel only when they first join, tagged attended. It is one-way: nothing comes back from HighLevel.

HubSpot, Salesforce and other CRMs: webhooks

There is no built-in connection to HubSpot, Salesforce or any other CRM, and Webinly has no public Zapier app. What you get on every plan is a signed New registration webhook, sent to an HTTPS address you control. It carries the name, email, phone and custom answers the person gave, the webinar and session they chose, their UTM tags and the page they came from. What receives it there and writes the lead to your CRM is yours to set up.

From your registration pages that webhook covers free webinars. Paying for a seat sends Purchase / payment completed instead, and changes to bookings and deals have events of their own. Deliveries are not retried, so your endpoint has 5 seconds to answer.

The API, on Pro and Scale

With an API key your own systems can read registrations and contacts, or add people to a webinar. The API is part of Pro and Scale, and a $9/month add-on on Starter.

A CSV file, for a one-off move

Export downloads your contacts with their email, name, phone, lifecycle stage, tags, dates and custom fields. The scores and the timeline are not in the file. Import works the other way, for a list you already have.

The webinar integrations page has the set-up steps, the full list of webhook events and the limits of each route.

It does not replace a big sales team’s CRM. Webinly can push each webinar’s registrations to GoHighLevel as contacts; the scores and stages stay in Webinly. Apart from that, there is no built-in connection to an outside CRM such as HubSpot. Other CRMs are reached by webhook or the API, as described under Connect the CRM you already use.

A registration does not open a deal. The pipeline holds booked calls and deals you add. Everyone else lives in contacts and segments, which is where most webinar leads belong until they talk to you.

Some parts wait for data. You see the day a contact will probably pay only once your account has at least 20 buyers. Buyer groups only include people who have bought. Fit stays blank until there is something to score.

A score ranks people. It does not sell to them. A Hot contact who hears nothing from you for two weeks cools off like anyone else. The score tells you who to call first; the call is still yours to make.