Webinar CRM and lead scoring: see who is ready to buy

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.

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.

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.

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.

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. Predictive churn and lifetime-value bands unlock once an account has enough purchase history; they show as low, medium or high.

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.

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.

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. Predictions stay hidden until there is enough purchase history. 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.