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Case study

Automating Webinar Operations: Integrating HubSpot & Livestorm

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Summary

Client: Turf Tank
Industry: Robotics / Sports Field Technology
Project: HubSpot–Livestorm integration & webinar automation

As Turf Tank scaled its webinar program, managing registrations and attendance across HubSpot and Livestorm required repeated manual imports. The process worked, but it was time-consuming and not built for growth.

I implemented a fully automated system that synced both platforms, handled registrations and attendance tracking automatically, and triggered instant sales follow-up, turning webinars into a seamless, CRM-driven process.

What improved:

  Built a fully automated webinar system inside HubSpot
  Created a HubSpot registration landing page to track visits, conversions, and performance
  Eliminated manual imports between HubSpot and Livestorm
  Saved ~1.5 hours of admin work per webinar
  Reduced sales follow-up time from 24 hours to instant task creation
  Prevented duplicate invites to registered contacts
  Centralized all webinar engagement data inside HubSpot

The Challenge

Turf Tank was running webinars through Livestorm.

Their CRM was HubSpot.

But the two platforms weren’t connected, which meant there was no single, reliable view of webinar performance inside the CRM.

Registration data lived in one system.

Attendance data lived in another.

Sales activity depended on manual updates.

For every webinar, the team had to:

  • Export registration lists
  • Import them into HubSpot
  • Manually exclude registered contacts from reminder emails
  • Export attendance data after the event
  • Import it again so sales could follow up

The process worked, but it was manual, repetitive, and dependent on someone remembering every step.

As webinars became a more important part of their marketing and sales strategy, this setup wasn’t sustainable.

More importantly, it limited visibility. Webinar engagement wasn’t automatically reflected inside HubSpot (the company’s central source of truth), making it harder for marketing and sales to act quickly and confidently.

They needed a system where:

  • Webinar data lived inside the CRM
  • Follow-up happened automatically
  • Nothing depended on manual imports
  • Everyone could see the same, up-to-date information

The Solution

1. Smart Registration System Inside HubSpot

Instead of using an external registration page, I created a dedicated webinar landing page in HubSpot with a connected HubSpot form.

This allowed Turf Tank to:

  • Track page visits and conversion rates
  • See exactly which contacts viewed or registered
  • Improve performance over time
  • Keep all registration data directly inside the CRM
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The registration form included a hidden session field. That field triggered a HubSpot workflow that automatically registered each contact to the correct Livestorm event.

No manual enrollment.
 No session confusion.
 No data gaps.

Webinar workflow livestorm connect (2)

2. Email Marketing Automation

Next, I built the email marketing automation structure inside HubSpot.

First, I created a filtered list targeting only relevant contacts for that specific webinar.

Then I built a 3-step invite sequence:

  • Initial invitation
  • Reminder to non-registrants
  • Final reminder

As soon as someone registered, they were automatically removed from the invite sequence.

This prevented duplicate invites and ensured communication stayed relevant.

(Registration confirmations and event reminders were handled directly inside Livestorm.)

Webinar Emails compressed

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3. Attendance Sync & Sales Follow-Up

After the webinar, attendance data synced back into HubSpot.

I built a workflow that:

  • Identified attendees
  • Automatically created follow-up tasks for the sales team

Before this setup, sales follow-up depended on manual imports and list updates.

Now, tasks are created instantly.

Webinar engagement became actionable CRM data, visible to both marketing and sales in one place.

The Results

With the new system in place:

  • Webinars run without manual data handling
  • Registration and attendance data stay clean and centralized
  • Sales can follow up immediately
  • Admin time per webinar was reduced by ~1.5 hours
  • The process can scale without adding complexity

Most importantly, webinar activity is now fully connected to the CRM.

Marketing knows who registered.
 Sales knows who attended.
 Leadership can see engagement data in one place.

Webinars are no longer just events. They’re part of a structured, trackable growth system.

Why This Matters

When your webinar platform and CRM operate separately, small inefficiencies add up:

  • Delayed follow-up
  • Data inconsistencies
  • Manual work
  • Missed opportunities

But when everything flows through your CRM, you gain:

  • Clear visibility
  • Faster sales response
  • Reliable data
  • A system that scales

That’s what we built for Turf Tank.

Is your CRM built to support growth, or just store data?

If you’re using HubSpot but still juggling exports, disconnected tools, or delayed follow-up, book a free call with a HubSpot consultant to design a cleaner, fully automated system.

Smart automation

Clear data

No friction

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