Play 22Inbound · Outbound

Webinar & Event Attendee Capture

Webinar & Event Attendee Capture is a six-step inbound and outbound play for email and LinkedIn, from “Capture registrations” to “Log to CRM”. It uses Luma, Zoom, Clay, Apollo, Findymail and three more tools.

Kenny Damian, Co-founder & Head of GTM

Motion: Inbound, Outbound
Channel: Email, LinkedIn
Steps: 6
Tools: 8

The workflow

Workflow diagram of the Webinar & Event Attendee Capture play in five numbered stages: pull every registration; centralise and enrich in Clay; split attended from no-show; run two sequences side by side; and log attendance to the CRM. — Open the diagram full size (1280 x 2252 px)

The diagram as text

1Pull every registration
- Luma (events): Webinars, Dinners and Conference lists. The registrant list, pulled after each event. Tool: Luma.
- Zoom (webinars): Registrants and Who joined. Registration plus attendance from the webinar itself. Tool: Zoom.
- Every registration is a hand-raise, no-shows included
2Centralise and enrich in Clay
- One row per registrant: Event name, Date and Registration source. Tool: Clay.
- Enrich before writing: Registration forms give you almost nothing. Company: Apollo. Email: Findymail. Role: Role and seniority.
3Split attended from no-show
- Attendance → Opening premise
  - Attended → Reference the content directly
  - Registered, did not attend → Lead with the recording
4Run two sequences side by side
- Attended: Saw it live.
- No-show: Signed up only.
- Thanks and recap (email 1): Thank them for coming and recap what was covered. Send: Instantly and lemlist.
- Recording link (email 1): Send the recording they missed. Send: Instantly and lemlist.
- The part they reacted to (email 2): Go deeper on the moment that landed.
- One key takeaway (email 2): The single idea worth their time.
- Direct CTA (email 3): Ask for the meeting.
- Softer CTA (email 3): A lighter ask that keeps the door open.
- Same offer, different opening premise
5Log attendance to the CRM
- Written back to HubSpot (durable signal): Event name and Attendance status. Kept on the record and used as a scoring input in future plays. Tool: HubSpot.
- Outcome: Attendance on every record. Tool: HubSpot.

Labelled connections: Then: One row per registrant to Enrich before writing.

The stack: Luma, Zoom, Clay, Apollo, Findymail, Instantly, lemlist, HubSpot.

The play in six steps

01
Step 1: Capture registrations
Every registration is a hand-raise, including the ones who never showed up.
- Pull the registrant list from Luma or Zoom after each event.
- Works for your own webinars, dinners and conference attendee lists.
02
Step 2: Route into Clay
Centralise registrants so attendance can drive the sequence.
- One record per registrant.
- Keep event name, date and registration source.
03
Step 3: Enrich attendees
Registration forms give you almost nothing: enrich before you write.
- Company firmographics via Apollo.
- Verified email via Findymail.
- Role and seniority.
04
Step 4: Split attended vs no-show
The single most important branch in this play. The two groups need different emails.
- Attended: they have seen the content, reference it directly.
- Registered but did not attend: they were interested enough to sign up, so lead with the recording.
05
Step 5: Run the two sequences
Same offer, different opening premise.
- Attended sequence: thanks and recap → the part they reacted to → direct CTA.
- No-show sequence: recording link → one key takeaway → softer CTA.
06
Step 6: Log to CRM
Attendance is a durable signal worth keeping on the record.
- Write event name and attendance status back to HubSpot.
- Use it as a scoring input in future plays.