--- title: "Webinar & Event Attendee Capture: GTM Play in 6 Steps" description: "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." url: https://frontal.so/plays/webinar-attendee-capture updated: 2026-10-19 --- Play 22 Inbound · 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](https://www.linkedin.com/in/kenny-damian-90aba221a/), 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.](https://frontal.so/_astro/webinar-attendee-capture-1280.D4-xdVl4.webp)](https://frontal.so/_astro/webinar-attendee-capture-1280.D4-xdVl4.webp) *[Open the diagram full size](https://frontal.so/_astro/webinar-attendee-capture-1280.D4-xdVl4.webp) (1280 x 2252 px)* **The diagram as text** 1. Pull 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** 2. Centralise 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. 3. Split attended from no-show - **Attendance → Opening premise** - Attended → Reference the content directly - Registered, did not attend → Lead with the recording 4. Run 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** 5. Log 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 1. ### 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. 2. ### Step 2: Route into Clay Centralise registrants so attendance can drive the sequence. - One record per registrant. - Keep event name, date and registration source. 3. ### 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. 4. ### 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. 5. ### 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. 6. ### 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. ## Tools used The eight tools this play names. Each links to the other plays that use it. - [Luma](https://frontal.so/plays?tool=Luma) - [Zoom](https://frontal.so/plays?tool=Zoom) - [Clay (opens in a new tab)](https://go.frontal.so/clay) [Clay](https://frontal.so/plays?tool=Clay) - [Findymail](https://frontal.so/plays?tool=Findymail) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) [Apollo](https://frontal.so/plays?tool=Apollo) - [HubSpot](https://frontal.so/plays?tool=HubSpot) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) [Instantly](https://frontal.so/plays?tool=Instantly) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) [lemlist](https://frontal.so/plays?tool=lemlist) ## Related plays - Play 18 Inbound · Outbound ### [Product Sign-Up Outreach](https://frontal.so/plays/product-sign-up-outreach) 7 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - Play 19 Inbound · Outbound ### [Multi-Thread Inbound Leads](https://frontal.so/plays/multi-thread-inbound-leads) 9 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - +2 more - Play 33 Inbound · Outbound ### [Brand Mentions Monitoring](https://frontal.so/plays/brand-mentions-monitoring) 6 steps · LinkedIn, Email - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - +2 more [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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