Add webinar registrants to a HubSpot workflow

Each webinar signup adds the contact to a HubSpot workflow and records which event they registered for.

When this happens

New Submission on your "Webinar signup" form

Do this

Add the contact to a HubSpot workflow and set a custom property for the event

One-directional. A submission triggers the action — nothing is written back into your form.

Confirmations and reminders are the part of running a webinar nobody wants to do by hand. Handing the contact to a HubSpot workflow at signup means the confirmation goes out immediately and the reminder fires on schedule, whether thirty people register or three hundred.

Marketing teams get a second benefit from the event property this sets. Six months later, a list of everyone who registered for one specific session is a single filter away, and that is what makes the follow-up campaign possible at all.

Setting it up

1
Publish the webinar signup form, then create the HubSpot workflow registrants should enter and check its settings allow enrolment through the API.
2
In HubSpot, add a contact property for the event — a dropdown named something like webinar registered for — and add this session as an option before you build the Zap.
3
Set the Zap trigger to New Submission and select the webinar form.
4
Add a HubSpot Create or Update Contact action mapping Work Email, First Name and Last Name, and set the event property to a static value naming this session.
5
Add a second HubSpot action, Add Contact to Workflow, and choose the confirmation-and-reminder workflow.
6
Pass the contact from the previous step into the workflow action, so enrolment lands on the record you just wrote rather than a lookup that might miss.
7
Decide what Email Updates controls: use it to set marketing consent, and keep workflow enrolment separate so registrants still receive their reminders either way.
8
Register yourself as a test, confirm the enrolment shows under that contact's workflow memberships, then turn the Zap on.

What maps where

Using the Webinar Registration Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.

Form field	HubSpot
Work Email	Contact email — used to match or create the record before enrolment
First Name	Contact first name, used by the workflow's confirmation email
Last Name	Contact last name
Job Title	Contact job title, for segmenting the audience afterwards
Anything you'd like us to cover?	A custom contact property the host reads before the session
Email Updates	Marketing consent or subscription property

Variations worth knowing

Run several sessions from one form

Add a dropdown asking which session the person wants, then use Zapier paths to set the event property and choose the matching workflow for each. One form and one Zap, with a separate reminder sequence per date.

Split first-time registrants from regulars

Branch on whether the HubSpot contact already existed. New registrants enter a workflow that introduces the company alongside the reminders, returning ones get the short version. The form and the stored submission are identical in both cases.

If something isn't arriving

Contacts are created but never enter the workflow.

HubSpot workflows only accept API enrolment when their settings permit it. Open the workflow, confirm contacts can be enrolled manually or through the API, then replay the affected submissions from your Zap history.

The event property is empty on some records.

A dropdown property only accepts values matching an existing option exactly, capitalisation included. Add the option in HubSpot before the first registration arrives, or switch the property to single-line text if you would rather not maintain a list.

Frequently asked questions

Do registrants get the confirmation from HubSpot or from the form?

From HubSpot. The form hands the contact over and the workflow sends everything after that. Keeping the emails in one place means the reminder schedule, the unsubscribe handling and the reporting all sit where your marketing team already works.

Can I stop someone registering twice for the same webinar?

HubSpot matches on email and updates the same contact, and most workflows will not re-enrol someone already in them. The duplicate submission still shows in your responses list, which is a fair record that a person tried to sign up twice.

Is anything written back to the form after the webinar?

No. The connection runs one direction only — a submission triggers the HubSpot action. Attendance, workflow progress and email opens all stay in HubSpot, while the registration is held in formformform exactly as it was submitted.

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Build the form first

The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.

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