Record webinar signups on the contact record
Webinar registrations build an Intercom audience with a registered_event attribute you can send reminders against.
New submission on your "Webinar registration" form
Create or Update Contact in Intercom and set a custom "registered_event" attribute to the session name
One-directional. A submission triggers the action — nothing is written back into your form.
Reminders decide how many people actually turn up to a webinar, and they are easiest to send from the tool that already knows how to reach everyone. This recipe registers each signup in Intercom and stamps the session name onto the contact.
Marketing teams use the attribute as the audience definition. A segment of contacts whose registered_event matches this month's session gives you the reminder list, the joining-link list and the follow-up list without exporting anything.
Setting it up
- 1
In Intercom, create a custom contact attribute called registered_event, as a text attribute, before you build the Zap.
- 2
Publish the webinar registration form and take one test signup so Zapier has real sample data to map from.
- 3
In Zapier, set formformform's "New Submission" as the trigger and choose the webinar form.
- 4
Add Intercom's "Create or Update Contact" action and map Work Email, so a repeat registrant updates their existing contact instead of creating a duplicate.
- 5
Type the session name straight into registered_event rather than mapping a field. One Zap watches one webinar form, so that value is the same for every registrant.
- 6
Map First Name and Last Name into the contact name, and send Company and Job Title to their attributes so the follow-up can be targeted.
- 7
Use Email Updates to set the subscription state — do not drop someone into a marketing series when all they agreed to was attending.
- 8
For the next session, duplicate the Zap, point it at the new form and change the registered_event value.
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 | Intercom |
|---|---|
| Work Email | Intercom contact email — decides create versus update |
| First Name | First half of the Intercom contact name |
| Last Name | Second half of the Intercom contact name |
| Company | Company name on the Intercom contact |
| Job Title | Custom contact attribute job_title |
| Email Updates | Marketing subscription state on the contact |
Variations worth knowing
A single text attribute is overwritten each time. If you need the full list, add a second Intercom step that writes a note naming the session, and leave registered_event holding only the most recent one.
Map "Anything you'd like us to cover?" into a custom attribute or a note. The host gets a list of topics before the session, tied to the person who asked, so each one can be followed up individually afterwards.
If something isn't arriving
The attribute has to exist in Intercom before Zapier can write to it. Create it in your Intercom settings, then reload the fields in the Zapier action step — Zapier caches the attribute list and will not show a new one until you refresh.
A text attribute holds one value, so Create or Update Contact overwrites the earlier session name. That is expected. Write a note per registration as well if you need the history, or use a separate attribute per session.
Frequently asked questions
Does Intercom send the joining link, or does the form?
Neither happens on its own. The form confirms the registration to the person, and Intercom holds the audience. Send the joining link yourself as an Intercom outbound message to the segment whose registered_event matches the session.
Can I reuse one form for every webinar?
You can, but the session name is set inside the Zap, so a shared form gives every registrant the same value. A form per session keeps the attribute accurate and lets you retire each Zap once the session is over.
Will registering change someone's subscription state in Intercom?
Only if you map it. The Email Updates answer is what tells Intercom the person agreed to marketing contact. Leave that field out of the Zap and the subscription state already on the contact stays exactly as it was.
Related automations
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Each order form submission creates or updates the buyer's Intercom contact and records what they ordered.
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- Open an Intercom conversation from a support form
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- Tag contacts by what they asked for
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- Turn demo requests into Intercom contacts
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- Capture feature requests as labelled tickets
Product ideas from your feedback form land in Freshdesk as Feature Request tickets the team can group and revisit.
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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