---
title: "Webinar signups to Intercom contacts"
description: "Add every webinar registrant to Intercom as a contact and stamp the session name onto a registered_event attribute you can send reminders against."
url: "https://www.formformform.com/automations/intercom-event-signup-attribute"
type: static
generatedAt: "2026-08-23T18:56:58.727Z"
---
![Intercom logo](/logos/integrations/intercom.svg)

# Record webinar signups on the contact record

Webinar registrations build an Intercom audience with a registered\_event attribute you can send reminders against.

When this happens

New submission on your "Webinar registration" form

Do this

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.  1
    
    In Intercom, create a custom contact attribute called registered\_event, as a text attribute, before you build the Zap.
    
2.  2
    
    Publish the webinar registration form and take one test signup so Zapier has real sample data to map from.
    
3.  3
    
    In Zapier, set formformform's "New Submission" as the trigger and choose the webinar form.
    
4.  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.  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.  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.  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.  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](https://www.formformform.com/templates/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

Keep a history of every session someone joined

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.

Collect the questions people want covered

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

registered\_event is empty on new contacts

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.

Someone who registered for two sessions only shows the second

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

-   [Create a contact for every new order](https://www.formformform.com/automations/intercom-new-order-contact-record)
    
    Each order form submission creates or updates the buyer's Intercom contact and records what they ordered.
    
-   [Log customer feedback as a note on the contact](https://www.formformform.com/automations/intercom-log-feedback-as-note)
    
    Feedback lands as a note on the customer's Intercom record, so the next agent to open the conversation has the context.
    
-   [Open an Intercom conversation from a support form](https://www.formformform.com/automations/intercom-support-ticket-conversation)
    
    Form-based support tickets arrive in the Intercom inbox as real conversations agents can reply to and assign.
    
-   [Tag contacts by what they asked for](https://www.formformform.com/automations/intercom-tag-contacts-by-interest)
    
    The option someone picks on the interest form becomes an Intercom tag, so segments and outbound series stay accurate.
    
-   [Turn demo requests into Intercom contacts](https://www.formformform.com/automations/intercom-demo-request-contacts)
    
    Every demo request becomes an Intercom contact with company, role and a source attribute, ready for follow-up.
    
-   [Capture feature requests as labelled tickets](https://www.formformform.com/automations/freshdesk-feature-requests-as-tickets)
    
    Product ideas from your feedback form land in Freshdesk as Feature Request tickets the team can group and revisit.
    

-   [All Intercom integration details →](https://www.formformform.com/integrations/intercom)
-   [Start from the Webinar Registration Form →](https://www.formformform.com/templates/webinar-registration-form)
-   [Browse every automation →](https://www.formformform.com/automations)

## 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.

[Start free](https://app.formformform.com/register?utm_source=landing&utm_medium=bottom&utm_campaign=automations&utm_content=intercom-event-signup-attribute)