Add webinar registrants as labelled people
Every webinar registrant becomes a Pipedrive person carrying a registration label you can filter on later.
New submission on your "Webinar registration" form
Create a Person in Pipedrive and tag them with a registration label
One-directional. A submission triggers the action — nothing is written back into your form.
Webinar registration lists have a habit of dying in the platform that collected them. Six weeks later somebody asks which registrants turned into conversations, and the answer needs a CSV and an afternoon. Creating the person in Pipedrive at registration removes that step entirely.
Marketing teams running a regular webinar series reach for this first. A registration label on each record lets a rep filter to everyone who signed up for the March session, and the follow-up starts from the CRM rather than from a spreadsheet.
Setting it up
- 1
Publish the registration form in formformform from the Webinar Registration Form template, and make it the only signup route for the session.
- 2
Put the webinar date in the form's title and intro copy, so a submission is self-identifying when you look at it months later.
- 3
In Zapier, set formformform's New Submission as the trigger, choose the registration form, and pull a sample so First Name and Last Name map cleanly.
- 4
Add a Pipedrive Search Person step on Work Email before anything is created, so a returning registrant does not become a second contact.
- 5
On the no-match branch, add Create Person and map First Name and Last Name into the person name with a space between them, and Work Email as the email.
- 6
Set the label on the person to your registration label — the session name and month, not a generic tag — so it stays meaningful after the next three webinars.
- 7
Map Company to a linked organisation, creating it when it does not exist, so registrants from the same account group together on one record.
- 8
On the match branch, add Update Person to append the label to the existing contact, then test with your own address and 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 | Pipedrive |
|---|---|
| First Name | First half of the Pipedrive person name |
| Last Name | Second half of the Pipedrive person name |
| Work Email | Person email, and the search key that prevents duplicate registrants |
| Company | Organization linked to the person |
| Job Title | Job title on the person record, used to filter registrants by seniority |
| Anything you'd like us to cover? | Note on the person, and useful input for the session agenda |
Variations worth knowing
Use a distinct label per webinar — the topic and the month — instead of one standing "Webinar" label. Filtering to a single session's registrants is far more useful six months later than knowing somebody once attended something you ran.
Add a second action pointed at your email tool and gate it on Email Updates, so only the people who agreed are subscribed. The Pipedrive person record and the marketing list are two different consent decisions, and they should stay that way.
If something isn't arriving
First Name and Last Name were concatenated into the single Pipedrive name field with nothing between them. Check the mapping has a literal space between the two values, then fix the affected records with a filtered list view rather than one at a time.
Those registrants already existed in Pipedrive, and the Zap skipped them at the search step without changing anything. Add an Update Person action on the match branch that appends the label, so returning attendees are tagged like everyone else.
Frequently asked questions
How do I stop the same registrant becoming several Pipedrive people?
Search on Work Email before the Create Person step and skip creation when a match comes back, updating the existing record instead. Somebody who attends four of your webinars should be one person with a fuller history, not four thin duplicates.
Should webinar registrants be people or leads?
People, in most cases. A registration signals interest, not an enquiry, and filling the Leads Inbox with attendees makes it useless for the enquiries reps are meant to work. Convert the ones who engage after the session into leads or deals.
Can I add registrants to a mailing list at the same time?
Yes, by adding a second action in the same Zap pointed at your email tool and filtering on Email Updates. Honour that answer rather than subscribing everyone: attending a webinar is not the same as asking for a newsletter.
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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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