Turn webinar registrations into leads with a follow-up task
Each webinar registration creates a Lead stamped with the event as its source, plus a follow-up task dated after the session.
New submission on your webinar or event registration form
Create a Lead in Zoho CRM with Lead Source set to the event name, plus a follow-up Task
One-directional. A submission triggers the action — nothing is written back into your form.
Event attribution falls apart in the week after the event. Registrations sit in one spreadsheet, the attendee export sits in another, and by the time anyone reconciles them the follow-up window has closed. Writing the Lead as the registration arrives fixes the attribution half permanently.
The Task matters as much as the Lead. It puts the follow-up in a rep's own list with a date attached, so post-event outreach happens because it is due, not because someone remembered the webinar went well.
Setting it up
- 1
Publish a registration form in formformform for this specific webinar, and keep one form per event — the event name is what makes the lead source useful later.
- 2
In Zapier, set the formformform New Submission trigger to that form and add Zoho CRM Create/Update Lead as the first action.
- 3
Type the event name into Lead Source as a fixed value, exactly as it appears in your Zoho CRM picklist, so the source report groups rather than scatters.
- 4
Map Last Name, Work Email and Company across, and put the registrant's Job Title into Title so the rep knows the seniority of who signed up.
- 5
Map Email Updates to Email Opt Out, inverted — someone who declined updates should not be marketed to because they attended a webinar.
- 6
Add a second Zoho CRM action, Create Module Entry against Tasks, with a subject such as "Follow up: [event name]" and the Lead id from the previous step as its parent.
- 7
Set the Task's Due Date with a Zapier Formatter step: the day after the session, not the day of registration, so nothing is overdue before the webinar runs.
- 8
Set an explicit Task Owner rather than leaving it to the connected API user, register once yourself, and confirm both records appear before switching 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 | Zoho CRM |
|---|---|
| Last Name | Lead Last Name — the required name field on the Leads module |
| Work Email | Lead Email, and the field to mark unique so repeat registrants update in place |
| Company | Lead Company, also required by Zoho CRM before the record will save |
| How did you hear about this webinar? | A custom field on the Lead, kept apart from the event-level Lead Source |
| Anything you'd like us to cover? | The body of the follow-up Task, so the rep opens with the registrant's own question |
| Email Updates | Email Opt Out on the Lead, inverted in a Zapier Formatter step |
Variations worth knowing
Add a Zapier filter so the Task step runs only when Anything you'd like us to cover? is not empty. Registrants with a specific question get a personal follow-up; the rest go into the general post-event email and your reps keep a shorter task list.
Mark Email unique on the Leads layout and use Create/Update Lead. Someone who attended in March and registers again in June updates the same record, and the new event goes into a Note rather than overwriting the original source.
If something isn't arriving
An unmapped Task Owner defaults to the user whose credentials Zapier is using, which is often an admin account nobody opens. Set the owner explicitly in the Zap, or add a path that assigns it by the registrant's Company Size.
Lead Source is a fixed value in the Zap, so a Zap reused across events keeps stamping the first event's name. Duplicate the Zap per event and change that one field, which takes a minute and keeps the source report readable.
Frequently asked questions
Should registrants be leads or contacts?
Leads, in most cases. A webinar registration is interest, not a relationship, and the Leads module is where Zoho CRM expects unqualified interest to sit. Convert the ones who turn into conversations; leave the rest where reporting can still count them.
How do I record who actually turned up?
The form only knows who registered. Attendance comes from your webinar platform, and most teams import that list afterwards to update a custom field. Keep the registration source untouched so no-shows stay countable against the event.
Can one form handle several events?
It can, if you add a question naming the event and map that answer into Lead Source. One form per event is simpler to report on and lets you write the confirmation copy for that specific session, which is why most teams take the extra minute.
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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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