Webinar & Event Attendee Capture

The workflow

Play 27

Webinar & Event Attendee Capture

1Pull every registration

LumaEvents

WebinarsDinnersConference lists

The registrant list, pulled after each event.

ZoomWebinars

RegistrantsWho joined

Registration and attendance from the webinar itself.

Every registration is a hand-raise, no-shows included

2Centralise and enrich in Clay

One row per registrant

Event nameDateSourceConsent

Enrich before writing

A registration form gives you almost nothing.

Company

Apollo

Email

Findymail

Role

Claytitle and seniority

Freshness checkBefore sending

Registrants often sign up with a personal email. Find the work email, confirm the role on LinkedIn, re-verify on send day.

Job

LinkedIn

Verify

BounceBan

3Split attended from no-show

AttendanceOpening premise

Attended→Reference what they saw

Registered, did not attend→Lead with the recording

4Run two sequences side by side

AttendedSaw it live

Thanks and recapEmail 1

Thank them for coming and recap the main points.

Send

SmartleadHeyReach

The part they reacted toEmail 2

Go deeper on the question or moment that landed.

Direct askEmail 3

Ask for the meeting.

No-showSigned up only

Recording linkEmail 1

Send what they missed.

Send

SmartleadHeyReach

Text

WhatsAppTwilioonly if they opted in to event reminders

One key takeawayEmail 2

The single idea worth their time.

Softer askEmail 3

A lighter ask that keeps the door open.

Same offer, different opening

5Log attendance to the CRM

Written back to HubSpotDurable signal

Event nameAttendance status

Kept on the record and used as a scoring input in later plays.

Attendance on every record

The stackLumaZoomClayApolloFindymailLinkedInBounceBanSmartleadHeyReachWhatsAppTwilioHubSpot

Oriel · GTM plays library

Open full size

The diagram as text

1. 1

   Pull every registration

   Luma (events): Webinars, Dinners and Conference lists. The registrant list, pulled after each event. Tool: Luma.

   Zoom (webinars): Registrants and Who joined. Registration and attendance from the webinar itself. Tool: Zoom.

   Every registration is a hand-raise, no-shows included

2. 2

   Centralise and enrich in Clay

   One row per registrant: Event name, Date, Source and Consent. Tool: Clay.

   Enrich before writing: A registration form gives you almost nothing. Company: Apollo. Email: Findymail. Role: Clay and title and seniority.

   Freshness check (before sending): Registrants often sign up with a personal email. Find the work email, confirm the role on LinkedIn, re-verify on send day. Job: LinkedIn. Verify: BounceBan.

3. 3

   Split attended from no-show

   Attendance → Opening premise

   • Attended → Reference what they saw
   • Registered, did not attend → Lead with the recording
4. 4

   Run two sequences side by side

   Attended: Saw it live

   Thanks and recap (email 1): Thank them for coming and recap the main points. Send: Smartlead and HeyReach.

   The part they reacted to (email 2): Go deeper on the question or moment that landed..

   Direct ask (email 3): Ask for the meeting..

   No-show: Signed up only

   Recording link (email 1): Send what they missed. Send: Smartlead and HeyReach. Text: WhatsApp, Twilio and only if they opted in to event reminders.

   One key takeaway (email 2): The single idea worth their time..

   Softer ask (email 3): A lighter ask that keeps the door open..

   Labeled connection: Same offer, different opening.

5. 5

   Log attendance to the CRM

   Written back to HubSpot (durable signal): Event name and Attendance status. Kept on the record and used as a scoring input in later plays. Tool: HubSpot.

   Outcome: Attendance on every record. Tools: HubSpot.

The stack: Luma, Zoom, Clay, Apollo, Findymail, LinkedIn, BounceBan, Smartlead, HeyReach, WhatsApp, Twilio and HubSpot.

Open the diagram full size (1180 px wide)

The play in six steps

1. 01

   Step 1: Capture registrations

   Every registration is a hand-raise, including the people who never showed up.

   • Pull the registrant list from Luma or Zoom after each event, with attendance from Zoom.
   • Use the same flow for your own webinars, dinners and conference attendee lists.
   • Add a reminder opt-in on the registration form for WhatsApp or SMS. It is the only basis for texting anyone later.
2. 02

   Step 2: Route into Clay

   Attendance can only drive the sequence if every registrant sits in one table with the same columns.

   • One row per registrant, deduped on email across events.
   • Keep event name, date, registration source and the consent flag on the row.
3. 03

   Step 3: Enrich, then check it is current

   Registration forms give you a name and often a personal email. You cannot write a good follow-up from that.

   • Company firmographics from Apollo, a verified work email from Findymail, role and seniority from Clay.
   • Confirm the role on LinkedIn. A conference list from last quarter already has people in new jobs.
   • Re-verify each email with BounceBan on the day the sequence starts.
4. 04

   Step 4: Split attended from no-show

   This is the most important branch in the play. The two groups need different first emails.

   • Attended: they saw the content, so reference it directly.
   • Registered but did not attend: they cared enough to sign up, so lead with the recording.
5. 05

   Step 5: Run the two sequences

   Same offer, different opening premise. Sending attendees a "sorry you missed it" email kills trust instantly.

   • Attended: thanks and recap, then the part they reacted to, then a direct ask for a meeting.
   • No-show: recording link, then one key takeaway, then a softer ask.
   • Send email through Smartlead and a LinkedIn touch through HeyReach in parallel.
   • Text the recording link only to registrants who opted in to reminders. Nobody else.
6. 06

   Step 6: Log attendance to the CRM

   Attendance is a durable signal. It should outlive the sequence and feed future scoring.

   • Write event name and attendance status to the HubSpot contact.
   • Use it as a scoring input in other plays, for example account tiering.

Tools used

The twelve tools this play names. Each links to the other plays that use it.

LumaZoomClayApolloFindymailLinkedInBounceBanSmartleadHeyReachWhatsAppTwilioHubSpot

Related plays

Play 25

Product Sign-Up Outreach

1Catch every new sign-up

New product sign-upFires a webhook

Clay webhookPer sign-up

EmailNameUsername

This is all the product knows about the user. Everything else is found next.

2Work out who signed up

Enrich the person

LinkedInTitleCompanyLocation

Find

FindymailClay

Email usedType

name@company.com→Work email, company known

name@gmail.com→Personal email, match on LinkedIn first

Freshness checkPersonal emails most

A LinkedIn match on a personal email can point to a job the person left. Confirm the current employer before scoring.

Job

LinkedIn

3Build the company profile

Enrich the company from the domain

IndustryHeadcountLocationLinkedIn page

Score the account, not just the user, so a junior sign-up at a great company is not missed.

4Score, tier and sync

Fit score from a Clay formula

Title and seniorityCompany sizeIndustryLocation

Tier 1Best fit

Tier 2Good fit

Tier 3Okay fit

Contact and company created or updatedTier on the record

5Route into tiered outreach

Tier 1: LinkedIn and alertNow

A personal LinkedIn touch from a rep, and the team hears about the sign-up.

DM

HeyReach

Alert

Slack

Tier 1: onboarding nudgeOpt-in

Only when the user gave a mobile and opted in at sign-up. One short message offering help with setup.

Send

WhatsAppTwilio

Tiers 2 and 3: emailAuto

An automated sequence tied to what they do in the product.

Send

Smartlead

Every sign-up worked by fit

The stackClayFindymailLinkedInHubSpotHeyReachSlackWhatsAppTwilioSmartlead

Oriel · GTM plays library

Play 25Inbound · Outbound

Product Sign-Up Outreach

7 steps · Email, LinkedIn, CRM, WhatsApp, SMS

+3 more

Play 16

Multi-Thread Inbound Leads

1Capture every inbound sign-up

Website sign-up formWebhook on submit

Routed into ClayEvery submission

Full nameEmail

One person and one email. The account behind them is still unknown.

2Enrich, normalise, check it is current

Company

IndustryHeadcountGeographyFunding

With

ClayApollo

Contact

TitleSeniorityLinkedInWork email

With

ClayFindymail

Same columns on every row: company, domain, headcount, name, title, email, LinkedIn URL

3Qualify the account and the role

Gate1

Qualified or not

Claude in Clay checks the company against the ICP and the role against the buying group.

× Not qualifiedkept for nurture, no outreach

4Tier it, then widen Tier 1

Tier 1Strong fit

Find the buying group

One sign-up becomes three to five contacts at the same account.

Find

AI ArkApolloClay

Verify

BounceBanLinkedInemail and current role

Tier 2Good fit

The sign-up only

Goes straight to email.

Tier 3Okay fit

The sign-up only

Goes straight to email, lighter sequence.

5Reach out by tier

Tier 1: personal LinkedInManual

A rep writes to every contact in the account, each message about their role, not the sign-up.

Send

LinkedIn

Then

HeyReachfollow-ups

Tiers 2 and 3: emailAuto

A separate sequence per tier, shorter for Tier 3.

Send

Smartlead

6Alert the team on every reply

Reply alertAct from the alert

NameCompanyTierReply text

Everything the rep needs to answer is in the message itself.

Several threads into every top account

The stackClayApolloFindymailClaudeAI ArkBounceBanLinkedInHeyReachSmartleadSlackHubSpot

Oriel · GTM plays library

Play 16Inbound · Outbound

Multi-Thread Inbound Leads

9 steps · Website, Email, LinkedIn

+5 more

Play 18

WhatsApp Meeting Confirmation and No-Show Recovery

1A meeting gets booked

Meeting booked on your calendarPhone field optional

Gate1

They gave a mobile and opted in

The booking form asks for a number for reminders only.

× No opt-inemail reminders only

2Pick the channel they actually read

WhatsAppMost countries

An approved reminder template from the business number.

Send

WhatsAppTwilio

SMSUS and Canada

A plain text where WhatsApp is not the default app.

Send

Twilio

3Remind with something useful

ConfirmationAt booking

Time in their time zone, the link, and one line on what the call will cover.

Reminder1 hour before

One short message. A reply of 1 confirms, 2 asks to move it.

Day of

4Recover the no-show the same day

“Looks like today did not work. Want to grab one of these two times instead?”

Rebooked

New time goes straight onto the calendar and the CRM.

Book

Cal.com

Log

HubSpot

No reply in 48 hours

One email from the host, then the deal waits for a new signal.

Send

Gmail

Fewer empty calendar slots, more meetings held

The stackCal.comWhatsAppTwilioHubSpotGmail

Oriel · GTM plays library

Play 18Inbound · Outbound

WhatsApp Meeting Confirmation and No-Show Recovery

4 steps · WhatsApp, SMS, Email, CRM

All GTM plays