by Anne Fleshman, Director of Marketing, Demand Generation, Autopilot

Setting Up a Webinar With GoToWebinar, Instapage, and Autopilot

In this post, you’ll learn the exact steps for setting up a webinar registration page and nailing your post-webinar follow up.

This isn’t based on theory or googling around. It’s the actual process we use for automating webinar journeys here at Autopilot.

To get started, you’ll need a working account for:

Setting up a webinar registration page

Step 1. Log in to GoToWebinar and schedule your webinar

Schedule your webinar in GoToWebinar

As a default, GoToWebinar requires First Name, Last Name and Email fields in their registration forms. If you’d like to capture more details about your registrants like Job Title, Company or Phone Number, you can add additional required or optional registration fields for your attendees to fill out.

To do so, click into your scheduled webinar, scroll to Registration Settings and select “Edit.”

Edit GoToWebinar settings

Toggle to the “Questions” tab and use the tick boxes to add fields to your webinar registration form. Click “+New Question” to add custom fields.

Add custom fields in GoToWebinar

Pro Tip: For every webinar, prepare a document to centralize information about your webinar such as title, date, time, speakers, and a short abstract with key takeaways. This will serve as a guide throughout your planning and content creation. Trust me, you’ll thank yourself later.  

Step 2. Build your custom landing page in Instapage

While you could certainly use GoToWebinar’s out-of-the-box registration page, there are a few downsides:

  • You can’t track traffic because the page doesn’t live under your domain
  • There’s not much flexibility in terms of customization besides swapping colors and uploading a logo and an image, leaving you with a lackluster page that doesn’t fully represent your brand
  • It doesn’t allow for A/B testing, making it impossible to learn what page elements encourage signups or whether you’re losing out on registrants due to bad design

With 100% confidence, I suggest building an on-brand, trackable and testable landing page to improve your webinar landing page conversion rates over time. See the difference?

Landing page comparison

The best part is Instapage makes this super easy. With a wide selection of webinar specific landing page templates to choose from, you don’t have to design anything from scratch. Simply swap out images and dummy text for your own.

Step 3. Integrate Instapage with GoToWebinar

When you are finished creating your landing page, integrate Instapage with GoToWebinar by clicking your call-to-action, then “Edit.”

Integrate Instapage with GoToWebinar

Click “Integrations,” then find “GoToWebinar.”

Setting up GoToWebinar integration

Select your GoToWebinar account and click “Continue.” Instapage will check your integration and pull a list of your scheduled webinars to choose from. Select your webinar and click “Continue.”

Select which list to use

Finally, map the fields on your Instapage form to GoToWebinar form fields and click “Finish.”

Configure field mapping from Instapage to GoToWebinar

Step 4. Connect Instapage to Autopilot

There are two ways to do this:

1) Use the Instapage-Autopilot integration (instructions here)
2) Add the Autopilot tracking code to the header of your Instapage landing page

In this post, we’ll cover the latter option. While this example is specific to Instapage users, Autopilot’s universal form capture feature allows you to capture form submissions from any form on your website with a tracking code, making it easy to automatically add registrants’ contact information into a list for following up with later.

Select “Settings” in Instapage’s top navigation.

Instapage settings

Click “HTML/CSS.”

HTML and CSS settings

Log in to Autopilot and grab your tracking code by going to “Settings” > “Tracking Code.”

Autopilot tracking code settings

Copy your tracking code, place it in the header of your Instapage landing page and click “Done.”

Copy and paste the tracking code

Before publishing your landing page, edit the mobile version and create a variation to test against. If you need landing page A/B test ideas, try one of these.

Pro Tip: Rather than simply showing a “Thank you” pop-up message, redirect registrants to a dedicated confirmation page that points them to relevant content they may be interested in (example) or drives them to take another action, like sign up for a free trial (example). This not only keeps them on your site longer, but gives you an opportunity stir up excitement for the upcoming webinar or even have them take the next step in your customer journey.

Step 5. Capture your webinar registration form in Autopilot

Log in to Autopilot, navigate to “Journeys” and start a new journey from scratch.

Start a new journey in Autopilot

Name your journey using a naming convention like “Webinar – [Name of Webinar] Registrants – [Month Year]” to keep things organized.

Drag and drop the “Form Submitted” trigger onto the canvas and configure your form using the URL of the Instapage landing page you’ve just published. Instructions on how to set this up can be found here.

Once you’ve captured your form, add all contacts who submit the form to a webinar registrant list. Doing so will allow you to follow up with this list or suppress them from reminders and invitations later. Publish the journey with these two shapes or add any other automated actions you’d like, e.g. send internal Slack notification, add registrant to another relevant list, send a text confirmation, etc.

Here’s an example:

Autopilot webinar registrant journey

Step 6. Test your registration page

Once your Autopilot journey is published, refresh your Instapage landing page and submit a test registration.

Check to see if:

1. You’ve been added as a webinar registrant in GoToWebinar.
2. You’ve received a webinar confirmation email from GoToWebinar.
3. Proper actions have taken place in Autopilot, i.e. you’ve been added to the webinar registrant list. Pro Tip: Toggle to the “Live View” tab to see how many people have entered each shape in your journey and where people are getting stuck.

If everything works properly, you are ready to begin promoting your webinar. I won’t go into the weeds with strategies on how to drive webinar registrants in this post (you can read all about running a kick-ass webinar from beginning to end here), but this is what a typical webinar invitation journey could look like using Autopilot:

Webinar invitation journey

This journey starts with a time trigger to a “Leads” list, checks to see if they are already a registrant and if not, they are sent an email invitation and shown a Headsup message next time they visit your website. After a one week delay, we check again to see if the contact has registered. If not, they are sent another webinar invitation, this time from an individual on your team – ideally one of your webinar speakers.

Nailing the post-webinar follow up

Step 1. Add webinar attendees to a list in Autopilot

I’ll give you two ways to go about this.

Option A: Import contacts from a spreadsheet to Autopilot

Following your webinar, generate an attendee report in GoToWebinar by clicking “Generate Reports” in the left navigation and selecting “Attendee Report” as the report type. Once you’ve identified the correct webinar you’d like to download a report for, click “Generate Report.”

GoToWebinar attendee report

Clean up the Excel spreadsheet to include only webinar attendees (delete non-attendees) and the columns you’d like to import into Autopilot such as Last Name, First Name, Email Address, and Company.

Next, navigate to the “Contacts” tab in Autopilot and follow these instructions to import your list.

At step 5, be sure your list name is easily distinguishable as an attendee list using a naming convention like “Webinar – [Name of Webinar] Attendees – [Month Year].

Option B: Set up a Zap to add GoToWebinar attendees to a list in Autopilot

This method is for all you automation overachievers using Zapier. It takes a bit of foresight as you’ll need to set up the Zap prior to your webinar taking place.

First, create a new list in Autopilot for webinar attendees to populate into. Next, log in to Zapier and click “Make a Zap.”

Select GoToWebinar as your Zap trigger.

GoToWebinar Zap trigger

Choose “New Attendee” as the trigger.

Choose new attendees

Select your account and your webinar, then test that step.

Next, choose Autopilot as your Zap action.

Choose Autopilot as your Zap action

Select “Add Contact to List” as your action.

Add contact to list action

Find the list you’ve created in Autopilot and set up your field mapping template from GoToWebinar to Autopilot. We typically use Last Name, First Name, Email Address, and Company.

Test your Zap, give it a name and turn it on! Now when your webinar registrants turn into attendees, Zapier will automatically add them to your attendee list in Autopilot, meaning no manual download/upload process. Cool, right?

Step 2. Create and publish your follow up journey using Autopilot

A typical webinar follow up journey sends one email to attendees and a different message to non-attendees.

Webinar follow up journey

In the journey above, we use the Registrant list as our trigger, then use the Attendee list as a condition check.

If the contact is on the Attendee list, they receive a “thank you for attending” email with a link to the webinar recording:

Webinar attendee follow up email

If the contact is on not on the Attendee list, they receive a “sorry we missed you” email (also with a link to the webinar recording):

Webinar non attendee follow up email

(Side note: If you’re interested in our webinar on smart segmentation, you can find the replay here.)

One email to attendees and another to non-attendees is a good start, but the follow up journey doesn’t need to stop there! You could continue nurturing webinar registrants and attendees with other relevant content, special offers or sales touches. The world is your oyster.

Happy automating!

The process outlined in this post is one of many ways you can rig up your tools to automate webinar journeys. I’m curious, how do you do it at your company? Please share your favorite tips for setting up a webinar in the comments.

Author Anne Fleshman, Director of Marketing, Demand Generation, Autopilot

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    • Manny Lopez

      Great Article. Also Thanks for linking back to my blog post!

    • Thanks for the great article and showing people how their different marketing tools can work together to create one, cohesive strategy for collecting and nurturing leads. Webinars are one of the best ways to engage both prospects and customers.

      • Agreed, thank you so much for reading and taking the time to comment. It means a lot! More posts like this are on their way…

    • Great overview. Incredibly thorough. Just a quick question. You do not address the process of sending reminder emails prior to the webinar. GoToWebinar defaults to one-week/one-day/one-hour before the event goes live. Further, using GoToWebinar, each registrant gets their own unique URL for joining. Plus, you may also want to send them a text reminder as well, if you’re collecting the mobile number. In your workflow, are you relying upon GTW to send the reminders (which are awful, in terms of formatting and readability) or do you have a method to send those reminders using AutoPilotHQ along with including each registrant’s unique URL as part of those emails? I know you can do this with the integration provided by tools such as Marketo and Pardot and Hubspot. Thanks.

    • Shruti i love to read your articles and your posts are really amazing

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