How to create HubSpot follow-up tasks for your best webinar attendees

You hand webinar attendees to sales in HubSpot by creating a follow-up task on each attendee's contact record, assigned to the rep who owns that contact and due soon after the session ends. A task puts the person in the rep's task queue with a date attached, which is harder to overlook than a list or an email from marketing. The day after a webinar is the best time to reach out, because the attendee still remembers what they heard and why they signed up.

HubSpot handles part of this on its own. Its integrations with webinar platforms such as Zoom and GoTo Webinar sync registrants and attendees into HubSpot as a marketing event, so each contact's record shows whether they attended. From there, you can build a list of attendees and, on a Professional plan, a workflow that creates a task for each person on that list. If your webinar platform isn't connected, you can export the attendee report and import it into HubSpot instead.

That route moves everyone, and it treats everyone the same. A workflow gives the vice president at a target account who stayed for the whole hour and asked about pricing the same task as the student who dropped off after five minutes. It also can't tell the rep what the person asked, what their company does, or what to say on the call. Reps learn to ignore a queue full of identical tasks, and the attendees who were ready to talk wait with everyone else.

A good result is short and specific. Only the attendees worth a sales conversation get a task, each one goes to the right owner, and each one explains why this person, why now, and what to open with.

Kite does that work for you. It reads who attended and how they engaged, researches the people who look promising, checks their HubSpot records, and creates the tasks with that context written in.

Start by telling Kite which webinar you ran and who should get the follow-up:

"Our pricing webinar ended an hour ago. Create HubSpot tasks for the attendees sales should call tomorrow."

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. You can work with it in your browser in the Kite web app or in Slack. Kite already knows your ideal customer profile, your current customers, and your competitors from its research on your company, so it can judge who's a good fit without a long brief. It proposes how it will pick the best attendees and when the tasks will be due. Confirm that, or adjust it, and Kite starts.

You'll need to connect your HubSpot account through OAuth so Kite can read your contacts and create tasks. If your attendees already sync into HubSpot from your webinar platform, tell Kite which list holds them. If they don't, share the attendee report from your webinar platform as a file in the conversation. The Q&A and poll reports are worth adding too, because what people asked is often the strongest sign of interest.

Creating tasks in your CRM is routine work, so Kite creates them and then tells you what it did. If you'd like to see the list of attendees before any task reaches HubSpot, say so in your request.

Kite works from the attendance records you already have, either in HubSpot or in the reports your webinar platform produces. When your webinar platform syncs to HubSpot, Kite reads the members of your attendee list and pulls each contact's properties, such as name, email, job title, company, lifecycle stage, and owner.

When you share an attendee report instead, Kite reads it directly. A typical report includes each person's name, email, join and leave times, and time in the session. Q&A and poll reports add the questions each person asked and how they answered. Kite matches these rows to people by email address, so it can combine what someone did in the session with what HubSpot already knows about them.

Kite decides who deserves a sales task by weighing two things together: how engaged the person was and how well they fit your customer profile. Neither one is enough alone. A perfect-fit buyer who left after five minutes is less ready than one who stayed to the end and asked a question, and an enthusiastic attendee from a company you could never sell to doesn't belong in a rep's queue.

For engagement, Kite looks at how much of the session each person stayed for, whether they asked a question, and how they answered the polls. A question about pricing, setup, or how the product works with another tool counts for more than a general comment.

For fit, Kite researches the people who were engaged. It confirms each person's current role and company from their public profile and the company's own pages, and it checks the company's size, industry, and recent news, such as a funding round or new hires in a relevant team. Each person gets a fit score from one to five with a one-line reason, such as "Head of marketing at a 90-person logistics software company that just raised a Series B."

Kite then sets aside anyone who shouldn't get a sales task. That includes your competitors, people who have asked not to be contacted, and your own team. Existing customers aren't treated as new prospects, though Kite can still create a task for their account owner if they asked something worth answering. The people who rank highest on both engagement and fit become the primary group for follow-up.

Kite checks each attendee's HubSpot record before it creates a task, so the follow-up fits what sales is already doing. It searches contacts by email address, since HubSpot treats the email address as a contact's unique identifier. If an attendee isn't in HubSpot yet, Kite creates the contact and links it to the company.

For each contact, Kite reads the owner and lifecycle stage and looks for associated deals. When a person already has an open deal, the task goes to that deal's owner and mentions the deal, so the rep knows the webinar is part of an ongoing conversation. Kite also lists the tasks already on the contact. If someone already has an open follow-up task, Kite adds the webinar context to that work rather than creating a second task that competes with it.

Kite assigns each task to the person who already owns the relationship, and it follows your rules for everyone else. It reads your list of HubSpot owners, then uses the contact owner when there is one. For an attendee with no owner, Kite follows the routing you give it, such as "give anyone in Europe to the rep who covers Europe," or it assigns the task to you and says so in its summary.

Kite creates one HubSpot task per selected attendee, associated with the contact and their company, and fills in every field a rep needs to act on it without further research:

• Subject. A plain title that names the person and the reason to reach out, such as the question they asked about moving off their current tool.
• Type. A call or an email, based on what fits the person and what your team usually does first.
• Priority. High for the primary group, and medium or low for the rest.
• Due date and reminder. The due date is usually the next business day, while the session is still fresh, and the reminder makes sure the task surfaces in the rep's day.
• Owner. The contact owner, the deal owner, or whoever your routing names.
• Body. What the person did in the session, including how long they stayed and what they asked. It also covers why they fit your customer profile, any recent company news worth mentioning, and a suggested opening line for the call or email.

Kite also adds a note to each contact that records their webinar engagement and the sources behind its research, so the context stays on the record after the task is done. If your team tracks lead status or uses a custom property for webinar interest, Kite can update those properties too.

When the tasks are in HubSpot, Kite posts a summary in the conversation where you asked. It says how many people attended and how many got a task, and it lists who was set aside and why. It also covers which contacts were new to HubSpot and which tasks went to deal owners. The full list comes with it as a table showing each attendee, their engagement, their fit score, the owner, and the due date, so you can scan it without opening HubSpot.

From there, Kite can draft a follow-up email for everyone else who attended and a different one for registrants who didn't show up. If you run webinars regularly, ask Kite to do this after each one, and it will create the tasks and post the summary each time.

When Kite finishes, each rep has a short queue of dated HubSpot tasks for the attendees most worth a conversation, and you have a record of who was chosen and why.