Marketing & Growth

How to run a b2b webinar funnel as Small Marketing Teams

Marketing & GrowthFor Small Marketing Teams3 apps12 steps~24 min to set up

Your three-person team runs a webinar end-to-end: landing page copy, Calendly or Zoom registration, a Mailchimp or Customer.io invite sequence, a LinkedIn push, post-event nurture, and then the debrief deck where you try to reconcile registrant counts from Zoom, contact records from HubSpot, and email click data from your ESP — none of which live in the same place. You spend two hours after every webinar manually joining spreadsheets to answer 'how many registrants converted to pipeline?' Meanwhile the next webinar is already three weeks out and the last debrief deck is still sitting in Notion, half-filled.

Build this on Starch → See the apps used

Marketing & GrowthFor Small Marketing Teams3 apps12 steps~24 min to set up

Outcome

What you'll set up

A webinar pipeline dashboard that joins HubSpot deal data, email engagement from your ESP, and registration counts — all in one view you can pull up in 30 seconds before a CEO sync

An automated pre- and post-webinar email sequence triggered by registration and attendance status, so your nurture runs without someone manually segmenting a list the morning after

A LinkedIn outreach flow that sends targeted connection requests to registrants and relevant ICP accounts in the days around the event, without eating anyone's afternoon

The Starch recipe

Apps, data, and prompts

The combination of Starch apps, the data sources they pull from, and the prompts you use to drive them.

Apps used

CRM LinkedIn Automation Growth Analyst

Data sources & config

Starch syncs your HubSpot data on a schedule (contacts, companies, deals, deal stages). Gmail is also synced on a schedule for thread history and email send actions. Mailchimp and Zoom are connected from Starch's integration catalog — the agent queries them live when your dashboard or automation runs. LinkedIn outreach runs through browser automation on your behalf — no LinkedIn API needed. Calendly is synced on a schedule for registration and booking events.

Prompts to copy

Build me a webinar pipeline tracker that shows each registrant's name, company, registration date, whether they attended, any HubSpot deal they're linked to, and what stage that deal is in. Pull contact and deal data from HubSpot and let me filter by webinar name and date.

Set up a LinkedIn outreach flow: pull people who registered for our upcoming webinar but don't have an open HubSpot deal. Send them a connection request the day before the event that mentions the topic. After the webinar, if they attended, send a follow-up message referencing the session.

Build me a weekly webinar performance digest that pulls email open and click rates from Mailchimp, attendance data from Zoom, and HubSpot deal creation in the 14 days after each webinar. Email me a summary every Monday morning with the three numbers I should actually care about.

Run these in Starch → or paste them into your favorite agent

Walkthrough

Step-by-step

1 Connect HubSpot — Starch syncs your contacts, companies, deals, and pipeline stages on a schedule. This becomes the backbone of your registrant-to-pipeline view.

2 Connect Calendly — Starch syncs registration events on a schedule, so you can tie each registrant back to their HubSpot record and deal stage automatically.

3 Connect Mailchimp or Customer.io from Starch's integration catalog — the agent queries campaign sends, opens, and clicks live whenever your dashboard or automation needs that data.

4 Connect Zoom from Starch's integration catalog so attendance data (who showed up, duration, join time) can be pulled into your post-event report alongside HubSpot and email engagement.

5 Open the CRM starter app, fork it, and describe your webinar-specific fields: which webinar the contact registered for, attendance status, follow-up stage, and whether a deal was created post-event.

6 Build the webinar pipeline dashboard by telling Starch: 'Show me all registrants from the last 90 days, their attendance status, their HubSpot deal stage, and the email engagement (opens, clicks) from the post-event nurture campaign.' Starch assembles this as a filterable app.

7 Build the pre-event email automation: 'Three days before each webinar, pull all registrants without an open HubSpot deal, and send them a reminder email via Gmail with a one-line agenda and the Zoom link.' Set the trigger to run on a schedule tied to webinar dates.

8 Build the post-event nurture automation: 'The morning after each webinar, pull attendees from Zoom, mark them as attended in HubSpot, and enroll them in the 5-email nurture sequence in Mailchimp. For no-shows, send a single replay email via Gmail.' Describe this in one prompt — Starch wires the Zoom, HubSpot, and Mailchimp steps together.

9 Set up the LinkedIn Automation app to send targeted connection requests to ICP-matching registrants in the 48 hours before the event. Describe your ICP: 'Marketing leaders at B2B SaaS companies with 50-500 employees.' LinkedIn outreach runs through browser automation — your account behaves like a human pacing through the platform.

10 After the webinar, use the LinkedIn Automation app to send a follow-up message to attendees who accepted your connection request. Prompt: 'Message anyone who attended Tuesday's webinar and is a first-degree connection — reference the session topic and offer a 20-minute follow-up call.'

11 Set up the Growth Analyst app to email you a weekly digest every Monday. Prompt: 'Pull Mailchimp campaign stats, Zoom attendance rates, and HubSpot deals created in the 14 days after each webinar. Summarize what's working, what's dropping off, and which webinar topic drove the most pipeline.' This lands in your inbox before your Monday team standup.

12 Share the webinar pipeline dashboard link with your CEO before the quarterly review. No export, no rebuilding the deck — it's live and filterable by webinar, date range, or deal stage.

See this running on Starch

Connect your tools, describe what you want, and the agent builds it. Closed beta is free.

Try it on Starch →

Worked example

April 2026 'AI in B2B Marketing' Webinar — Post-Event Report

Sample numbers from a real run

Registrants (Calendly)	214
Attendees (Zoom)	127
Post-event nurture emails sent (Mailchimp)	214
Nurture email open rate	48
HubSpot deals created within 14 days	11
Pipeline value from webinar-sourced deals	187,000
LinkedIn connection requests sent (browser automation)	89
LinkedIn connections accepted	41

Your team ran the April 'AI in B2B Marketing' webinar with 214 registrants and 127 attendees. The morning after the event, Starch automatically marked 127 HubSpot contacts as attended, enrolled all 214 registrants in the Mailchimp nurture sequence, and sent replay emails to the 87 no-shows via Gmail. The nurture sequence hit a 48% open rate — well above your list average of 29% — because the audience was already warm. Eleven HubSpot deals were created within 14 days of the webinar, totaling $187,000 in pipeline. The LinkedIn Automation app sent 89 connection requests to ICP-matching attendees in the 48 hours around the event; 41 accepted, and 12 replied to the follow-up message referencing the session. Your Monday morning Growth Analyst digest called out that the 'AI in demand gen' breakout segment drove 7 of the 11 deals — a signal you used to brief the next webinar topic in the same week. Total time your team spent on post-event ops: about 40 minutes, mostly reviewing the dashboard before the CEO call.

Measurement

How you'll know it's working

Registrant-to-attendee rate (target: 55-65% for virtual B2B webinars)

Webinar-sourced pipeline created within 14 days of the event

Post-event nurture email open rate vs. list average

LinkedIn connection acceptance rate from ICP-targeted outreach

Time from webinar close to post-event report delivered to CEO

Comparison

What this replaces

The other ways teams handle this today, and how the Starch version compares.

HubSpot Marketing Hub (standalone)

HubSpot can run the nurture sequence but doesn't pull Zoom attendance or Mailchimp data without a paid Operations Hub tier, and building a custom registrant-to-pipeline view still requires manual list exports or a BI tool.

Zapier + Google Sheets

You can wire Zoom → HubSpot → Mailchimp in Zapier, but the multi-step attribution report (registrant + attendance + email engagement + deal stage) still lives in a Google Sheet you rebuild by hand after every event.

Marketo or Pardot

Enterprise-grade event automation, but requires a dedicated admin to configure, costs 10-20x more per seat, and still needs a separate BI integration to get the LinkedIn and paid-channel picture your team actually needs.

Manual post-event process (spreadsheet + Notion)

Works at one webinar per quarter with a patient team; breaks down when you're running monthly events and need to brief leadership on pipeline contribution without a two-hour data-joining session the day after.

On Starch RECOMMENDED

One platform — crm, linkedin automation, growth analyst all running on connected data. Setup in plain English; numbers stay current via scheduled syncs and live agent queries.

Try it on Starch →

FAQ

Frequently asked questions

We use Customer.io instead of Mailchimp — can Starch connect to it?

Yes. Connect Customer.io from Starch's integration catalog; the agent queries your campaign data live when your dashboard or automation runs. The post-event nurture setup works the same way — you'd describe the enrollment trigger in plain language and Starch wires it to Customer.io instead of Mailchimp.

Does Starch store all our registrant and contact data, or does it query it live?

It depends on the source. HubSpot and Calendly data syncs on a schedule and lives in Starch's database, so your dashboard loads fast. Mailchimp and Zoom are queried live from Starch's integration catalog when your app runs. Starch is not a long-horizon data warehouse — it's built for current and recent data surfaces, not multi-year archives.

Will the LinkedIn outreach get our account flagged?

Starch runs LinkedIn automation through browser automation — your account does normal human-paced activity instead of API calls. That said, LinkedIn's terms on automation tools evolve, and volume matters. We recommend keeping daily outreach volumes conservative (under 30-40 connection requests per day) and using messaging that doesn't read like a blast.

Can Starch automatically enroll webinar attendees into a HubSpot deal stage?

Yes. Tell Starch: 'After each webinar, pull attendees from Zoom who match an existing HubSpot contact, and move them to the MQL stage if they're not already in an open deal.' Starch writes that as an automation that runs post-event. HubSpot deal data is synced on a schedule so the CRM update is near-real-time.

We don't use Zoom — we host webinars on a platform that doesn't have an API. Can Starch still pull attendance data?

If the platform has a web interface you can log into, Starch can automate it through browser automation — no API needed. Describe the workflow: 'After each webinar, log into [platform], download the attendee report, and sync the names and emails to HubSpot.' Starch handles it as a browser-automated step.

Is Starch SOC 2 certified? We handle contact data from registrants.

Not yet — Starch is not SOC 2 Type II certified as of today. If your company requires SOC 2 for any tool that touches contact or CRM data, that's worth knowing upfront. It's on the roadmap.

Our CEO wants a weekly pipeline-contribution report across all campaigns, not just webinars. Can Starch build that too?

Yes. Describe it: 'Build me a weekly campaign attribution report pulling HubSpot deals created in the last 7 days, their source (webinar, paid, organic, outbound), and the Mailchimp or Customer.io campaign they came from. Email it to me and the CEO every Friday at 4pm.' Starch wires HubSpot (scheduled sync) and your ESP (live query from the integration catalog) into one automated report.