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How do I map and send properties (registrant data) from eWebinar to my CRM to use in email drip campaigns and automate workflows?

Map built-in properties — like Join links, Replay links, and UTM source — and custom properties — like Poll answers — to individual contacts in your CRM for use in email campaigns and workflows

The purpose of this article is to explain what properties are, both built-in and custom, how they work in eWebinar, and how to map them to fields in your CRM. 

If you want to learn how to do the initial setup of an integration between eWebinar and your CRM, read this post first:

How do I integrate eWebinar with my CRM so it is part of my sales funnel?

When you're done, come back here to learn about how properties work.

Here is what we will cover in this article:

What are properties?

When someone registers for one of your webinars in eWebinar, a record is created for that registrant in your account.  At that time, we automatically record certain bits of data — or properties — about the registrant:, including their Name, Email, the City and Country where they registered based on IP, and the time they Registered at. We also record responses to any custom fields submitted via the registration form.

When the registrant returns to watch the webinar, we continue to add to the properties we track for them, based on their behavior. For example, we track when they joined, the % of the video they watch, and their responses to interactions (like Polls, Questions or if they clicked on a Handout).

In short, properties are the data we collect for you about your registrants.

How do I access registrant data captured as properties?

There are three basic ways you can access registrant data captured in eWebinar:

  1. On the Registrants page
  2. By downloading it to Excel
  3. By sending it to your CRM

On the Registrants page

The first way you can access data about your registrants is on the Registrants page. To get there, click Registrants on any webinar on the home page.

Once there, you will see a list of all of the registrants for that webinar. Click on any particular one to see their full record of information, including all of their responses to interactions.

By downloading it to Excel

You can also download your registrant data from the Registrants page as a CSV file and open it in Excel. You can decide which registrants to export to Excel by using the filters at the top of the page.

By sending it to your CRM

Though the two methods above are great ways to access registrant data, most eWebinar users want to send the data to their CRM, capturing it for each Contact or Lead.

For certain integrations, like Hubspot, Salesforce, and Marketo, we automatically create some of the most useful fields for you. But you can always add to the eWebinar properties you capture by defining new ones in your interactions and mapping them to fields in your CRM. This process is described in greater detail later on in this article.

What standard built-in properties does eWebinar support?

The standard built-in properties eWebinar supports include everything from First name, Last name, and Email to the registrant-specific Join link. You can import any of these fields into your CRM and then use them to define workflows or include them in emails as part of a drip campaign.

The process to map built-in properties and custom properties to fields in your CRM is the same and is demonstrated below, in the next section of this article.

Here are a few examples of what you might do with this data in your CRM:

  • Include a particular registrant's webinar Join link in a registration confirmation email
  • Include a particular registrant's webinar Replay link in a follow-up email
  • Trigger an onboarding email drip campaign for those who Converted and just became new customers of yours
  • Segment your audience for post-webinar marketing automation based on what % of  the webinar registrants watched (Total watched %)

Below is a full list of the standard properties we support:

  Properties...

How do you map properties in eWebinar to fields in your CRM?

To show you how to map properties from eWebinar to fields in your CRM, we will use two concrete examples from our own on-demand demo. These two examples represent the two types of data you can actively collect from your registrants:

1.  Answers to questions asked in your registration form

2. Responses to interactions (like Polls and Questions)

In the second example, we will touch on how to map built-in properties to your CRM, which is the same process as mapping custom properties. The only difference is that, with built-in properties, you may be able to map some of them to existing fields in your CRM, like Country, rather than having to create custom fields. 

Answers to questions asked in your registration form

In this first example, we'll discuss how properties work in registration forms and how to define property names for custom questions you may add to them. If you would like to understand how to map these properties to fields in your CRM, read the second example below concerning responses to interactions, where it explains the process. (The process for mapping properties to fields is always the same.)

The example we'll use here is a custom question we added to the registration form of our on-demand demo, which asks how people heard about us. We did this so we could better understand how prospects are discovering our product, from word of mouth to organic search.

To accomplish this goal, we took the following steps:

1. We edited the Registration form, which you can get to from the Registration tab.

2. We clicked to Add another custom field and added the Text question, "How'd you hear about us? We'd ❤️ to know!"

NOTE: There are several different types of custom fields you can add to your form and ask for things like a registrant's Phone or Country. You can even add Hidden fields. (Learn more about Hidden fields here.)

3. We gave the property capturing the answers to this question a name in the space provided: where_heard.

NOTE: Be sure to review the rules for how to name properties before doing so.

You'll notice in the screenshot above that the default fields of First name, Last name and Email already have property names:  firstName, lastName and email respectively.  The names of these fields can not be changed.

Once we had added a custom question and assigned its corresponding property a name (where_heard), we mapped it to a custom field we created in our CRM. 

To learn how we did that, continue reading the second example below, which outlines this universal process.

Responses to interactions (like Polls and Questions) to your CRM

For our second example, we'll demonstrate how to map responses to interactions to your CRM using a Poll from our on-demand demo.

Near the end our demo, a Poll comes up asking if attendees plan to sign up for eWebinar. We did this so we could send targeted follow-up emails from our CRM, which happens to be Hubspot, to different groups based on their answers to the poll.

To accomplish our goal, we took the following steps:

1. When we created the Poll interaction, under Integrations, we assigned a Property name to the property which would capture the responses to the poll: plan_to_signup.

NOTE: Be sure to review the rules for how to name properties before doing so.

In our case, we chose to send the answers to the Poll exactly as they are written to our CRM. However, if we had wanted, we could have created custom Values for each answer in the spaces provided (indicated below).

2. Next, we went into Hubspot and created and added a new custom field to our Contacts, naming it in the process: Plan to signup poll answer. This process will be different in every CRM. If you need assistance, contact your CRM's support team.

As a side note, the type of property used to capture Poll answers is called a SELECTION.  (More on property types below.)

In the context of a Poll, a SELECTION means the property has a series of possible answers (strings) from which the attendee can choose one.

When you are setting up a custom field in your CRM to map to a SELECTION, the strings you create in your CRM must match the strings in eWebinar exactly or the integration will not work.

NOTE: You may not always need to create a custom field in your CRM to map a property to from eWebinar. Sometimes, you will be able to map the property to an existing field.

3. We then went back to eWebinar and mapped the property we created in eWebinar to the field we created in Hubspot by taking the following steps:

  • We went to the Integrations page and opened up the integration in question, in this case, Hubspot.
  • Under Map eWebinar properties to Hubspot fields, we clicked Add a mapping.
  • In the left drop-down, we searched for the property in eWebinar by name (plan_to_signup) and added it. (All standard and custom properties will be available to search for and choose from here.)

NOTE: If you're using Zapier for your integration, you'll see the property names you defined when you test your trigger. You can then map those properties to your CRM, much like we did above, except it is done inside Zapier.
  • We then searched for and added the custom field from Hubpost (Plan to signup poll answer) in the right drop-down. (All available fields in your CRM will be available to search for and choose from here.)

Here is what it looked like when we were done:

Screen Shot 2022-04-04 at 2-22-40 PM-png

NOTE: The process shown above for mapping properties from eWebinar to fields in your CRM is always the same, no matter the scenario, including the mapping of standard built-in properties. In some cases, you may be able to map properties to existing fields in your CRM and not have to create new ones.

Now, whenever anyone answers that Poll in our demo, their response is sent to their Contact record in Hubspot. From there, we can use it to assign the Contact to a particular workflow or add them to an email drip campaign that speaks to them in a targeted way based on their answer.

Whatever data you send from eWebinar to your CRM can be used to define the conditional logic in workflows and email drip campaigns, per your CRM's functionality.

Understanding property types and names

You may have noticed in one of the screenshots above that when you search for a property to map to a field in your CRM,  you will see a bunch of information about the property, what it is and how it works.

To help you understand what you are looking at, we have notated one of our built-in properties, Trigger action, as an example.

  1. Name: The user-friendly name of the property
  2. Property name: The name of the property as it is used on the back end.
  3. Property type: The type of property it is, which will determine how you set up the corresponding field in your CRM. See a list of all property types below.
  4. Property values: The specific values, if any, associated with the property. Examples of properties that have values are BOOLEAN (true/false), SELECTION (shown above), and MULTISELECTION.
  5. Property description: A brief explanation of what the property is and does. In this case, the Trigger action property captures the trigger which caused the integration to fire.

Property types

For reference, all properties fall into one of the following property types:

TEXT Simple string
MULTILINETEXT Long string that can contain carriage returns
NUMBER A number
EMAIL Verified valid email
PHONE International phone number starting with +
COUNTRIES 2 letter IBAN country code abbreviation
STATES One of the 2 letter abbreviations for a United States state, or for other countries the string entered for the State or Province.
SELECTION String from one of the selections
MULTISELECTION 0, 1 or more strings from a set of selections.  This value is usually passed as a JSON array but can be a comma separated string depending on the integration type.
URL A valid URL
DATETIME Is a date + time string in ISO format
BOOLEAN Can be true or false

Rules for property names

When creating custom property names, there are a few rules to follow:

  1. Property names may not contain spaces or most special characters and are case insensitive — so lastName is treated as the same property as lastname.  
  2. You may not have the same property name twice in the same eWebinar.  If you could it wouldn't be obvious which answer to map to which CRM field.
  3. You may have the same property name across eWebinars.  This means, for example, that you could ask the same question across different eWebinars and have all of those answers map to the same CRM field.  So, for example, if a question you asked in all of your webinars was "Which country are you from?", you could always map the answer to the field in your CRM named country

    NOTE: If someone attends several of your webinars and answers the question differently in each webinar, only the most recent answer will appear in your CRM.

Using property names to pre-populate your registration forms

You've know doubt seen above how property names can be useful in getting information out of eWebinar into your CRM. However, there are times when you will want to be able to easily populate information into eWebinar on behalf of attendees who are registering for sessions. 

To find out more about how to do this, check out this article:

How do I pre-populate my registration forms and track attendees through registration?