Set Up a Webinar Event Campaign in HubSpot

Use this process to create and track a full campaign around your event (webinar, in-person session, workshop, etc.)

 1. Create the Campaign + UTM Tracking URLs

Start by setting up your campaign and building tracking links.

Step 1.1: Create the Campaign in HubSpot

Follow this process:
How to Create a Campaign in HubSpot

This ensures all relevant assets are tracked under one campaign record for reporting.

Step 1.2: Create UTM Parameters

Follow this process:
Create UTM Parameters to Track Campaigns

This ensures your traffic sources and form submissions are attributed correctly in reporting.

2. Build Event Assets

Create and connect all event materials to your campaign.

Landing Page (LP)

• Includes event title, description, time, date, speaker details

• Embed registration form

Thank You Page (TYP)

• Confirmation page after form submission

• Add calendar options: Outlook (.ics), Google, Apple, MS Teams

For calendar links, use this guide:
Using AddEvent for Emails and Landing Pages

Form

• Required fields: Name, Email, Company

• Add consent text such as:
  “By submitting this form, you agree to receive our newsletters and updates. You can unsubscribe anytime.”

• Triggers confirmation workflow

Here is a process to create a HubSpot Form: Creating a Regular Form in HubSpot

Workflows

• Minimum: Confirmation email workflow triggered by form submission

• Optional: Reminder and follow-up workflows

Here is a process to create a workflow in HubSpot: Setting Up A Workflow In HubSpot

Confirmation Email

• Sent immediately after form submission using a workflow

• Includes webinar access link and calendar options

Here is a process to create automated emails in HubSpot: Creating Automated Emails in HubSpot

Reminder Emails

• Sent one day before and/or one hour before the event (or it will depend on what you'd like)

• Include a calendar link for easy add-to-calendar functionality

Follow-Up Email

• Sent after the event (optional)

• May include:

  • Recording link (if applicable)

  • Call-to-action (e.g. book a call, download another resource)

Lists

• Create an active list for form submissions

• Optional: Lists for no-shows or attendees (if tracked)

Here is HubSpot's guide to creating HubSpot lists: https://knowledge.hubspot.com/lists/create-active-or-static-lists

3. Associate Assets with the Campaign

In the campaign record in HubSpot:

• Open each tab (Emails, Landing Pages, Forms, Workflows, etc.)

• Click “Associate assets”

• Attach all related assets

See this process again, scroll down to the assets section:
How to Create a Campaign in HubSpot