HubSpot + Sequel

Your webinar data should do more than tell you who showed up.

Because Sequel webinars run directly on your website, you can capture rich first-party engagement across the webinar and the surrounding buyer journey. Sequel brings that intelligence into HubSpot, where your team already manages lists, workflows, lead scoring, routing, and follow-up.

Map each Sequel webinar or session 1:1 with a HubSpot Marketing Event.

As people register, Sequel sends their participation to HubSpot. Once the event is over, HubSpot reflects whether they attended or were a no-show.

Marketing Events can also be associated with broader HubSpot Campaigns, so you can keep clean event-level reporting while rolling multiple webinars into the campaigns they support.

Not every attendee is equally engaged.

Sequel Score gives each attendee a 0 to 10 engagement score based on their engagement with Sequel experiences and context from their broader website behavior.

Send the score directly to a HubSpot Contact property and use it alongside the data you already have to build lists, score leads, trigger workflows, and route high-engagement contacts.

Sequel Score can continue to update as contacts watch replays and engage with on-demand content, so buyer interest does not disappear when the live webinar ends.

A score tells you who deserves a closer look. Context tells you why.

Sequel’s AI Engagement Summary turns webinar and website behavior into a concise summary on the HubSpot Contact record, including relevant sessions, content consumption, chat, polls, Q&A, and website activity.

Instead of asking Sales to interpret a collection of engagement signals, give reps useful context before they reach out.

Sequel can also send a Recommended Next Step directly to the HubSpot Contact record.

Based on that person’s engagement, Sequel suggests a follow-up action so your team has a more informed starting point for what should happen next.

Together, Sequel Score, AI Engagement Summary, and Recommended Next Step help turn webinar engagement into buyer context your revenue team can actually use.

Once Sequel intelligence reaches the Contact record, put it to work in the HubSpot workflows your team already uses.

Prioritize high engagement

Use Sequel Score alongside fit, account, and campaign data to identify contacts that warrant closer attention.

Route with context

When a contact reaches Sales, give the rep an AI Engagement Summary that explains the behavior behind the signal.

Build smarter lists and audiences

Segment contacts based on engagement instead of relying on registration and attendance alone.

Trigger relevant follow-up

Use Sequel intelligence in HubSpot workflows to determine which contacts should receive sales outreach and which should continue through marketing nurture.

Keep responding after the live event

As replay and on-demand engagement continues, Sequel Score can stay current over time.

Keep the HubSpot forms and workflows your team already uses.

Sequel connects directly with HubSpot Forms without requiring webhook setups or complex workflows. Simply select your HubSpot form from a dropdown in Sequel to connect it to your event.

The integration supports more sophisticated webinar programs, including:

Single event, multiple sessions

Add a session selector to your form so participants can choose the session they want to attend. Sequel registers them for the corresponding session.

Recurring webinars

Give registrants a recurring option and let Sequel manage registration and calendar invitations across the series.

Sequel connects the webinar lifecycle with the buyer context behind it.

Each Sequel webinar maps to a HubSpot Marketing Event, which can then be associated with a broader HubSpot Campaign.

Send Sequel intelligence to configurable properties on existing HubSpot Contact records:

Sequel Score

A 0 to 10 engagement score that helps teams understand the strength of an attendee’s engagement.

AI Engagement Summary

A concise summary of relevant webinar and website engagement.

Recommended Next Step

An AI-suggested follow-up action based on the contact’s engagement.

These values can be used throughout HubSpot in lists, workflows, lead scoring, segmentation, and routing.

Most webinar platforms send your audience to a third-party destination. That separates the webinar from the website behavior surrounding it.

Sequel takes a different approach.

Your webinars happen directly on your website, alongside the pages, content, and experiences your buyers are already exploring. That gives Sequel first-party context around how people engage before, during, and after an event.

HubSpot Marketing Events gives you the webinar lifecycle.

Sequel gives you the engagement intelligence behind it.

Together, your team gets a clearer picture of who engaged, what mattered, and where to focus next.