How to use the Contrast <> HubSpot integration

If you’re reading this article, you’re probably looking to integrate your Contrast data into HubSpot, or learn how to make the most out of it. In this article, we’ll cover both. Including use cases that will help you improve your webinar strategy.

Why integrate webinar data with Hubspot

Running a webinar is already a lot of work. We know, we’re a webinar company. But we do it for 2 reasons: to get data about our audience and to build trust with them.

If you’re not leveraging the data that you’re getting on your audience then you’re missing out on a big piece of the puzzle. Data is important and having it in your CRM is going to enable you to book meetings easily, and close deals faster. It will make reporting on the ROI and success of your webinar strategy easier.

And no, CSVs are not a scalable way to get the data from your webinar tool to HubSpot 😂

In this guide we’ll dive into the many different ways you can use Contrast webinar data in HubSpot.

How you get your webinar data in HubSpot

Native integrations work better because:

We've made the HubSpot integration extremely easy to use (with OAuth 2.0). Anyone on your team can set it up. It's just a couple of clicks.

Do not forget to set up your HubSpot integration before you start distributing your webinar landing page and getting registrations. Like all other integrations we send data on a go-forward basis and will not send historical data into your CRM.

Head to Settings > Integrations and you can connect your HubSpot integration.

How to connect Contrast to your HubSpot

How to use webinar data in HubSpot

Depending on what type of webinar you’re running, you will want to do different things with your webinar data in HubSpot. We’ll start with general use cases that should be useful to everyone and move into more specific use cases as we go.

What you get with the Contrast integration

Custom properties

When you install the Contrast <> Hubspot integration, we create a Custom Property Group: Contrast activity.

Inside of this group, you will have 13 custom properties that we will update in real-time.

Contrast custom properties in HubSpot

You can use these properties in lists, workflows, sequences, reports, and more. We’ll dive into some examples of things you can do using these properties.

Timeline activities

Every time one of your audience members registers to, watches a live or replay of one of your webinars, we will create a timeline activity in their contact feed.

Timeline activities in HubSpot

Make sure they’re not being filtered out on the Contact activity feed:

Filtering timeline activities in HubSpot

These timeline activities can be used in lists, workflows, and more. We’ll dive into some examples of things you can do using them.

Creating lists of audience members

We use Timeline activities for 2 reasons:

Create lists of registrants for a specific event

You’ll want to create different lists based on certain criteria. People that registered to a certain event for your sales team. Or report on the success of your event.

To create a list of people that have registered for one of your webinars, you can use the active list feature and timeline events.

Create a new active list and add a new filter. From there, scroll down and select “Contrast” under “Integration filters”:

Contrast Integration filter in HubSpot lists

Then, using the URL of the registration page for a given webinar, you can add the condition on the access link from the Timeline activity:

Creating a list of registrants in HubSpot

You can also use the Webinar name but it’s always a safer bet to use the Access link: it will always be unique.

⚠️ We only send “Registration” Timeline events when the webinar is upcoming, and not for replay views. If you want to create a list of everyone that watched the live OR replay, you need to use a second condition and an “OR”.

Create lists of users across events

To create lists of users across events, the process is very similar: we combine different conditions in an active list.

Let’s say we want a list of every person who registered for a webinar that has “Product updates” in the name:

HubSpot list of everyone who registered to a type of webinar in

Instead, you can use a similar condition on the Access link.

Create a list of everyone who’s watched a webinar

You can easily create a list of every person that has watched a webinar or replay. This time we’re going to use our Custom Properties instead of Timeline activities because it’s easier to set up and more reliable.

As soon as someone signs up for your (or one of your) channels, we update their property “Channel join date”. So if you want a list of everyone who has joined your channel you can create this list:

HubSpot list of everyone who’s watched one of your webinars

⚠️ Contrast join date is a Contact property, not a Timeline event. To access it from the lists you need to look in the Contact properties, not Contrast integrations like above.

Active and inactive audience members

Every time one of your audience members comes back to your channel and:

We update a Contrast Custom Property: “Last activity date”.

If you want to create a list of everyone that was active in the past 30 days:

HubSpot list of everyone active on your Channel in the last 30d

You could use this list to send them a personalized newsletter knowing that they are the most likely segment to sign up for an upcoming webinar.

Registering people to a webinar through HubSpot

You can decide to use your own landing pages for registration for a couple of reasons:

…and this can be set up in a couple of minutes using HubSpot workflows.

Tracking webinar performance

As a marketer, you’re going to have to report on the performance of your webinars. You can either use the numbers and graphs from the Contrast admin panel or you can use HubSpot dashboards to have a view of the performance of your webinar strategy.

Improving your webinars with this data

Now that you have all of this data readily accessible in HubSpot, you can leverage it to get more views on your content, close more deals, score leads, and much more.

We’re constantly updating our HubSpot integration to add new functionalities.