Guides / ON24 and HubSpot
ON24 and HubSpot: what the integration syncs, and how to follow up
ON24's official HubSpot app, ON24 Connect for HubSpot, creates and updates contacts, adds registration and attendance to their timeline and to HubSpot marketing events, and can write detailed engagement to an ON24 custom object, including questions asked, poll and survey answers, minutes viewed and engagement score. ON24 says that custom object needs HubSpot Enterprise. On other HubSpot plans, export the Q&A from ON24's analytics and import it to follow up on what people asked.
ON24 is a strong platform for enterprise webinar programmes, with detailed engagement analytics, and since April 2026 it is part of Cvent. This guide covers what its HubSpot integration sends, what depends on your HubSpot plan, where to export the Q&A, and how to follow up by lifecycle stage.
What the integration syncs
| Data | How it reaches HubSpot |
|---|---|
| Contacts | Created and updated, matched by email |
| Registration and attendance | Timeline events on the contact, usable in lists, workflows and scoring |
| Webinar as a marketing event | Yes, with contacts linked as registered or attended |
| Engagement score, live and on-demand minutes | Fields on the ON24 custom object (HubSpot Enterprise) |
| Questions asked, polls, surveys | Fields on the ON24 custom object (HubSpot Enterprise) |
| Resources viewed and calls to action | Fields on the ON24 custom object (HubSpot Enterprise) |
ON24 builds and maintains the app, and you need an ON24 subscription to use it. Setup uses an ON24 API token. ON24 describes a sync that runs periodically, with a first run covering recent events. You can also register people for ON24 events from HubSpot, through the app or with webhooks.
If you're on HubSpot Enterprise
The custom object gives you one record per registrant with their questions, poll and survey answers and engagement. That is enough to build follow-up lists, but it puts the data on a separate object rather than on the contact. Check with your HubSpot admin how your lists and workflows can filter contacts by fields on an associated custom object, and test it on one webinar before you build the full follow-up.
If you're on HubSpot Professional or Starter
Registration and attendance still reach HubSpot as timeline events and marketing events. For the questions, use ON24's analytics. The Webcast Intelligence Report has an interactions view with the Q&A, including the asker's name and company, the question, the time and the answer, and it exports to Excel. The audience view lists registrants, attendees and no-shows with engagement score.
Then import the questions into HubSpot:
- Create a contact property for the question (multi-line text) and one for whether it was answered.
- Remove colleagues, speakers and partners from the file.
- Import it as contacts matched by email, choosing to update existing records only.
Teams with developers can also read registrants and attendees through ON24's REST API, which has separate base URLs for its North American and European data centres.
Settings worth checking before the webinar
- Registration fields that include a work email, so every attendee can be matched to a HubSpot contact.
- Q&A visible to presenters and moderators. In ON24, attendees don't see each other's questions, and your team sees who asked.
- Polls and surveys you'll want afterwards. ON24 notes that deleting a survey question also deletes its responses.
- On-demand viewing. ON24 tracks live and on-demand minutes separately, so decide whether on-demand viewers get the same follow-up.
Follow up by lifecycle stage
Whichever route the questions take, the follow-up is the same: combine attendance, lifecycle stage and the question. Owners of open deals get a task with the question and a suggested answer; MQLs and leads get an email that answers it; no-shows get the on-demand link. The guide to following up webinar attendees in HubSpot has the full grid.
Frequently asked questions
Does the ON24 HubSpot integration sync Q&A questions?
According to ON24, questions asked are among the fields written to its HubSpot custom object, which needs HubSpot Enterprise. On other HubSpot plans, export the Q&A from ON24's Webcast Intelligence Report and import it into HubSpot matched by email.
What are the alternatives to ON24 for a B2B SaaS company using HubSpot?
It depends on what you want to change. If ON24 works for your programme, you don't need to switch to follow up better: export the Q&A and add the follow-up on top. Other webinar platforms with HubSpot integrations include Zoom Webinars, Livestorm, Goldcast, WebinarGeek and Demio, each with different strengths, so compare what each sends to HubSpot on your plan. If you want a flagship event on your own website instead of a platform page, Keepstage Live runs it there and writes attendance and clicks to HubSpot after the event.
How Keepstage does this
Keepstage After-Show is post-event intelligence for HubSpot teams. Keep ON24 and send us its exports. We match every question to the person who asked it and to their lifecycle stage, open deal and owner in your HubSpot. Sales gets the Call Sheet, a follow-up matrix by lifecycle stage in HubSpot, with lists, templates and workflows switched off until you've reviewed them. Product gets Next Act, a ranked list of what attendees asked for, with quotes. A person reviews every item.
Prefer to start without a call? Request a free Questions-only snapshot: send only the questions column of a recent webinar, with no names or emails, and get your top 10 asks within 48 hours. Max 2 per account.