Guides / Webinar data checklist
The webinar data checklist: what to set before the webinar and export after it
A webinar's questions are only useful afterwards if you know who asked each one. Before the webinar, require registration with a work email, switch off anonymous questions, save the chat and record with a transcript. After it, export registrants, attendees with time watched, the Q&A with each asker's email and answered status, the chat, poll results and the recording, and do it within a few weeks.
This checklist is for marketing teams that run webinars on a platform such as Zoom Webinars, ON24, Livestorm, WebinarGeek, Demio or Goldcast, and use HubSpot as their CRM. Setting names differ between platforms and change over time, so confirm each one in your own account.
Before the webinar: settings to check
- Registration required, with a work email. Without registration, many platforms can't tell you who attended, and nothing can be matched to HubSpot.
- Anonymous questions switched off. A question without an author can still go into a product backlog, but nobody can follow up on it.
- Q&A separate from chat. Questions typed into a busy chat get mixed with greetings and are easy to miss in the export.
- Chat saved. On some platforms the chat is kept only if you enable it or record the session.
- Cloud recording with a transcript. The transcript shows which questions the speakers answered live, so you don't answer them twice.
- Polls and calls to action recorded per person, if your platform supports it. They show intent that a question doesn't.
- A registration form and privacy notice that cover follow-up. Ask your privacy team whether they cover using attendance and questions for sales and product follow-up.
- A list of people to exclude: colleagues, speakers and partners, so they don't end up in your follow-up lists.
During the webinar
- Ask the audience to use the Q&A panel for questions and keep the chat for everything else.
- Have moderators mark questions as answered when a speaker answers them live.
- Keep the run of show with the start time of each section. It lets you match questions to topics and to moments in the recording.
After the webinar: what to export
| File | What it must contain | What it's for |
|---|---|---|
| Registrants | Email, name, company, registration date | Following up no-shows |
| Attendees | Email, attended or not, join and leave times or minutes watched | Separating attendees from no-shows and measuring interest |
| Q&A | Question text, asker's email, time, answered or not, the written answer | Personal follow-up and the product backlog |
| Chat | Message, author, time | Questions that were typed in the chat |
| Polls and calls to action | Answer or click, per person | Intent signals |
| Recording and transcript | Video file, transcript file (VTT or SRT) | Checking what was answered live, and quotes |
| From HubSpot | Lifecycle stage, contact owner, open deal for each contact | Deciding who follows up and how |
Export soon after the webinar. Platforms keep reports for a limited time, and some tie attendance reports to the organiser's account. Working on webinars from the last four to eight weeks is a safe habit.
Platform notes
What each platform calls these reports, and what its HubSpot integration sends, depends on your plan and changes over time. Treat these notes as things to check in your own account.
Zoom Webinars
Zoom offers reports for registration, attendees, Q&A and polls. Check that the chat was saved and that the Q&A report includes the asker's email. If you use the HubSpot integration, check whether questions reach HubSpot; if they don't, export the Q&A report and import it.
ON24
ON24's analytics include reports on registrants, attendees, Q&A, polls and resources viewed. Ask your ON24 admin which reports your licence includes and who can export them.
Livestorm
Livestorm lets you export registrants, chat messages and questions for a session, depending on your plan. Check whether its HubSpot integration sends questions as well as attendance.
Goldcast
Goldcast's HubSpot integration can write engagement such as questions and poll answers to the contact timeline. A full export from Goldcast is still useful, because a single file is easier to segment and review than activity spread across many contact records.
WebinarGeek and Demio
Both have per-webinar analytics with export options. Check that the question export includes who asked each question.
Microsoft Teams webinars
Organisers can download an attendance report. Check whether it lists everyone who watched, and download it promptly, since it is tied to the organiser's account. Use webinars with registration rather than open meetings.
YouTube Live and LinkedIn Live
Comments show a public profile without an email, so questions can't be matched to HubSpot contacts. For follow-up by person, the identity has to come from a sign-in on your own page.
A quick quality check before you follow up
Before you build any follow-up, look at three things in the files:
- How many attendees have an email address.
- How many real questions have an identified asker. Greetings such as “Hi from Lisbon” aren't questions, so tag them and leave them out of the count.
- How many askers you can find in HubSpot.
If most questions have an asker you can find in HubSpot, you can follow up person by person. If few do, you can still build a ranked list of what the audience asked for, and follow up by attendance only. Fix the settings above before the next webinar.
Once the data is in place, the guide to following up webinar attendees in HubSpot shows how to turn it into tasks and emails by lifecycle stage.
How Keepstage does this
Keepstage After-Show is post-event intelligence for HubSpot teams. You send the exports listed above, and we check the data before anything else: if questions can't be tied to people, you hear that first. Then sales gets follow-ups by lifecycle stage in HubSpot, and product gets a ranked list of what attendees asked for, with quotes.
If you stream to YouTube or LinkedIn Live, Keepstage Live runs the event on your own site, with a sign-in and a moderated Q&A, so every question arrives with a name. Every Keepstage Live event includes After-Show.
Not ready for a call? Request a free Questions-only snapshot: export just the questions column, with no names or emails, and get your top 10 asks within 48 hours.