Guides / Zoom Webinars and HubSpot
Zoom Webinars and HubSpot: what the integration syncs, and what it doesn't
HubSpot's Zoom integration sends Zoom Webinars registrants and attendees to HubSpot, with join and leave times on each contact's timeline, and can show cloud recordings there too. Q&A questions, poll answers and chat are not among the data HubSpot's documentation lists for standard Zoom Webinars. To follow up on what people asked, export the Q&A report from Zoom and import it into HubSpot, matched by email.
Zoom Webinars is a solid, widely used product, and its HubSpot integration covers attendance well. This guide shows what reaches HubSpot on its own, what you need to bring in yourself, which Zoom settings make the Q&A usable afterwards, and how to follow up. Plans and menus change, so check each point in your own accounts.
What the integration syncs
| Data | Reaches HubSpot through the integration? |
|---|---|
| Registrants | Yes. Contacts that don't exist yet are created; you can exclude email domains. |
| Attendees, with join and leave times | Yes, as a timeline event on the contact |
| Webinar as a marketing event | Yes, once the webinar has at least one registrant |
| Cloud recordings and transcripts | Optional, for the Zoom users you choose |
| Q&A questions | Not listed in HubSpot's documentation |
| Poll answers | Not listed |
| Chat | Not listed |
HubSpot also fills a few contact properties, such as the total number of Zoom webinars a contact attended and their average attendance duration. Since January 2025, HubSpot recommends segmenting with marketing event filters (registered, attended, attendance duration) instead of those properties.
Requirements and limits worth knowing
- Your Zoom account needs Zoom Webinars. Connecting the two needs a HubSpot user with App Marketplace permissions and a Zoom admin.
- The integration itself is available on all HubSpot plans. Registering contacts to a webinar from a HubSpot workflow needs Professional or Enterprise.
- Registrants without an email address don't sync, and HubSpot's article describes conditions on which fields the Zoom registration form may require.
- Webinars run in Zoom Events are not covered by this integration. Zoom offers a separate app for Zoom Events that, according to Zoom, also sends poll results and Q&A questions to HubSpot; it needs a Zoom Events or Webinars Plus licence.
Zoom Webinars settings that make the Q&A usable afterwards
Set these before the webinar. None of them can be fixed after it.
- Registration on. Without registration, attendees can't be matched to HubSpot contacts, and HubSpot recommends it so that everyone syncs.
- “Allow anonymous questions” off. In Zoom, an anonymous question hides the asker's name from the host and panelists, so nobody can follow up on it.
- Q&A on, separate from chat. Ask the audience to use the Q&A panel for questions. Zoom also lets attendees upvote questions, which helps the host choose.
- Chat auto-save on, if you want the chat. Zoom saves it to the host's computer, and it doesn't work when the host starts the webinar from a mobile device.
- Cloud recording with transcript. The transcript shows which questions were answered live.
- Polls not anonymous, if you want answers per person. Zoom's poll report shows name and email for non-anonymous polls when registration is on.
After the webinar: export the Q&A report
Zoom's webinar reports are in the Reports section of the Zoom web portal, under usage reports. From there you can generate the attendee, performance and Q&A reports for a past webinar. Zoom says reports are available for the previous year, but registration data is tied to the webinar ID, which Zoom can delete some time after the webinar. Export what you need within a few weeks.
Open the Q&A report and check that each question has the asker's name and email. If it doesn't, you can still use the questions for product, but you'll have to match askers to contacts by hand.
Import the questions into HubSpot
- Create two contact properties, for example “Last webinar question” (multi-line text) and “Last webinar question answered” (yes or no).
- Remove colleagues, speakers and partners from the Q&A file, and keep the exact wording of each question.
- Import the file as contacts. Email is the unique identifier for contacts in HubSpot, and the import lets you choose to update existing records only, so the questions land on the right people without creating new ones.
- Check a few records: the question should be on the contact, next to the webinar attendance the integration already added.
If a contact asked several questions, join them into one cell before importing, or keep only the most relevant one.
Follow up by lifecycle stage
With attendance from the integration and questions from the import, build lists that combine the marketing event filter (attended or registered) with lifecycle stage and the question property. Give each list one action: a task for the owner when there is an open deal, an email that answers the question for MQLs and leads, and the replay for no-shows. The full grid and example emails are in the guide to following up webinar attendees in HubSpot.
Frequently asked questions
How do I get Zoom webinar questions into HubSpot?
Export the Q&A report for the webinar from Zoom's usage reports, add a contact property for the question in HubSpot, and import the file to update existing contacts matched by email. The standard Zoom Webinars integration sends registrants and attendees, but HubSpot's documentation doesn't list Q&A among the data it syncs.
What settings should I enable in Zoom Webinars so Q&A data is usable afterwards?
Turn on registration, switch off “Allow anonymous questions”, use the Q&A panel rather than the chat for questions, turn on chat auto-save if you need the chat, record to the cloud with a transcript, and make polls non-anonymous if you want answers per person.
Do Zoom poll answers sync to HubSpot?
For standard Zoom Webinars, HubSpot's documentation doesn't list poll answers. Zoom's separate app for Zoom Events sends poll results and Q&A questions; it needs a Zoom Events or Webinars Plus licence. Otherwise, export the poll report and import it.
How Keepstage does this
Keepstage After-Show is post-event intelligence for HubSpot teams. Keep Zoom Webinars and send us the attendee and Q&A reports. 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.