If you’re running B2B webinars, you know the drill: chasing registrations, wrestling spreadsheets, sending “Don’t forget!” emails, and still watching half your signups ghost you. It’s tedious, error-prone, and—let’s be honest—no one gets into marketing to be a reminder robot.
This guide is for B2B marketers who want to actually automate the boring stuff: getting people registered for Zoom webinars and making sure reminders go out. No, not just a “Zapier quick connect,” either. We’re talking about real, flexible automation using Make (formerly Integromat). If you want to save hours, reduce no-shows, and stop duct-taping your workflow, read on.
Why Automate Webinar Registration and Reminders?
Here’s the honest truth: manual webinar workflows don’t scale, and they’re easy to mess up. If you’re doing any of these, automation is for you:
- Copy-pasting registrant info between your CRM, spreadsheet, and Zoom
- Manually sending reminder emails
- Stressing over “did I add everyone to the right reminder list?”
- Not tracking who actually attended
Automating this process means:
- Fewer mistakes (no more missed reminders or double-booked names)
- Hours back in your week
- A better experience for your prospects (so, more attendees and happier sales teams)
But: automation isn’t magic. You need to set it up right, and you need to know where the pitfalls are. Let’s get into it.
What You’ll Need
Before you start, make sure you’ve got:
- A Zoom account with webinar capabilities (not just meetings—you need the Webinar add-on)
- A Make account (free tier works for small volumes; paid is better if you’re serious)
- A registration form (could be HubSpot, Typeform, Google Forms, Webflow, whatever)
- Access to your email tool (Mailchimp, HubSpot, or just Gmail/Outlook)
- Basic understanding of triggers and actions (If X happens, do Y)
If you don’t have all these, stop and get set up first. Make doesn’t fix a messy tech stack—it just exposes it.
Step 1: Map Your Ideal Webinar Flow
Before you start building automations, get clear on what you want to happen. Otherwise, you’ll end up with a spaghetti monster of triggers and filters.
A typical B2B webinar flow:
- Visitor fills out a registration form (on your site, landing page, or wherever).
- Their info gets sent to Zoom as a webinar registrant.
- They get a confirmation email (ideally with their unique join link).
- They get one or more reminders before the event.
- After the event, you follow up (attended or not).
Pro tip: Draw this out on paper or a whiteboard. List what data you need at each step (name, email, company, etc.).
Don’t overcomplicate it. The simpler the flow, the less likely it is to break.
Step 2: Connect Your Registration Form to Zoom via Make
Most registration forms don’t talk directly to Zoom. That’s where Make comes in—it sits in the middle and moves the data for you.
A. Set up your trigger
- In Make, start a new scenario.
- Add a trigger for your form tool:
- Typeform: “Watch Responses”
- Google Forms: Use Google Sheets “Watch Rows” (since Google Forms saves to Sheets)
- HubSpot: “New Form Submission”
- Webflow: “Watch Form Submissions”
- Connect your account and pick the form you use for webinar signups.
B. Add the Zoom module
- Add the Zoom “Create a Webinar Registrant” action.
- Connect your Zoom account.
- Choose the right webinar (each webinar has its own ID—don’t mix these up).
- Map the form fields (email, first name, last name, etc.) to Zoom’s required fields.
What can go wrong:
- Zoom requires unique emails per registrant. If you allow people to register multiple times with the same email, you’ll hit errors.
- If you have custom questions on your Zoom registration, you’ll need to map those too (Make supports custom fields, but only if you set them up in Zoom first).
C. Test it
- Submit a test entry from your form.
- Check Zoom’s “Manage Attendees” list for your webinar. Did it show up?
- If not, check Make’s run history for errors—Make’s error messages are usually readable, but sometimes vague (“Invalid value” can mean anything from a missing field to a badly formatted email).
Step 3: Send Confirmation and Reminder Emails
Zoom can send confirmation emails, but they’re… well, generic. If you care about branding, or want to include extra info (“Here’s your handout!”), you’ll want to send your own.
Option 1: Use Zoom’s built-in emails (fast, but boring)
- In your Zoom Webinar settings, check “Send confirmation email to registrants.”
- You can add a little custom text, but not much.
Option 2: Send branded emails via Make
- After the “Create Webinar Registrant” step in your scenario, add an email module:
- For Gmail, use “Send an Email”
- For Mailchimp, use “Add/Update Subscriber” then trigger an automation
- For HubSpot, use “Create Contact” and enroll them in a workflow
- Include the unique Zoom join link in your email. You’ll get this from Zoom’s API response in the previous step (
join_url). - Write clear instructions: highlight the date/time, add a calendar link, and remind them to check their spam.
Reminder emails:
Set up time-based triggers in Make:
- Use the “Schedule” module to set reminders (e.g., 1 day before, 1 hour before).
- Or, use your email tool’s built-in automation (easier if you’re not a Make power user).
What to skip:
Don’t overdo reminders. Two is usually enough: one a day before, one an hour before. Anything more and you risk annoying people.
Step 4: Add Registrants to Your CRM
You want your sales team to know who registered and attended, right? Add a step in Make to send registrant data to your CRM (HubSpot, Salesforce, Pipedrive, etc.).
- Add your CRM module after the registration step.
- Map the fields (again, keep it simple: name, email, company).
- Add a tag or note like “Registered for [Webinar Name]”.
Pro tip:
If you’re worried about duplicates, use the “Search” module first to check if the contact already exists, then only create if it doesn’t.
Step 5: Track Attendance and Follow Up
Zoom marks who actually attended, but it doesn’t push this info out automatically. Here’s how to automate post-webinar follow-up:
A. Pull the attendance report
- Add a scheduled scenario in Make (run it the day after your webinar).
- Use the Zoom “List Webinar Participants” module.
- Fetch the list, filter for “attended” vs. “no-show”.
B. Trigger tailored follow-ups
- For attendees: Send a “Thanks for coming” email, link to the recording, maybe a CTA.
- For no-shows: Send a “Sorry we missed you” with a recording link.
What not to worry about:
Don’t stress if the Zoom attendance report is a little delayed. Sometimes it takes a few hours to finalize. Just schedule your Make scenario to run the next morning.
“Gotchas” and Honest Advice
- Zoom API limits: If you’re running big webinars (hundreds or thousands), keep an eye on Zoom’s API rate limits. You might need to batch requests.
- Duplicate contacts: If you don’t check for existing contacts in your CRM, you’ll end up with a mess of duplicates.
- Weird time zones: If your audience is global, make sure your emails show the webinar time in their time zone, or at least UTC.
- Testing: Always test with your own email before going live. Seriously. You’ll catch typos, broken links, and weird formatting.
- Don’t automate the follow-up until you know what works: Start with a manual follow-up process and automate only once you know what messages actually get replies.
Keeping It Simple—and Actually Useful
Automating your Zoom webinar registration and reminders with Make isn’t rocket science, but it does take a little patience to get right. Don’t try to build a perfect system on day one. Start with the basics: auto-add registrants to Zoom and send a couple of reminders. Then, layer on CRM sync and fancy follow-ups if you need them.
Remember: the best automation is the one you actually use, not the one that looks coolest in a flowchart. Keep it simple, test relentlessly, and tweak as you go. Your future self—and your sales team—will thank you.