Using HubSpot to Register Leads for Citrix Online’s GoToWebinar
Disclaimer: Are you a HubSpot customer? Are you a super geek? Then this post is for you. Everyone else: Check out more entertaining content, like the other posts on this site.
If you are planning a webinar, you face some confusing decisions about how to communicate with your leads and store information about them. Both Citrix and HubSpot offer lead intelligence and automated follow-up communication with your registrants. However, neither system does everything that you might want to do, and there is some overlap. This article is intended to help you combine the best features of both systems to make sure you can take advantage of Citrix’s automatic reminder tools without losing any of the benefits of having your lead data in the HubSpot database. For those who are comfortable tinkering with HTML — okay, let’s face it: you have to be ultra-comfortable tinkering with HTML — there are some notes about how to jerry-rig a form so it feeds data into both Hubspot and Citrix.
If you use GoToWebinar’s email marketing tools and landing page to register people for the website, you are missing an opportunity to store the registration data in your Hubspot database. But you do need to use GoToWebinar’s automated follow-up tools to provide your participants the registration link. To avoid having to manually enter data from one system into another, here’s the recipe I used for registration the last time I produced a webinar.
- Your own website or web server, capable of hosting PHP scripts
- Your Hubspot website and database
- Your Citrix GoToWebinar account
- A few cups of patience
- Create a HubSpot-hosted landing page for your webinar and populate it with any persuasive content and images you would like to use
- Set up the webinar on Citrix GoToWebinar
- Create a form on your non-Hubspot hosted website to capture webinar registration. Set it up so that it spools data to Citrix’s webinar registration database.
- Add the form to your Hubspot-hosted landing page.
- Test the form to make sure it properly registers you for the webinar.
- Use all of Hubspot’s tools (lead nurturing campaigns, email campaigns, calls to action, and links from relevant content sections of your website) to drive traffic to the landing page.
Creating the Form
- Make sure your webinar is already set up GoToWebinar. When you come to the Registration tab, set up the form with the fields you want to capture.
- In GoToWebinar, click the “Registration Web Page” link and leave it open in your browser. You’ll have to reference the source code for the next few steps.
- Read the excellent articleon the HubSpot Wiki about how to use the PHP script that integrates GoToWebinar and Hubspot. Copy and configure the PHP code there and post it to your web server as gtw-process.php. You will need to change the code in three lines:
- Line 4: You should add the URL that you’re going to re-direct your newly converted leads/registrants to once they submit the form. This should likely be a thank you page of some sort.
- Line 14: Line 14 references the URL of the GoToMeeting registration process. On the GoToWebinar registration page that you left open in the browser, look at the first part of your GoToWebinar URL (e.g. www3.gotomeeting.com) and change the URL in line 14 to agree with that. This will direct the registration data to the right server in the GoToWebinar system.
- Line 34: You’re going to need to input your HubSpot Lead Tracking API URL on this line in the place of the “<YOUR HUBSPOT POST URL HERE>”. This can be attained from your HubSpot portal under ‘Settings -> Integrations -> HubSpot Lead API” and then clicking on the ‘Create New Form’ button. If there are questions around this, please contact HubSpot support. They’re great.
- Create an HTML page on your own, non-HubSpot hosted website. This page will only contain the form. Here is a sample form with comments on how you may need to adjust the HTML. You can simply copy-paste the following text into the body of your new HTML page:
<form method=”get” action =”http://<path-to-file>/gtw-process.php”>Comment: Make sure you reference the path to your PHP file correctly.First Name: <input name=”firstName” size=”40″ type=”text” />
Last Name: <input name=”lastName” size=”40″ type=”text” />
Email: <input name=”email” size=”40″ type=”text” />
Comment: The PHP code maps the Hubspot-friendly field names such as firstName and lastName to the field names that GoToWebinar uses, such as Name_First and Name_Last. If you want to add more registration data, create more fields in the GoToWebinar registration form, and view the source of that page to see how GoToWebinar names the fields. You can then add lines to the PHP script to map more form fields to the GoToWebinar system.
<input name=”WebinarKey” type=”hidden” value=”‘<ENTER WEBINAR KEY HERE>’ />
Comment: The way this field is named can be a stumbling block. In the land of Citrix tech support, the webinar key is a proprietary, hidden number that you can only get by calling your corporate account representative and acting like a smarty-pants. In this context, webinar key actually refers to the webinar ID. It is the string of numbers that appears at the end of the webinar registration URL you left open in step 3.
<input name=”Form” type=”hidden” value=”webinarRegistrationForm”>
<input name=”template” type=”hidden” value=”https://www1.gotomeeting.com/en_US/island/webinar/registration.tmpl“>
Comment: This references the URL of the GoToMeeting registration process. On the GoToWebinar registration page that you left open in the browser, look at the first part of your GoToWebinar URL and change the URL in line 14 to agree with that. This will direct the registration data to the right server in the GoToWebinar system.
<input type=”submit” value=”Submit”>
Comment: If you like, change your Submit button to read “Register” by changing the value to “Register.”
- Post the HTML page to your website and test it to make sure it registers you for the webinar.
Add the Form to your HubSpot-Hosted Landing Page
- View/Edit your HubSpot-hosted landing page.
- Save your landing page and test it.
Kicking Off the Campaign
We used a lead nurturing campaign to repeatedly invite the leads in our database that we knew would be interested in the webinar. Because you have set up the form to spool data to Hubspot and to GoToWebinar, when they convert on the form, they automatically are removed from the lead nurturing campaign and are entered into GoToWebinar’s email reminder system.
Now you can use all HubSpot’s other great tools to drive traffic to your landing page and convert it into leads — and still get all the benefits of the GoToWebinar automatic reminders.