How to build a webinar and event registration sync

What matters here

• Sync registrations before the event. Knowing a target account registered is worth more before it than after.
• Never treat registration as attendance. Thanking a no-show for attending is worse than not following up at all.
• Route the same day. A lead from an event is warm for about seventy-two hours.
• Segment on behaviour: attended fully, dropped early, no-show, asked a question. Each needs a different follow-up.
• Attribute to the event with real cost attached, or the channel looks impossibly efficient and gets defunded.

Who this is for

You run marketing operations or demand generation. Registrations sit in a webinar tool, badge scans arrive as a spreadsheet, and follow-up happens whenever somebody gets to it.

How it works in practice

What happens between somebody registering and a rep having a useful conversation.

1. 1

   Registrations sync as they happen, before the event

   So sales know which target accounts registered while it still matters.

2. 2

   Registrants are matched to accounts and existing contacts

   A registrant on an open opportunity is a different conversation entirely.

3. 3

   Attendance is recorded separately after the event

   Attended, partially attended, no-show, with the duration.

4. 4

   Behaviour is captured, not only presence

   Questions asked, polls answered, resources downloaded.

5. 5

   Follow-up routes the same day, differentiated by behaviour

   A question asker and a no-show get different messages from different people.

6. 6

   Cost is attached and pipeline attributed

   So the channel is judged on cost per opportunity, not on registration count.

Paste these into Claude Code or Codex with the Tray Headless plugin installed. Each stage runs on its own. The systems named in them are the worked example rather than a requirement, and every prompt says so.

Once per project, run /tray-workflows:set-workspace to pick the workspace these build in. Point it at a sandbox first.

1. 1

   Set up and sync registrations before the event

   A registration is intelligence before the event and a record afterwards.

   Headless skills build-workflow tray-patterns

   Copy

   Use build-workflow.
   
   Sync registrations as they happen, not in a post-event export.
   
   For each registration: match to an existing contact and account, create
   the contact where new, add to the campaign with a registered status, and
   capture what they told you at registration.
   
   Then notify the account owner when somebody from a target account or an
   open opportunity registers. That is worth far more before the event than
   after it, because the rep can plan to speak to them.
   
   Never wait for the event to end before any of this happens. The
   information is most valuable while it can still change what somebody
   does.

2. 2

   Record attendance as its own fact

   Thanking a no-show for attending is worse than silence.

   Copy

   After the event, record attendance separately from registration:
   
     Attended, with duration and the percentage of the session
     Partially attended, with when they left, because dropping after ten
     minutes is a different signal from staying to the end
     Did not attend
     Watched the recording afterwards, which is a real signal and usually
     discarded
   
   Keep both facts on the campaign member. Registered and attended are
   different statuses, and collapsing them produces follow-up that thanks
   somebody for attending an event they missed.
   
   For an in-person event, take badge scans as attendance and treat the
   registration list as intent instead of presence.

3. 3

   Capture behaviour, not just presence

   Somebody who asked a question is not the same lead as somebody who watched.

   Headless skills tray-gotchas

   Copy

   Use tray-gotchas, then capture what people actually did:
   
     Questions asked, with the text, which is the strongest signal in the
     whole event and is almost always thrown away
     Poll responses, which frequently include budget or timing
     Resources downloaded during the session
     Time spent, and whether they stayed for the demo or left before it
     Booth conversation notes for an in-person event
   
   Write the question text onto the record. Somebody who asked how this
   handles multi-entity consolidation has told you their evaluation
   criteria, and that is worth more than any score derived from
   attendance.

4. 4

   Route the same day, differentiated

   A lead from an event is warm for about seventy-two hours.

   Copy

   Route follow-up within hours, not days, and differentiate by behaviour:
   
     Asked a question: to the account owner, with the question, for a
     personal reply
     Attended fully with no owner: to routing as a normal inbound lead
     Dropped early: a nurture sequence, not a sales call
     No-show: send the recording, do not thank them for attending
     Existing opportunity: to the deal owner as context, not as a
     new lead
   
   Suppress anybody with an open opportunity from generic follow-up. A
   prospect mid-negotiation receiving a templated nurture email about the
   webinar they attended looks like two companies talking to them.

5. 5

   Attribute with the real cost

   An events channel with no cost looks impossibly efficient.

   Copy

   Attach the real cost to the campaign: platform fees, stand and travel for
   in-person, agency, and staff days at a loaded rate. Staff time is the
   largest line for most events and is almost never counted.
   
   Then report per event: registrations, attendance rate, question askers,
   pipeline created within a window, pipeline influenced on existing deals,
   and cost per opportunity.
   
   Attendance rate is the operational number and cost per opportunity is the
   commercial one. Reporting registrations alone makes every event look
   successful, and it is the reason event budgets survive without scrutiny
   and then get cut all at once.

6. 6

   Check it end to end, then hand it to marketing operations

   Because every event platform is slightly different.

   Copy

   Run the per-step schema checks and the whole-workflow audit before this
   touches production.
   
   Then open the same workflow in Tray Build so marketing operations can add
   an event platform, change the follow-up routing and adjust the
   suppression rules in the visual canvas. Every event uses a slightly
   different tool and none of them should need an engineer.

What it connects to

Registrations arrive in an event tool and have to reach the people who follow up.

Named systems are the ones most teams run, not the only ones that work. Each is an authentication in your Tray workspace, referenced by name, so the workflow never holds a credential. Where we have a connector page, the name links to it.

Questions people ask

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