Webinars have evolved into one of the most effective marketing tools for companies that want to drive demand and efficiently increase sales. They are a great tool for educating customers on solutions, generating higher quality leads, and represent a relatively low cost way to create awareness for products. To create a webinar, login to the MarketingCenter and select the Events tab.

What will I find in this article?

Creating a Webinar

On the Events tab, select the New Event button at the top of the page. This loads the content source page.

Choose the content source for the campaign. Select the appropriate option by clicking the hyperlink. You will have three options:


  • Ready made campaigns: Pre-configured events. Simply choose the event template, and update the appropriate information.
  • Copy previous event: Copies over an exact copy of an existing event.
  • New Content: Create new content from scratch. This lets you set up all of the event dates, options, confirmation, emails etc. yourself starting from an empty template.

Setting up your webinar is simple. Add the name, dates and times for the webinar and a description of the webinar. You can limit the number of attendees for the webinar by setting a max. If there is no maximum registration limit, leave the field blank. You can also set an end date to register for the webinar. If there is no end to the registration period, leave this field blank. 

Choose your Online Meeting Tool from the options provided in the dropdown box.  For this example we will select WebEx Event. Note that WebEx Meetings denote a limit of 25 attendees while WebEx Events are much larger.

When done, click Save & Continue located at the bottom of the page.  This loads the Online Meeting page.

Online Meeting

In this tab you can manage the settings for the webinar, the title of the tab is dependent upon the meeting place for your webinar, in this case it is WebEx Settings.

Enter your WebEx account site, username and password, then click Save. You will only need to do this the first time. If you have already added your WebEx credentials to StructuredWeb, skip this step.

Create a password for the webinar. This password will be provided to the contact upon registering to the webinar.

Edit the Meeting Options, Attendee Privileges, and Security for the meeting to meet your needs. Editing these options within StructuredWeb automatically integrates with WebEx meeting settings.

When done, click Save located at the bottom of the page. Next, load the Registration page.

Registration Page

This page is in many ways the single most important aspect of setting up the webinar. First, you can put information about your webinar on the registration page to help explain and promote the webinar to your customers. Second, the registration page is where customers go to sign up to participate in the webinar. 

Determine the form fields you want to have in the registration page. StructuredWeb provides you a list of default fields. To add additional fields, click the Add a Field button:

Three options will be displayed:

  • Contact Fields: Add a field based on normal contact information such as address, city, state, postal code.
  • Profile Fields: Add a profile located within your CustomerCenter CRM to the form. All data entered will then be saved to the contacts record in the CRM.
  • Form Fields: Additional customized fields that are not tied to the CustomerCenter CRM.

For more detailed instructions on working with forms, please visit the article on Creating Forms.

For example, if you need to add a customized field that is not basic contact information, select the Form Field option and follow the wizard’s steps to create that customized field. Custom field types include dropdown selection, check boxes for multiple selection, number field, and text area.

You can reorder form fields by dragging and dropping. To remove form fields click the X to the left of the field name. Clicking on a form field allows you to change its display name and whether you want it to be required.

To modify the content of the registration page, click in the text area. This loads the content editor. Use the editor to its fullest capabilities and customize the registration page. For more information on how to use the editor, see the Using the Content Editor article. When finished click Save and Close. Click the Confirmation Page tab to continue to the next step.

Confirmation Page

Once customers have registered for your webinar they are automatically taken to a registration confirmation page. Set up your registration confirmation page by using the content editor. Click Save and then access the Confirmation Email tab.

Confirmation Email

Following registration, you can send the customer a confirmation email. This email ensures the customer that the registration process was successful. You can toggle the confirmation email on and off by clicking “Yes” or “No” respectively under the question: Would you like to send an email confirmation to the customer that filled out this form? Enter the subject and content of the email using the content editor. When finished, click Save. Click the Distribution tab to continue to the next step.


This tab allows you to decide which user(s) receive the form submissions and alerts for the webinar. Under Assign all form submissions and new contacts to a single user, click Edit.

Determine the user to receive form submissions using the dropdown.

Select “Yes” for Would you like to send an email notification to the user you are assigning this form to?

If you would like to send a carbon copy of the email notification, you can enter the email address(es) to receive the copies, separated by semicolons (;).

When finished, click Save.  Select the Invited tab to continue to the next step.


 Here you can add records to the mailing list for the webinar. The contacts that you add to this list will be sent invitations created in the Emails tab. There are a few ways you can add records to the mailing list: 

  • Quick Search: find individual records to add contacts.
  • Group Mailing Lists: add all members of a group to the list.
  • Saved Searches: Use a previously saved Advanced Search to add contacts.
  • Advanced Search: search using specific criteria to find the contacts you want.
  • ImportImport contacts into the mailing list using a CSV or XLS file. See our article on the Import process for more information.

Once you are finished adding contacts to the mailing list, click the Emails tab to be brought to the next step.


This tab is used to create and distribute emails regarding the webinar. Invitations are sent to the customers added to the mailing list in the Invited tab. Reminders are sent to those who have registered for the webinar as shown in the Registered tab. Apart from the difference in mailing list used, the creation process for invitations and reminders is identical:

To create a new email, click the New Email button. This allows you to choose from the four types of emails available for syndicated webinars:


  • Invitation: Sent out to inform people of the event and what it's about prior to the event taking place. Invitations are used to get people to register for the event. At least two or three invitations are generally recommended for most webinar events.
  • Reminder: Sent out a day or so prior to the event taking place to remind those that have already registered to attend the event.
  • Post Event - Attendees: Available to send as a "Thank you" of sorts after the event to all who attended the webinar.
  • Post Event - No Shows: Available to send after the event to those that registered but were unable to attend.

Choose the type you want and create the email as you normally would. For a refresher, see the article on Sending an Email Blast.

To provide the contacts with the information to access the WebEx meeting you can use the [OnlineMeetingDetails] merge field. You can add this merge field to your email(s) by clicking the Merge Fields button in the content editor. Open the "Events" folder and select "Online Meeting Details."

This will add the [OnlineMeetingDetails] to the email where your cursor was placed. 

When the email is sent it will include all of the information that the contact needs to access the meeting.

When finished creating your email, click the name of the webinar campaign to return to the Emails tab then select the Registered & Attended tab.

Registered & Attended

Here you can view the customers that have registered for the webinar. From this tab you are able to delete customers and access Customer Center information for the registered attendees. Contacts can be manually registered by typing their name into the Contact Quick Search. You can also export the registered attendees list as a CSV file by clicking Export at the top right.

When finished, click the Reports tab to continue.


 This tab agglomerates the report data for three different aspects of the webinar:  

  • Marketing: The email invitations and reminders sent out to the mailing lists.
  • Registration Analysis: The form data entered by registered contacts.
  • Attendance: The attendance information of the contacts that registered for the webinar.

  To navigate between the different reports, select the desired report from the dropdown at the top of the page.

This tab agglomerates the report data from all individual emails sent for the webinar. At the top is the overall summary of all webinar invitations sent, followed by each individual email. Each email sent will have both aggregate and percentage data. Clicking on the number in the Count column for one of the categories will show you a list of the contacts who performed the action.

Registration Analysis
This page shows the details of the registration form that contacts submitted  to register for the webinar. Each question on the form displays a graph showing the percent of contacts that chose each response.

This is the report on the webinar attendance. On the top left is a bar graph showing the totals of the Invitees, the Registered Attendees, the Attendees, and the attendees who Completed the webinar. On the top right is a bar graph showing the number of attendees and what percentage of the webinar they completed. Below the graphs is an area showing the Average % of Event Completed, the number of attendees who completed 100% of the webinar, and the percentage of attendees who completed the webinar. Below that is a data grid listing the statistics for the campaign.