Marketing & GrowthFree
Webinar Follow-Up Email and Lead Scoring
The follow-up list built from the attendee export, deduplicated and scored on time in session, with the copy for each tier attached.
River takes the attendee export and produces the list you can actually send from: one row per person, minutes summed across every join, the question-askers and poll respondents joined in from their own files, and a score on each row. Then the copy, written per tier, from what happened in the session at the minute it happened. The list and the emails come back together, which is the only version of this job that finishes inside the window where it still converts.
Every template on this subject assumes the list exists. Attendees, no-shows, hand-raisers, five emails, ten days, brackets to fill. The tracks are right. The file will not produce them. Somebody who dropped twice on hotel wifi and came back for the demo is three rows, and sorting that export by duration buries them under a person who joined for the intro and left. Dial-in attendees sit in their own section. The best personalisation signal is in a different download.
Demand-gen teams running a webinar a month, founders who hosted one and now have a spreadsheet, and event marketers whose scoring lives in somebody's head. Pair it with the assets already sitting in the recording, and with a read across every campaign you have sent once the sends are done. The marketing workspace keeps the tiering rules, so the next webinar's list takes minutes rather than an afternoon of pivot tables.
What the attendee export will and will not tell you
A person who leaves and rejoins is in the file twice. Zoom's own answer on the participant data is that a dropped user who rejoins is listed twice, with the join and leave time of each visit. So minutes have to be summed per email address before anything is ranked. Sort the raw export by duration and the attendee who watched the whole session across three drops lands beneath someone who stayed for the introduction.
The engagement signals exist, in four other files. Zoom generates attendee, performance, question, poll and survey reports separately, all available once the webinar has ended, so the person who asked about pricing is in one download and their minutes are in another. Two details quietly cost people rows in the list. Dial-in and Zoom Room attendees appear under Other Attended rather than in the main list, and a poll relaunched during the session reports only its last occurrence.
There is a window on the data as well as on the follow-up. Zoom's reporting holds attendee lists and polling results for the last 15 months, searchable a month at a time, which is generous until somebody wants a year-over-year read on a programme. Pull every report the day the session ends, keep the raw files, and the scored list becomes an asset that outlives the webinar rather than a spreadsheet somebody rebuilds every quarter from a download nobody kept.
How it works
Paste the export
The attendee report, plus the registration, question and poll files if you pulled them.
River builds the list
Rows collapsed per person, files joined on email, and a score against each one.
Read the tiers
Who is hot and why, with the copy for each tier written beside it.
Send it today
Route the open deals to reps, queue the rest, and keep the scoring rules.
What you get
- One row per person, with minutes summed across every join and rejoin
- Question-askers, poll respondents and registration answers joined in from their own downloads
- A score on every row, built from the signals the files actually record
- Copy per tier, referencing the minute of the session that tier watched
- Dial-in attendees pulled out of Other Attended and back into the main list
- The accounts already in an open deal held back and routed to their rep
Common questions
We use a different webinar platform. Does it still work?
Yes. Every platform exports the same shape: a row per join-and-leave pair, engagement in separate files, and registration answers somewhere else again. The aggregation and the join are the same job. Name the platform and the column headings get read as they arrive rather than as they are supposed to be.
What if I only have the attendee report?
Then you get the aggregation, the tiers and the copy, scored on minutes and on whether somebody was in the room during the part that mattered. The question and poll signals are worth going back for, and the list names the twelve people they would move. Those same two files are what index the recording for reuse later. Most of the value is in the summing.
How is the score calculated?
From the signals the files carry, weighted and shown rather than hidden. Minutes as a share of the session, presence during the segment that mattered, a question asked, a poll answered, and what the registration answer said. Every weight sits on the sheet, so a rep can argue with a tier rather than ignore it.
Does the dial-in attendee really get lost?
Routinely. They land in a separate section with a phone number instead of an email, so any dedupe keyed on email drops them, and they are frequently the longest-watching people in the file. Matching them back against the registration list by number is a step, and it is where a named account turns up.
How is this different from a webinar follow-up template?
Templates give you three tracks and brackets, and assume the list is ready. It is not. The export ranks your best attendee nineteenth, hides the question-askers in another download, and puts your longest viewer in a section with no email address. This produces the list, then the copy. Programme-level choices, which sessions to repeat and where the promise belongs in the agenda, sit in the webinar programme pack.
Can it hold back accounts already in a deal?
That is a tier of its own. Anyone with an open opportunity comes out of the sequence and goes to their rep with what they watched, what they asked and how long they stayed. A marketing follow-up landing in an active deal is the fastest way to have the sequence switched off.
Webinar Follow-Up Email and Lead Scoring
Fill in the form and your workspace opens with the work already underway.