Question 1

What manual work around ON24 webinars can be automated?

Accepted Answer

Common automated tasks include syncing attendee data from ON24 into your CRM or database after a webinar ends, triggering follow-up emails based on attendance status (attended, registered but didn't attend, or no-show), and logging webinar activity as records tied to contacts. You can also automate the creation of new contacts in your CRM from ON24 registrations and route attendee information to other systems like email platforms or marketing automation tools without manual export and re-entry.

Question 2

How does data flow between ON24 and other tools when automated?

Accepted Answer

ON24 can export attendee and engagement data via API integrations or webhooks, which flows into downstream systems like CRMs, email platforms, or analytics tools. When a contact registers for or attends a webinar, that event data can trigger automatic data pulls that update or create records in your connected systems. The direction of flow is typically one-way (from ON24 outward), so attendee lists and interaction metrics move into your other tools rather than the reverse.

Question 3

What gets missed or breaks when automating ON24 workflows?

Accepted Answer

A common issue is delays in data availability, since ON24 may not immediately export attendee records or engagement metrics after a webinar ends, which can cause syncs to fire before complete data is ready. Webinar status changes (such as a contact moving from registered to attended) may not always trigger automations reliably if configured incorrectly. Additionally, custom fields or metadata created in ON24 may not map cleanly to destination systems, leading to incomplete or mismatched records if field mapping is not verified during setup.

Question 4

How should I set up ON24 to make automations work reliably?

Accepted Answer

Ensure your ON24 account has API access enabled and that you document which data fields will flow to your other tools before connecting them. Use consistent naming and formatting for registrant information (email, name, company, etc.) so the data maps correctly when it arrives in downstream systems. Test your webinar setup with a small test registration to confirm that all expected data fields are captured and that webhooks or API calls trigger at the right time, particularly after the webinar concludes.

Automate the manual work in ON24

ON24 by the numbers

Top 5 ON24 friction points when done manually

Manually tracking ON24 attendee engagement

Syncing ON24 registrant data across systems

Creating follow-up campaigns after ON24 events

Reconciling ON24 performance with sales pipeline

Preparing ON24 reports for stakeholders

What you can automate in ON24

Add new contacts from HubSpot to ON24

Add new HubSpot leads as ON24 registrants

Add new submissions from Jotform to ON24

Create Google Calendar detailed events from new webinars in ON24

Create new ON24 webcasts from Google Sheets

Send emails when you receive a new ON24 registrant

Tools commonly connected to ON24

ON24 Automation questions

Ready to automate your work in ON24?