FS-DOC-03Operations
Process Runbook / SOP
Event and Webinar Promotion
[YourCompany.com] · Marketing Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating guide for your marketing coordinator and anyone else involved in running event and webinar promotions. It covers exactly what the automation handles, what your team does, how to deal with exceptions, who to call when something goes wrong, and how to keep the system working reliably over time. FullSpec has built and configured all three agents described here. Your team's only standing responsibility in the live process is reviewing and approving social post copy before it goes out.
01Process overview
When a new event or webinar is confirmed, your coordinator fills in one row of the Google Sheets event calendar. From that single action, three automated agents handle the rest: Zoom registration is created, HubSpot email sequences are activated with dynamically calculated send dates, LinkedIn posts are drafted and scheduled, a Slack notification goes to the internal team, Zoom registrant data is continuously synced into HubSpot, and a segmented post-event follow-up is sent within one hour of the event ending. Your team touches the process at one point only: reviewing the AI-drafted social post copy before it is scheduled. The entire promotion flow runs the same way every time, regardless of who is in the office that week.
Process name
Event and Webinar Promotion
Trigger
A new event brief row is marked as confirmed in the Google Sheets event calendar
Final output
Zoom registration live, HubSpot sequences sent, LinkedIn posts published, registrants synced to CRM, post-event follow-up delivered, metrics logged to Google Sheets
Agents running
Event Setup Agent, Social Promotion Agent, Post-Event Sync Agent
Tools involved
Google Sheets, Zoom, HubSpot, LinkedIn, Slack
Weekly volume
3 to 6 events or webinars per month (roughly 1 to 2 per week)
Human checkpoint
Coordinator reviews and approves AI-drafted LinkedIn post copy before scheduling (approximately 10 minutes per event)
Process owner
[Your name] — Marketing Coordinator
Process Runbook / SOPPage 1 of 4
FS-DOC-03Operations
02Step-by-step: what happens and who acts
What you actually need to do: Your only required action in this process is reviewing the social post drafts generated by the Social Promotion Agent. You will receive a Slack notification or email prompt with the three LinkedIn post drafts. Read them, check they match your brand voice, and click Approve (or return them with notes for revision). Everything else runs automatically before and after this step.
Step
What happens
Who acts
Type
1
Your coordinator adds the event title, date, time, speaker details, and key messaging into the Google Sheets event calendar and marks the row as confirmed. This single action starts the entire promotion workflow.
Marketing Coordinator
Human
2
The Event Setup Agent reads the confirmed row and automatically creates a Zoom webinar registration using the event details from the sheet. The registration link is captured and passed to all downstream steps without anyone copying or pasting it.
Event Setup Agent
Automated
3
The Event Setup Agent activates the pre-built HubSpot email sequence for the target contact list. Send dates for the announcement, one-week reminder, one-day reminder, and one-hour reminder are calculated dynamically from the event date so no manual date entry is needed.
Event Setup Agent
Automated
4
The Social Promotion Agent generates three LinkedIn post drafts: an announcement post, a mid-cycle reminder post, and a day-of post. Drafts are produced using the event brief details and queued for coordinator review. Nothing is published at this stage.
Social Promotion Agent
Automated
5
The coordinator receives the three LinkedIn post drafts and reviews them for accuracy, tone, and brand fit. If the copy looks good, the coordinator approves it. If changes are needed, the coordinator edits the copy and resubmits. This step takes approximately 10 minutes and is the only human action required in the live workflow.
Marketing Coordinator
Human
6
Once the coordinator approves the post copy, the Social Promotion Agent schedules all three LinkedIn posts at the pre-configured times via the LinkedIn API. No further action is needed from the team.
Social Promotion Agent
Automated
7
The Social Promotion Agent posts a launch notification to the designated Slack channel, including the event name, date, and registration link. Sales and customer success teams can immediately share the link with prospects without waiting for a manual message.
Social Promotion Agent
Automated
8
On a scheduled interval throughout the registration period, the Post-Event Sync Agent pulls new Zoom registrant records and creates or updates the corresponding HubSpot contact records, tagging each contact with the event name and updating their lifecycle stage automatically.
Post-Event Sync Agent
Automated
9
One hour after the event end time recorded in the brief row, the Post-Event Sync Agent pulls Zoom attendance data, checks each registrant's attendance status, and triggers the correct HubSpot follow-up email: the replay link email for attendees or the re-invite email for no-shows.
Post-Event Sync Agent
Automated
10
The Post-Event Sync Agent writes the final event metrics, including registration count, attendance count, and email engagement figures, back into the reporting row in Google Sheets. The event record is complete and ready for the monthly marketing review without any manual data entry.
Post-Event Sync Agent
Automated
Process Runbook / SOPPage 2 of 4
FS-DOC-03Operations
03Handling exceptions
Situation
What the system does
What you do
A required field is missing from the event brief row (for example, the event date or Zoom meeting type is blank)
The Event Setup Agent detects the missing field and pauses the workflow. It sends an alert to the process owner via Slack or email, listing exactly which fields need to be completed before the run can continue.
Open the Google Sheets event row, fill in the missing information, and re-mark the row as confirmed. The workflow restarts automatically from the beginning of the agent run.
A duplicate event row is detected (same event title and date already exists in the sheet)
The Event Setup Agent checks for an existing Zoom registration linked to the same event title and date combination. If a match is found, the agent skips registration creation and flags the row as a potential duplicate in a status column.
Review the flagged row. If it is a genuine duplicate, delete or archive the extra row. If it is a separate event with a similar name, update the event title to distinguish it and re-confirm the row.
The Zoom webinar is cancelled after the registration has already been created and emails have gone out
There is no automatic cancellation trigger. The automation does not monitor for event cancellations independently.
Manually cancel the Zoom webinar registration from inside Zoom. Pause or deactivate the HubSpot email sequence. Send a manual cancellation email to registered contacts. Contact FullSpec support at support@gofullspec.com if you need help pausing the sequence quickly.
The coordinator does not approve or reject the social post drafts within 24 hours of receiving them
The Social Promotion Agent holds the LinkedIn posts in a draft-pending state. No posts are scheduled or published. After 24 hours without action, the system sends a reminder alert to the process owner.
Review the pending drafts and either approve them or return them with revision notes. If the event date is approaching and posts need to go out immediately, approve the drafts and adjust the scheduled times manually inside LinkedIn if needed.
Zoom attendance data is unavailable after the event ends (for example, the host left without formally ending the meeting)
The Post-Event Sync Agent runs at the scheduled time but finds no attendance export available. It logs a warning and waits up to two hours, retrying the data pull on a 30-minute interval. If data is still unavailable after the retry window, the agent flags the event row with a manual-review status.
Check inside the Zoom host account whether the session was formally ended and whether the attendee report has been generated. If the report is available, download it and contact FullSpec support at support@gofullspec.com to request a manual data-load into HubSpot. If the report is missing entirely, segment follow-up emails manually in HubSpot using registration data only.
HubSpot or LinkedIn is temporarily unavailable (API timeout or service outage)
The automation platform catches the failed API call and retries automatically up to three times with a five-minute gap between each attempt. If all retries fail, the affected step is paused and an error alert is sent to the process owner with a description of which step failed.
Check the HubSpot or LinkedIn status page to confirm whether an outage is in progress. If a service outage is confirmed, wait for the platform to recover and then manually re-trigger the affected step using the restart option in the workflow dashboard. If you are unsure how to do this, contact FullSpec at support@gofullspec.com for assistance.
04Who to contact and when
Fill in the rows below once your team is confirmed. Add names, direct Slack handles or email addresses, and any notes about availability or preferred contact method. The FullSpec rows are fixed and do not need to be updated.
Role
Name
How to reach them
Process owner (Marketing Coordinator)
[Your name]
[Your email or Slack handle]
Marketing Manager (escalation for copy decisions or cancellations)
[Manager name]
[Manager email or Slack handle]
HubSpot admin (for list or sequence permission issues)
[HubSpot admin name]
[Admin email]
LinkedIn Page admin (for API access or post scheduling issues)
[LinkedIn admin name]
[Admin email]
FullSpec builder (technical questions about agent logic, trigger changes, or integration updates)
FullSpec
support@gofullspec.com
FullSpec support (errors, outages, or anything requiring a workflow fix)
FullSpec Support
support@gofullspec.com
Process Runbook / SOPPage 3 of 4
FS-DOC-03Operations
05Ongoing maintenance
Whenever event brief fields change (for example, a new required column is added to the Google Sheet)
Update the Google Sheets event template to include the new field. Notify FullSpec so the Event Setup Agent mapping can be updated to read the new column. Do not rename existing columns without telling FullSpec first, as this will break the trigger.
Process owner plus FullSpec
Whenever HubSpot email templates or sequence content is updated
Make changes inside HubSpot directly. Check that the sequence is still correctly linked to the automation trigger after saving. Send a test event row through the workflow to confirm the updated sequence fires as expected.
Process owner
Monthly spot-check (first working day of each month)
Review the most recent three events in the Google Sheets reporting rows. Confirm that Zoom registration links were created, HubSpot sequences fired on the correct dates, LinkedIn posts were published at the right times, and post-event follow-ups were sent within one hour of event end.
Process owner
Weekly error-log review (every Monday morning)
Open the workflow dashboard and check the error log for any failed steps, paused agent runs, or retry alerts from the previous week. Resolve any flagged items or forward them to FullSpec support if a fix is needed.
Process owner
When a team member changes role or leaves
Update the contact table in this runbook. If the departing team member held LinkedIn Page admin or HubSpot admin access, transfer those permissions to the incoming person before their first event run. Notify FullSpec if the process owner role is changing so Slack alert routing can be updated.
Marketing Manager
Quarterly volume review (every three months)
Review total events run, hours saved, and whether the current automation setup still matches the volume and format of events being promoted. If event volume has grown significantly or new event formats have been introduced, contact FullSpec to discuss whether agent logic or sequence structures need to be adjusted.
Marketing Manager plus FullSpec
The most common maintenance issue for this process is a mismatch between the Google Sheets column structure and what the Event Setup Agent expects. If anyone renames, reorders, or adds columns to the event calendar sheet without informing FullSpec, the agent trigger will fail silently or pull incorrect data into Zoom and HubSpot. Before making any changes to the sheet structure, contact support@gofullspec.com first.
Process Runbook / SOPPage 4 of 4