How to Use Livestorm to Run a Webinar That Feeds HubSpot

The short answer: for a monthly webinar with 30 attendees and HubSpot as your CRM, Livestorm Pro's smallest pack fits, 400 attendee credits at €2.50 each, €1,000 a year on the pricing page checked on 26 October 2026, but confirm HubSpot access in writing first, because that page marks the integration Enterprise-only and the help centre says all plans. Then: create the event, collect only the fields you will map, connect HubSpot, map attendance data and UTMs, rehearse without pressing Start, and let an assistant tag engaged attendees for a person to check.

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The webinar is the easy part. What breaks is the hand-off: a CSV of attendees that reaches sales a week late, with the questions people asked left behind in the room. This guide wires the room to the CRM before the first invitation goes out. For what the product includes and costs, see the Livestorm entry.

What you need before you start:

1. A pack sized to real attendance. For example, a monthly webinar with 30 attendees uses 12 x 30 = 360 credits a year, inside the 400 pack. Credits count people who join live, watch the replay or watch on demand, once per session, per the plans article.
2. HubSpot, and the role to connect it. Only an Admin or Workspace owner can set up the integration, per the HubSpot article. If you want your own HubSpot forms instead of Livestorm's page, HubSpot needs a Professional or Enterprise plan. More on the CRM side in the HubSpot entry.
3. One measure, chosen now. Decide which HubSpot list you will report on, such as contacts with a "People Attended Live" event, and what you will compare it with in 90 days.

Step 1: Create the event

From the Home dashboard, click Create event, then name it, adjust the URL, set access and speaking permissions, and choose date, time and time zone, as the first-event guide describes. Registrants see the time in their own zone. Add further sessions now if the webinar repeats; every session inherits the event's settings.

Step 2: Collect only what you will map

Open the registration page settings and keep the fields to the ones HubSpot will receive: name, email, company, job title, and perhaps one qualifying question. Livestorm's GDPR article makes you the data controller, asks you to collect only what you need, and recommends a separate consent box if you will use registrants for marketing. The GDPR itself, in Article 13, requires telling people what you will do with their data at the moment you collect it, so the registration form is where that sentence belongs.

Step 3: Connect HubSpot

Set the integration up in your account settings, then switch it on in the event's Apps tab, because an app configured for the account is not active on an event until you enable it there, per the first-event guide. The HubSpot article lists the toggles: Marketing Events in HubSpot for each session, new contacts on registration and attendance, companies, and timeline events for registered, attended live, did not attend, watched the recording and watched on demand.

Step 4: Map attendance and UTMs

The default mapping only carries registration fields, per the field mapping article. To send attendance rate, questions asked or chat messages, open Attributes mapped, click Map an attribute and pair each one with a HubSpot property of a compatible type.

Do the same for the five UTM attributes. HubSpot has no default UTM properties, so the article recommends creating five custom contact properties first. Two rules from the same article shape your reporting: data syncs at registration, when a session ends and when someone watches a replay, and Livestorm only writes to a property that is empty.

Step 5: Tag every link you promote

Livestorm captures UTM parameters from the registration page URL automatically, per the source tracking article. Give each channel its own link: newsletter, LinkedIn, partner email. If you embed the form in an iframe on your site, the UTMs must be added inside the iframe, or they are lost.

Step 6: Set emails, recording and replay

Five automated emails come with each event; on a paid plan you can edit them or add your own template, which the free plan does not allow. Recording starts automatically, and replay access defaults to all registrants, per the first-event guide. Every replay view by someone who missed the live session spends a credit, so that default spreads your content and Livestorm's meter at the same time; choose it on purpose, not by leaving the box ticked.

Step 7: Rehearse without starting

Join the room from the dashboard and test camera, slides and polls, but leave the "Not started yet" label in place. Clicking Start event fires the notification emails to every registrant, the first-event guide warns.

Step 8: Let an assistant tag the engaged, then check it

Connect the Livestorm MCP server to Claude from its connector directory, or add https://mcp.livestorm.co/mcp in another assistant, and sign in; the MCP help article says owners and admins can connect it on all plans. Ask it to read the session's attendance, chat and questions, propose a tag such as "hot" for people who asked a buying question, and list who it tagged and why.

A person reads that list against the actual questions before anything reaches sales. Only then do the tags drive a HubSpot workflow. The same goes for the post-event content tool, which turns recordings under two hours into a summary, blog draft and email draft, and which Livestorm itself calls a beta that can contain inaccuracies, per the content article.

Step 9: Report from HubSpot, not from the room

Build HubSpot segments from the timeline events, as the data article explains. If you used an earlier version of the integration, the same action can sit under several event names, so the HubSpot article says to combine them with OR.

Mistakes the help centre warns about

• Pressing Start event to test. It sends the emails to everyone.
• An iframe video source. Recording does not work with one, and streaming sources must be set before the first session starts.
• Expecting overwrites. Livestorm fills empty HubSpot properties only, so a stale job title stays stale.
• Running out mid-campaign. At the credit limit on Pro, new attendees cannot join until you move to a bigger pack, per the plans article.

Knowing whether the webinar earned its pipeline

Compare the attended list with the registered-but-absent list in HubSpot after 90 days. The no-shows chose not to come, so they are a rough comparison group rather than a true holdout: treat a gap as a lead to follow, not a proof. The limits of attribution models are covered in marketing attribution in the enterprise. Later, if you want that comparison run continuously across channels, a causal attribution tool like Causality Engine does it. Disclosure: I founded it.

FAQ

Does a replay view cost a credit?

Yes, if that person did not attend the live session; someone who attends live and later rewatches the same session counts once, per the plans article.

Can I register people through HubSpot forms instead?

Yes, with a HubSpot Professional or Enterprise plan, because the setup relies on HubSpot workflows, per the HubSpot article.

Which engagement data can reach a HubSpot contact?

Attendance rate, attendance duration, questions asked, chat messages and polls taken appear on the timeline event, and you can map them to contact properties, per the HubSpot article.