Manage events and webinars
Event lifecycle
Events and webinars follow a lifecycle: create, configure registration, publish, run, and follow up. Candidates must understand event registration forms, passes/tickets, sessions, and check-in. Webinars add streaming provider integration and attendance tracking.
Know how registration creates or updates contacts/leads, how waitlists work, and how reminders and follow-up emails are sent. Understand event portals and the domain configuration they require. Also understand attendance capture and how it feeds segmentation and lead scoring.
Traps to watch for
- Assuming attendance is captured automatically without check-in or provider integration.
- Forgetting that registration forms capture consent and can create leads or contacts.
- Confusing sessions (agenda items) with passes (access levels).
- Overlooking reminder and follow-up timing relative to event dates.
Rule of thumb
Treat events as a funnel: registration captures the record, reminders drive attendance, check-in/provider data captures attendance, and follow-up emails nurture. If a question asks why follow-up did not send, check whether attendance was recorded and whether the follow-up timing was configured.
Worked example
A webinar uses a streaming provider. After the event, the marketer wants to email only attendees. Because attendance is captured via the provider integration, the follow-up segment filters on attendance status; contacts without recorded attendance are excluded.