Events · Webinar follow-up
Multi-workflowB2B marketingFollowing up a webinar by what each attendee asked, not one thank-you email
After a webinar, everyone usually gets the same recording link. This architecture uses the attendee list and the questions people asked to draft a different follow-up for each segment, with a person approving before anything goes out.
Valnora & Elric team6 min read
- WorkflowsThe visual builder: blocks, models and integrations wired into agent logic.
- TablesA database, built in, for cases, queues and decisions.
- Knowledge BasePolicies and procedures agents search before they answer.
- FilesOne store for documents your team and agents share.
- LogsEvery run traced block by block.
- DashboardsCharts, tables and KPI tiles over governed metrics.
A B2B webinar ends with 280 registrants, 140 attendees and 40 questions in the chat. The next morning, everyone gets the same email with the recording link. The person who asked about importing two years of data hears nothing about data imports, and the account owner finds out a week later that their prospect attended.
This post lays out three workflows in Agent Serve that use who attended and what they asked to draft a different follow-up for each group. A person approves every segment before it is sent. Figures are illustrative.
The shape of the solution
From attendee list to logged follow-up
Workflow 1 · Attendees
- 01After the eventStarted by hand or on a schedule an hour after the webinar ends.
- 02Zoom or LumaParticipants and time attended from the Zoom block, or the guest list from the Luma block.
- 03Event attendees tableOne row per registrant: attended or not, company, CRM match, segment.
Workflow 2 · Questions
- 04TranscriptFrom Fireflies, or a transcript or recording uploaded to Files.
- 05Question extractorLists each question asked in chat or aloud, who asked it and the topic it belongs to.
- 06Questions tableOne row per question, linked to the attendee row where a name matches.
Workflow 3 · Segment and follow up
- 07Segment and draftAssigns a segment and drafts one email per segment, personalised per person.
- 08Human in the loopMarketing approves each segment’s draft and sample before sending.
- 09Send and logSends from Gmail, Outlook or Mailchimp and updates the CRM contact.
Each workflow does one job and writes to a shared table, so a failure in one does not lose the others’ work, and each can be rerun on its own. All three run from deployed versions, and every run is traced block by block in Logs.
Workflow 1: build the attendee table
Start it by hand when the webinar ends, or on a schedule an hour later.
- Zoom webinars. The Zoom block lists the participants of the past meeting, with join time, leave time and duration. People who registered but never joined come from your registration source, such as a form that feeds the CRM.
- Luma events. The Luma block reads the event’s guest list and each guest’s status, so registrants and attendees come from one place.
The workflow matches each email to a contact in HubSpot or Salesforce and writes one row per registrant: attended or not, minutes attended, company, CRM owner, existing customer or not, and marketing subscription status from the CRM.
Workflow 2: pull the questions asked
Questions are the best signal a webinar gives you, and they are usually lost in a chat export.
- With Fireflies. The Fireflies block fetches the transcript of the recorded session.
- Without it. Upload the transcript, or the recording, to Files. A Speech-to-Text block transcribes audio when needed.
An agent block reads the transcript and the chat log and lists every question: the words used, who asked it where a name was said or shown, the minute it came up and a topic from your own short list (pricing, data import, security, integrations, other). It writes one row per question and links it to the attendee row when the name matches. Questions without a match still count toward the topic totals.
Workflow 3: segment, draft and approve
This is where people stay in charge. The workflow assigns each attendee to one segment, in order:
- Existing customers go to their customer success manager, not into marketing email.
- Asked a buying question, such as pricing, data import or security review.
- Stayed 40 minutes or more without asking.
- Left within 15 minutes.
- Registered but did not attend.
For each segment, an agent block drafts one email. For the buying-question segment, it writes a personal email per attendee, answering the question they asked from your product FAQ in the Knowledge Base, with a link to the moment in the recording. For larger segments, it drafts one email with simple merge fields.
What the solution produces
Segment summary waiting for approval (illustrative)
Checklist- Asked a buying question (18): personal email from the account owner, answering their question, offering a call.
- Stayed 40+ minutes, no question (64): recording, the two most-asked answers, and the setup guide.
- Left within 15 minutes (37): short recap and a 3-minute clip of the demo section.
- Registered, did not attend (142): recording link and one line on what was covered.
- Existing customers (21): sent to their customer success manager, not marketing.
Follow-up drafted for one attendee (illustrative)
MessageSubject: Your question on importing historical data
Hi Daniel, at 34 minutes you asked whether we can import two years of historical tickets. Yes: the import takes CSV or a direct connection, and the team covers mapping on a setup call.
Here is the part of the recording where Maya walks through it, and the import guide.
If a 20-minute call with your data in front of us would help, reply with a time that works.
A Human in the loop block then pauses the run. The marketing lead sees each segment’s count, its draft and a sample of personalised emails, edits or rejects, and approves. Nothing is sent before that.
After approval, personal emails go from the account owner’s Gmail or Outlook, and larger segments go out through a Mailchimp campaign to an audience the workflow updates. The workflow then updates each CRM contact with the webinar name, the segment and the question asked, so the account owner sees it on the record.
Consent and personal data
Check the CRM subscription status before any marketing email. An attendee without consent gets nothing from the marketing segments. Whether a direct answer to a question they asked is allowed is your policy’s call, so set it in the workflow rather than leaving it to the model.
Webinar chat logs often carry phone numbers and emails typed by attendees. A Guardrails block with PII detection can mask those before the transcript reaches the question extractor, and PII redaction keeps them out of run logs.
Controls and governance
Approvals before action
Relays never send email or book meetings without an approval, under any autonomy setting. An approval covers the exact payload the reviewer saw and expires if nobody decides.
Run logs
Every workflow run records each block’s inputs, outputs and errors, so a reviewer can trace how a result was reached.
Deployed versions
Workflows run from a deployed version, so a change is reviewed before it reaches production runs.
PII detection
A Guardrails block detects personal data and blocks or masks it before text reaches the next step.
Roles and permission groups
Admin, write and read roles per workspace, plus permission groups that limit which models, blocks and integrations a team can use.
Audit trail
Proposals, approvals, declines and executed actions are written to the workspace audit log, which admins can export.
More on how Agent Serve handles access, data and audit on the security page.
Seeing what worked
Point a dashboard at the two tables: attendance by segment, questions by topic, and replies or meetings booked per segment, written back by a small workflow when the CRM changes. Over a few webinars, the topic panel shows which questions keep coming up, which is useful for the next agenda and the product FAQ.
Run the first webinar with approval on every segment and a careful read of the buying-question drafts. Loosen only once the drafts are consistently right. For following up leads that come in on WhatsApp, see WhatsApp cart and lead follow-up.
Questions teams ask
Which event tools have their own blocks?
Zoom, Luma and Fireflies each have a block. For another event platform, connect its API with the generic API block and a key stored as a workspace secret.
Does every attendee get a separate approval?
No. Marketing approves each segment’s draft and a sample of personalised emails. The buying-question segment is small enough that many teams read every draft.
What about attendees who did not opt in to marketing email?
Workflow 3 checks the CRM’s subscription status first. Without consent, the attendee gets no marketing email, and only a direct answer to a question they asked goes out, if your policy allows it.
What you need
- Zoom or Luma connected, plus your registration list if registrations live elsewhere
- Fireflies connected, or the webinar transcript or recording available to upload
- HubSpot or Salesforce connected to match attendees and update contacts
- Gmail or Outlook for personal follow-ups, Mailchimp for larger segments
- Your product FAQ and setup guides in the Knowledge Base, so answers are sourced
- A marketing owner who approves each segment before it is sent