Smarter Follow-Up for Your Marketing Team
For demand gen and field marketing: an agent that follows up after webinars, events and content downloads with emails that reference what each person actually did, and hands the ready ones to sales.
412 registered, 187 attended. Q&A follow-ups drafted. First one:
How can marketing teams automate follow-up after webinars and events?
Connect the webinar or event platform, your marketing automation system and the CRM.
- 01
Trigger fires
A webinar or event session ends and the attendee and Q&A reports are available.
- 02
Split registrants into attended, partial and no-show
- 03
Draft follow-ups from each person's Q&A and role
- 04
Check opt-out status and open deals before sending
- 05
You approve
Anything under your confidence bar waits for a human.
When a session ends, the agent splits registrants into attendees, partial attendees and no-shows, and writes each group a different follow-up: attendees get an answer to the question they typed in Q&A plus the slide they asked about, no-shows get the recording with the chapter most relevant to their role. Before sending, it checks subscription status and whether the contact is already in an open deal. Anyone who asked for a demo or a sales conversation is created as a task for the account owner instead of getting a nurture email.
How you tell it what to do
Built in plain English.
You write the rule the way you'd describe it to a teammate. The agent reads the rule, breaks it into the actions it'll take, and confirms the apps it'll touch — before it does anything.
- 1Split registrants into attended, partial and no-show
- 2Draft follow-ups from each person's Q&A and role
- 3Check opt-out status and open deals before sending
- 4Hand demo requests to the account owner
Chatbot vs agent
One asks. The other finishes.
What you get back when you hand follow-up automation to a chat window, versus to an agent wired into your Marketing stack.
When you ask
Follow up with everyone from yesterday's webinar.
A general AI chatbot
“Send two emails: attendees get a thank-you with slides and a demo link, no-shows get the recording. Personalise the first line if you can. Here's a draft for each segment you can load into your email tool.”
DeskFerry
- Split registrants into attended, partial and no-show
- Draft follow-ups from each person's Q&A and role
- Check opt-out status and open deals before sending
- Hand demo requests to the account owner
Every registrant followed up by segment, Q&A answered one by one, demo requests on owners' task lists.
What it handles
What the agent takes off your desk
The Follow-Up Automation work that runs without you once the rule is set.
Q&A becomes the email
The question someone typed during the session is the most specific thing you know about them. Their follow-up starts by answering it.
Sales isn't blindsided
Contacts in an open deal don't get a surprise nurture email. The account owner sees the draft first and decides.
No-shows get the useful part
Instead of a link to a 50-minute recording, each no-show gets the chapter that matches their job title or the topic they registered for.
Hand-raisers reach a person
Demo requests and 'can someone call me' answers skip the nurture track and go straight to the account owner as a task.
Reads webinar exports
Attendance duration, poll answers, Q&A and chat logs from Zoom Webinars, ON24 or Goldcast, matched to the contact record by email.
Respects subscription status
Checks opt-outs, bounced addresses and subscription types in HubSpot or Marketo before anything is queued to send.
Works from badge scans
Trade-show lead lists with booth notes get the same treatment: the note from the conversation shapes the follow-up.
Writes back to the CRM
Campaign member status, the follow-up sent and any demo request are logged on the contact, so attribution reports stay accurate.
Context
Why marketing follow-up goes generic after every event
The data to write a good follow-up exists for about a day after the event, and nobody has time to use it.
- HubSpot
- Marketo
- Salesforce
- Zoom Webinars
ClaudeChatGPTbuilt in
- ON24
- Goldcast
- Gmail
- Slack
The webinar platform knows who stayed 12 minutes and who stayed to the end, what 40 people typed into Q&A, and which poll answer each person chose. The booth team's notes sit in a lead-scanning app. By the time the list is exported, deduped and uploaded, the team sends two emails: thank you for attending, sorry we missed you.
The other problem is ownership. Marketing owns the campaign, but some registrants belong to an account executive with a live deal, some are existing customers with a CSM, and a few work for competitors. A blanket follow-up steps on all of them. The agent reads the session data while it's fresh, writes to each person from what they did, and checks the CRM for deals, owners and opt-outs before a single email leaves.
Use cases
How teams put this to work
Scenario 01
Trade-show badge scans
The booth team scans 230 badges over three days and types a few words for each conversation. The agent drafts follow-ups from those notes, sends demo requests to the right owner by territory, and holds scans with no opt-in consent recorded.
Scenario 02
Gated content downloads
Someone downloads the benchmark report and picks 'evaluating tools now' on the form. Rather than the standard five-email nurture, the agent sends one note pointing to the comparison section and alerts the SDR who covers that region.
Scenario 03
Customer webinars
A product-update webinar has mostly current customers registered. The agent routes their questions to each account's CSM, sends customers the release notes instead of a sales-style follow-up, and keeps them out of prospect nurture.
Delphine's company has a Salesforce opportunity at Negotiation owned by Marco. Follow-up drafted but not sent until he says so.
Two attendees use a competitor's email domain. No nurture email drafted; left for a marketer to decide.
'When will the Snowflake connector ship?' No public roadmap date exists. Draft skips the question; needs product marketing.
Human in the loop
Approve before it sends.
Every draft lands in a review queue. You approve, edit, or reject — the agent never acts on its own unless you explicitly turn that on for a workflow you trust.
Governance
Every action, with the reasoning attached.
Each step the agent takes is logged with what it did, why it did it, and which app it touched. Audit-ready, so security and compliance can sign off without backfilling.
- Agent3:52 PM
Sent 164 attendee follow-ups from HubSpot, each answering that person's Q&A question or recapping their chapter.
- Agent3:49 PM
Created 9 Salesforce tasks for account owners on attendees who asked for a demo.
- Agent3:47 PM
Held the follow-up to Delphine Moreau for the account owner.
Reason: Carver Freight has an opportunity at Negotiation. A marketing email in the middle of a live deal is the account owner's call.
- Agent3:44 PM
Removed 18 unsubscribed registrants from all follow-up lists.
- Laila3:40 PM
Uploaded the recording with chapter markers and closed the session.
How it works
Get started in three steps
Step 01
Connect the event and CRM systems
Link your webinar platform, HubSpot or Marketo, and Salesforce, so the agent can read attendance and Q&A and see deal owners and subscription status.
Step 02
Describe each segment's follow-up
Say what attendees, partial attendees and no-shows should get, who counts as a hand-raiser, and when sales must see a draft first.
Step 03
Approve the exceptions
Most follow-ups send the same afternoon. Contacts in open deals, competitors and questions nobody can answer publicly wait for a marketer.
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FAQ
Frequently asked questions
Does it send from our marketing automation platform or from Gmail?
Either, and you choose per segment. Bulk attendee and no-show follow-ups usually send from HubSpot or Marketo so they respect subscription types and show up in campaign reporting. One-to-one notes after a demo request can come from the rep's own Gmail so the reply goes straight to them.
How does it answer questions from the webinar Q&A?
It reads the Q&A log and answers from the material you connect: the slides, the recording transcript, help docs and approved product messaging. If the question needs a date, a commitment or anything not already public, it leaves the question out of the draft and flags it for product marketing.
What stops it emailing someone sales is already working?
Before sending, it checks the CRM for open opportunities on the contact's account and the owner on the record. A contact in an active deal is held for that owner to approve, and existing customers can be routed to their CSM instead of a prospect follow-up.
Can it follow up more than once?
Yes. You can describe a second touch, for example a week later for people who opened but didn't click, with a different angle. It stops the sequence as soon as someone replies, books a meeting, or is converted to an opportunity in the CRM.
Will this mess up our campaign attribution?
It's meant to keep it clean. The agent updates campaign member status from the attendance report, logs each follow-up on the contact, and records demo requests against the campaign, so influenced-pipeline reports reflect who attended rather than who was uploaded.
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