Event Follow Up Router

After a webinar, sync registrants and route follow-up

Turns an event or webinar registrant export into a synced CRM campaign and a routed follow-up plan. Every registrant gets a campaign status, unmatched registrants get new records, and the rest are qualified and segmented for outreach, with every CRM write reviewable.

Davide Grieco

Head of Growth at Clay

About this Skill

When to use it

This Skill is essential when you need to process webinar registrants, sync event lists to Salesforce or HubSpot, or determine campaign member status after an event. It helps ensure that every registrant is accounted for, regardless of whether they will be contacted. If you want to follow up with attendees and no-shows or segment attendees for outreach, this Skill provides a structured approach to manage those tasks effectively.

What it delivers

The Skill generates a comprehensive campaign status for all registrants, including those who will not be contacted, and creates records for new registrants in your CRM. It unlocks the decision of who to contact based on qualification criteria while maintaining accurate event reporting. The process ensures that all attendees are included in the campaign metrics, regardless of their contactability status.

SKILL.md preview

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How someone would prompt this

Here's the registrant CSV from Thursday's webinar — sync the whole thing to the campaign, then tell me who's actually worth following up with.

Other ways to ask

Inputs & outputs

What someone provides before the Skill runs, and the reviewable artifacts it returns.

Inputs

The registrant export
- CSV from the event platform
- minimum an email column plus an attendance-outcome column
The CRM and its connected accountwhich CRM they run, which object holds campaign membership, how a campaign is identified, and which connected account this session may write through
The campaignthe campaign identifier and name for this event
Campaign status valuestheir campaign-member status picklist, verbatim, and which value each attendance outcome maps to
A create-and-add routine (optional)the id of a routine that takes a person's contact details, ensures the account and contact exist, adds them to the campaign, and returns a per-row outcome
Credit ceiling for creationthe maximum spend for creating unmatched registrants this run
Qualification fieldsevery field meaning "do not contact this person": explicit opt-outs, disqualified-persona flags, account-level suppression, already-in-a-sequence flags
Outreach scopewhich attendance outcomes get follow-up at all
The bucket laddertheir segments, in first-match-wins order, and the field or condition deciding each
Persona / seniority fieldthe field marking a decision-maker versus an influencer, and its values
Persona gradingeither the CRM field that already holds a graded persona, or the id of their own scoring routine
Routing routine (optional)the id of a routine encoding their own rules of engagement, if they have one
Sender resolution chainthe ordered fallback for who a follow-up comes from, plus every service or integration mailbox to skip
The sequencerwhere sequences live, what identifies the right sequence for a bucket, and whether the sender must be a licensed user there
Sequence naminghow sequence names encode the event and the bucket
Copy themes per bucketwhat each bucket should hear, in their words
Send ceilinga maximum number of live enrollments per run

Outputs

Campaign Status FileA comprehensive file containing every registrant's campaign status, ensuring all attendees are accounted for regardless of contactability.
Qualification ReportA detailed report showing the number of registrants processed, how many are contactable, and the reasons for any exclusions based on qualification fields.
Follow-Up PlanA structured plan outlining which registrants are worth contacting, including their segment, resolved sender, and the target sequence for outreach.
First-Touch Email DraftsDrafts of initial outreach emails tailored for each segment, ready for review and approval before sending.
Dry Run SummaryA summary of the dry run results, detailing the number of enrollments per bucket and the sequences identified for each.

Representative output

Campaign Status File

Email	Status
john.doe@example.com	Registered
jane.smith@example.com	No Show

Qualification Report

Total Registrants	Contactable	Excluded by Opt-Out	Excluded by Sequence
700	295	84	52

Follow-Up Plan

Email	Segment	Sender	Target Sequence
john.doe@example.com	Decision Maker	rep@example.com	Webinar_Followup

First-Touch Email Drafts

Segment	Draft Content
Decision Maker	Hi [Name], ...
Influencer	Hello [Name], ...

Dry Run Summary

Bucket	Enrollments
Open Opportunity	36
Decision Makers	71

How the Skill runs

Follow the steps in order. Each row includes the full instruction.

Confirm the platform, and say where each stage runs

Confirm the platform and specify where each stage runs to understand the cost implications.

Collect the definition (interview; do not guess)

Collect the necessary definitions from the buyer to ensure a safe run, including the status map and qualification list.

Reconcile the export against the CRM (free)

Reconcile the export against the CRM for free, matching every row to ensure accurate campaign membership.

Sync the full list: free for the known, priced for the unknown

Sync the full list, writing campaign membership for known registrants at no cost and processing unknown registrants through a paid routine.

Qualify for outreach (free), and report the cut

Qualify the contactable rows and report the results, ensuring that the outreach scope is applied correctly.

Fill only the fields the ladder needs

Fill only the necessary fields for the bucket ladder to ensure proper routing of contactable rows.

Bucket the contactable rows, first match wins

Bucket the contactable rows based on the defined ladder, ensuring that each row is placed correctly.

Resolve a sender per row, and never trust the owner field

Resolve a sender for each row, ensuring that the sender exists in the sequencer and is not skipped.

Draft first-touch copy per bucket, then stop

Draft first-touch copy for each bucket and stop for review before proceeding.

Resolve the sequence, dry run, then live

Resolve the target sequence and perform a dry run before live enrollment, ensuring all conditions are met.

Connections required

Salesforce or HubSpotRequired connection

Install Clay and run it

1Install ClayUse the connector or official plugin in your coding-agent environment.
2Sign up or log inAuthorize Clay access and return when the connection is ready.
3Install the SkillRun the one-line install command from the Add this Skill card.
4Run the SkillPaste the example prompt and review the result.

Version history

Version 3From submitted SKILL.mdCurrent