Event and Webinar Follow-Up Sequence

1. The Problem

Events and webinars generate the highest-quality leads in B2B marketing — people who voluntarily spend 45–60 minutes engaging with your content are demonstrating intent that no paid ad click can match. Yet the majority of event leads receive either a single generic follow-up email sent days later, or nothing at all. The follow-up gap after an event is where most of the event's ROI is lost — not in the attendance numbers, but in the silence that follows them.

2. Integration & Webhook Setup

Follow the exact steps below to configure and deploy this automation inside your OpenClaw workspace.

1. 1Create a new agent named `event-followup`. Connect your event platform: Zoom Webinars, GoTo Webinar, Hopin, and Eventbrite all have attendee data APIs. Configure the `ENGAGEMENT_FIELDS` the agent pulls: attendance duration, questions asked, poll responses, and chat activity if available — these drive the segmentation.
2. 2Define your three attendee segments and their sequences in `ATTENDEE_SEGMENTS`: Fully Engaged (attended 80%+ of event, asked a question), Attended (watched 40–79%, no active participation), and Registered Only (attended <40% or did not attend). Each segment receives a different 3-touch sequence.
3. 3Build your `CONTENT_LIBRARY`: a list of resources — blog posts, case studies, tool guides, pricing pages — tagged by topic area. The agent selects the Day 4 value-add resource based on the session topic the attendee engaged with most.
4. 4Configure your `CRM_HANDOVER`: fully engaged attendees above a configured engagement threshold are automatically created as leads in your CRM with engagement context appended to the contact record. Sales team receives a Slack notification with the prioritised lead list within 30 minutes of the event ending.
5. 5Set your `SENDER_PERSONALISATION`: all follow-up emails come from a named human (the event host, the account executive for that segment, or the speaker) rather than a generic company address. Personalised sender dramatically improves open rates for post-event communications.

3. The Context Payload (context.json)

Save this file as: .openclaw/agents/event-and-webinar-follow-up-sequence/context.json

{
  "automation_id": "19",
  "title": "Event and Webinar Follow-Up Sequence",
  "level": 2,
  "tier": "Agency Foundation",
  "setup_time": "3–4 hours",
  "estimated_api_cost": "~$15–$30/mo",
  "client_price_range": "$500–$2,000",
  "agents": [
    {
      "role": "orchestrator",
      "model": "claude-3-5-sonnet",
      "temperature": 0.2,
      "max_tokens": 4096
    }
  ],
  "memory": "session",
  "output_format": "structured_json",
  "human_review_gate": true,
  "documentation_standard": "required"
}

4. Execution Commands

Run these commands from your openclaw-workshop/ directory to validate, test, and schedule this automation. Commands are taken directly from The OpenClaw Income Engine, Appendix F.

# ── STEP 1: Register the event-end webhook ──
$ openclaw webhook create event-followup --trigger webinar.ended
$ 
# ── STEP 2: Test with a simulated webinar-ended payload ──
$ openclaw webhook test event-followup --payload ./zoom_webinar_ended.json
$ 
# ── STEP 3: Preview all generated sequences (dry run) ──
$ openclaw run event-followup --event-id <zoom_event_id> --dry-run
$ 
# ── STEP 4: Run live for a completed event ──
$ openclaw webhook activate event-followup
$ 
# ── STEP 5: Check post-event metrics (open rates, replies) ──
$ openclaw run event-followup --event-id <id> --metrics
$ 
# ── Process a past event from an exported CSV ──
$ openclaw run event-followup --input ./attendee_export.csv --event-name "Q1 Webinar"
$ 
# ── Switch to GoTo Webinar provider ──
$ openclaw run event-followup --context.trigger.provider="goto_webinar"
$ 
# ── Override sender for a specific event ──
$ openclaw run event-followup --event-id <id> --context.sender.name="Jane Smith" --context.sender.email="jane@agency.com"