Wistia's Guide to Video Marketing Automation in HubSpot

Learn how to segment, nurture, and score leads in HubSpot with Wistia’s video marketing magic.

Lisa Marinelli


Ready to take your video marketing game to the next level? Pair HubSpot with Wistia!

Integrating both platforms will help your business supercharge your marketing automation and make it super simple to add videos to your emails and landing pages.

In this guide, we’ll run through the things you can do with the Wistia + HubSpot integration that’ll help you maximize your investment in video. Plus, we’ll show you how you can get started!

The Wistia + HubSpot integration is available on our Advanced Plan. Check out our pricing page for more information or get in touch with someone on our sales team!

Capture leads from your videos and send them straight to HubSpot

When you sync Wistia with HubSpot, you can start collecting lead information right from your video player with Wistia Turnstiles or HubSpot forms.


You can identify new and known leads with Wistia’s Turnstile email collector. It’ll collect lead information from your Wistia stats and add those leads directly to one of your HubSpot lists. And each new lead collected will show up as a new contact in HubSpot. Viewers who are already in your HubSpot database will simply show up as having watched that video.

All you have to do is add a Turnstile to a video that’s connected to a HubSpot list and embed the video on a page with your HubSpot tracking code to start collecting leads!

HubSpot forms

Want more flexibility around form fields? With this integration, you have the option to embed HubSpot forms within your Wistia videos. Just like Turnstile, HubSpot form submissions within a video will help you identify your viewers and track them properly.

You can adjust the form fields and appearance more freely, just like how you would with a standard HubSpot form. You can even apply custom styling from within the HubSpot forms editor!

Turnstile forms are easy for viewers to fill out with just three fields (first name, last name, and email), but the info stays in Wistia. HubSpot forms let you choose more fields and send the info straight to HubSpot, which can provide you with more details about your viewers and help streamline your lead generation workflow.

Once you enable the integration, a HubSpot Forms section will appear in the Customize panel. From there, you can choose which form to display in your video, decide when to display it, and add helpful prompt text to encourage viewers to complete your form.

Here’s how the integration helps AlayaCare

The Wistia + HubSpot integration helps AlayaCare, a home care software platform, drive more qualified leads. It fits seamlessly into the company’s existing marketing tech stack and helps streamline their lead generation and scoring processes.

The ability to capture leads with video forms, pass viewing data right into HubSpot, and analyze the data has allowed AlayaCare to make more informed decisions around their video strategy and build a nurture strategy with different workflows that improved their buyer’s journey.

“Depending on the type of video folks watch, we’ll place them in different areas of the funnel. For example, if we have a webinar they want to watch, that might put them at the marketing-qualified leads stage, whereas, if they only want to subscribe for updates, that might put them at the subscriber stage. We set up various workflows based on which video a viewer converts on so they can hop into the right part of the pipeline, and our sales team can follow up with them accordingly.”
Jared Levy
Digital Marketing Specialist, AlayaCare

With the power to control where videos live across its website and to place forms on specific videos where users might convert, AlayaCare saw an increase in their total number of marketing-qualified leads.

“The leads started coming in as soon as the video forms went live. So when we added a video gallery to our website, we saw forms and submissions that day. We’ve gone from nearly zero video conversions before Wistia to having hundreds in just a couple of months. Wistia enables us to make more informed decisions because we can see what our users are interacting with.”
Jared Levy
Digital Marketing Specialist, AlayaCare
Get Inspired
Hear more about how the Wistia + HubSpot integration helped AlayaCare significantly increase marketing-qualified leads through video.

Use HubSpot forms for webinar registrations

If you use Wistia Live to host webinars or live events, you can embed a HubSpot form right onto your Wistia Live registration page.

The HubSpot form will replace the default Wistia Live registration form, and it’ll send your registrants’ contact information to HubSpot. It’s that simple!

Heads up: Once a HubSpot form is enabled, Wistia no longer stores registration data. That means some analytics may shift or become unavailable within Wistia. However, engagement analytics for live events are still available.

If you prefer to use the default Wistia Live event form, you can still sync your registration information to your respective list in HubSpot.

View video engagement data in HubSpot contact timelines

The real heart of the Wistia + HubSpot integration is getting engagement data to show up in HubSpot contact timelines. This integration uses HubSpot’s powerful Timeline API to pass data collected from your embedded Wistia videos directly to contact cards in HubSpot. Once you have this integration set up and the media embedded for tracking, we’ll send the following events for every identified user who plays the media on your page:

  • Engagement milestones: Played 1% (clicked play), 25%, 50%, 75%, and 100% of the media
  • Links clicked in videos
  • Turnstile or HubSpot forms submitted

One of the coolest things about this integration is that you’ll see video heatmaps in your contacts' timelines. You’ll also be able to see video engagement on every contact record in HubSpot. This gives your marketing and sales teams a full picture of how their leads interact with your content.

At a glance, heatmaps show you the exact percentage of the video that was watched, which portions may have been rewatched, and even a preview of the video itself. While heatmaps are not directly used for automation, they provide an in-depth look at the viewing behavior of individual contacts.

Here’s how the integration helps Explainly

The Wistia + HubSpot integration has been a game-changer for Explainly’s nurture strategy. For this animated video production company, the integration helps them add video viewing data to contact cards in HubSpot so their sales team can see how individual leads are watching their video content.

It’s important for Explainly to know which videos prospects are watching, how much of each video they watched, and what they did afterward. These analytics help Explainly gauge how interested a lead is and figure out which videos work best for them — info that comes in super useful before jumping on a sales call with a potential client.

“The first thing a salesperson does when assigned a lead is look at the lead’s activity in HubSpot. The most helpful information is often which videos they watched, how much of each video they finished, and if they watched a video again. This lets our team know which type of video a lead likes before a sales call, so we can include those videos in our presentations, proposals, and mood boards, and then talk about whether they want something similar.”
Scarlett Bush
Director of Operations, Explainly
Get Inspired
Learn more about how Explainly improved their nurture strategy and increased sales after the Wistia + HubSpot integration made it possible to sync video viewing data to contact cards.

Use video engagement data to segment contacts and automate email campaigns

Another benefit of using the Wistia + HubSpot integration is that you can enrich your leads with the most relevant videos using HubSpot workflows.

You can use the video data you collect as criteria for lead scoring, list segmentation, and enrollment in your workflows. Users on HubSpot’s Basic, Pro, and Enterprise plans can focus on their most qualified leads by including video interactions in their marketing automation tools. In other words, workflows will automatically send out the next video your lead should see.

For example, you could set up an active list to only show contacts who have watched 75% of a media, indicating their interest in your content. Or you could include a Call to Action in your video and target viewers who engage with that link.

These events are a couple of filters you could use for your active lists, and you can apply them at multiple levels.

Here’s how the integration helps Impulse Creative

For Impulse Creative, a HubSpot Certified Agency Partner and revenue operations machine, the Wistia + HubSpot integration has made it possible for them to understand important video data like the percentage of video watched and amount of videos watched. The best part? They could see this data right inside HubSpot.

The data helps their marketing and sales teams take the next best actions for nurturing customers. For marketing, Impulse Creative set up email nurture campaigns and workflows based on the percentage of video watched and the amount of videos watched. On the sales side, they use Wistia heatmaps to see where folks engaged or didn’t engage with a video so that they can steer conversations in the right direction and drive more conversions.

“The biggest thing for us is being able to understand the percentage of the video watched. It’s amazing to me that other platforms haven’t given us the data inside of HubSpot, even HubSpot themselves. There are a lot of marketing and sales actions I can take based on that information, like reminding leads to watch the video or sending them the next video I think they should see. That was a crucial piece for us — we need to know how much they’ve watched.”
George Thomas
Inbound Evangelist, Impulse Creative
Get Inspired
Find out how the Wistia + HubSpot integration helped Impulse Creative solve their video needs in more ways than one.

Seamlessly add Wistia videos to emails and landing pages from within HubSpot

With Wistia’s Media Bridge integration for HubSpot, you can access your entire Wistia library right from HubSpot. This integration makes it super easy to find and embed any video or podcast into your emails, blog posts, and landing pages without ever leaving HubSpot.

When you embed a video in your email campaign, folks who open your email will see your video thumbnail with a play button. Anyone who clicks through will be sent to your website to watch the video. Also, their email address will be piped through to Wistia stats, and you’ll be able to see who they are and what parts of the video they’ve watched!

Get Inspired
Check out this article for a deeper dive into how Wistia’s Media Bridge integration for HubSpot helps marketers — and learn six ways you can use HubSpot and Wistia with Media Bridge.

Getting set up

Want to see how easy it is to get the integration set up so you can start segmenting, nurturing, and scoring leads in HubSpot? Let Colby from our Customer Success team give you a complete walk-through:

Make your investment in video go further

Now that you know what you can do with the Wistia + HubSpot integration, are you ready to power up your video marketing strategy? If you’re already on the Wistia Advanced Plan, head on over to our support page for more help with getting set up. Interested in the Advanced Plan? Check out our pricing page for more information or get in touch with someone on our sales team!

Lisa Marinelli


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