Turn a messy webinar CSV into pipeline
Webinar exports arrive with typos, personal emails and half the titles missing. Clean the list, verify the people, keep the ones who fit, and follow up on the session they attended.
The conversation
Sample accounts and numbers, for illustrationYouClean up the webinar attendee CSV I uploaded: fix names and company fields, fill in missing titles and verified work emails, keep the people who match our ICP and personas, skip anyone already in an open deal, and queue a follow-up sequence that references the session they attended.
webinar-attendees.csv
Unify4 checks · your upload, contact data and CRM
- Normalised names and companies, merged 23 duplicate rows and resolved 41 company aliases to one record each.
- Enriched each attendee through Findymail and Prospeo for a title and a verified work email.
- Matched title and company against your ICP and personas.
- Checked Salesforce for customers, open opportunities and owners.
The export had 312 rows. After cleaning and enrichment, 57 people fit the ICP and a persona, and 9 of those are at accounts already in a deal.
- 312
- rows in the export 23 duplicates merged
- 208
- verified work emails 61 had registered with a personal address
- 57
- fit the ICP and a persona
- 9
- already in a deal routed to owners, not sequenced
| What was wrong | Rows | What Unify did |
|---|---|---|
| Company misspelt or an alias | 41 | Resolved to the company record, kept the original in a note |
| Personal email only | 61 | Replaced with a verified work email where one was found |
| Title blank | 118 | Filled from enrichment; 14 left blank and marked unverified |
| Duplicate registration | 23 | Merged, keeping the attended status |
Rows that could not be resolved to a company are held aside with the reason. Nothing was guessed.
YouWho fits, who was set aside, and why?
UnifyFifty-seven fit. The set-aside groups are listed so you can pull anyone back in.
VP Operations. Attended the full session and asked about routing rules in the Q&A.
Head of Support. Registered with a Gmail address; verified work email found.
RevOps lead. Title was blank on the form; filled from enrichment.
Sixty-one people at companies the ICP excludes.
One hundred and forty-two attendees in roles you do not sell to.
Twenty-nine rows with no company match. Held with the reason, for a human look.
YouWho asked a question during the webinar, what did they ask, and which of them are at target accounts?
UnifySix of the 57 asked a question in the Q&A, and four of those are at target accounts. Their question is the first line of their email.
| Who asked | The question | Owner |
|---|---|---|
| Dana Holt · Northwind Labs | How do routing rules hold up past 50 reps? | Ana |
| Nils Berg · Merridian Systems | Can the rules read fields from Zendesk? | Unassigned |
| Elena Marsh · Lumen Freight | Who should own routing, RevOps or support? | Sam |
| Priya Nair · Halden Robotics | How long did the rollout in the case study take? | Chris |
The questions come from the Q&A column in the export. The other two askers fit the ICP but are not on the target list, and they keep their place in the sequence.
YouWhich of the 57 are at accounts an AE already owns, and what should each AE know before following up?
UnifyTwenty-six of the 57 are at owned accounts: the 9 in an open deal and 17 more with no deal yet. Each AE gets who attended, how long they stayed and anything they asked.
- 1Ana · 11 attendees at 7 accounts4 in a deal
- 2Chris · 9 attendees at 6 accounts3 in a deal
- 3Sam · 6 attendees at 5 accounts2 in a deal
The 9 in a deal leave the sequence and go to their owner. The other 17 stay in it, with the owner named on each draft.
YouQueue the follow-up and route anyone in a deal to their owner.
UnifyForty-eight people are in a three-step sequence waiting for your approval. Nine went to their account owners with the session attached.
- Day 1Email
Your question on routing rules
Dana, you asked in the session how routing rules hold up past 50 reps. The short answer we gave was incomplete. Here is the longer one, and a question back about how Northwind handles it today.
- Day 4Email
The part we skipped
One concrete example from the session, with the recording link at the point where it comes up.
- Day 8Call
Only for people who opened both emails and did not reply.
- Dana HoltOwner AnaIn review
- Nils BergOwner UnassignedRouting list
- Tara QuinnOwner ChrisIn review
Set up
- Sequence queued for 48 attendees Two email versions: one for attendees, one for registrants who missed it. Nothing sends until you approve.
- Nine routed to account owners Customers and open opportunities go to their owner with the session and any question attached.
- Twenty-nine rows held for review The unresolved rows are in a list with the reason each one failed, so a human can fix or drop them.
The session is the reason to write. The email quotes the question where there was one and offers the recording where there was not.
Webinar follow-up, with and without Unify
The list is the easy part. The rows that need fixing are where follow-up dies.
| Without Unify | With Unify |
|---|---|
| The export sits in a shared drive for a week while someone volunteers to clean it | The upload is cleaned on arrival: names and companies fixed, duplicates merged, rows that cannot be resolved held aside |
| Personal emails, missing titles and misspelt companies go into the sequence as they are | Findymail and Prospeo fill in the title and a verified work email for each attendee |
| Customers and people in an open deal get the same follow-up as a cold attendee | Salesforce or HubSpot marks customers and open opportunities, and those go to their owner instead of the sequence |
| The email says thank you for attending and nothing about what was said in the session | The first email opens on the session the person attended and the question they asked, if they asked one |
Start from this prompt
Make it your own in Unify, then review the results.
Clean up the webinar attendee CSV I uploaded: fix names and company fields, fill in missing titles and verified work emails, keep the people who match our ICP and personas, skip anyone already in an open deal, and queue a follow-up sequence that references the session they attended.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Attended vs registeredFrom the upload, separate the people who attended from the ones who only registered, and draft a different first email for each group.Try in Unify
- Questions askedWho asked a question during the webinar, what did they ask, and which of them are at target accounts?Try in Unify
- Hand to salesWhich attendees are at accounts an AE already owns, and what should each AE know before following up?Try in Unify
How it changes by who you sell to
- Software
- Software webinars draw a long tail of individual contributors on personal emails. Ask Unify to keep only the personas that buy, to swap personal addresses for verified work ones, and to group attendees by company so a team that showed up three strong is one account.
- Financial services
- Attendees from banks and insurers register with a compliance-safe title that says nothing. Ask for the enriched title and department at each institution, keep the operations and risk personas, and route anyone at a customer to their owner rather than the sequence.
- Healthcare
- Provider and health-tech attendees mix clinical, operations and IT titles that buy differently. Ask for attendees grouped by department, keep the personas you sell to, and reference the session in a way each department would recognise.
- Professional services
- Firms send an associate to the webinar and the partner decides. Ask for the firm behind each attendee and the partner who runs the practice, and open the follow-up on the session the associate joined rather than on the partner's inbox history.
- Education
- University and district staff register with generic role names and shared inboxes. Ask Unify to resolve each attendee to the department and the budget holder, and to hold the ones it could not verify rather than emailing a shared address.
Next in events and inbound activation
First-party audiencesBuild audiences from first-party engagementWebsite visits, content reads and campaign clicks are already yours. Combine them with the ICP into an audience that refreshes itself, and split it by who should work it.
+2Unworked engagementFind engaged accounts sales has not workedAccounts that read your content, opened your campaigns and visited your site, with no sales touch in two months. Marketing did its job. Hand them over with the evidence.
+4Post-event follow-upFollow up after an event with the right peopleThe badge you scanned is rarely the buyer. Drop customers and open deals, rank the rest, and add the decision makers who stayed home.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
- Connect OutlookConnect Microsoft Outlook directly to Unify.
Questions about this workflow
What does Unify fix in the CSV?
Casing and spelling in names and companies, company aliases resolved to one record, duplicate rows merged, and personal emails replaced by verified work emails where the contact providers find one. Rows it cannot resolve are held aside with the reason, not guessed.
What if the export has no titles?
Titles come from enrichment, not from the form. Findymail and Prospeo return the title and a verified work email for most attendees; the rest are listed as unverified so you can decide whether to include them.
Does it email customers who attended?
No. Connect Salesforce or HubSpot and customers and open opportunities are removed from the sequence. They are listed for their account owners with the session attached, so the owner can follow up in their own way.
How is this different from the event-list page?
That page starts from a clean list and writes the sequence. This one starts from the raw export, fixes it first and qualifies it, so it is the step before. Use it when the file needs work before anyone should see it.