DocumentationMarketo Optimizer Documentation

Webinar promotion and follow-up journeys

Last update: October 12, 2026

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  • User

After you add a webinar to a program, build one or more journeys inside that same program to invite people, remind them, deliver the session, and follow up afterward.

NOTE
This page covers building these journeys by hand. To have the Coworker build the same journeys for you from a template, see Create webinars with Coworker.

Build a promotion journey build-promotion-journey

A typical promotion journey invites people, tracks their registration, and reminds them as the webinar approaches.

  1. Create the person journey.

  2. Select an audience for the journey.

  3. Add a Send Email node with an invitation email.

    Use webinar tokens such as Title and Start Datetime in the content, and link to the webinar registration page.

  4. Add a Take an action node, select the Change webinar member status action, select the webinar, and set the status to Invited.

    Place it immediately after the invitation Send Email node.

    note
    NOTE
    Typically, you only set Invited and Registered from a promotion journey. Adobe Connect normally sets Attended, No-Show, and Attended on Demand automatically. The same action can override these later statuses from a journey if needed, but only forward, matching the linear progression described in Webinar status.

  5. Host the registration form on a landing page.

  6. Add a Take an action node, select the Change webinar member status action, select the webinar, and set the status to Registered (triggered by the form submission).

    Moving someone to Registered does two things automatically:

    • Adobe Connect generates that person’s individual Joining URL.
    • It sends the confirmation email, if you’ve configured one, containing the Joining URL token.

  7. Build a reminder cadence using Wait nodes timed relative to the webinar Start Datetime token.

    For example, set it to one week before, one day before, and one hour before.

  8. Add a Wait node timed to the webinar End Datetime token, so the journey pauses until the live session is over.

    Continue to Build a post-webinar journey from here.

    note
    NOTE
    Webinar status changes aren’t currently available as a Listen for an event trigger. Use a timed Wait node followed by a Split paths node on webinar status instead, as shown below, rather than listening for the status change itself.

Personalize emails

Webinar tokens render in email content: subject, body, preheader, and sender. See Webinar tokens for the full list.

NOTE
Webinar tokens are not currently available on the registration landing page or in forms. Personalize those with standard program tokens instead, and reserve webinar-specific personalization (like the Joining URL and Recording URL) for email.
IMPORTANT
The Joining URL token only resolves for people whose webinar status is Registered or later. The Recording URL token only resolves after the recording is published. Both resolve to an empty value beforehand rather than an error, so double-check that your emails render acceptably either way before you publish.

Deliver the webinar deliver-webinar

At the scheduled time, the webinar runs in Adobe Connect:

  • Presenters and co-hosts join using their individual link in the Webinar team section of the webinar.
  • Attendees join using their personal Joining URL token.
  • Adobe Connect captures in-session activity (questions, poll responses, link clicks, asset downloads, and hand-raises) and sends it back to Marketo Optimizer as webinar activities, available to any listening journey.

If the webinar is set to Simulated Live, pre-recorded content plays automatically at the scheduled time while presenters engage live through chat, polls, and Q&A.

Build a post-webinar journey build-post-webinar-journey

After the live session ends, Adobe Connect sets each person’s webinar status to Attended or No-Show. When the journey Wait node releases, branch using that status with a Split paths node.

  1. Add a Split paths node with a condition on the webinar status, such as Has attended webinar.

  2. On the Attended path, send a thank-you email.

    For example, send a replay and resources follow-up. Then use a Wait node and a next-step call-to-action email.

  3. On the No-Show path, send a we missed you email.

    In the email content, invite them to watch the recording. Then use a Wait node and a follow-up email summarizing the key takeaways.

  4. Personalize either path further using other webinar activities.

    For example, branch or personalize based on Responds to a poll with a specific answer.

  5. Use the Recording URL token in either path after it is resolvable, so people can watch on demand.

    On-demand engagement (watch duration, playback link clicks, and downloads) is ingested as the same webinar activities, tagged with a mode of On-Demand. Unlike those activities, on-demand viewing also moves a No-Show person to the Attended on Demand webinar status. As a result, a No-Show journey path can end up reaching people who watch the recording later. Split further on webinar status, or re-check it after a delay, if you want different treatment for people who watch on demand.

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