How RevPartners Helped FMG Route 950+ Hot Webinar Leads to Sales

The Challenge

FMG’s marketing team regularly used Zoom webinar polls to gauge interest in its product offerings. One of the most valuable poll questions asked was: “Would you like to hear more about this product?”—a direct hand-raise for sales.

However, FMG faced a major limitation:

Zoom’s native HubSpot integration does not pull in poll responses, leaving marketing without an automated way to capture these hand raises.

The marketing team had to manually export poll data from Zoom, then pass it to an operations team member.

The operations team had to import the data into HubSpot and manually route leads to sales.

This process took up to a week, meaning sales reps reached out long after the webinar ended.

Sales had no context on which webinar the lead attended or what specific question they responded to, making outreach generic rather than personalized.

Without automation, FMG was leaving high-intent leads on the table. They needed a way to immediately capture and route hand-raisers to sales, without the delays or manual effort.

The Solution

RevPartners designed and implemented an automated lead-routing system that eliminated manual work and accelerated the speed at which FMG’s sales team could engage leads.

Step 1: Filtering the Right Leads

Not all webinar poll responses were sales-ready hand raises. FMG asked a mix of fun icebreaker questions and serious product-related questions. RevPartners needed a way to separate high-value leads from general webinar engagement.

• RevPartners created a standardized naming system for poll questions. If a question contained a “+” symbol, it was considered a hand raise and automatically captured in HubSpot.
• Non-hand-raise responses were ignored, ensuring only sales-qualified leads entered the CRM.

Step 2: Automating Form Submissions and Lead Scoring

Once the right poll responses were identified, RevPartners built an automated workflow using Make.

• A form submission was instantly created in HubSpot whenever a hand raise was detected.
• Each lead was automatically scored based on FMG’s lead scoring model, ensuring the highest-priority leads were flagged for immediate follow-up.
• Lead routing rules automatically assigned the lead to the appropriate sales rep.

Step 3: Equipping Sales with the Right Context

With this automation in place, sales teams no longer had to reach out blindly. Each lead arrived with full context, allowing for more relevant and effective conversations.

For every new lead, sales reps could see:

• Which webinar the lead attended
• The exact poll question they answered
• How they responded

This ensured that every sales conversation was timely, relevant, and informed, dramatically increasing the chances of conversion.

Step 4: Eliminating the Lag—Instant Lead Routing

With the new automation, leads were routed to sales immediately after the webinar, rather than sitting in a backlog for days.

• No more manual exports from Zoom
• No more manual imports into HubSpot
• No more wasted time figuring out which leads were sales-ready

Sales teams now had the data they needed at the exact moment a lead showed interest.

The Impact

Over 950 leads automatically routed to the right sales reps.

Lead routing now happens in real time, rather than days or weeks later.

Marketing and operations no longer waste time manually exporting and importing data.

Sales teams engage leads while interest is fresh, increasing the likelihood of conversion.

Sales conversations are more personalized and relevant, as reps have context on what the lead was interested in.