3,000+ attendees per year through HubSpot-powered webinars
From product training to promotional sessions, Seyfor runs webinars across different brands and languages. With WebinarGeek and HubSpot working together, they’ve simplified how registrations and communication are handled.
Seyfor is one of the leading ERP and accounting software providers that helps businesses manage financial processes, operations, and digitalisation. Alongside their core products, they've launched PoslovniUM, a dedicated education brand focused on helping customers get more value from their software through structured learning.
Webinars play a central role in their strategy, as they use them for two distinct purposes: customer education and inbound marketing. This includes structured training sessions, ranging from focused 30-minute product walkthroughs to multi-hour deep dives into accounting workflows, as well as promotional webinars to introduce new solutions and generate interest.
Running both types of webinars across multiple brands, audiences, and markets requires a setup that is flexible, scalable, and consistent. Before switching to WebinarGeek, that simply wasn’t the case.
Moving away from legacy webinar software
Before WebinarGeek, Seyfor relied on a legacy desktop-based webinar tool, and the friction wasn’t just occasional; it was constant.
Every attendee had to download and reinstall software before joining a session, which in practice meant that support teams were dealing with a steady stream of issues ahead of every webinar. Participants struggled with operating system compatibility, installation failures, and connection problems, making something as simple as joining a session unnecessarily complicated.
At the same time, access control was limited. Webinar links could easily be shared or circulated, which made unauthorised access a recurring concern.
The platform itself also lacked branding flexibility. When Seyfor launched PoslovniUM, this became a real limitation, as they needed the webinar experience to reflect their own product and brand, not a generic third-party interface.
Their requirements were clear: a smooth attendee experience, simple setup, reliable access control, solid analytics, and full white-label branding.
A flexible webinar setup for multiple brands
Today, Seyfor runs webinars across multiple brands and in three languages: Slovenian, Croatian, and Serbian.
Their webinar program combines paid training sessions and open promotional webinars. They run more than 70 paid webinars per year, reaching around 3,000 registered participants annually, while their promotional webinars can exceed 1,000 sign-ups per session. For a niche industry, like ERP and accounting software, those numbers are a strong result.
“WebinarGeek stood out for its ease of use and branding flexibility.” --Vid Papež, Head of Education at Seyfor
This mix of formats, audiences, and languages requires a platform that can adapt without adding operational complexity or creating fragmentation across teams.
That flexibility allows Seyfor to create a webinar environment that feels like a natural extension of their own products and brands, rather than an external tool layered on top.
Automating webinar registration with HubSpot
While WebinarGeek handles the webinar experience itself, HubSpot plays a central role in how Seyfor manages registration and communication. The integration between HubSpot and WebinarGeek was set up in minutes. After connecting both systems, data started syncing immediately, which allowed them to move away from manual processes almost overnight.
What mattered most for them in the initial setup process, was the direct synchronisation between HubSpot form submissions and webinar registrations. When someone fills in a form on their website, they are automatically registered for the correct webinar session, without any manual exports, CSV handling, or duplicate systems
“Anyone who fills in a registration form is automatically enrolled in the right webinar. It just works.”
All confirmation emails, reminders, and follow-up communication are managed through HubSpot. Previously, Seyfor relied on a single generic autoresponder across all webinars, but now each session has its own communication flow.
Because every HubSpot form is tied to a specific webinar, they can fully customise emails per session, including design, messaging, and timing. This applies across brands, webinar types, and languages, which is especially important when running both paid and free webinars simultaneously, each with different expectations.
Running 70+ webinars per year without manual work
At Seyfor’s scale, automation isn’t a nice-to-have; it’s what makes the entire setup sustainable.
Their most-used feature is the HubSpot automation layer, where every registration triggers a personalised confirmation and reminder sequence. These flows can be configured per brand, per webinar type, and per language, giving the team full control without increasing manual workload.
Managing 70+ webinars per year alongside large promotional sessions would be difficult to sustain without this level of automation.
More focus on content
The biggest impact of the switch has been operational. Setup time dropped significantly, as what used to be a manual and error-prone process of exporting registrations and importing them into an email tool is now fully automated. That shift frees up time for content creation and delivery, instead of administration.
For presenters, the change was just as important. Hosting a webinar no longer requires installations or workarounds, and sessions can be joined from any device, from any location, without friction.
At the same time, Seyfor gained more flexibility in how they communicate with attendees. Running multiple brands, in multiple languages, with both paid and free webinar programmes creates a level of complexity that would normally increase workload. By combining WebinarGeek with HubSpot, they can match that complexity with structured, automated communication flows, keeping everything manageable. Each webinar has its own branded experience, without adding extra operational overhead.
“Attendee experience is better, setup is more efficient, and we spend less time on administration.”
How to approach webinars and HubSpot integration
Seyfor’s advice is to start with a simple but often overlooked step: get clear on why you’re running webinars.
That goal should shape everything that follows, from the platform you choose to the format of your sessions and how you measure success. Customer education webinars, for example, require a very different setup than promotional webinars, and trying to treat them the same usually leads to friction later on.
They also stress the importance of the full attendee experience. How someone registers, what they receive in their inbox, and how they join the session all play a role in how your brand is perceived. Small details at each step can either reinforce trust or create unnecessary confusion.
Another key takeaway is to think through your process before automating it. Mapping out the full flow, including registration, emails, and follow-up, makes it much easier to build automation that actually supports your goals instead of adding complexity.
“The ability to treat webinar registration as part of your marketing automation changes how efficiently you can operate at scale.”
For teams already using HubSpot, the integration with a webinar platform can make a significant difference. Instead of treating webinar registration as a separate, manual process, it becomes part of your existing marketing automation, which simplifies operations and makes it easier to scale.
Want to automate your webinars with HubSpot?
With WebinarGeek, you can run professional webinars across brands, languages, and formats. With the HubSpot integration, you can automate registration, communication, and follow-up, all from one connected system.