How to Use Wistia with Hubspot for Better Video Marketing

Connecting Wistia with Hubspot lets you turn views into leads, qualify contacts with video engagement, and measure the real impact of every clip you publish.

This step-by-step guide walks you through setting up the integration, building video calls-to-action, capturing leads, and using analytics to improve your marketing.

Why Connect Wistia and Hubspot?

When Wistia and Hubspot work together, your videos become a powerful source of behavioral data and lead generation.

Key advantages include:

• Automatic syncing between Wistia viewers and Hubspot contacts
• Lead capture forms that feed directly into your CRM
• Video engagement data for smarter lead scoring
• Closed-loop reporting on how video influences revenue

With this setup, you can see exactly who watched which video, for how long, and what they did next inside Hubspot.

Setting Up the Wistia–Hubspot Integration

Before you start, make sure you have admin access in both Wistia and Hubspot.

Step 1: Connect Wistia to Hubspot

1. Log in to your Wistia account.
2. Open the Account or Settings area.
3. Navigate to the Integrations section.
4. Select the Hubspot integration from the list of available tools.
5. Click Connect and sign in to your Hubspot account when prompted.
6. Approve the requested permissions so Wistia can share video data with Hubspot.

After authorization, Wistia and Hubspot will start syncing key contact and viewing information.

Step 2: Configure Basic Sync Settings

Once the connection is live, confirm how data should move between Wistia and Hubspot.

• Choose the Hubspot account and workspace (if applicable).
• Confirm which Wistia projects will send engagement data.
• Enable automatic contact creation for new viewers captured through forms.

Clear mapping at this stage keeps your Hubspot data clean and easy to segment later.

Creating Video CTAs That Feed Hubspot

To turn viewers into contacts, use Wistia calls-to-action (CTAs) and forms that push data into Hubspot.

Types of CTAs You Can Use

Within Wistia, you can design several types of CTAs that integrate with Hubspot:

• Annotation links that appear on top of your video
• Turnstile email collectors that gate content
• End-of-video CTAs with buttons or links
• Mid-roll prompts encouraging sign-ups or downloads

These elements help move viewers deeper into your Hubspot-powered funnels.

How to Add a Hubspot-Focused CTA in Wistia

1. Open the video in Wistia that you want to enhance.
2. Go to the Customize menu.
3. Select the Call to Action or Turnstile option.
4. Write a clear message that aligns with your Hubspot campaign goal.
5. Add a button or link to your Hubspot landing page or form.
6. Set the timing for when the CTA should appear.
7. Save and republish the video embed where you need it.

Every viewer who clicks through or submits details can now be tracked in Hubspot alongside their viewing history.

Capturing Leads into Hubspot with Turnstile

Turnstile is Wistia’s email capture tool that feeds viewer data into your marketing system.

Configuring Turnstile for Hubspot Lead Capture

1. In Wistia, open the video where you want to gate access.
2. Click Customize and select Turnstile.
3. Choose when Turnstile appears (before, during, or after playback).
4. Enable the option to send captured emails to Hubspot.
5. Map the email field to the appropriate Hubspot contact property.
6. Optionally, add first and last name fields for richer profiles.
7. Save the configuration and update your video embed code if needed.

After this setup, anyone who submits the form will be added or updated as a contact, and their video engagement will enrich their Hubspot record.

Best Practices for Turnstile and Hubspot

• Gate premium content like webinars, demos, or tutorials.
• Align Turnstile questions with existing Hubspot properties to avoid duplicates.
• Use progressive profiling in Hubspot forms for follow-up offers.
• Test placement timing to balance lead volume and viewer experience.

Using Video Engagement Data Inside Hubspot

Once the integration is active, Wistia sends viewing events that can be used for segmentation, lead scoring, and automation in Hubspot.

Key Engagement Metrics You Can Leverage

Common data points passed into Hubspot include:

• Total seconds or percentage watched
• Number of plays and replays
• Which videos a contact watched
• Conversion events tied to specific CTAs

These details help you understand how interested someone is in a topic or product.

Building Smart Lists and Segments in Hubspot

1. Open your Hubspot contacts area.
2. Create a new Active list.
3. Set filters based on Wistia video properties, such as video name or watch time.
4. Segment contacts who watched key product demos or case studies.
5. Save the list for use in email nurturing and reporting.

With these lists, you can send more relevant follow-up emails and tailor offers to behavior captured through video.

Enhancing Lead Scoring with Video Activity

Video interactions are strong intent signals for your Hubspot scoring model.

• Add points when contacts watch a full product demo.
• Increase scores if viewers engage with multiple videos.
• Deduct points if engagement drops off over time.
• Trigger sales alerts when a lead watches a high-value clip.

This helps sales teams focus on contacts who are most engaged with your visual content.

Automating Follow-Up Workflows in Hubspot

With synced data, you can automate contextual outreach based on video actions.

Workflow Ideas Powered by Wistia Data

• Send a follow-up email when a contact finishes a tutorial video.
• Offer a related case study to viewers who watch more than 50% of a webinar.
• Notify a sales rep when a lead replays a pricing overview.
• Enroll new contacts captured by Turnstile into a nurturing sequence.

All of these can be configured in Hubspot workflows using Wistia-based triggers or properties.

Measuring Results and Optimizing Your Strategy

To improve performance, review both Wistia and Hubspot analytics regularly.

Metrics to Track Across Both Platforms

• Play rate and average engagement for each video
• Number of contacts created or updated via Turnstile
• Lead-to-customer rate for viewers versus non-viewers
• Revenue influenced by contacts who watched key videos

Comparing these data points helps you refine which topics, formats, and placements work best.

Additional Resources for Hubspot and Video

To go deeper into Wistia features and integration options, review the original tutorial on the HubSpot blog: How to Use Wistia.

If you need expert guidance on implementing this stack, consider working with a dedicated marketing operations partner such as Consultevo for strategy, setup, and optimization.

By combining Wistia’s video tools with the power of Hubspot, you can capture richer insights, drive more qualified leads, and build a video engine that supports every stage of your buyer’s journey.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

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