Custom Behavioral Event Tracking Pipeline (GTM + HubSpot).

Moraware wanted to segment leads by how much of a webinar they actually watched, and that meant getting real engagement data flowing into both Google Tag Manager and HubSpot at the same time. We built a single custom tracking layer that reports webinar engagement consistently across both platforms, replacing a patchwork of partial signals with one source of truth. Once it was live, we generalized the same system to cover any video on any page instead of just gated webinars, so new video content gets tracked automatically without extra setup.

Outcome: Accurate, cross-platform video engagement data that Moraware’s marketing team uses to qualify and segment leads.