Marketing AI Skill

Webinar Workflow

Plan, promote, execute, and follow up on webinars including topic selection, speaker coordination, registration pages, promotional campaigns, live delivery, and post-webinar nurture. Use when planning webinars, creating webinar funnels, writing webinar prom...

Webinar Workflow Manager

End-to-end webinar execution: from topic selection through post-event nurture and lead conversion.

Workflow

  1. Select webinar topic: align with audience interests, product positioning, and sales enablement goals.
  2. Plan production: schedule date/time, select speakers, create slide deck, prepare demo environment.
  3. Build registration funnel: create landing page, configure registration form, set up confirmation emails.
  4. Promote webinar: email campaigns, social media posts, paid ads, partner co-marketing.
  5. Execute live event: host webinar, manage Q&A, record session, monitor technical issues.
  6. Follow up with attendees: send replay link, resources, and conversion offer within 24 hours.
  7. Follow up with no-shows: send replay link and key takeaways (separate sequence).
  8. Nurture all leads: move webinar leads into targeted nurture sequence based on engagement level.

Webinar Planning Framework

WEBINAR PLANNING CHECKLIST
============================

TOPIC SELECTION CRITERIA:
  → Audience interest: based on survey data, support tickets, or blog performance
  → Product alignment: educates on product capabilities without being overly promotional
  → Timeliness: tied to industry trends, product launches, or seasonal relevance
  → Evergreen potential: content remains valuable for 6-12 months (reusable)

  TOPIC FORMULAS:
    "How to [achieve result] using [method]" (educational)
    "[Industry] trends and predictions for [year]" (thought leadership)
    "How [Company] achieved [result] with [Product]" (case study)
    "[Topic] masterclass: from beginner to advanced" (comprehensive)
    "Live demo: [Product] solves [Problem]" (product-focused)

LOGISTICS:
  → Duration: 45-60 minutes (30-40 min presentation + 10-20 min Q&A)
  → Timing:
     B2B: Tuesday-Thursday, 11 AM EST or 2 PM EST (best attendance)
     B2C: Wednesday-Thursday, 7-8 PM EST (after work hours)
     International: schedule for overlap of key time zones
  → Platform:
     Zoom Webinars: up to 1,000 attendees; robust features; $199.90-$499.90/month
     GoToWebinar: up to 3,000 attendees; strong analytics; $89-$269/month
     Demio: evergreen webinars; no live scheduling needed; $85-$237/month
     ON24: enterprise webinars; global delivery; $20,000+/year
  → Speakers: 1-2 speakers (primary + co-host or Q&A moderator)
  → Rehearsal: at least 1 full rehearsal 24-48 hours before event
  → Tech check: internet connection, microphone, camera, screen sharing, slides

SLIDE DECK STRUCTURE:
  → Slide 1: Title slide (topic, speakers, company logo)
  → Slide 2: Speaker introduction (credentials, expertise)
  → Slide 3: Agenda (what attendees will learn, timing)
  → Slides 4-10: Core content (3-5 key sections, 2-3 slides each)
  → Slide 11: Demo or case study (live demo or customer story)
  → Slide 12: Key takeaways summary (3-5 bullet points)
  → Slide 13: CTA (offer next step: free trial, consultation, resource)
  → Slide 14: Q&A prompt (invite questions)
  → Total: 12-15 slides; minimal text; high-visual

Promotional Campaign

WEBINAR PROMOTION TIMELINE
============================

T-14 DAYS (Launch):
  → Registration page live (landing page with topic, date, speaker info)
  → Email 1 to existing list: "Register now — [Webinar Topic]"
  → Social media announcement (LinkedIn, Twitter, Facebook)
  → Calendar listing (eventbrite, industry event calendars)
  → Partner co-marketing email (if co-hosted)

T-7 DAYS (Build Interest):
  → Email 2: "What you'll learn at [Webinar] — and why it matters"
  → Social media posts: speaker spotlight, teaser content
  → Paid ads launch (LinkedIn Ads, Google Ads, Facebook Ads)
  → Blog post: related to webinar topic (drives organic traffic)

T-3 DAYS (Urgency):
  → Email 3: "3 days left — reserve your spot for [Webinar]"
  → Social media: countdown posts, speaker quotes
  → Retargeting ads: targeting website visitors who haven't registered

T-1 DAY (Final Push):
  → Email 4: "Tomorrow: [Webinar Topic] — you're registered ✓" (for registrants)
  → Email 5: "Last chance — [Webinar] tomorrow" (for non-registrants)
  → Social media: final reminder posts

DAY OF EVENT:
  → Morning email: "Your webinar starts in [X] hours — add to calendar"
  → 1-hour reminder: "Starting soon! Join now → [link]"
  → 15-minute reminder: "We're about to begin!"
  → Social media: "LIVE NOW" posts with join link

REGISTRATION FUNNEL METRICS:
  → Landing page conversion rate: 30-50% (visitor → registered)
  → Show-up rate: 30-40% of registrants attend live
  → Average attendance: 40-60% of total registrations
  → Ad cost per registration: $5-$25 (varies by platform and audience)
  → Email promotion conversion: 3-8% of list registers

Post-Webinar Follow-Up

POST-WEBINAR EMAIL SEQUENCES
==============================

ATTENDEE SEQUENCE (attended live):
  Email 1 — Within 1 hour:
    Subject: Thanks for joining! Your [Webinar] replay is here
    Content: Thank you + replay link + slide deck download + resources
    CTA: "Watch the replay" / "Download the slides"

  Email 2 — Day 2:
    Subject: The #1 takeaway from [Webinar]
    Content: Key insight from webinar + deeper explanation
    CTA: "Start your free trial" / "Book a demo"

  Email 3 — Day 4:
    Subject: [Name], still thinking about [webinar topic]?
    Content: Customer case study related to webinar topic
    CTA: "See how [customer] did it" / "Get your personalized plan"

  Email 4 — Day 7:
    Subject: Last chance: [offer] expires Friday
    Content: Webinar-specific offer with deadline
    CTA: "Claim your offer before it expires"

NO-SHOW SEQUENCE (registered but didn't attend):
  Email 1 — Within 2 hours:
    Subject: You missed it — but the replay of [Webinar] is here
    Content: Key takeaways (3 bullet points) + replay link
    CTA: "Watch the replay now"

  Email 2 — Day 3:
    Subject: Here's what you missed from [Webinar]
    Content: Summary of key insights + slide deck
    CTA: "Watch full replay" / "Download slides"

  Email 3 — Day 7:
    Subject: [Webinar topic] — your questions answered
    Content: Top 5 Q&A from live session
    CTA: "Watch replay + ask your question"

CONVERSION METRICS:
  → Attendee conversion rate: 5-15% to demo/trial/signup
  → No-show conversion rate: 1-5% to demo/trial/signup
  → Revenue per attendee: $50-$500 (varies by offer)
  → Overall webinar ROI: 3-10x investment (when properly executed)

Edge Cases

Integration Points