Webinar Promotion Methods

In October 2021, we generated 250 sales leads in 2 hours without coding, AI, or sales expertise, and we have never looked back. Here's exactly how we’ve used webinars to generate $3M+ in pipeline since launching our company. A week after launching Chezie's ERG platform in August 2021, we hosted a simple webinar that changed everything. The idea came when we noticed most ERG content online was outdated (think black-and-white websites from 2014; it was dark out there). We saw an opportunity. Here’s our process: 1. Find your topic     Look for LinkedIn conversations in your niche. Use tools like Perplexity to research what people are actively searching for.     2. Get the right host     We reached out to my friend Morgan Matthews (she/her), who was working as a DEI Manager at Peloton at the time. Your host should either have a strong following, work at a notable company, or ideally both.      The more notable your speaker, the easier it is to drive signups.      3. Structure your event     We titled ours "From Intent to Impact: How to Get the Most Out of Your ERGs." Morgan gave a 45-minute presentation and left 15 mins for Q&A.      Keep it simple – a fireside chat format lets your host prepare answers in advance.     4. Capture leads strategically     Have attendees share key info during registration (company size, current solutions, etc.). This helps you qualify leads before the event.     5. Execute and follow up       Some tips for a smooth event:       • Host on Zoom (everyone’s familiar with it by now)   • Pay attention to which participants are most engaged   • Share recordings after via email to warm the inbox   • Focus follow-up on qualified leads      Fast-forward to today: We've hosted 60+ events and turned webinars into our #1 go-to-market channel, even as we've expanded to other strategies. If you have questions about the process, qualifying leads, or anything else around webinars as a GTM motion, comment below; I’m happy to help! 👇🏾

Too many marketers treat webinars like one-off lead gen plays. Run the event, send the recording, plan the next one. But the teams getting the most out of webinars treat them like content engines, using multiple touchpoints to promote them and creating multiple assets from each one. Here’s how: 🔹 Before: plan & promote. Design the webinar around what you want the final content to generate. Think about how you can pre-plan the moments to clip later. Start outlining that blog recap now. And when it comes to promotion, don't stop at email invitations. Find ways to embed the registration link into existing content channels — a new or popular blog post on an adjacent topic, the bios of all your social channels, etc. (At SparkToro, I can consistently add 100-200 extra registrants by embedding the registration link in a new blog post.) 🔹 During: reward active engagement. Having live attendees is nice; having active chat participants is even better. Invite people to engage directly in the live chat. Ask open-ended but simple questions that are easy for people to respond to. Make sure you're also using that chat in real-time — drop notes, reactions, answer quick questions that don't need to be verbally addressed during the presentation. 🔹 After: remix & reassign. One recap email isn't enough. A single well-run webinar should become multiple LinkedIn posts, a blog post, YouTube clips, and sales talking points — assets that serve social media, content marketing, and sales. Give each content asset a new job. This mindset has mattered a lot for SparkToro Office Hours, which typically gets ~1,200 signups. It’s also very aligned with how Goldcast talks about online events too — not just hosting webinars, but turning video into clips, blogs, social posts, and more. Link below in the comments to learn more. #GoldcastPartner

I’ve run 75 webinars that made €5mil in revenue. Here is my playbook for a session that actually converts: 1. The 100-hour rule I spend 100 hours researching content for a single 1-hour webinar. If you don't have deep insights that solve a specific problem you're wasting everyone's time. 2. Audio > Video Half your audience is multitasking. If your audio is bad they leave immediately. Buy a good mic and don't worry about the fancy camera. 3. Have a Point of View Vanilla content gets zero traction. Challenge assumptions. If no one disagrees with you in the chat you probably haven't said anything important. 4. Give away the IP Don't "tease" the solution. Give them the PDF templates, the frameworks and the spreadsheets. Practical utility builds trust faster than high-level strategy. 5. Bring the ENERGY People remember how you made them feel. Be 50% louder and more excited than usual. If you are bored they are asleep. 6. Track focus time Attendance is a vanity metric. Focus time is what counts. If they aren't focused for 75% of the session your content is weak. 7. Promote like you mean it Great content fails in silence. If you spent 100 hours building it, spend the budget to promote it. 8. Run it until it breaks This is the biggest mistake I see. If a webinar topic works don't invent a new one next month. Run it live again. We ran the same topic 15+ times because it kept driving revenue. Webinars are the only channel where your audience gives you 60 minutes of undivided attention. Don't waste it on a pitch. Give them value so good they would have paid for it. What else would you add?

Client ran 12 webinars last year. Average attendance: 31%. Watch time: 11 minutes. Pipeline generated: Zero. They'd blast the database, get 200 registrants, 60 show up, 50 drop after the intro. Meanwhile sales is asking why webinars are such a waste of time. Because you're not running webinars. You're running hour-long product demos nobody asked for. Here's the system that actually gets people to show up and buy: 𝗦𝘁𝗲𝗽 1: 𝗦𝘁𝗼𝗽 𝘁𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝘄𝗲𝗯𝗶𝗻𝗮𝗿𝘀 𝗹𝗶𝗸𝗲 𝗺𝗮𝘀𝘀 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝘀 Most companies: Blast everyone, hope someone shows up. We flipped it. Pick 20 target accounts. Build the entire webinar for them. One client went from: - Old: 200 registrants, 31% show (62 people), zero pipeline - New: 40 invites, 85% show (34 people), 3 opportunities Fewer people. Actual pipeline. 𝗦𝘁𝗲𝗽 2: 𝗧𝗵𝗲 𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗴𝗲𝘁𝘀 72% 𝘀𝗵𝗼𝘄 𝗿𝗮𝘁𝗲𝘀 3 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Call your top 20 accounts. Actually call. "We're covering [problem you mentioned]. Want a spot?" 2 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Get a customer to co-present. Their network shows up. 1 𝘄𝗲𝗲𝗸 𝗼𝘂𝘁: Send the actual deck. People show up when there's no mystery. 𝗗𝗮𝘆 𝗯𝗲𝗳𝗼𝗿𝗲: Text your top 10 registrants. Yes, text. 90% show rate for those who respond. 𝗗𝗮𝘆 𝗼𝗳: Calendar hold 1 hour before. Start exactly on time. 𝗦𝘁𝗲𝗽 3: 𝗧𝗵𝗲 30-𝗺𝗶𝗻𝘂𝘁𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 𝘁𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝘀 - 2 min: What you'll learn - 10 min: Customer shows actual results - 10 min: How they did it - 5 min: Live Q&A - 3 min: Next steps No company overview. No product tour. Just value. Watch time went from 11 to 27 minutes. 𝗙𝗼𝗹𝗹𝗼𝘄-𝘂𝗽 𝘄𝗶𝘁𝗵𝗶𝗻 2 𝗵𝗼𝘂𝗿𝘀: Everyone gets: - Recording + customer's templates - Implementation guide Target accounts get: - Personal video - 15-min working session offer (not a demo) Others: - 3 emails on implementing what they learned Result: Client went from 12 useless webinars to 6 that drove $1.8M. Half the webinars. Triple the results. The problem isn't webinars. It's that you're running them for everyone instead of someone. This week I'm fixing fundamentals: Monday: ICP Yesterday: Events Today: Webinars Tomorrow: ABM Pick 20 accounts. Build your next webinar just for them. Watch what happens when you stop trying to please everyone.

In the past 8 months, we've run 11 webinars & driven 30,000+ signups. Here're the 8 tactics we've used to promote them: Quick context: So far this year, we've run 11 webinars: • 4 have been pure organic • 4 have been pure paid traffic • And 3 webinars have been "hybrid" And in total, we have driven 30,000+ signups. Here are the 8 tactics we've used to promote our webinars: Tactic #1: Launch email sequence These are 5-7 day sequences with 7-10 emails (depending on how hard we want to promote). Popular email themes: • "Here's what we're going to cover in the masterclass" • "Here's what can happen when you implement the frameworks" • "Last reminder to register!" Tactic #2: Cross-promo emails We send 1-2 soft invite emails to our other vertical email lists (when there's topic congruence). Only have one list? Partner with other creators for email swaps. Tactic #3: Free community announcements We have one free Skool community. So the week before the webinar, we send 1-2 community-wide announcements inviting people to the event. We also add the event to the community calendar so people can see it there. Tactic #4: Social posts We generally make 1-2 social posts linking directly to the webinar landing page. We do mainly on LinkedIn, though we're also starting to incorporate this into other platforms like IG & YouTube. Tactic #5: Viral giveaways Every week we launch new lead magnets on LinkedIn. But during webinar weeks, we use these assets to promote the webinar. Tactic #6: Paid ads Primarily Facebook ads, but also experimenting with LinkedIn ads with great results. Recently added cold ads to drive registrations, too (previously we were only doing retargeting). Tactic #7: Newsletter ads We buy ads in newsletters with great audiences and sometimes we use our inventory to promote webinars. These work very well! Tactic #8: Manual emails and DMs Usually, we have our sales team reach out to high intent people in their pipeline as well as high-intent, high potential prospects (e.g. people who applied to join but never booked a call). That way, we can use the webinar both as a "discovery" and as a "conversion" mechanism. And that's it! The beautiful thing about this playbook is that most of these tactics are free (or very low cost) and can be applied to almost any business or niche. So, hope this is helpful!

Please, stop calling me MQL and asking your sales team to call me after a webinar. I feel we can easily improve the event follow-up playbook... The broken event follow-up playbook: - Mark event sign ups as MQLs in Hubspot/Salesforce - Starting 5-emails nurturing sequence pushing attendee to book a demo - Assigning MQLs to sales and asking to call Webinar sign-ups ≠ buying intent. Here is how to refine event follow-up playbook to align it with the level of demand of the sign ups and their buyer journey stage. 1/ MARKETING: - Upload a recording and slides to a relevant content hub - Download and qualify sign ups by ICP criteria - Segment all qualified contacts by tiers - Match tier 1 and tier 2 accounts with the pipeline status and buyer journey stage - Add all accounts to the demand gen retargeting group aligned with the buyer journey 2/ SALES - Connect & engage with net new tier 1 and tier 2 accounts who consumed content in the content hub - When connected, ask for feedback and do progressive profiling to understand better where they are in the buying journey and what their needs - Suggest "bridge" activities (e.g. strategy sessions) to create logical bridge between current buyer needs and your product 3/ MARKETING AND SALES - Discuss collected insights and move accounts to a relevant ABM playbook matched with the accounts' journey stage. --- Nobody is signing up for the webinar to listen to the blatant product promotion or high-level stuff that ChatGPT can provide. B2B buyers come for practical learnings, connections and entertainment. Educate -> engage -> create demand -> research and understand the buyer journey stage and current needs of your prospects -> create "bridge" activities / buyer enablement - this is how you influence the buying process with webinars and generate pipeline.

Webinars still work. In Q4 2024, Champify's webinar program drove 71% higher ACVs and touched 28% of our opportunities. Here’s our 4-step webinar playbook (and the full results): My core marketing philosophy is to continuously deliver value to our potential customers. We can’t always control timing, so our goal is to be top of mind when they are in market. We do this by delivering as much educational content as possible to help our audience be better at their job. With the rise of AI generated slop and on-demand content, there are few better ways to deliver value to your customers as cost effectively as live webinars. Here’s our simple 4-step Live Webinar Playbook: 1. The topic is important, but the guest is 10x more important We focused on using our network, customers, and customer’s networks to attract guests we know our audience will want to learn from. We think deeply about what’s in it for them and how to make them the star. 2. Use multiple methods to drive attendance We drove attendance through Linkedin outreach, closed lost nurture campaigns, targeted marketing emails, and customer invites sent via our sales team and leadership. We also used the invite as a hook to build value at accounts we wanted to break into - offering a Q&A with a renowned leader that most people want to learn from. 3. Focusing on quality content during and AFTER the session Do not go broad. Find one hot topic and go deep as possible. What draws a crowd is how respected or “impressive” is your guest. If your audience wants to learn from her, they will show up. If they don’t care about her background, they won’t. Add a Q&A section as people will directly show up just to get burning questions answered. Use the gold from the webinar to creative tactical guides, teardowns, and summaries, to share with all those who signed up (regardless of attending or not) 4. Nail the follow up: We meticulously look at the list post-event and put people into two key buckets: - Marketing Owned: Follow up included tactical guides and a highlight reel - Sales owned: Tailored outbound to key titles with 1-2 specific plays/asks based on the content/audience combination. THE RESULTS: - Of our last 228 new business opportunities - 71 of them had at least 1 registrant (28%) - Win rate of opps with a registrant from opp created is ~25% higher than without (%, not points) - ACV 71% higher Too many teams are taking the easy way out… Blasting AI-generated and overly generic content We see the same thing happening in outbound. But at the end of the day….it’s about delivering value to build trust. And being top of mind for your prospect universe when the problem you solve arises. Webinar are still the way to do that in 2025.

We spent $47,985 on ads for a live webinar and generated $147,437 in revenue. Here’s the full playbook I use to make webinar funnels work: If you're selling anything for $1K-$3K+, webinars are one of the most reliable ways to convert cold traffic into buyers. Why? Because webinars turn cold leads > warm leads > buyers in a single session. But not all webinar funnels work equally well. We recently tested three approaches: •⁠ ⁠Live webinar: 3.07x ROAS •⁠ ⁠7-day educational email course > webinar: 1.44x ROAS •⁠ ⁠Evergreen webinar: 1.37x ROAS So, if you're actively selling a higher-ticket product, run ads directly to a live webinar. Here’s how to do it: 1. Keep the ad funnel extremely simple Run ads 7-14 days before the webinar. The winning structure looks like: UGC-style video ads > registration page > email/SMS reminders A few rules I always follow: a) Founder-led ads outperform static ads 90% of the time b) The angle is always Proof + Promise (You did the thing > you’ll show them how > they get the outcome) 2. Know the numbers (these are real benchmarks) a) Cost per lead: $5-$20 (depending on niche + wealth + platform) b) Show rate: • Cold: 20-30% • Warm/list: 40-50% c) Cost per attendee: $15–$100 d) If you sell directly on the webinar, a strong conversion rate is 5-10%. For a $1,000-$2,000 offer, that means you want a $300–$1000 CAC. e) If your offer is above $2,000, you should push people to book a call rather than buy straight from a page. Book-a-call benchmarks: • 10-30% book a call • 60%+ show rate • 30-40% close rate (should be HIGH - they JUST watched you for 60–90 minutes) If your close rate drops to ~20%, it’s usually a sales problem, not a marketing one. 3. If conversions drop, fix the qualification If the webinar is packed but nobody buys or books calls, the leads were wrong. You need 1 qualifier on the registration page. Examples based on ICP: • “Do you have at least $5,000 to invest?” • “Do you already own real estate?” • “Do you run a newsletter with 10,000+ subscribers?” • “Are you earning $250K+/year?” If you don’t qualify, you will dump unqualified leads onto your sales team, and they can’t close them. 4. Give away something only for live attendees This is the biggest lever for increasing show rates. Once you have a valuable giveaway, start reminders 7-10 days before: • Send multiple reminder emails • Send “we’re going live” emails • Sell the usefulness of the webinar, not the product 5. What to teach inside the webinar Teach for 80%. Sell for 20%. But don’t teach the whole system. I skim the top of every step required to get from A > B: • Show the roadmap • Show the opportunity • Show the proof • Show the desired end state People don’t buy information. They buy certainty, feedback, and “tell me exactly what to do in my case.”

We used to treat webinars like every other team. One-off events. A few LinkedIn posts. Follow-up email. Move on. But we started to notice something: our best-performing webinars were still driving traffic and leads weeks, sometimes months, after they ended. And the audience that showed up live? They weren’t just top-of-funnel, they were checking out our pricing page days later. So we made a decision: No more standalone webinars. We were going to build a full-funnel video strategy that lives on our site and drives revenue across the entire buyer journey. We launched 3 distinct series under our Game Changers umbrella: 🔹 CMO Series → top-of-funnel thought leadership 🔹 Masterclass → mid-funnel demand gen 🔹 Sequel Academy → bottom-funnel product adoption Each series was built intentionally to engage buyers where they actually are, not where we wished they were. And the results? → 80% of pipeline influenced by webinars → 340% growth in website traffic → All from a one-person marketing team This isn’t a flashy growth hack. It’s a repeatable, owned-channel strategy that connects brand, demand, and adoption into a flywheel. If your webinars aren't designed to impact all three stages of the funnel, you're not just leaving revenue on the table—you're leaving insight, audience trust, and pipeline too.

We’re looking to scale out our webinar program this year. It’s been a really good source of high-quality leads for us. The problem is I used to spend way too many hours building out webinar registration pages, promo emails, and social posts. We’re a lean team and I only have so much bandwidth—so I built an AI workflow that cuts production time by about 90%. IMPORTANT NOTE: The key to this whole thing is the quality of your human-written content brief—it determines everything downstream. Most people try to shortcut the brief and end up with generic, junky AI content. Here's what actually works: 1. Start with a killer content brief that includes: - Core webinar value props and specific audience pain points - Speaker credentials that actually matter - Key learning outcomes with concrete examples - Technical depth and complexity level - Brand voice requirements and list of AI “no-no” words 2. Feed that quality brief into strategic prompts for: - High-converting registration page - 4-email promo sequence (2 weeks, 1 week, 3 days, 24hrs) - Post-event follow up emails for attendees, registrants, and non-registrants - LinkedIn posts engineered for engagement - Asset consistency guidelines AI handles content scaling and variations, but only after you've built the strategic foundation. Been testing this for months—the correlation between brief quality and output is nearly 1:1. Rushed brief = generic AI content. Detailed brief = compelling assets that drive registrations. The workflow includes specific prompts for maintaining voice consistency, building credibility through concrete benefits, and avoiding the typical AI content red flags that kill engagement. 🔗 Want the exact process? Grab the complete workflow with brief templates, prompts, and implementation steps in the comments below. [No need to comment “workflow” for the asset. That’s lame.) Running webinar campaigns with AI right now? Drop your questions below. Always testing new approaches to refine this process. P.S: Track your brief quality scores against registration rates. The data will show you exactly where your brief needs more detail. #AI #Marketing