Run a webinar that fills seats and moves pipeline.
“We ran a webinar nobody attended. What would make people show up and then buy?”
The topic that draws, the promo sequence, the run-of-show, and the follow-up that converts attendees.
What this skill does
Takes a webinar idea and turns it into an end-to-end plan: a topic people will give an hour for, the promotion sequence that actually gets them to register and show up, a minute-by-minute run-of-show, and the follow-up that separates a buyer from a browser. It plans the event. It does not host it for you.
Inputs
- Works today with: your topic or rough idea, the audience you want in the room, a date, and who is presenting. Paste it in.
- More powerful connected to an email tool: it drafts the invite, the reminders, and the follow-ups as ready-to-review sequences and reads open and click rates.
- Sharper with a webinar or event platform: pulls registration and attendance so the follow-up splits attendees from no-shows automatically.
- Sharper with a CRM: ties registrants to accounts and routes the hot ones to sales with context.
How it works
- 1Topic that draws (specific beats broad)
The topic is the whole ballgame. A narrow, specific promise ("how three teams cut X in half") outdraws a broad one ("the future of Y"). Pick a topic that solves one real problem for one real audience, framed as an outcome they want. If the topic is vague, the skill sharpens it before anything else, because no promo saves a boring subject.
- 2Promo sequence (registration then attendance)
Promotion has two jobs: get the registration, then get the show-up. Build a sequence across PROMO_WINDOW: announce, remind, add proof, add urgency, then day-of and hour-of nudges. Registration is not attendance. Plan the reminder cadence that gets registered people to actually appear, because a full registration list with an empty room is a failure.
- 3Run-of-show (earn each minute)
Write the session minute by minute: a hook in the first two minutes that pays off the topic, the core teach in segments, a live element that only works because it is live (Q&A, poll, demo), and one clear next step at the end. Front-load the value. People leave when the payoff is stuck behind ten minutes of housekeeping.
- 4The offer and the ask
Decide the one action you want attendees to take before you build the deck: book a call, start a trial, download the deeper resource. The webinar is not the goal, the next step is. Make the ask once, clearly, when attention is highest, not buried in a goodbye slide.
- 5Follow-up (split the room)
Follow-up is where pipeline is made or lost. Split the list: attendees get the recording plus the next step, no-shows get the recording plus a reason to still care, and the most engaged (asked a question, stayed to the end, clicked the offer) get routed to sales with that context. One generic "thanks for attending" to everyone wastes the whole event.
Output format
WEBINAR PLAN · "How 3 teams cut onboarding time in half" (illustrative)
Format: panel + live demo · Date: 3 weeks out · Win metric: qualified pipeline
Promo sequence:
T-21 announce · T-14 proof (speaker + agenda) · T-7 urgency
T-1 reminder · day-of AM · 1 hour before
Run of show (45 min):
0-2 Hook: the number, the promise
2-25 Three teams, three moves, live demo of one
25-38 Live Q&A (the reason to attend live)
38-42 The one ask: book a working session
42-45 Recap + resource
Follow-up:
Attendees -> recording + book-a-session link
No-shows -> recording + the single best moment
Engaged -> routed to sales with what they asked
Next move: connect the event platform so follow-up splits by who actually showed.
Tips
- The topic makes a specific promise to a specific audience, not a broad theme.
- The promo plan treats registration and attendance as two separate jobs.
- There is exactly one primary ask, made at peak attention.
- Follow-up is segmented by behavior. No single blast to the whole list.
- Any rate or count shown is labeled illustrative unless it came from your connected data.
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Get press without spray-and-pray.
The story angle, the target journalists by beat, the pitch, and the follow-up a reporter might actually answer.