Webinar Events
Funnel Overview
Registration → Confirmation → Reminders → Live Event → Follow-up → Replay → Conversion
Target benchmarks: 40-50% attendance rate, 20-30% replay views, 5-15% conversion to next action.
Platform Selection
| Platform | Best For | Max Attendees | Key Feature |
|---|---|---|---|
| Zoom Webinar | B2B, corporate | 10,000 | Polls, Q&A, breakout rooms |
| StreamYard | Multi-stream, casual | 1,000 | Simulcast to social |
| Riverside | High-quality recording | 8 speakers | Local HD recording |
| Demio | Marketing-focused | 1,000 | Built-in CTAs, handouts |
| Webflow + OBS | Full custom | Unlimited | Total brand control |
Registration Page Optimization
Must-have elements:
- Headline: Specific outcome + timeframe ("Learn X in 45 minutes")
- 3-4 bullet points of what attendees will learn
- Speaker headshot + 1-line bio
- Date/time with timezone converter
- Social proof (attendee count, company logos, testimonials)
- Single-field form (email only) or max 3 fields
Conversion boosters:
- Urgency: "Limited to 500 seats" (if true)
- Calendar add button on confirmation page
- SMS reminder opt-in checkbox
See references/registration-page-template.html for a starter layout.
Email Sequence
| Timing | Subject Line Pattern | Key Element | |
|---|---|---|---|
| Immediately | Confirmation | "You're in! [Event] details" | Calendar invite attachment |
| 7 days before | Value builder | "Why [topic] matters now" | Content teaser, speaker intro |
| 1 day before | Reminder | "Tomorrow: [Event] at [time]" | Join link, agenda preview |
| 1 hour before | Final reminder | "Starting in 60 min — join now" | Direct join link only |
| 1 hour after | Follow-up | "Recording + resources inside" | Replay link, slides, CTA |
| 3 days after | Replay nudge | "Missed this? Watch the replay" | Key moments timestamps |
| 7 days after | Conversion push | "[Specific offer] expires Friday" | Time-limited CTA |
See references/email-sequence-templates.md for copy templates.
Attendance Rate Optimization
Target: 40-50% of registrants attend live.
Pre-event tactics:
- Send calendar invite (ICS file) in confirmation email
- SMS reminders (boosts attendance 15-20%)
- Pre-event engagement: poll or survey ("What's your biggest challenge with X?")
- Shorter lead time: promote 7-10 days out, not 30
Day-of tactics:
- Send 3 reminders: morning, 1 hour, 15 minutes
- "Starting in 5 min" email with direct join link
- Social media countdown posts
Content Structure (60-min format)
[0-5 min] Welcome + housekeeping (mics, Q&A, recording notice)
[5-10 min] Hook: State the problem, share a surprising stat
[10-35 min] Education: 3 key insights with examples
[35-45 min] Demo/case study: Show the solution in action
[45-50 min] CTA: Clear next step with incentive
[50-60 min] Live Q&A
Rules:
- Never start with your company story — start with THEIR problem
- One slide per minute maximum
- Include interactive elements every 10 min (poll, chat prompt, quiz)
- Save the pitch for minute 35+ after you've delivered value
Q&A Management
- Assign a dedicated Q&A moderator (not the presenter)
- Pre-seed 3-5 questions to avoid dead air
- Group similar questions: "Several people asked about..."
- Flag unanswered questions for follow-up email
- Use upvoting if platform supports it
Co-Hosted Webinars
Partner selection criteria:
- Complementary (not competing) audience
- Similar audience size (0.5x-2x yours)
- Established email list they'll promote to
Logistics checklist:
- Agree on promotion split (each partner sends X emails)
- Shared registration page with both logos
- Lead sharing agreement signed before promotion
- Joint rehearsal 48 hours before
- Post-event: share attendee list per agreement
Content Repurposing Workflow
Live Webinar
├── Full replay → Gated landing page
├── 3-5 short clips (60-90s) → Social media, YouTube Shorts, Reels
├── Key quotes → Social graphics (Canva templates)
├── Transcript → Blog post (edit, don't just publish raw)
├── Slides → SlideShare / PDF lead magnet
├── Q&A answers → FAQ page or knowledge base
└── Audio track → Podcast episode
See references/repurposing-checklist.md for the full workflow.
Metrics & Reporting
| Metric | Formula | Good | Great |
|---|---|---|---|
| Registration rate | Registrants / landing page visits | 30% | 45%+ |
| Attendance rate | Live attendees / registrants | 40% | 50%+ |
| Engagement score | Polls + Q&A + chat / attendees | 40% | 60%+ |
| Replay view rate | Replay views / no-shows | 20% | 35%+ |
| CTA click rate | CTA clicks / total attendees | 10% | 20%+ |
| Pipeline generated | Opportunities from attendees | — | — |
| Cost per attendee | Total spend / attendees | <$25 | <$10 |
Post-Event Review
After every webinar, document:
- What resonated most (poll results, chat spikes, Q&A themes)
- Drop-off point (when did people leave?)
- Technical issues encountered
- Top 5 unanswered questions → next webinar topics
- Pipeline and revenue attribution at 30/60/90 days
See references/post-event-template.md for the review framework.