Webinar Promo Sequence

Registration page live, promo sequence executed across email + social + partner + paid. Post-webinar recording delivered. Conversion-by-touch tracked for benchmarking.

Before you start

Webinar event scheduled with title, date, speakers
Email list segments aligned with webinar topic
Approved promo channels (email, social, paid)
Webinar title, abstract, speakers, registration link
Target audience and persona profile
Past webinar performance benchmarks

The steps

Build the registration page and confirm integration — Set up the registration page with: clear value prop, agenda, speaker bios, time-zone-aware dates. Confirm the registration captures attendee data correctly into the CRM. Test the confirmation email flow.
Plan the promo sequence (T-21 to T-0) — Calendar: Announcement (T-21 days), Reminder 1 (T-14), Reminder 2 (T-7), 'Last chance' (T-1), 'We're live' (T-0). Plus social posts, partner shares, and 1-2 paid boost windows.
Draft email copy per touch — Each email has a single CTA (register). Subject lines vary across the sequence — angle 1, social proof, 'last chance'. Body 50-150 words. Include attendee benefits and speaker authority. Test send to a small group before bulk.
Schedule social posts — Cross-platform: 3-5 posts on LinkedIn, 2-3 on X. Each post highlights a different speaker, topic angle, or attendee benefit. Tag speakers and partners. Post during peak engagement hours per platform.
Coordinate partner amplification — If co-marketing with another company, share assets they can use (banner, copy, links). Schedule a coordinated launch and reminder cadence. Trade shares — your audience plus theirs is the multiplier.
Run paid promotion if budget allows — Boost top-performing organic posts 5-7 days before the webinar. Target lookalike audience or warm list. Cap spend at 2-3x cost-per-registration target. Pause paid 24h before — last-minute paid registrations show up less.
Post-webinar: send recording and follow up — Day-of: 'we're live' email and final reminder. Day-after: send recording to attendees and registrants who didn't show. Within 48h: send a follow-up to attendees with a relevant offer (demo, content, next webinar). Track conversions per touch.

If it goes wrong

Low registrations because topic is generic

Pre-validate topic with sales/CSM before scheduling. If your audience can't articulate why they'd attend, the topic is wrong.

Email frequency caps trigger and reminders skip subscribers

Coordinate with email ops to flag webinar promos as priority during the promo window. Don't override caps; plan around them.

Attendee drop-off mid-webinar

Tighten content — most drop-off happens in the first 10 minutes if there's no clear payoff. Lead with the most useful insight.

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