| name | webinar-strategy |
| description | Plan and execute demand gen webinars — topic selection, speaker sourcing, promotion cadence, follow-up sequences. Triggers on: "webinar", "webinar strategy", "virtual event", "demand gen webinar", "webinar promotion". |
| license | MIT |
| compatibility | Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose |
| metadata | {"version":"1.0.0","author":"LeadMagic","category":"demand-gen","tags":["demand-gen","webinar","virtual-event","content-marketing","lead-gen"],"frameworks":["TOPO Webinar Framework","CEB Challenger Commercial Teaching","SiriusDecisions — Demand Waterfall"],"related_skills":["content-marketing","social-media-strategy","inbound-triage","pipeline-management","sales-enablement"]} |
Webinar Strategy
Overview
Webinars remain one of the highest-converting demand gen channels in B2B when
done with a "commercial teaching" angle — not product demos disguised as content.
This skill covers topic selection, speaker sourcing, promotion architecture,
and post-webinar pipeline conversion.
Authoritative Foundations
- TOPO Webinar Framework — Named methodology governing recommendations in this skill's process.
- CEB Challenger Commercial Teaching — Teach-tailor-take control — reframe buyer thinking with insight-led conversations.
- SiriusDecisions — Demand Waterfall — Demand Waterfall
When to Use
- "Plan a webinar"
- "Build webinar strategy"
- "Launch a webinar series"
- "Webinar demand gen"
Step-by-Step Process
Phase 1: Topic Selection
Use the Challenger Sale "commercial teaching" framework:
- Teach something counterintuitive: "Why your pipeline forecast is lying to you"
- Frame the problem differently: "The 3 attribution mistakes costing you 40% of pipeline"
- Lead to your unique solution: Position your methodology, not your product
Valid topics pass three tests:
- Does it challenge a widely-held assumption in the ICP's world?
- Would a prospect forward this to their boss?
- Does it naturally lead to a conversation about the problem your product solves?
Phase 2: Speaker Sourcing
- Internal expert: Your best thinker, not your best presenter
- Customer speaker: The customer's story, in their words, with their results.
This is 10x more credible than your case study.
- Industry analyst/partner: Third-party credibility and shared audience
- Never: Panel of 5 people with 6 minutes each — the worst format
Phase 3: Promotion Architecture (21-Day Build)
- Day 21: Registration page live, organic social tease
- Day 14: Email blast 1 to house list (segmented by webinar relevance)
- Day 10: Speaker social posts, LinkedIn event page
- Day 7: Email blast 2 (different angle, "what you'll learn")
- Day 5: LinkedIn ads to lookalike audience, partner cross-promotion
- Day 3: Email blast 3 ("last chance"), DM outreach to high-value targets
- Day 1: Reminder email with calendar link
Phase 4: Production Quality
- 45 minutes max (30 mins content + 15 mins Q&A)
- Slides: minimal text, one idea per slide, visual-heavy
- Live demo only if it's a product webinar (different play)
- Recorded backup for any live demo components
- Moderator separate from presenter (manages Q&A, tech issues)
Phase 5: Post-Webinar Pipeline
- Hour 0: Thank-you email with recording + slide deck
- Day 1: "Missed the Q&A?" email with written answers to the best questions
- Day 3: Attendee segmentation: hot (asked questions, stayed full time) vs warm
- Day 3-5: SDR call blitz on hot attendees while the content is fresh
- Day 7: Non-attendee follow-up: "Here's what you missed" with key insights
- Day 14: On-demand nurture: repurpose into blog, social clips, podcast
Output Format
Webinar plan with: topic validation, speaker brief, 21-day promotion calendar,
production run-of-show, and post-webinar pipeline sequence.
Quality Check
Before delivering, verify:
Common Pitfalls
- Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
- One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
- Measuring paid social on clicks. Clicks and CPL don't equal pipeline. Fix: track pipeline generated and cost per opportunity from each channel.
Execution Artifacts
references/framework-notes.md — Challenger teaching, TOPO promotion, Walker measurement, Pattern 26 routingtemplates/output-template.md — 21-day calendar, run-of-show, post-event pipeline sequencescripts/check-output.py — Lightweight deliverable validatorreferences/chris-walker-mental-models.md — Repo root: ungated education, 90-day program evalskills/foundation/using-gtm-skills/SKILL.md — Pattern 26: Demand Creation
Implementation Depth
Use this section when the user asks for a finished asset, not a high-level explanation.
Diagnostic Questions
- What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
- Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
- What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
- What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
- What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
Framework Application
Map the recommendation explicitly to the named frameworks in this skill:
- TOPO Webinar Framework: apply only the part that directly improves the requested deliverable.
- CEB Challenger Commercial Teaching: apply only the part that directly improves the requested deliverable.
- SiriusDecisions — Demand Waterfall: apply only the part that directly improves the requested deliverable.
Deliverable Standard
A strong output from this skill includes:
- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution
Adaptation Rules
- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
Related Skills
- content-marketing, social-media-strategy, inbound-triage, pipeline-management, sales-enablement
