Webinar Strategy

Webinar strategy

by LeadMagic · MIT license · ★ 62 on GitHub

Plans demand-gen webinars: topic selection, speaker sourcing, promotion cadence, run-of-show, and post-event follow-up sequences. Use when the user is planning a single webinar or a webinar series intended to generate pipeline.

---
name: webinar-strategy
description: >-
  Plans demand-gen webinars: topic selection, speaker sourcing, promotion
  cadence, run-of-show, and post-event follow-up sequences. Use when the user is
  planning a single webinar or a webinar series intended to generate pipeline.
  Triggers on: "webinar", "webinar strategy", "virtual event", "demand gen
  webinar", "webinar promotion".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: demand-gen
  tags: [demand-gen, webinar, virtual-event, content-marketing, lead-gen]
  frameworks:
    - "Gartner (CEB) — The Challenger Sale"
    - "Forrester (SiriusDecisions) — Demand Waterfall"

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.

Manual install (npx, ZIP)

Claude Codenpx skills add LeadMagic/gtm-skills --skill webinar-strategy -g -a claude-code

Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/demand-gen/webinar-strategy#main ~/.claude/skills/webinar-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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Webinar Strategy

Overview

Authoritative Foundations

Gartner (CEB) — The Challenger Sale — Teach-tailor-take control — build the webinar around a commercial insight that reframes the buyer's problem.
Forrester (SiriusDecisions) — Demand Waterfall — Stage attendees from inquiry to MQL and SAL with explicit follow-up SLAs.
ON24 — Webinar benchmarks — Plan promotion timing, session length, and engagement tools against published webinar benchmark data.

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:

All required sections are complete
Output matches the user's stated need
Named frameworks are cited for key recommendations
No vague claims — every recommendation has a specific action
Deliverable is ready for operational use, not just conceptual

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 routing
templates/output-template.md — 21-day calendar, run-of-show, post-event pipeline sequence
scripts/check-output.py — Lightweight deliverable validator
references/chris-walker-mental-models.md — Repo root: ungated education, 90-day program eval
the using-gtm-skills skill — 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.

content-marketing, social-media-strategy, inbound-triage, pipeline-management, sales-enablement

1	---
2	name: webinar-strategy
3	description: >-
4	Plans demand-gen webinars: topic selection, speaker sourcing, promotion
5	cadence, run-of-show, and post-event follow-up sequences. Use when the user is
6	planning a single webinar or a webinar series intended to generate pipeline.
7	Triggers on: "webinar", "webinar strategy", "virtual event", "demand gen
8	webinar", "webinar promotion".
9	license: MIT
10	compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
11	metadata:
12	version: "1.0.0"
13	author: LeadMagic
14	category: demand-gen
15	tags: [demand-gen, webinar, virtual-event, content-marketing, lead-gen]
16	frameworks:
17	- "Gartner (CEB) — The Challenger Sale"
18	- "Forrester (SiriusDecisions) — Demand Waterfall"
19	- "ON24 — Webinar benchmarks"
20	related_skills:
21	[
22	content-marketing,
23	social-media-strategy,
24	inbound-triage,
25	pipeline-management,
26	sales-enablement,
27	]
28	---
29
30	# Webinar Strategy
31
32	## Overview
33
34	Webinars remain one of the highest-converting demand gen channels in B2B when
35	done with a "commercial teaching" angle — not product demos disguised as content.
36	This skill covers topic selection, speaker sourcing, promotion architecture,
37	and post-webinar pipeline conversion.
38
39	## Authoritative Foundations
40	- Gartner (CEB) — The Challenger Sale — Teach-tailor-take control — build the webinar around a commercial insight that reframes the buyer's problem.
41	- Forrester (SiriusDecisions) — Demand Waterfall — Stage attendees from inquiry to MQL and SAL with explicit follow-up SLAs.
42	- ON24 — Webinar benchmarks — Plan promotion timing, session length, and engagement tools against published webinar benchmark data.
43
44	## When to Use
45
46	- "Plan a webinar"
47	- "Build webinar strategy"
48	- "Launch a webinar series"
49	- "Webinar demand gen"
50
51	## Step-by-Step Process
52
53	### Phase 1: Topic Selection
54
55	Use the Challenger Sale "commercial teaching" framework:
56
57	- Teach something counterintuitive: "Why your pipeline forecast is lying to you"
58	- Frame the problem differently: "The 3 attribution mistakes costing you 40% of pipeline"
59	- Lead to your unique solution: Position your methodology, not your product
60
61	Valid topics pass three tests:
62
63	1. Does it challenge a widely-held assumption in the ICP's world?
64	2. Would a prospect forward this to their boss?
65	3. Does it naturally lead to a conversation about the problem your product solves?
66
67	### Phase 2: Speaker Sourcing
68
69	- Internal expert: Your best thinker, not your best presenter
70	- Customer speaker: The customer's story, in their words, with their results.
71	This is 10x more credible than your case study.
72	- Industry analyst/partner: Third-party credibility and shared audience
73	- Never: Panel of 5 people with 6 minutes each — the worst format
74
75	### Phase 3: Promotion Architecture (21-Day Build)
76
77	- Day 21: Registration page live, organic social tease
78	- Day 14: Email blast 1 to house list (segmented by webinar relevance)
79	- Day 10: Speaker social posts, LinkedIn event page
80	- Day 7: Email blast 2 (different angle, "what you'll learn")
81	- Day 5: LinkedIn ads to lookalike audience, partner cross-promotion
82	- Day 3: Email blast 3 ("last chance"), DM outreach to high-value targets
83	- Day 1: Reminder email with calendar link
84
85	### Phase 4: Production Quality
86
87	- 45 minutes max (30 mins content + 15 mins Q&A)
88	- Slides: minimal text, one idea per slide, visual-heavy
89	- Live demo only if it's a product webinar (different play)
90	- Recorded backup for any live demo components
91	- Moderator separate from presenter (manages Q&A, tech issues)
92
93	### Phase 5: Post-Webinar Pipeline
94
95	- Hour 0: Thank-you email with recording + slide deck
96	- Day 1: "Missed the Q&A?" email with written answers to the best questions
97	- Day 3: Attendee segmentation: hot (asked questions, stayed full time) vs warm
98	- Day 3-5: SDR call blitz on hot attendees while the content is fresh
99	- Day 7: Non-attendee follow-up: "Here's what you missed" with key insights
100	- Day 14: On-demand nurture: repurpose into blog, social clips, podcast
101
102	## Output Format
103
104	Webinar plan with: topic validation, speaker brief, 21-day promotion calendar,
105	production run-of-show, and post-webinar pipeline sequence.
106
107	## Quality Check
108
109	Before delivering, verify:
110
111	- [ ] All required sections are complete
112	- [ ] Output matches the user's stated need
113	- [ ] Named frameworks are cited for key recommendations
114	- [ ] No vague claims — every recommendation has a specific action
115	- [ ] Deliverable is ready for operational use, not just conceptual
116
117	## Common Pitfalls
118
119	1. Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
120	2. One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
121	3. Measuring paid social on clicks. Clicks and CPL don't equal pipeline. Fix: track pipeline generated and cost per opportunity from each channel.
122
123	## Execution Artifacts
124
125	- `references/framework-notes.md` — Challenger teaching, TOPO promotion, Walker measurement, Pattern 26 routing
126	- `templates/output-template.md` — 21-day calendar, run-of-show, post-event pipeline sequence
127	- `scripts/check-output.py` — Lightweight deliverable validator
128	- `references/chris-walker-mental-models.md` — Repo root: ungated education, 90-day program eval
129	- the `using-gtm-skills` skill — Pattern 26: Demand Creation
130
131	## Implementation Depth
132
133	Use this section when the user asks for a finished asset, not a high-level explanation.
134
135	### Diagnostic Questions
136
137	1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
138	2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
139	3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
140	4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
141	5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
142
143	### Framework Application
144
145	Map the recommendation explicitly to the named frameworks in this skill:
146
147	- TOPO Webinar Framework: apply only the part that directly improves the requested deliverable.
148	- CEB Challenger Commercial Teaching: apply only the part that directly improves the requested deliverable.
149	- SiriusDecisions — Demand Waterfall: apply only the part that directly improves the requested deliverable.
150
151	### Deliverable Standard
152
153	A strong output from this skill includes:
154
155	- A crisp diagnosis of the current situation
156	- A recommended path with tradeoffs, not a generic list
157	- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
158	- A measurement plan with leading and lagging indicators
159	- Risks and edge cases called out before execution
160
161	### Adaptation Rules
162
163	- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
164	- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
165	- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
166
167	## Related Skills
168
169	- content-marketing, social-media-strategy, inbound-triage, pipeline-management, sales-enablement
170