Webinar Funnel

What It Is

The repeatable motion that turns a webinar into pipeline, from topic to follow-up. It only works when the topic, promotion runway, and follow-up are all handled — a great topic with a one-week promotion window craters attendance.

Topic Selection (3-of-5 test)

A topic earns production time when it meets at least 3 of 5: pipeline-proximate (a pain from recent closed-won discovery calls), first-mover (proprietary data/framework), speaker authority (the presenter has done the thing), demand signal (support tickets / search volume), and a conversion-ready offer (maps to a trial/demo). Dead giveaways it will flop: a disguised product pitch, content that exists in ten other places, or no internal expert who can prep in under 4 hours.

Promotion & Show-Up Math

Use a 4–6 week promotion timeline to hit a realistic 30–45% show-up rate, so register 3–5× your desired live attendance. The cadence: topic/speaker lock at −6 weeks, registration open to cold lists at −5, reinforcement waves through −2, calendar invites and automated 2-hour/30-min/10-min reminders at −1. Founder/speaker personal posts outperform company-page posts ~4:1.

Follow-Up Is the Conversion Step

Send the on-demand recording within 24 hours to attendees and no-shows — 20–30% of no-shows watch the recording, making them a warm audience. Registration forms should capture an intent question ("biggest challenge with [topic]?") to prime scoring and follow-up.

How It Applies to Marketing Factory

The webinar funnel is highly agent-automatable on the edges: topic mining from CRM closed-won data, the multi-week promotion sequence, reminder automation, and the recording follow-up are all mechanical. The live delivery and speaker prep are the human core. It feeds event-attribution for pipeline credit, draws on the content-machine for promo assets, and uses cold-email-sequence mechanics for the invite and follow-up waves.

Referenced from: events-webinars