# Webinar Plan > Turn "let's do a webinar" into a plan that fills seats and converts them. The topic that actually draws, the promo sequence that gets registrations, the run-of-show that keeps people watching, and the follow-up that turns attendees into pipeline. Built for B2B marketing teams, customizable to your audience and your stack. Trigger on "plan a webinar", "what should our webinar be about", "how do we promote the webinar", "build the run of show", "webinar follow-up", or any virtual-event planning question. - Skill: `heath-gtm/webinar-plan` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add heath-gtm/webinar-plan` - Raw SKILL.md: https://api.skillmd.com/api/skills/heath-gtm/webinar-plan/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: heath-gtm (https://skillmd.com/u/heath-gtm) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/heath-gtm/webinar-plan --- # Webinar Plan ## What this does Takes a webinar idea and turns it into an end-to-end plan: a topic people will give an hour for, the promotion sequence that actually gets them to register and show up, a minute-by-minute run-of-show, and the follow-up that separates a buyer from a browser. It plans the event. It does not host it for you. ## What you'll need You do not need to connect anything to get value today. Bring your topic and date and the skill runs now. Connect the tools below and it drafts the promo and reads who showed up. - Works today with: your topic or rough idea, the audience you want in the room, a date, and who is presenting. Paste it in. - More powerful connected to an email tool: it drafts the invite, the reminders, and the follow-ups as ready-to-review sequences and reads open and click rates. - Sharper with a webinar or event platform: pulls registration and attendance so the follow-up splits attendees from no-shows automatically. - Sharper with a CRM: ties registrants to accounts and routes the hot ones to sales with context. ## How this runs at your connection level This skill is never reliant on a connector. It runs on the brief you give it today and gets more powerful as you connect tools. It never invents an attendance number it cannot see. A missing count is a prompt, not a guess. - **Bring your data**: paste the topic, audience, date, and presenters. The skill builds the topic angle, promo sequence, run-of-show, and follow-up today. No connection required. - **Connect your tools**: the same skill drafts the sequences in your email tool and reads registration and attendance from the event platform, so follow-up is segmented, not one-size-fits-all. - **Just exploring**: no event booked yet? Get the framework, the exact inputs it reads, and a worked example, so you can see the full shape before you pick a date. Every run ends with the one thing that would make the next run sharper, a segment to add or a tool to connect. ## Customize this for yourself This was built for a B2B team running a live educational webinar to an existing and cold list. Set these to your stack: | Set this | What it is | Default / Example | |---|---|---| | FORMAT | the shape of the session | solo teach, panel, live demo, workshop | | AUDIENCE | who you want in the room | your ICP by role and stage | | PROMO_WINDOW | how long you promote | 3 to 4 weeks out | | EMAIL_TOOL | where promo and follow-up draft | your email or marketing tool | | EVENT_PLATFORM | where it runs and who shows | your webinar tool | | WIN_METRIC | what makes it worth it | qualified pipeline, not registrations | | FOLLOWUP_SPLIT | how you treat each group | attendees vs no-shows vs engaged | The rates and counts below are illustrative placeholders, not benchmarks. Replace them with your own. ## The method ### Topic that draws (specific beats broad) The topic is the whole ballgame. A narrow, specific promise ("how three teams cut X in half") outdraws a broad one ("the future of Y"). Pick a topic that solves one real problem for one real audience, framed as an outcome they want. If the topic is vague, the skill sharpens it before anything else, because no promo saves a boring subject. ### Promo sequence (registration then attendance) Promotion has two jobs: get the registration, then get the show-up. Build a sequence across PROMO_WINDOW: announce, remind, add proof, add urgency, then day-of and hour-of nudges. Registration is not attendance. Plan the reminder cadence that gets registered people to actually appear, because a full registration list with an empty room is a failure. ### Run-of-show (earn each minute) Write the session minute by minute: a hook in the first two minutes that pays off the topic, the core teach in segments, a live element that only works because it is live (Q&A, poll, demo), and one clear next step at the end. Front-load the value. People leave when the payoff is stuck behind ten minutes of housekeeping. ### The offer and the ask Decide the one action you want attendees to take before you build the deck: book a call, start a trial, download the deeper resource. The webinar is not the goal, the next step is. Make the ask once, clearly, when attention is highest, not buried in a goodbye slide. ### Follow-up (split the room) Follow-up is where pipeline is made or lost. Split the list: attendees get the recording plus the next step, no-shows get the recording plus a reason to still care, and the most engaged (asked a question, stayed to the end, clicked the offer) get routed to sales with that context. One generic "thanks for attending" to everyone wastes the whole event. ## Quality gates - The topic makes a specific promise to a specific audience, not a broad theme. - The promo plan treats registration and attendance as two separate jobs. - There is exactly one primary ask, made at peak attention. - Follow-up is segmented by behavior. No single blast to the whole list. - Any rate or count shown is labeled illustrative unless it came from your connected data. ## Output (example) ``` WEBINAR PLAN · "How 3 teams cut onboarding time in half" (illustrative) Format: panel + live demo · Date: 3 weeks out · Win metric: qualified pipeline Promo sequence: T-21 announce · T-14 proof (speaker + agenda) · T-7 urgency T-1 reminder · day-of AM · 1 hour before Run of show (45 min): 0-2 Hook: the number, the promise 2-25 Three teams, three moves, live demo of one 25-38 Live Q&A (the reason to attend live) 38-42 The one ask: book a working session 42-45 Recap + resource Follow-up: Attendees -> recording + book-a-session link No-shows -> recording + the single best moment Engaged -> routed to sales with what they asked Next move: connect the event platform so follow-up splits by who actually showed. ``` ## Where the inputs come from The topic, audience, date, and presenters come from you or your marketing calendar. Open and click rates on promo come from an email tool. Registration and attendance come from a webinar or event platform. Account routing comes from a CRM. Every rate in the plan is illustrative until it is grounded in your own connected numbers, and the skill says which is which. ## Example chat **You:** We want to run a webinar next month on cutting onboarding time. Can you build the plan? **Claude:** Here's the shape. ``` Topic: "How 3 teams cut onboarding time in half" Promo: T-21 announce, T-14 proof, T-7 urgency, T-1 reminder, day-of nudges Run of show (45 min): hook (0-2), teach + demo (2-25), live Q&A (25-38), ask (38-42) Follow-up: attendees -> recording + next step, no-shows -> recording + best moment, engaged -> routed to sales ``` Key insight: your original topic, "the future of onboarding," was broad enough that no promo sequence would have saved it, narrowing it to "3 teams, cut in half" is what makes the T-14 proof email actually land. One sharpener: connect the email tool so the reminder cadence can be scheduled now instead of built by hand closer to the date. ## Go further The plan is set. Here is where an operator takes it once the manual version proves out. - **Draft and schedule the whole sequence at once.** Wire the promo emails into your sequencer (or HubSpot) now, so T-21 through day-of fire without anyone remembering to hit send. - **Route the hot leads while attention is still high.** Pull registration and attendance from your webinar platform straight into Salesforce, and auto-flag anyone who asked a question for same-day sales follow-up. - **Watch the show-up rate, not just registrations.** A scheduled Claude task checks registration-to-attendance the day before and triggers an extra reminder if it is trending low. The plan gets people in the room; the wiring is what turns the room into pipeline. ## Make it yours Fork it. Change the format, the promo window, the run-of-show, the one ask. The point is not to run a generic webinar. It is to run one that fills a room and moves pipeline, then do it again better. Built by an operator. Customize it, break it, make it better.