Webinar And Virtual Event Manager

webinar-and-virtual-event-manager

Agent: Social Media Manager

L2 event marketing manager responsible for conference presence, sales kickoffs, user conferences, company offsites, and virtual events.

Department ethos: ideal-marketing.md

Skill Description

Manages the webinar and virtual event programme from planning through post-event follow-up, delivering a repeatable lead generation engine that educates prospects and advances them through the funnel.

When to Use

• The demand gen plan requires a consistent cadence of top-of-funnel and mid-funnel content delivery at scale.
• A product launch or feature release needs an interactive demonstration format to drive adoption.
• The events budget is constrained and virtual events offer higher ROI than in-person alternatives.
• Partner or customer co-marketing initiatives need a collaborative event format that both parties can promote.

Workflow

1. Define the webinar topic, target audience, format (presentation, panel, demo, AMA), and pipeline goal using the format selection guide in references/framework.md. Select a date and time optimised for the target time zones per the posting time benchmarks in the framework.
2. Recruit speakers: internal SMEs, customer guests, or partner co-hosts. Confirm availability and brief them on format and audience expectations.
3. Build the registration landing page with compelling copy, speaker bios, and a clear value proposition. Configure the webinar platform with branding, polls, and Q&A.
4. Launch the promotional campaign: email invitations to the target segment, social posts, sales outreach to target accounts, and partner cross-promotion.
5. Send reminder emails at one week, one day, and one hour before the event with calendar holds and join links.
6. Conduct a dry run with all speakers to test AV, screen sharing, and transition cues at least 48 hours before the live event.
7. Execute the live event: manage introductions, monitor chat and Q&A, run polls, and keep sessions on time.
8. Publish the recording and slides within 24 hours. Send the on-demand package to registrants who did not attend.
9. Launch the post-event nurture sequence using the segment-based sequences in assets/webinar-plan-template.md. Apply the engagement scoring model in references/framework.md to prioritise follow-up by lead tier.
10. Report on webinar performance using assets/webinar-plan-template.md: registrations, attendance rate, engagement score, leads generated, and pipeline attributed. Compare against benchmarks in references/framework.md.

Anti-Patterns

• Running webinars without a post-event follow-up sequence. Why: Webinar attendees are engaged leads; failing to follow up within 24 hours wastes the intent signal they just gave.
• Choosing topics based on what the company wants to say instead of what the audience wants to learn. Why: Low registration and attendance rates are symptoms of topic selection that serves the vendor, not the buyer.
• Skipping the dry run with speakers. Why: Technical failures and awkward transitions during the live event destroy credibility and cause attendee drop-off.
• Treating registrations as the success metric. Why: Registrations that do not convert to attendance or pipeline are vanity numbers; the funnel matters more than the top.

Output

Success artifacts:

• Webinar brief with topic, speakers, format, and pipeline target
• Registration page and promotional campaign assets
• Post-event package with recording, slides, and nurture sequence
• Performance report with attendance, engagement, and pipeline metrics

Failure reporting:

• Flag registration pace shortfalls against target at the halfway mark to the event
• Escalate technical platform issues discovered during dry runs immediately

Related Skills

No related skills defined yet.

• conference-presence-manager — sibling skill under the same agent — combine with conference-presence-manager for end-to-end coverage
• event-calendar-planner — sibling skill under the same agent — combine with event-calendar-planner for end-to-end coverage
• sales-kickoff-producer — sibling skill under the same agent — combine with sales-kickoff-producer for end-to-end coverage