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Webinar strategy

Skill LeadMagic/gtm-skills/skills/demand-gen/webinar-strategy

205 production GTM agent skills for Claude Code — sales, outbound, prospecting, RevOps, ABM, PLG, CS, automation. Framework-cited playbooks with artifacts + QA scripts.

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npx -y skills add LeadMagic/gtm-skills --skill webinar-strategy

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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".

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SKILL.md

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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:

  1. Does it challenge a widely-held assumption in the ICP's world?
  2. Would a prospect forward this to their boss?
  3. 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

  1. Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
  2. One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
  3. 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
  • skills/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

  1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
  2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
  3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
  4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
  5. 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

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