{"slug":"strategy/business-strategy/61-webinar-strategy","title":"61 — Webinar Strategy","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/61-webinar-strategy.mdx","bytes":4325,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Founder + PMM hat\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nLive formats that convert warm audience into evaluators — run lean (one repeatable flagship, monthly) with every asset recycled from the content engine. Webinars are the middle of our funnel: after the essay, before the POV ([35 stage 2→3](../06-customers/35-customer-journey.md)).\n\n**Target audience:** Founder (host), PMM hat (production), future marketing hire.\n\n---\n\n## 1. The Flagship: \"The Eight-Tab Morning\" (monthly, 45 min)\n\nOne webinar, perfected and repeated — not a webinar _program_:\n\n| Segment               | Min   | Content                                                                                                                                                                    |\n| --------------------- | ----- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |\n| The ritual, itemized  | 0–10  | The teardown ([56 F2](56-content-strategy.md)): a CSM morning, minute-by-minute, the tax computed live with audience numbers (poll: \"how many tools?\")                     |\n| Why AI made it worse  | 10–20 | The demotion arc; the Four Enemies; why copilots multiplied the silos ([12 §2](../03-positioning-messaging/12-messaging-framework.md))                                     |\n| The morning, replaced | 20–35 | **Live product** — the Day demo ([40](../07-sales/40-demo-script.md) beats 2–5 compressed): workbench open → evidence → Ask/Assign/**Approve** → the refusal + audit trail |\n| Q&A + the ask         | 35–45 | Honest answers ([41](../07-sales/41-objection-handling.md) discipline); the POV offer ([54 LP-6](../10-website/54-landing-pages.md)); replay + newsletter for registrants  |\n\n**Why this shape:** the audience is the Quiet Demotion demographic — they need their skepticism _respected_ (segments 1–2) before a demo earns attention (segment 3). The refusal beat stays in even at webinar scale; it converts skeptics better than any feature.\n\n## 2. Production System (≤ 4 hours/month total)\n\nRegistration page from the LP template ([54 standards](../10-website/54-landing-pages.md)): one job, the promise, three bullets, form (name/email/company/CS team size — doubles as ICP qualification) · promotion: 2 LinkedIn posts + 1 newsletter PS + sales-sequence slots ([37](../07-sales/37-sales-playbook.md) nurture) · dry-run the demo environment same checklist as sales demos ([39 §3](../07-sales/39-demo-guide.md)) · replay to registrants within 24h; edited highlights (the approval moment, the refusal) become excerpt posts ([58 §2](58-social-media-strategy.md)).\n\n**Partner variant (quarterly):** co-hosted with a CS consultancy ([48 P2](../09-gtm/48-partner-strategy.md)) — their audience, our demo, shared list per consent rules. Same deck, guest segment swapped in.\n\n## 3. Follow-Up Doctrine (where webinar ROI actually lives)\n\nWithin 24h, three-way split of attendees: **ICP + engaged** (asked questions, poll answers ≥ 8 tools) → personal founder note referencing _their_ question + POV invitation · **ICP + passive** → replay + the demotion essay + newsletter enrollment · **non-ICP** → replay + newsletter only. No generic \"thanks for attending\" blasts — every ICP touch is specific or skipped.\n\n## 4. What We Don't Do\n\nPanel-heavy thought-leader theater (no product, no pipeline) · gated-replay lead-gen spam (replays are open after 30 days; the list quality matters more than form-fills) · weekly cadence (the flagship monthly + partner quarterly is the founder-hour ceiling) · webinar-platform enterprise contracts pre-Series A.\n\n**KPIs:** registrations/webinar (target 100 by launch quarter, 60% ICP) · attendance ≥ 40% of registrants · attendee → POV application ≥ 5% · attendee → newsletter ≥ 50% · demo-segment drop-off < 20% (if people leave during the demo, the demo has a problem — feed back to [39](../07-sales/39-demo-guide.md)).\n\n---\n\n**Related:** [56 Content](56-content-strategy.md) · [40 Demo Script](../07-sales/40-demo-script.md) · [54 Landing Pages](../10-website/54-landing-pages.md) · [48 Partners](../09-gtm/48-partner-strategy.md)\n"}