61 — Webinar Strategy
Status: CANONICAL · Commercial OS
Owner: Founder + PMM hat
Last verified: 2026-07-21
Purpose
Live 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).
Target audience: Founder (host), PMM hat (production), future marketing hire.
1. The Flagship: "The Eight-Tab Morning" (monthly, 45 min)
One webinar, perfected and repeated — not a webinar program:
| Segment | Min | Content |
|---|---|---|
| The ritual, itemized | 0–10 | The teardown (56 F2): a CSM morning, minute-by-minute, the tax computed live with audience numbers (poll: "how many tools?") |
| Why AI made it worse | 10–20 | The demotion arc; the Four Enemies; why copilots multiplied the silos (12 §2) |
| The morning, replaced | 20–35 | Live product — the Day demo (40 beats 2–5 compressed): workbench open → evidence → Ask/Assign/Approve → the refusal + audit trail |
| Q&A + the ask | 35–45 | Honest answers (41 discipline); the POV offer (54 LP-6); replay + newsletter for registrants |
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.
2. Production System (≤ 4 hours/month total)
Registration page from the LP template (54 standards): 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 nurture) · dry-run the demo environment same checklist as sales demos (39 §3) · replay to registrants within 24h; edited highlights (the approval moment, the refusal) become excerpt posts (58 §2).
Partner variant (quarterly): co-hosted with a CS consultancy (48 P2) — their audience, our demo, shared list per consent rules. Same deck, guest segment swapped in.
3. Follow-Up Doctrine (where webinar ROI actually lives)
Within 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.
4. What We Don't Do
Panel-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.
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).
Related: 56 Content · 40 Demo Script · 54 Landing Pages · 48 Partners