Webinar & Event Programs

Most startup webinars fill a registration list and stop there. Someone reports "312 registrations, 38% show rate", everyone nods, and six weeks later nobody can say what it sold. The registration count is the number that is easiest to get and matters least.

This skill treats an event as a pipeline instrument. You start from the pipeline it has to create and work backwards to the room, using your own conversion rates; you check the run-of-show before the invitations go out, because the follow-up is the real event; and afterwards you judge it on meetings, opportunities and pipeline against what it cost, including your team's time.

When to use

The user is deciding whether to run an event, sizing one, preparing one, or reading the results of one. It applies to webinars, virtual roundtables, workshops, dinners and conference sessions alike; only the cost lines differ.