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DANIELA OCHOA

DANIELA OCHOA

PROJECT: webinar program

Building a Scalable Webinar Engine to Drive Pipeline and Engagement

role

Program Owner
(strategy, execution, speaker management, tech set up, performance, analytics)

scope of work

  • Demand gen
  • Lifecycle marketing
  • Pipeline growth
  • GTM alignment
  • Event + content  planning

35+ webinars delivered

Monthly program cadence

Consistent pipeline contribution

Strong MQL to OPP conversion

Situation

I was tasked with building a monthly webinar program from the ground up: one that would attract high-fit Thinkific Plus prospects through topics aligned with our ideal customer profile, while also supporting broader GTM and product initiatives.

Challenge

Build a scalable, repeatable program that attracted high-quality, ICP-aligned leads, supported both acquisition and customer engagement, and integrated into lead scoring and sales routing so that engagement actually converted into pipeline.

Strategy

I designed the webinar program as an always-on engine integrated into the full funnel :not a series of one-off events, but a core lever for demand generation, pipeline, and engagement. This meant aligning every topic with emerging trends in the market,  ICP pain points and active campaigns, while building a consistent promotional and conversion framework with proper lead scoring and routing.

Execution

  • Program development:
    Established a monthly cadence and repeatable webinar formats

  • Content & topic strategy:
    Partnered with Product, Sales, and CS to align topics with GTM priorities

  • Speaker network:
    Developed a network of expert presenters across internal teams and external partners

  • Promotion & conversion:
    Built a repeatable framework across email, landing pages, and lifecycle

  • Lead management:
    Aligned with RevOps, Sales, and CS on scoring, routing, and follow-up

  • Campaign & product support:
    Campaign-aligned webinars, product roadmap sessions, and feature adoption initiatives

RESULTS

What started as an experiment became one of the most reliable demand engines in the marketing org. 

The strong MQL-to-opportunity conversion rate consistently outperforms other top-of-, and middle-of funnel channels, and the framework is repeatable enough that it scales without requiring me to run every session and is used across campaigns.

let's do this thing

I'm here to talk.

 About content marketing roles, strategic projects, and thoughtful collaborations in B2B and SaaS. I’m especially drawn to teams that are ambitious, building something that matters, and not afraid to do things differently.

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