campaign strategy
01
Webinar program
02
Background
Challenge
I was tasked with building a webinar program from the ground up that would attract high-fit Thinkific Plus prospects through top-of-funnel topics aligned with their ideal customer profile.
Build a scalable, repeatable program that attracted marketing qualified leads for the sales team (MQLs) and integrated into existing lead scoring system to convert leads into opportunities and pipeline.
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04
Strategy
Results
I designed the webinar program as a monthly, 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 building relationships with experts, conducting research, and 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.
This meant building relationships with experts, conducting research, and 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.
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 TOFU and MOFU channels, and the team now leverages a mini-course and SOP to run webinars that is used across initiatives and campaigns.
