How RevPartners & Clay Built an Allbound Webinar Engine to Drive Faster Conversions

RevPartners helps B2B teams align revenue operations, outbound motion, and demand generation by bringing data hygiene, segmentation, and automation together into a single go-to-market system. In this playbook, Diana Gonzalez, Sr. Product Growth Manager at RevPartners and Jay Bhandari, GTM Engineer at Clay, walk through the exact process RevPartners uses to turn webinar registrants into real conversations, pipeline, and deals.

This is not a theoretical framework. It is the live system RevPartners runs every week, built to ensure webinars are not treated as one-off lead capture moments, but as high-intent signals that feed directly into outbound, sales engagement, and relationship-building.

The Results That Sparked the Strategy

Some teams accept that webinar leads are low quality. RevPartners challenged that assumption by redesigning what happens the moment someone registers.

By weaving webinar registrants directly into their Allbound motion, they consistently see:

• 53.2% LinkedIn connection rates
• 32.6% reply rates on LinkedIn messages
• 1.2% conversion of webinar registrants into pipeline

Those numbers matter because they affect how marketing, revenue operations, and sales work together. This is what stops webinars from being a vanity channel and turns them into a measurable growth lever.

The Core Belief: Webinar Registrations Are Signals

More than 80% of webinar registrants never become pipeline for many teams. Not because they are bad leads, but because they are treated passively.

RevPartners operates on a different belief. A webinar registration is a signal of intent. It is someone raising their hand around a topic that already maps to a problem they care about. The job of the system is to capture that signal, enrich it, qualify it, and activate it before momentum is lost.

This playbook is built around one principle: use automation to scale relevance, not to replace human interaction.

The Full Webinar-to-Deal Playbook Overview

Before any enrichment, automation, or outbound motion begins, RevPartners starts with the webinar experience itself. Hosting webinars directly on their website is a deliberate strategic choice, not a distribution afterthought.

By running webinars on their own site, RevPartners captures first-party data from the very first interaction. Registration, live attendance, engagement, and on-demand viewing all happen within their owned environment. This creates a seamless experience for the audience while giving RevPartners complete visibility into intent signals that would otherwise be lost or fragmented.

From the attendee’s perspective, the experience feels cohesive. They register on a familiar domain, attend without friction, and can return on demand without re-registering or jumping between platforms. From RevPartners’ perspective, every action is measurable and immediately actionable.

This website-hosted webinar experience becomes the entry point to the entire playbook. Every downstream step, enrichment, categorization, outreach, and signal capture, is powered by the quality of this first-party data.

RevPartners’ workflow is designed to move registrants through five connected stages:

1. Enrich company and contact data
2. Categorize ICP fit and buyer persona
3. Capture signals before the webinar
4. Drive post-webinar engagement
5. Create meaningful human conversations

Each stage is automated, but every step is designed to surface the right moment for a human to engage.

Step 1: Data Intelligence as the Foundation

Everything starts with clean, enriched data. When a prospect registers for a webinar through Sequel, that form submission automatically creates or updates a contact record in HubSpot. From there, the contact is pushed into a Clay table.

Clay acts as the data intelligence layer for the entire workflow.

Within Clay, RevPartners enriches:

• Company data such as size, industry, and tech stack
• Contact data including role, seniority, tenure, email, and LinkedIn profile

Rather than relying on a single data source, RevPartners uses waterfall enrichments. Clay sequentially queries multiple providers to maximize coverage and accuracy while keeping costs under control.

This enrichment step is what allows every downstream action to be personalized and relevant.

Step 2: ICP and Buyer Persona Categorization

Enrichment alone is not enough. Data needs to be translated into decisions.

Once enrichment is complete, Clay automatically categorizes each registrant based on:

• ICP fit at the company level
• Buyer persona alignment at the contact level

This categorization determines what happens next. High-fit ICPs move forward in the outbound flow. Lower-fit registrants are still tracked and nurtured, but they do not consume sales attention prematurely.

By identifying ICPs and personas early, RevPartners avoids the common mistake of treating every registrant the same.

Step 3: Pre-Webinar Outreach That Feels Human

Before the webinar even happens, RevPartners begins outreach.

Qualified registrants are sent from Clay into HeyReach, where a LinkedIn automation is triggered. The goal is not to sell. The goal is to acknowledge intent and open the door to conversation.

Typical pre-webinar touchpoints include:

• Viewing the prospect’s LinkedIn profile
• Sending a personalized connection request
• Sending a short message thanking them for registering and inviting questions

These messages are intentionally soft. They reference the webinar context and offer value, not a pitch.

The result is simple but powerful. People reply. Conversations start before the webinar even goes live.

Step 4: Signal Capture and Visibility for Sales

As prospects interact, every signal is captured.

HeyReach pushes replies and engagement data back into HubSpot through outbound sync. Webinar registration data, LinkedIn interactions, and engagement signals all live inside the contact record.

This gives sales teams immediate visibility into:

• Who registered
• Who engaged on LinkedIn
• Who replied or asked questions

Sales no longer has to guess which webinar leads matter. The system surfaces the ones already showing buying behavior.

Step 5: Post-Webinar Activation and Social Monitoring

The webinar does not end when the session does.

After the event, RevPartners creates a refined list of registrants who:

• Match ICP and persona criteria
• Attended live or watched a significant portion on demand

Clay continuously monitors LinkedIn activity from these prospects. When someone posts or engages, a notification is sent to a dedicated Slack channel.

This enables timely, relevant human engagement. Reps comment on posts, react to content, and stay top of mind without cold outreach.

The cadence is intentional and sustainable, typically every couple of days, so engagement feels natural rather than forced.

Why This Works

This playbook succeeds because it aligns marketing intent with sales action.

Webinars generate high-context signals. Data intelligence makes those signals usable. Automation ensures speed and scale. Humans step in only when relevance is highest.

Instead of pushing registrants into generic nurture tracks, RevPartners uses webinars as the front door to real relationships.

Key Takeaways to Replicate the Playbook

• Treat webinar registrations as intent signals, not leads to park
• Enrich and categorize every registrant immediately
• Start conversations before the webinar, not after
• Use automation to surface signals, not replace humans
• Give sales visibility into engagement, not just attendance

When these pieces work together, webinars become one of the most efficient demand and outbound accelerators in your GTM motion.

Final Thoughts

With this playbook, RevPartners was able to:

• 53.2% LinkedIn connection rates
• 32.6% reply rates on LinkedIn messages
• 1.2% conversion of webinar registrants into pipeline

But they didn’t increase pipeline by running more webinars. They increased pipeline by changing what happens around webinars.

By connecting Sequel, HubSpot, Clay, HeyReach, and Slack into a single workflow, they built a repeatable system where every registrant has the opportunity to become a conversation, and every conversation has a clear path to revenue.

This is the difference between hosting webinars and operating a webinar-led growth engine.

If you want to see how you can generate similar results by marrying your webinar and Allbound motions, you can find time to chat with the Sequel team here.