How to create a full-funnel webinar strategy that fuels 80% of your pipeline

The customer journey isn't linear, especially when your audience is made up of B2B buyers. One account could mean having 10 individuals influencing buying decisions, amounting to 640 touch points. And when it comes down to it, it's really challenging for marketers and GTM teams to drill down into a granular customer journey so that they can fuel an ever-improving strategy. So the question is: 

1. How do you efficiently engage accounts across the buyer journey?
2. How do you get the right data to help fuel bottom-line business impact?

Today, we're sharing that strategy with you. But the proof is in the pudding, so here are some of the results we've seen after implementing this full-funnel webinar approach:

• 🚀 $1.7M in pipeline generated
• 💡 Achieved with a one-person marketing team
• 🔥 On a $0 budget

Defining our full-funnel webinar strategy

When we talk about a full-funnel webinar strategy, many marketers think, “Wow, that seems like a lot of work. We don’t have the bandwidth for that”. We’ve even heard teams say they can’t do it until they nail their paid ad strategy. 

Newsflash – you don’t need a big team or a big budget. We haven’t spent a dime and only have 2 people managing these programs. Although the strategies for each individual webinar series may be different, a lot of the frameworks and repeatable motions can be applied to target your audience at each stage of their journey.

When developing this program, we wanted to focus on three main stages and created 3 unique webinar series that would engage our audience where they're at. They all sit under the Game Changers sub-brand but break down into the following:

1. CMO series: Focuses on top funnel thought leadership and brand awareness
2. Masterclass: Focuses on demand generation
3. Sequel Academy: Focuses on post-sale product adoption

CMO Series: Top Funnel Thought Leadership

This was the first webinar series we ever launched. As you can imagine, our earlier episodes mainly consisted of close connections. But there's nothing wrong with that. Everybody needs to start somewhere and experiment with what truly works for their brand.

Today, our CMO series has taken a completely different shape and become a foundational pillar of our Game Changers brand. 

Choosing Guest Speakers

We invite marketing and GTM leaders from high-growth companies who are widely respected in the industry. To build momentum, we started by featuring our existing network of customers and advisors, then expanded by leveraging social proof and asking each speaker for future guest recommendations. 

This approach has helped us land notable names and logos in the industry, which drives more registrations and increases the likelihood of the guest speakers accepting our invites.

Defining the Content

Each session is a 30-minute fireside chat that dives into a timely industry topic aligning with the expertise of the speaker (e.g., AI in marketing, blending PLG and SLG, or navigating brand in downturns). We avoid heavy scripts and instead guide the conversation with 6–8 discussion prompts, allowing for authenticity and spontaneity. This is never a product pitch, but we do make sure the content aligns with what our audience wants to learn more about and has ties to our core content pillars.

Promoting the Session

We promote each episode for 3–4 weeks to make sure we have ample time to drive registrations. The typical channels we tap into are:

• ✔️ Organic Social (company, team accounts)
• ✔️ Weekly Game Changers newsletter
• ✔️ Speaker co-marketing (we provide a full asset kit)
• ✔️ Communities
• ✔️ Website banner

But to really capture people’s attention, we need to have eye-catching assets and messaging. That’s when having various templates ready to go is really helpful so that the marketing team can kick off promotion quickly without having to submit design requests. These are some of the assets we create for each session:

• ✔️ Branded feature image 
• ✔️ Promotional video clip (often taken from the prep call)
• ✔️ Countdown graphics 
• ✔️ Email/social copy (for internal + speaker use)

Hosting the live session 

Now that the speaker is locked in, the content is defined, and you have registrants ready to learn, it’s time to go live! 

When we go live with our CMO series, we know this is a key point in time where we have the opportunity to engage directly with our audience. Yet, there are still particular elements we activate throughout the session to keep people’s attention.

We always start off the session with a high-quality, energetic intro video and a warm welcome from our host. This gets our audience sitting on the edge of their seats, ready to engage, and sets expectations from the beginning. 

Using a combination of chat, Q&A, resource links, CTA's and strategic polls, we can create an entertaining experience while better understanding their challenges, pain points, and strategies they’re focused on. This information then fuels our full-funnel webinar strategy so we can understand what content or information will help them take the next step in their journey.

Activating the follow-up strategy

Since the CMO series is focused on top funnel engagement and thought leadership content, we know our audience probably isn't at a position where they want to buy our solution – yet. That being the case, we don't go in for a full sales follow-up approach from the get-go. Instead, we share actual insights that they can take away from the session, other resources that they might be interested in, and trending topics in the market as a way to nurture them. Not to mention the automated emails that go out after the session with the recording link from Sequel, personalized based on whether they attended the session or not.

Repurposing the session

The great thing about having thought leaders on the CMO series is that we have so much unique and valuable content that we can repurpose to reach an even wider audience. Every episode gets turned into:

• ✨ 1 blog post generated by Sequel AI
• ✨ ~3 social video clips
• ✨ Newsletter highlights
• ✨ Quote graphics and infographics
• ✨ Key takeaway carousels
• ✨ On-demand session replay

Up next: the Masterclass strategy that bridges the gap between awareness and action.

Masterclass: Demand Generation Series

The Masterclass series was initially born out of hearing how many of our incredible customers had unique and interesting approaches to their webinar programs that we wanted to share their playbooks with our entire community. We also saw a need to provide more tactical, hands-on content for prospects who are in the research and consideration phase. These sessions act as case studies and workshops in motion, often featuring our own customers walking through successful strategies they’ve implemented using Sequel.

Choosing Masterclass leaders

We invite current customers, marketing partners, and subject matter experts who are practitioners themselves. These speakers provide credibility and trust, showing real-world webinar use cases and the results they’ve seen from their programs. Most importantly, they demonstrate value without resorting to a product pitch.

Defining the content

Each Masterclass is a 45-minute session structured as a workshop. The content is data-driven and focused on solving specific marketing or GTM problems (e.g., building an intent-driven content strategy, turning webinars into ABM plays, or driving pipeline with live events). While Sequel makes subtle appearances, the focus is on the guest's strategy and how others can replicate it.

This content is pure gold to our audience, but not everyone has the time to attend the entire Masterclass. To best serve our community, we also write an entire playbook and share additional resources that they can use to get going quickly. 

This written playbook is written before the Masterclass goes live, repurposing the prepared content for the session, so that everything gets published at once. This creates a “choose your own adventure” feel all on a single webpage. 

Driving registrations to the Masterclass

Because this series targets people who are problem-aware or are already familiar with our brand, we focus heavily on higher-intent channels that our thought leadership series:

• ✔️ Sales invites to open opportunities and warm leads
• ✔️ Email outreach via Customer Success and Marketing
• ✔️ Partner and speaker co-marketing
• ✔️ Paid retargeting ads (optional)
• ✔️ Organic social and newsletter inclusions

We also use the Masterclass series as a key touchpoint in our ABM motion. This allows us to naturally connect marketing practitioners with our customers so they can learn from them, all while building awareness within their organizations.

Hosting the live Masterclass

These workshops go deep into the nitty-gritty details and playbooks that marketers are using on a daily and weekly basis to drive real results. The format is flexible depending on the topic and speaker, ranging from fireside chats to panels to interactive presentations with slides and downloadable templates. Because the content is so tactical, we often see a high volume of organic engagement through questions and comments—without any prompting from the host.

That’s why it’s essential to stay attentive and responsive during the live chat, especially to attendees who show intent. One tactic we find incredibly useful is aligning strategic polls to specific points during the session. These polls are not just for engagement—they're designed to gather intent signals and segment attendees by interest and readiness. For instance, if someone indicates they have a specific pain point that we can help them solve, our team is notified to act on it immediately.

We also make a point to publish useful resources during the session that help attendees act on what they’ve learned right away. This not only adds value but also helps identify the most engaged participants based on who downloads what.

Activating the follow-up strategy

After each Masterclass session, we treat follow-up not as an afterthought, but as a key conversion lever. Here's how we structure our approach:

• Immediate Automated Emails: Immediately after the session, attendees receive an email tailored to their behavior (attended live vs. registered but didn’t attend). Each email includes the full recording, key insights, and links to featured resources shared during the session. Afterwards, they are added to a 3-step nurture sequence.
• Three-Step Nurture Sequence:
  1. Educational Recap – Sent 24 hours post-event, this email includes a blog-style summary of the session, playbooks or templates that were shared, and additional reading on the same topic.
  2. Content Acceleration – On Day 3-4, attendees receive curated content based on the poll responses and chat engagement data (e.g., a blog, another Masterclass, or an invite to a follow-up session).
  3. Action Prompt – About one week post-event, we send a final CTA-focused message talking about how they can replicate the playbook shared during the Masterclass with Sequel. We offer a demo, strategy call, or access to a deeper resource.
• Intent-Based Sales Handoff: Using Sequel Audience Insights (more on this later), we track:
  1. Who engaged with polls or downloaded resources
  2. Who revisited the on-demand session
  3. Who viewed pricing or product pages post-event

These actions and signals are fed directly into our CRM, and sales is notified to follow up with personalized outreach. Using a Slack automation also helps us stay on top of highly engaged leads so they don’t slip through the cracks. Sales can also reference poll responses to spark meaningful conversations (e.g., “You mentioned during the session that you’re exploring webinar tools that support ABM—want to chat more about how Sequel can help?”).

• In-Platform Personalization: Masterclass attendees are bucketed into interest segments, which are then used to personalize their website experience using chatbots or banner CTAs. This helps reinforce key takeaways and drive conversions post-event.
• Retargeting and Social Touchpoints: We create audience segments from attendees to serve up follow-up video clips or quotes on social and retargeting ads. These assets reinforce the key messages from the Masterclass and keep our brand top of mind across channels. 

In short, follow-up for Masterclass isn’t just email—it’s a coordinated journey across email, sales, CRM, website, and social that turns intent into action and engagement into pipeline.

Triggering the Masterclass repurposing motion

While our follow-ups are working their magic, we also continue our content flywheel and repurpose the session into additional content. 

Every Masterclass becomes a goldmine of evergreen demand generation content, including:

• ⚡️ Long-form playbook article (mentioned earlier)
• ⚡️ 2–4 video clips demonstrating tactics
• ⚡️ Slides and templates as downloadables
• ⚡️ Quote cards or stat-driven graphics
• ⚡️ Use cases added to enablement content
• ⚡️ Newsletter highlights
• ⚡️ Social carousels and infographics

This series is where awareness turns into meaningful engagement—and engagement turns into measurable demand.

Sequel Academy: Bottom-funnel & product adoption series

The Sequel Academy is where we help turn customers into power users and prospects into confident buyers. It was designed to empower users with bite-sized, actionable guidance, helping them confidently navigate the platform, unlock value faster, and grow with us at every stage of their journey.

Choosing session leaders

The Academy is led by internal experts—our product experts, customer success leads, and marketing team members who deeply understand the workflows and best practices our users need. We prioritize clarity over flash and lean into the trust our internal team has already built with our audience.

Defining the content

Each session’s duration depends on the content, but we try to keep it as concise as possible. Usually, on-demand Academy courses are ~5 minutes long. We cover content around:

• 💡 How-to walkthroughs of key features
• 💡 Best practices and strategy 
• 💡 Use case-driven tutorials (e.g., how to incorporate Sequel in your ABM motion)
• 💡 Quick wins and advanced strategies for experienced users

We also produce longer-form quarterly live sessions that act as a deep-dive Q&A and product showcase. These bring in cross-functional team members and often serve as a mini product launch or feature training.

Driving registrations and engagement

Because Sequel Academy is core to our customers and prospects, we don’t rely as heavily on external promotion alone. Instead, we:

• ✔️ Incorporate content directly into the onboarding sequence
• ✔️ Share sessions via Customer Success during check-ins or implementations
• ✔️ Promote new Academy drops in the product (using banners and pop-ups)
• ✔️ Include links in Help Center articles and live chat replies
• ✔️ Reference Academy sessions in email nurture tracks for late-stage prospects

Hosting and Recording

All Sequel Academy content is hosted directly on our website in an always-on format, making it easy for users to learn at their own pace and revisit content whenever needed. Unlike traditional webinars or virtual events, Academy sessions are organized into progressive learning tracks that guide users through essential topics in a logical order.

Each course series is structured with completion in mind, offering users the opportunity to earn certifications upon finishing a track. These certifications can be shared on LinkedIn, helping attendees showcase their skills while organically amplifying Sequel’s brand awareness.

We use our own platform to deliver a seamless experience with:

• • Tracks by use case (e.g., “Getting Started,” “Advanced Integrations,” “Webinar Strategy”)
• • One-click access via cross-registration (meaning you only need to register once to access everything)
• • Minimal friction: no long registration forms or multi-step login processes

The structure differs from a standard webinar or virtual event—we’ve built progressive learning courses that guide users through skill-building journeys. In the beginning, we built the Sequel Academy primarily for our customers but have since seen a large number of our prospects engaging with the content as well, helping build trust and product education in the sales process.

Activating the Follow-Up Strategy

We use engagement behavior in the Academy to guide both CS and Sales follow-up:

• 💡 If a user watches advanced videos on integrations, we can trigger a CS check-in to explore upsell or expansion opportunities.
• 💡 If a prospect watches onboarding content, Sales is alerted to re-engage and move them forward.
• 💡 We also add users to appropriate email nurtures based on viewing progress.

Academy sessions are also tied to CS success metrics—watch time and module completion often correlate to stronger retention and NRR.

Repurposing the Content

Just like our other series’, the Academy fuels the rest of our content machine:

• ⚡️ Videos embedded into support docs and onboarding flows
• ⚡️ Clips reused in sales decks
• ⚡️ Snippets shared in emails and newsletters
• ⚡️ How-to sequences used in onboarding or upsell campaigns

This series is where we close the loop, ensuring that all the great strategies our customers learn in our CMO and Masterclass series translate into real results with Sequel. It’s education that drives adoption, confidence, and long-term revenue growth.

The Power of Embedded Experiences

One of the most important—yet often overlooked—decisions we made was to embed all of our webinar and Academy content directly on our own website. Hosting everything in a fully branded, embedded environment creates a seamless, immersive experience for our audience that amplifies both engagement and conversions.

Here’s why it matters:

• Brand consistency: Every interaction happens in our own ecosystem, reinforcing our brand and eliminating the friction of switching domains or platforms.
• Actionable next steps: When attendees watch a webinar or training in our embedded experience, it’s easy for them to browse related content, access additional resources, or book a demo, without ever leaving the page.
• Seamless user journeys: Embedding ensures our audience stays in one experience from registration to live to replay to conversion. No more fragmented handoffs between pages or tools.
• First-party data capture: Most importantly, by hosting everything on our website, we’re able to track every click, view, and scroll using Sequel Audience Insights—giving us a comprehensive picture of what’s working, who’s engaging, and where the real intent lies.

Whether it’s the CMO series, a Masterclass session, or a Sequel Academy course, every touchpoint becomes a measurable part of the journey, and every moment is an opportunity to drive revenue.

Understanding Audience Insights

Running a full-funnel webinar strategy is only as powerful as the data behind it—and that’s where Sequel’s Audience Insights feature comes in. It allows us to collect and act on first-party engagement data across every single touchpoint in the customer journey, helping us connect the dots between brand interaction and revenue impact.

With Audience Insights, we’re able to:

• Deanonymize visitors: Once someone registers for a webinar, we can track all of their activity across our website—including pages visited, videos watched, content downloaded, and CTA clicks. 
• Track webinar-specific behavior: Whether they engaged in chat, responded to polls, downloaded resources, or clicked follow-up links, we see it all.
• Enrich lead profiles: Audience Insights gives us detailed information, including name, company, title, industry, and LinkedIn profile, adding context to every touchpoint.
• Map content consumption to intent: We’re able to group visitors based on which content they consume and how frequently they return, helping us prioritize follow-up and content recommendations.

This data fuels:

• Personalized email nurtures that adapt to what a lead is most interested in
• Sales alerts and Slack automations for high-intent actions
• Website personalization through dynamic banners, CTAs, or chatbot flows
• Quarterly reporting on which sessions, speakers, or campaigns drive the most impact across funnel stages

The result? A tighter feedback loop throughout the entire GTM team, more meaningful engagement with our audience, and an always-optimizing strategy that gets smarter over time.

Audience Insights has turned our webinar strategy from just a series of events into a scalable, data-driven growth engine.

Wrapping It Up: Replicating our strategy

Building a full-funnel webinar strategy might sound complex, but the core principles are surprisingly replicable:

1. Start with your audience's journey — understand where they are, what they need at each stage, and how you can meet them with the right content.
2. Create purposeful webinar series’ — tailor each one to a specific funnel stage (top, mid, bottom) so you're never trying to speak to everyone at once.
3. Host everything on your own site — immerse your audience in your brand, simplify their path to conversion, and capture all their engagement signals.
4. Use insights to evolve — collect first-party data with every interaction and refine your content, follow-up, and targeting accordingly.

• 🚀 80% of our pipeline has been influenced by webinar touchpoints
• 🔥 Website traffic has increased by over 340%
• 🎯 Masterclasses consistently generate hundreds of demos and high-intent leads
• ⚡️ Our content flywheel produces hundreds of evergreen assets from every session
• 🤝 Sales and marketing alignment is stronger than ever, driven by shared insights and seamless handoffs 

If there’s one thing we’ve learned, it’s that webinars shouldn’t be standalone events. They should be experiences—deeply connected to your brand, driven by data, and mapped directly to your funnel.

So, whether you’re just starting with one series or scaling to a full video ecosystem, this playbook is here to help you do more than just host webinars. It’s here to help you build a revenue engine.