webinar workflow

If you’ve ever run a webinar, you know getting someone to register to attend is only half of the process. You still have to get them to show up, and once they do, get them to convert afterwards.

You can do this manually with quite a bit of effort, or you can use a Drip Workflow to handle it automatically.

To completely automate your webinar communications, you’ll need to address three phases of webinar marketing:

  1. Post-registration. This includes a registration confirmation email, a reminder the day of the webinar, and one email just before the webinar starts.
  2. Non-attendees. Despite your well-timed and slick reminder emails, there will be a segment of folks who don’t attend the webinar. Creating a sequence in your workflow to talk to these people lets you stay engaged with them for a future conversion.
  3. Attendees. Deliver collateral from the webinar and include CTAs.

You’ll build a section of your workflow for each of these phases. You’ll also:

  • Build a transition for long-term lead nurturing for everyone who doesn’t purchase after the webinar
  • Make sure you don’t pitch a product to someone who has already purchased it

Note: Depending on which webinar platform you use, you may be able to automate segmenting people who attended vs those who did not attend. But for most webinar platforms, you’ll have to record this manually through a bulk operation. We’ll cover how to set up for both situations in this blueprint.

Here’s how to create this workflow, step by step:

Add a trigger.

If you are using a system like GoToWebinar, you can send a custom event to Drip using Zapier whenever someone registers.

If you decide to do this, use the custom event name as your trigger.

Alternatively, you could use a trigger like “Submitted a form” or “Clicked a trigger link” or both.

Apply a tag.

Apply a tag indicating the subscriber registered – “Registered for webinar” should do just fine. This will give you the ability to segment registrants later on.

Send reminder emails.

Send a confirmation email right away.

You’ll follow up with three more emails: One 24 hours before the webinar (“Webinar is tomorrow”), one the morning of the webinar (“Join us today for the webinar”), and one as the webinar is starting (“We’re live now”).

Create a campaign.

This campaign will contain all three of your reminder emails.

Adjust your campaign settings to send the emails in your local time zone, not the time zone of your subscribers. Also, adjust the first email to send at next set time of day, not immediately.

Webinar_reminders_-_Settings_·_Drip

You can send more reminder emails if you choose, but at minimum, these reminder emails will make sure you stay top of mind with your registrants.

Make sure to adjust the delays on your emails to fit your webinar schedule. For example, if your webinar is on a Wednesday at 10 AM, your 24 hour reminder email (the first one in the campaign) should go out on a Tuesday.

Your day-of reminder emails should go out on a Wednesday, the first a few hours before the webinar, and the second just a few minutes before the webinar begins.

Emails_-_Webinar_reminders_·_Drip

Important: Your reminder campaign should remain paused until the week of the webinar. Otherwise, your reminder emails could go out prematurely.

Now, add the campaign as the next step in your workflow.

Post-webinar emails

Using GoToWebinar

If you use GoToWebinar, you can set up a Zap to send a custom event to Drip when someone attends your webinar. This will let you automatically track those who did and did not attend and message them differently. When you set up your Zap, choose the “New attendee” trigger for GoToWebinar.

For your Zap action, record a custom event in Drip with the event name “Attended webinar.”

Using all other webinar platforms

If you use another webinar tool, you’ll need to manually track those who attended and those who did not.

In order to do this, you’ll need to export from your webinar tool a list of subscribers who attended after the webinar is over. When you’ve exported that list, you’ll upload it to Drip in CSV form via a bulk operation.

Bulk_Operation_-_Actions_·_Drip

Once you’ve uploaded the CSV, choose the “Record an event” action. Type in “Attended webinar” as the event name.

Schedule the operation.

Add a decision to your workflow.

Now that you have a system for tracking attendees, add a decision to your workflow. Filter your decision by “Actions performed” and type in the event name “Attended webinar.”

You now have created a yes and a no branch in your workflow. The yes branch will contain your post-webinar campaign for attendees, and your no branch will contain a very similar campaign, with the same emails, with slightly different text and CTAs indicating they missed an awesome presentation and attempting to re-engage them.

Before you send the campaigns, add tags to both sides of the decision: an “Attended webinar” tag on the yes side, and a “Did not attend webinar” tag on the no side.

There you have it: A workflow for your webinars. You can copy this workflow for each different webinar you run, or re-use it for recurring webinars.

 

Key terms:

  • workflow
  • workflow example