Workshop

Love Webinars Again

Matilda Schieren

Content Leader, Writer, Strategist

Nadia Rozental

Demand gen, campaigns & webinar programs

Webinars are one of the most powerful, misunderstood ways to reach an audience

Over more than a decade in B2B marketing environments, we’ve seen the impact of great webinar programs…and the chaos of bad programs.

Consider these two directives:

  • Plan a 45-minute talk track with 15 minutes left for Q+A every 30-60 days. Every session needs a designed deck. Every event can be promoted on the same 3-5 channels.

  • Build a recurring virtual event motion to build and engage our target audience. Formats and promotional strategy can flex depending on the topic and talent involved.

One dooms the marketer to a life sentence of programmatic boredom. The other hands them the keys to an entire channel, with room for creativity and testing.

Great webinars help people feel validated in their day-to-day, refine a skill and grow their careers. They can entertain as well as educate, and generate a sense of community among people with shared skills, frustrations, career paths.

We built this course to give marketers:

  • Practical, no-BS guidance for breathing new life into your webinar efforts

  • Permission to challenge false assumptions of what webinars are and

  • Motivation to build programs that serve you and your audience in equal measure.

What you’ll learn

Challenge your webinar preconceptions, build an internal business case to test new formats, and get more mileage out of your live sessions.

  • Understand how webinars can serve each stage of the buyer journey

  • Rethink how you target webinars to specific audience segments

  • Learn criteria for recruiting the right webinar hosts

  • Diversify where you source speakers and guests from

  • Get inspired by case studies from brands flipping the webinar script on its head

  • Create a repeatable playbook for webinar repurposing

Workshop agenda

  • Setting the stage: WTF is a webinar, actually?

    We'll run through some intros, set expectations for the workshop and ground ourselves around a core definition of webinars before diving too deep.

  • Where webinars fit in your marketing strategy

    Spoiler: Webinars can work at any stage of the funnel. And they can ladder up to a variety of overarching marketing and business objectives (AEO anyone?)

  • People ops: Finding compelling hosts and guests

    Who appears in your webinars is as important as the content itself. Explore the criteria for strong hosts and different sources for recruiting speakers your audience will love.

  • Growing your webinar audience

    Repeat after us: There is no one-size-fits-all way to promote your webinars and build a base of loyal attendees. Learn how to build a distribution playbook fit for your business and goals.

  • Creating + repackaging memorable webinar content

    25+ slides and talking heads don't have to be your destiny! We'll share our rules for creating high-quality sessions and a maturity model for evolving your repurposing strategy.

  • Measuring the impact of your webinar program

    Registrations tell a tiny part of your webinar success story. Understand how to prioritize (and rally your full team) around KPIs that match your program's goals.

  • Wrap up and Q+A / venting session

    A little reflection, a little discussion, a lot of acknowledgement that running stellar webinar programs is no small feat.

Learn directly from Matilda & Nadia

Matilda Schieren

Matilda Schieren

Contact

Long-Form Content Marketing | Editorial | Research

Nadia Rozental

Nadia Rozental

Contact

Demand Gen | Campaigns | Partner Marketing | ex-Sprout Social

See all products from Nadia

Who this workshop is for

  • Entry-level marketers who were recently entrusted with running webinars for their employer.

  • Mid-to-late career marketers who have managed webinars for years and need new inspiration.

  • CMOs who want their teams to run webinars and are dodging pushback claiming that they “don’t work.”

What's included

Live sessions

Learn directly from Matilda Schieren & Nadia Rozental in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded marketers.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Webinar Vendor Evaluation Checklist

A template of questions your and your buying commitee should ask when evaluating new webinar platforms to power your program.

Maven Guarantee

Your purchase is backed by the Maven Guarantee.

Frequently asked questions

Maven for Teams

Reimbursement

Get your company to pay

Everything L&D needs: email template, receipts, and certificate of completion.

Get reimbursed

Team discount

Learn with your teammates

Save 20%+ when 2 or more teammates enroll in the same cohort.

Save 20%+ with a team

Private cohort

Run a cohort for your org

A dedicated cohort with a custom schedule and curriculum, tailored to your team.

Book a private cohort

$500

USD

Nov 12
·

12–2pm EST

Enroll