Events and webinars
Events and webinars host sessions for mid-market and enterprise Customers, turn each into on-demand content, and enroll attendees in a Sequence within a day.
Events and webinars host sessions for mid-market and enterprise Customers whose deals are large enough to pay for them. Each session becomes on-demand Content, and attendees enter a Sequence within a day.
Ratings
| Dimension | Rating | Reads |
|---|---|---|
| Scalability | 2 of 5 | low: higher grows further with spend or automation |
| Cost | 3 of 5 | medium: lower costs less per Customer |
| Latency | 3 of 5 | medium: lower answers sooner |
Budget
| Property | Value |
|---|---|
| Tier | $1k |
| Minimum effective budget | $1,000 a month |
| Monthly spend | Yields |
|---|---|
| $1,000 | One hosted webinar with promotion and follow-up. |
| $10,000 | A booth or roundtable at one conference for enterprise Offers. |
How it runs
A hosted webinar costs about $1,000 with promotion and follow-up. A conference booth or roundtable needs the $10k tier. Deposits wait their delay window and need an Approval above the Limit.
Processes
Runs as Content marketing, accountable to the Marketing Team.
Fits
| Fits | Value |
|---|---|
| Family | demand |
| Shelf | Seed: finds the first Customers (Launch) |
| Moves | Acquisition payback |
| Motions | b2b |
| Venues | LinkedIn, YouTube |
| States | Repeatable, Scale |
Loop
| Step | Value |
|---|---|
| Hypothesis | Attendees enrolled in a Sequence within a day pay back faster than attendees contacted later. |
| Measure | Acquisition payback over 60d, at least 30 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |
Example
A Startup selling compliance automation to hospitals hosts a monthly webinar on one new rule. Forty attendees a session yield three demos, and the recording ranks for the rule’s name.