# Events and webinars

URL: /workflows/plays/events-and-webinars · Id: `play: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](/business/nouns/customer) whose deals are large enough to pay for them. Each session becomes on-demand [Content](/business/nouns/content), and attendees enter a [Sequence](/business/nouns/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](/business/nouns/approval) above the [Limit](/business/nouns/limit).

## Processes
Runs as [Content marketing](/workflows/processes/content-marketing), accountable to the [Marketing Team](/agents/marketing).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Seed: finds the first Customers (Launch) |
| Moves | [Acquisition payback](/agents/finance#cac-payback) |
| Motions | [b2b](/business/motions/b2b) |
| Venues | [LinkedIn](/workflows/plays#linkedin), [YouTube](/workflows/plays#youtube) |
| States | [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Attendees enrolled in a Sequence within a day pay back faster than attendees contacted later. |
| Measure | [Acquisition payback](/agents/finance#cac-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](/business/nouns/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.