Webinar Execution Playbook: Tactics to Use Before, During, and After the Live Show (Blog 2 of 3)
- Diana Sparacio
- Nov 27, 2025
- 4 min read
Updated: 4 days ago
So, you’ve locked in your strategy. You’ve got a compelling topic, solid speakers, and a webinar format that actually fits your audience. Now what? Now comes the part where most webinars either soar or stall.
To increase the odds of yours soaring, it helps to know what to do before, during, and after your webinar. This blog breaks it all down, explaining how to turn a single event into a full-funnel marketing machine. We’ve included templates, timing tips, and tactical examples pulled straight from our playbook.
NOTE: Not quite there with your webinar strategy? No problem. Check out our first post in this series for advice on nailing your strategy and planning before diving into tactics.
Pre-Webinar Tactics: Build Anticipation and Drive Registrations
Once your topic and speakers are set, your next priority is getting the right people to register and show up. The work starts about four weeks out.
Announce the Webinar
Start by making your webinar discoverable and desirable. That means:
Launching a registration landing page with compelling copy:
H1: A clear, benefit-led title
H2: A strong value proposition or takeaway promise
Body: An overview of key topics, featured speakers, and what attendees will learn
Form: Title (“Sign up for the webinar”), subtext (“Save your seat and get the link”), and a clear CTA button (“Register Now”)
A thank you page that reassures and reminds:
H1: Thanks for registering!
H2: We’ll send you a reminder before we go live
A registration confirmation email that confirms attendance and includes an Add to Calendar link
A LinkedIn Event with titles, speakers, and imagery consistent with your other pages
Promote the Webinar
Consistency is the name of the game over the four weeks leading up to your webinar. Make sure all your channels are lighting up with similar promotions.
For social media campaigns, use:
Featured speaker posts that spotlight guests’ credentials and tease the topic
Promo posts that go live 3 weeks, 2 weeks, 1 week, and the day before the event
For branded graphics, create:
Write an email series like this:
Include a feature in your newsletter:
Give subscribers an early heads up on the event if you can (so it feels VIP)
Describe the event, the speakers, and what attendees can expect to learn
Include a CTA to save their spot and link to your registration page
Include opportunities for subscribers to submit questions ahead of time
Create sales enablement materials:
Three email templates tailored for new prospects, warm leads, and existing customers
Two internal social posts to help employees amplify the event on their channels
Enhance the event’s presence on your website:
Add a homepage banner or pop-up for the webinar
Include a registration CTA in all customer-facing team email signatures
During the Webinar: Prioritize Engagement
Getting people to show up to your webinar is only half the battle. Keeping them engaged? That’s where your content format and interactivity make all the difference.
Make It Dynamic
Start with a warm host introduction. Ideally, include a personal anecdote or fun fact to break the ice. Use quick, interactive icebreakers like live polls or chat prompts ("Where are you joining from?") to get audience members interacting early.
Keep the format lively by rotating speakers frequently, flashing imagery on screen, and integrating pre-recorded video clips or demos to break up static talking heads.
Use Interactive Features
Engagement doesn’t have to be complex. It just has to be thoughtful:
Live Polls: Ask real-time questions to involve your audience
Chat with Q&A: Designate a moderator to field comments and surface great questions
Polls with Lead Scoring: Sync with HubSpot or your CRM to capture intent signals
Post-Webinar: Keep the Momentum Going
You’ve run a great session, now extend the value and drive leads after the live show.
Immediate Follow-Up
Don’t wait to engage your audience. Start communicating right away.
For attendees:
For non-attendees:
For sales: Create three versions of a follow-up, each tailored to a segment created based on audience behavior (engaged attendee, passive viewer, no-show)
Content and Social Promotion
Don’t let your webinar gather digital dust. Repurpose it with intention:
Social Content (4x posts):
Wrap-up and gratitude
Link to on-demand version
A powerful quote from the event
A short video snippet
On-Demand Landing Page: Host the recording with a summary, key takeaways, and a CTA to talk to sales
Video Snippets (5–10): Share via LinkedIn, newsletters, nurture sequences, and more
Email Nurture Series (6-part): Deliver follow-up value to both attendees and no-shows with targeted content
Extended Promotion Tactics
The end of the webinar is just the beginning of your content’s second life as a replay. This is where repurposing and reactivation take center stage.
Add the webinar to your newsletter again, this time as an on-demand offer
Run retargeting ads to reach those who visited but didn’t register
Repurpose the slides for speakers to post on LinkedIn
Partner with others to co-promote through their audiences
Recap blog post: Turn your webinar into a thoughtful, SEO-optimized blog
Webinars as a Strategic GTM Motion
Done right, webinars aren’t just a one-off tactic. They’re a full-funnel content engine, fueling lead gen, sales conversations, and brand authority long after the live event ends. With the right pre-, mid-, and post-event tactics, your team can squeeze serious ROI out of a single session.
Next up in the blog series: how to measure the performance of your webinar and prove it moved the needle. We’ll cover KPIs to track, tools to use, and frameworks for translating views into value.
Need templates to get started? Download the full playbook.
