How to Solve Limited Post-Webinar Follow-Up

Go-to-market teams invest heavily in webinars for lead generation. Ineffective post-webinar follow-up wastes these efforts, diminishing ROI and losing potential customers. Automating personalized outreach and nurture campaigns solves this problem, maximizing webinar ROI. The right GTM AI strategy transforms limited post-webinar follow-up into a powerful conversion tool.

How to Maximize Webinar ROI with Automated Lead Follow-Up and Nurturing

The Inbound Lead Processing package from Copy.ai includes two powerful workflows that solve limited post-webinar follow-up:

• Contact Follow-Up for timely, personalized outreach to each lead
• Email Nurture Campaign to keep leads engaged with relevant content

These workflows ensure every webinar attendee receives immediate follow-up and ongoing nurturing, increasing conversion rates. Here's how:

1. Contact Follow-Up Workflow

Part of the Inbound Lead Processing package: This workflow automates personalized follow-up to each webinar attendee.‍

Inputs Needed:

• All of the research and data gathered on the contact to this point

‍What the Workflow Does:

• Step 1: Analyzes the attendee list to identify each lead's key characteristics and interests
• Step 2: Generates a tailored follow-up email for each attendee based on their profile
• Step 3: Sends the personalized emails automatically to each attendee
• Step 4: Notifies the appropriate sales rep if/when an attendee takes a key action (e.g. clicks to schedule a call)

This workflow delivers prompt, relevant outreach to every lead, while minimizing manual effort. Personalized follow-up significantly increases response rates and accelerates leads through the funnel.

Example in Action: A B2B SaaS company hosts a webinar on "10 Ways AI Improves Sales Productivity". The Contact Follow-Up workflow:

1. Identifies an attendee as a VP of Sales from a mid-market company
2. Generates an email highlighting the sales productivity benefits, with a case study similar to their company
3. Sends the personalized email 1 day after the webinar
4. Alerts the sales rep when the attendee clicks the CTA to book a demo

2. Email Nurture Campaign Workflow

Part of the Inbound Lead Processing package: This workflow automates ongoing lead nurturing to keep them engaged post-webinar until they convert.

‍Inputs Needed:

• Lead source information (e.g., webinar attendance, content download, demo request)
• Data from previous research and interactions

What the Workflow Does:

• Step 1: Analyzes webinar engagement data to gauge each lead's interest level and key topics
• Step 2: Creates an email nurture sequence for leads based on their engagement and interests
• Step 3: Curates relevant content (blog posts, guides, case studies, event invites) to share with leads over time
• Step 4: Sends the emails automatically on a defined schedule
• Step 5: Passes engaged leads to sales for follow-up when they take key actions

This workflow automates thoughtful lead nurturing, preventing leads from going cold post-webinar. Useful content mapped to leads' interests builds trust and maintains top-of-mind awareness until they're ready to buy.

Example in Action: After the "10 Ways AI Improves Sales Productivity" webinar, the workflow:

1. Identifies leads highly engaged with sales coaching content
2. Generates an email sequence featuring sales coaching tips, product videos, and SDR team benchmarks
3. Pulls in a new eBook on "Sales Coaching Best Practices" and invites to an upcoming sales leader event
4. Sends lead nurture emails every 5 business days
5. Notifies sales if a lead clicks through to the pricing page from any email

Putting Them Together

The Contact Follow-Up and Email Nurture Campaign workflows combine to provide end-to-end lead engagement from initial webinar follow-up to sales handoff. Leads receive immediate personalized outreach, then steady value-add touches, increasing their likelihood of becoming opportunities and customers.

Go-to-market teams implementing these workflows will see:

• Faster speed-to-lead and lead qualification
• Higher webinar lead engagement rates
• Increased lead-to-opportunity and opportunity-to-close rates
• More efficient use of marketing and sales resources

A GTM AI Platform automating post-webinar follow-up and nurturing maximizes webinar ROI and GTM Velocity. It eliminates the GTM Bloat of manual, one-size-fits-all follow-up processes.

Why Copilots Aren't Sufficient

Standalone AI writing tools like ChatGPT help draft contact follow-up and lead nurture emails. Yet they lack key capabilities:

• Integrating with CRMs and marketing automation to access lead data and trigger sends
• Analyzing lead characteristics and behaviors to personalize content
• Curating the most relevant content to share across the customer journey
• Tracking email and conversion metrics to measure performance

GTM teams relying solely on these tools still face manual work, disconnected lead data, and an inability to track ROI. A purpose-built GTM AI Platform like Copy.ai's workflows proves essential.

Looking Ahead

Automated contact follow-up and email nurturing establish the foundation for go-to-market teams to maximize their webinar programs. To accelerate lead conversion further, these workflows expand to include:

• Lead scoring to auto-prioritize sales-ready leads
• Dynamic landing pages to tailor webinar registration and offer pages by lead
• Chatbots to engage webinar attendees in real-time and answer FAQs
• Social media content to promote webinars and attract target buyers

Copy.ai's full suite of workflows empowers GTM teams to amplify their webinars' impact on pipeline and revenue. A comprehensive GTM AI strategy unlocks webinar ROI by overcoming limited post-webinar follow-up.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• Making the Shift to Profitable, Efficient Growth with Sam Jacobs: Learn strategies for driving efficient growth from sales leader Sam Jacobs on our Future Proofed podcast.
• The CMO's Guide to Closing the Gap Between Insight and Action: Discover how marketing leaders can leverage AI to turn customer insights into personalized actions that drive revenue.
• How Companies Can Eliminate Bloat and Improve CAC with Chris Walker: Hear how Refine Labs CEO Chris Walker thinks companies can streamline their GTM motions to reduce CAC on this Future Proofed episode.

For more on how Copy.ai's GTM AI Platform can help you maximize webinar ROI and accelerate revenue, book a demo with our team. We'd love to learn about your GTM goals and explore how our workflows can help you achieve them.