How to Solve Time-Consuming Event Preparation

Planning webinars and other marketing events consumes significant time and resources. Marketers dedicate many hours to developing event topics, creating promotional materials, producing content, and coordinating logistics. This preparation phase diverts them from more strategic, high-impact work that could drive business growth. The problem affects marketing productivity and ROI across many organizations.

A solution exists to streamline event planning and promotion. Two key workflows, Events Promotion and Campaign Brief Creation, enable go-to-market teams to automate repetitive tasks involved in event prep. This frees them to focus on the content itself. These workflows combine to solve this costly problem and boost GTM Velocity.

How to Streamline Event Planning and Promotion

The Events Promotion and Campaign Brief Creation workflows are part of Copy.ai's Campaign Execution package. Used together as part of a comprehensive GTM AI strategy, they provide a powerful solution for simplifying event preparation and combating GTM Bloat:

Campaign Brief Creation Workflow

• Also part of the Campaign Execution package
• Ensures event aligns with overall campaign objectives
• Defines target audience segments to tailor messaging
• Provides guiding light for all event-related deliverables
• Enhances strategic impact of events

Events Promotion Workflow

• Part of the Campaign Execution package
• Simplifies the planning and promotion of events
• Provides comprehensive promotional materials quickly
• Ensures consistency in event messaging and branding
• Enhances the efficiency and effectiveness of event marketing efforts

We will examine each workflow and their functions.

1. Campaign Brief Creation Workflow

The Campaign Brief Creation workflow ensures the webinar series aligns with broader marketing objectives. Here's how that works:

Inputs Needed:

• Overall objectives for the webinar series
• Target audience segments

What the Workflow Does:

• Step 1: Enter the high-level objectives the webinar series should achieve
• Step 2: Enter the key audience segments to target
• Step 3: Run the workflow
• Step 4: Review and refine the generated campaign brief, including:
  • Messaging strategy for the webinar series
  • Content themes to cover based on objectives and audience
  • Calls-to-action and next steps for webinar attendees
  • KPIs and success metrics

This workflow provides strategic direction for the webinar series, ensuring the topics and content resonate with the right audiences and drive the desired outcomes. It helps combat GTM Bloat by keeping the series focused and aligned with overarching goals.

Example in Action: Before creating webinars, the marketing team inputs their objectives (e.g. generate MQLs, drive product trials, etc.) and key audience segments into the Campaign Brief Creation workflow.

The workflow generates a guiding brief for the webinar series that includes:

• A messaging framework tying the series back to objectives
• Suggested content themes to cover based on audience needs
• Recommended CTAs to drive desired actions after webinars
• Key metrics to track performance against objectives

With this strategic foundation, the team feeds the recommended content themes into the Events Promotion workflow to generate the tactical webinar assets and deliverables.

2. Events Promotion Workflow

This workflow streamlines the creation of key event materials, from the initial outline to promotional copy. Here's how it works:

Inputs Needed:

• Webinar topics
• Value propositions

What the Workflow Does:

• Step 1: Enter the webinar topics into the workflow
• Step 2: Enter the key value propositions each webinar will provide to attendees
• Step 3: Run the workflow
• Step 4: Review and refine the automatically generated outputs:
  • Suggested webinar titles
  • Webinar outlines with key talking points
  • Suggested run of show for each webinar
  • Promotional email copy for each webinar
  • Social media promo post copy for each webinar

The workflow automatically generates comprehensive webinar packages based on a few key inputs about the topics and value props. Go-to-market teams receive everything they need to effectively plan and promote multiple webinars quickly.

Example in Action: A B2B SaaS company wants to run a series of lead generation webinars on various product use cases. They enter those use case topics and value props into the Events Promotion workflow.

Within seconds, they receive:

• Suggested titles for each webinar in the series
• Detailed outlines with key points to cover for each webinar
• Proposed run-of-show agendas with time allocations
• Series of pre-written promotional emails to send to their database
• Suggested social media copy to drive registrations

The marketing team reviews, refines and executes these materials - without starting from a blank page. This enables them to create higher-quality webinars faster.

Putting Them Together

The Campaign Brief Creation and Events Promotion workflows used in tandem automate much of the manual work involved in preparing for a webinar series, while ensuring maximum strategic impact. Go-to-market teams progress from initial concept to a full suite of on-message webinar materials in hours rather than days or weeks.

This frees up significant resources to focus on strategic matters like:

• Refining the webinar content and speakers
• Developing the post-webinar nurture journeys
• Measuring webinar performance and optimizing future iterations

The result: better webinars, created faster, that ultimately generate more pipeline and revenue for the business. This efficiency boost helps go-to-market teams drive more impact without adding headcount.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT help with individual webinar-related writing tasks, but they lack the ability to provide a comprehensive, start-to-finish solution for webinar planning and promotion.

Go-to-market teams must manually prompt the copilot for each piece of content - the webinar outline, the promotional emails, the social posts, the follow-up nurtures, etc. They must provide the right context and inputs each time, which takes up time and mental energy.

Additionally, maintaining consistency and cohesion across all these assets becomes difficult when prompting for them separately. Each team member might prompt in a slightly different way, resulting in disjointed messaging and branding.

Pre-built workflows like Campaign Brief Creation and Events Promotion eliminate these issues by automating the entire webinar creation process in one step as part of a cohesive GTM AI strategy. They ensure consistent, on-brand, strategically-aligned outputs every time while requiring minimal time and effort to generate them.

Looking Ahead

Webinars play an increasingly important role in B2B SaaS go-to-market strategies. The ability to create them quickly, efficiently, and strategically is becoming a major competitive advantage. Solutions like Copy.ai's Campaign Execution package empower teams to do just that.

Go-to-market teams could realize even greater efficiencies by integrating these workflows with other tools in their tech stack and GTM AI Platform. For example:

• Connecting the Events Promotion workflow directly to their webinar platform of choice (e.g. Zoom, On24) to automatically set up event landing pages and registration flows
• Feeding leads captured from webinars into the Inbound Lead Processing workflows to ensure prompt follow-up
• Using the AI Deal Scoring workflow from the Deal Coaching package to prioritize webinar leads and trigger appropriate sales outreach

By combining automated webinar creation with automated lead handling and sales enablement, B2B SaaS companies can extract maximum pipeline and revenue value from their webinars while keeping resource costs low. This GTM Velocity boost awaits implementation.

Related Resources

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

• Event Invitation Email: Learn how to craft compelling event invitation emails that drive registrations using AI. Includes best practices and examples.
• Event Reminder Email: Discover tips for creating effective event reminder emails to boost attendance. See how AI can streamline the process.
• Fostering Organic Growth Through Authentic Thought Leadership: In this podcast episode, learn how authentic thought leadership can fuel organic growth for your business. Get insights on using content to build trust and authority with your audience.

Hungry for more ways to boost your go-to-market efficiency and effectiveness? Book a demo of Copy.ai's AI-powered GTM solutions today to see how we can help you drive more pipeline and revenue with less time and effort.