---
name: webinar-and-virtual-event-manager
description: Runs a webinar programme that generates qualified pipeline at a fraction of in-person event costs. Use when asked to webinar and virtual event manager. Suggest when relevant.
department: marketing
agent: event-marketing-manager
version: 1.0.0
complexity: medium
related-skills:
  - conference-presence-manager
  - event-calendar-planner
  - sales-kickoff-producer
triggers:
  - "run webinar"
  - "plan virtual event"
  - "host online event"
  - "webinar logistics"
  - "virtual event setup"
---

# webinar-and-virtual-event-manager

## Agent: Social Media Manager

L2 event marketing manager responsible for conference presence, sales kickoffs, user conferences, company offsites, and virtual events.

Department ethos: [ideal-marketing.md](../../../../departments/marketing/ideal-marketing.md)

## Skill Description

Manages the webinar and virtual event programme from planning through post-event follow-up, delivering a repeatable lead generation engine that educates prospects and advances them through the funnel.

## When to Use

- The demand gen plan requires a consistent cadence of top-of-funnel and mid-funnel content delivery at scale.
- A product launch or feature release needs an interactive demonstration format to drive adoption.
- The events budget is constrained and virtual events offer higher ROI than in-person alternatives.
- Partner or customer co-marketing initiatives need a collaborative event format that both parties can promote.

## Workflow

1. Define the webinar topic, target audience, format (presentation, panel, demo, AMA), and pipeline goal using the format selection guide in `references/framework.md`. Select a date and time optimised for the target time zones per the posting time benchmarks in the framework.
2. Recruit speakers: internal SMEs, customer guests, or partner co-hosts. Confirm availability and brief them on format and audience expectations.
3. Build the registration landing page with compelling copy, speaker bios, and a clear value proposition. Configure the webinar platform with branding, polls, and Q&A.
4. Launch the promotional campaign: email invitations to the target segment, social posts, sales outreach to target accounts, and partner cross-promotion.
5. Send reminder emails at one week, one day, and one hour before the event with calendar holds and join links.
6. Conduct a dry run with all speakers to test AV, screen sharing, and transition cues at least 48 hours before the live event.
7. Execute the live event: manage introductions, monitor chat and Q&A, run polls, and keep sessions on time.
8. Publish the recording and slides within 24 hours. Send the on-demand package to registrants who did not attend.
9. Launch the post-event nurture sequence using the segment-based sequences in `assets/webinar-plan-template.md`. Apply the engagement scoring model in `references/framework.md` to prioritise follow-up by lead tier.
10. Report on webinar performance using `assets/webinar-plan-template.md`: registrations, attendance rate, engagement score, leads generated, and pipeline attributed. Compare against benchmarks in `references/framework.md`.

## Anti-Patterns

- **Running webinars without a post-event follow-up sequence.** *Why*: Webinar attendees are engaged leads; failing to follow up within 24 hours wastes the intent signal they just gave.
- **Choosing topics based on what the company wants to say instead of what the audience wants to learn.** *Why*: Low registration and attendance rates are symptoms of topic selection that serves the vendor, not the buyer.
- **Skipping the dry run with speakers.** *Why*: Technical failures and awkward transitions during the live event destroy credibility and cause attendee drop-off.
- **Treating registrations as the success metric.** *Why*: Registrations that do not convert to attendance or pipeline are vanity numbers; the funnel matters more than the top.

## Output

**Success artifacts:**
- Webinar brief with topic, speakers, format, and pipeline target
- Registration page and promotional campaign assets
- Post-event package with recording, slides, and nurture sequence
- Performance report with attendance, engagement, and pipeline metrics

**Failure reporting:**
- Flag registration pace shortfalls against target at the halfway mark to the event
- Escalate technical platform issues discovered during dry runs immediately

## Related Skills

*No related skills defined yet.*
- [`conference-presence-manager`](../conference-presence-manager/SKILL.md) — sibling skill under the same agent — combine with conference-presence-manager for end-to-end coverage
- [`event-calendar-planner`](../event-calendar-planner/SKILL.md) — sibling skill under the same agent — combine with event-calendar-planner for end-to-end coverage
- [`sales-kickoff-producer`](../sales-kickoff-producer/SKILL.md) — sibling skill under the same agent — combine with sales-kickoff-producer for end-to-end coverage