---
title: "Playbook: Fill your webinar or event, then follow up"
description: "Fill your webinar or event with LinkedIn invites, then follow up with attendees and no-shows. Includes three campaigns and full message copy."
url: https://prosyo.com/docs/playbooks/webinar-event-promotion/
section: "Playbooks"
updated: 2026-11-06
---

# Playbook: Fill your webinar or event, then follow up

**Invite your ICP to a webinar, meetup or conference session, then turn attendees and no-shows into meetings.**

**Best for:** marketing teams, founders, agencies, community builders · **Plan:** any (email needs a plan with a mailbox, such as Multichannel) · **Setup time:** about 45 minutes

## Why it works

An invitation is the easiest message to say yes to. You're offering value, not asking for time on a sales call. After the event you have a natural, relevant reason to follow up with everyone.

## Three campaigns, one event

| Campaign | Audience | Goal | When |
|---|---|---|---|
| **1. Invite** | ICP prospects | Registrations | 3–2 weeks before |
| **2. Attendee follow-up** | People who attended | Meetings | Day after the event |
| **3. No-show follow-up** | Registered, didn't attend | Recording views, then meetings | Day after the event |

---

## Campaign 1: Invite

**List:** your ICP from Sales Navigator, plus people who engaged with posts on the topic ([post import](https://prosyo.com/docs/prospects/import-linkedin.md#import-people-who-engaged-a-post)).

| # | Step |
|---|---|
| 1 | Visit profile |
| 2 | Connection request |
| 3 | If accepted (wait 5 days) → end if not |
| 4 | LinkedIn message: invite |
| 5 | Delay 4 days |
| 6 | LinkedIn message: reminder with one takeaway |

**Connection request**

```
Hi {{first_name|there}}, I'm hosting a short session on [topic] for {{title|leaders}}s on [date]. Thought you might find it useful. Happy to connect either way.
```

**Invite**

```
Thanks for connecting, {{first_name|there}}! Here's the session I mentioned: [title], [date, time + timezone], 30 minutes, no pitch.

We'll cover:
• [takeaway 1]
• [takeaway 2]
• [takeaway 3]

Free link: [registration URL]
```

**Reminder**

```
Quick reminder, {{first_name|there}}: [title] is on [day]. Even if you can't make it live, register and I'll send you the recording: [URL]
```

> **Tip:** Tag registrants automatically. Point your webinar or event registration tool at a [custom trigger](https://prosyo.com/docs/integrations/custom-triggers.md) that adds them to an *"Event – registered"* list and tags them `registered`.

## Campaign 2: Attendee follow-up

**List:** export attendees from your webinar tool → [CSV import](https://prosyo.com/docs/prospects/import-csv-excel.md) → list *"Event – attended"*. Create a custom field `event_question` in **Settings → Custom fields**, then map "Questions asked" to it so you can reference it in a manual reply.

**LinkedIn message** (or an email, if your plan has a mailbox)

```
Thanks for joining [title] yesterday, {{first_name|there}}! Here's the recording and slides: [link]

Curious which part was most relevant for {{company_name|your team}}?
```

**Follow-up after 4 days**

```
{{first_name|Hi}}, a few attendees asked how to apply [takeaway] to their own team. Happy to walk through it for {{company_name|yours}} in 20 minutes: {{calendar_link}}
```

## Campaign 3: No-show follow-up

```
Sorry we missed you at [title], {{first_name|there}}. Here's the recording, and the good part starts at [mm:ss]: [link]

If you only have 2 minutes, the key takeaway was: [one sentence].
```

After 5 days:

```
{{first_name|Hi}}, did you get a chance to watch? If [topic] is on your plate this quarter, I'm happy to give you the 15-minute version live: {{calendar_link}}
```

## Settings

- Invite campaign: **Recommended** limits, **Turn off remaining steps when they reply** on, and **Cancel an invitation if not accepted till** on with 5 days, the same as the wait in step 3
- Start inviting **2–3 weeks** before the event. Accepts take time.
- Launch follow-ups **within 24 hours** of the event. Speed matters.

## Checklist

- [ ] Registration page ready
- [ ] Invite campaign launched 2–3 weeks out
- [ ] Custom trigger or tag for registrants
- [ ] Attendee and no-show exports planned
- [ ] Recording link ready the next morning
- [ ] Follow-up campaigns drafted **before** the event

## Metrics to watch

| Metric | Typical |
|---|---|
| Invite → registration | 5–15% of accepted connections |
| Registration → attendance | 30–45% |
| Attendee → meeting | 10–20% |

## Common mistakes

- **Starting invites a few days before.** LinkedIn accepts take time. Start 2–3 weeks out.
- **Same follow-up for attendees and no-shows.** They need different messages.
- **Waiting a week to follow up.** Send the recording the next morning.

## Tools used in this playbook

[Custom triggers](https://prosyo.com/docs/integrations/custom-triggers.md) · [Import CSV](https://prosyo.com/docs/prospects/import-csv-excel.md) · [Bulk tagging via API](https://prosyo.com/docs/integrations/api-reference.md#post-bulk) · [Enterprise ABM](https://prosyo.com/docs/playbooks/enterprise-abm.md)