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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 (Multichannel for email) · 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).
| # | 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]Automatically tag registrants. Point your registration tool (Zoom, Luma, Livestorm) at a custom trigger that adds them to an "Event – registered" list. Tag them registered with /bulk.
Campaign 2: Attendee follow-up#
List: export attendees from your webinar tool → CSV import → list "Event – attended". Map "Questions asked" to a custom field event_question so you can reference it in a manual reply.
LinkedIn message (or email on Multichannel)
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, stop on reply on
- 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 · Import CSV · Bulk tagging via API · Enterprise ABM
