/cs:webinar — Webinar & Virtual Event Marketing

Command: /cs:webinar [mode] [args]

The cs-webinar command is the entry point for webinar workflows: plan → promote → run → follow up, or diagnose → fix → re-run.

When To Run

• Planning a webinar, virtual event, live demo, workshop, masterclass, fireside chat, or virtual summit from scratch
• Rescuing a webinar whose numbers disappointed — low registrations, low show-up, or attendees who don't convert
• Turning a one-time webinar into an always-on evergreen / on-demand engine
• Scoring an existing funnel to find the stage that's actually broken

When NOT To Run

• Full product launch (not just a webinar) → use /cs:launch / launch-strategy
• Generic lifecycle nurture email unrelated to an event → use the emails skill
• In-person field-event logistics (venue, catering, booth) → out of scope

Modes

plan — Design the whole motion from scratch

/cs:webinar plan

Walks the intake, locks the promise + format, sizes the funnel backward from the business goal, builds the promotion runway, and designs show-up + live-to-close + follow-up. Delivers a full plan using marketing-skill/skills/webinar-marketing/templates/webinar-plan-template.md.

rescue — Diagnose and fix an underperforming webinar

/cs:webinar rescue --input funnel.json

Scores the funnel, names the weakest stage, and returns ranked fixes targeting the actual bottleneck — not a reflexive landing-page rewrite.

evergreen — Convert a past webinar to on-demand

/cs:webinar evergreen

Maps the on-demand registration → watch → follow-up automation, with honest live-vs-simulated framing.

score — Run the funnel scorer directly

/cs:webinar score --input funnel.json
/cs:webinar score                 # embedded sample data

Minimal Intake (3 Questions)

| Q | Asks | When | |---|---|---| | Q1 | Which mode — plan / rescue / evergreen? | Always | | Q2 | Business goal + conversion action (leads, pipeline, adoption, retention, brand)? | Always (drives the backward funnel math) | | Q3 | Audience temperature (customers / warm / owned_cold / paid_cold)? | Always (selects benchmarks) |

Read marketing-context.md first if it exists — it covers brand voice, personas, and customer language, so you only ask for what's specific to this event.

Workflow

# Mode: rescue / score — find the broken stage first
python3 marketing-skill/skills/webinar-marketing/scripts/webinar_funnel_scorer.py funnel.json
# → overall 0-100 score + per-stage rate vs. benchmark + named bottleneck

# Pipe JSON via stdin
cat funnel.json | python3 marketing-skill/skills/webinar-marketing/scripts/webinar_funnel_scorer.py -

# Demo on embedded sample data (no --help flag — run with no args)
python3 marketing-skill/skills/webinar-marketing/scripts/webinar_funnel_scorer.py

Input JSON (registrations + attended_live required; rest optional):

{
  "invited": 5000, "page_visits": 1800, "registrations": 620,
  "attended_live": 180, "cta_clicks": 40, "conversions": 14,
  "audience": "owned_cold", "runtime_min": 45, "avg_watch_min": 26
}

The Funnel Math (Plan Backward)

Always size from the business goal backward — this stops anyone celebrating 800 registrations while 6 people buy:

Business goal:        20 sales-qualified opportunities
÷ attendee→SQO rate   (~10%)      → need 200 engaged attendees
÷ register→attend     (~35% live) → need ~570 registrations
÷ landing-page CVR     (~40%)     → need ~1,425 landing-page visits
→ promotion must drive ~1,425 qualified visits

If the required visits exceed the reachable audience, fix the goal, format, or promotion budget now.

Audience Benchmarks

The scorer calibrates per audience temperature (warmer audiences convert better at every stage):

| Audience | Page→Reg | Reg→Attend | Attend→CTA | Attend→Convert | |---|---|---|---|---| | customers | 40% | 50% | 25% | 12% | | warm | 35% | 42% | 22% | 10% | | owned_cold | 25% | 35% | 18% | 7% | | paid_cold | 18% | 28% | 15% | 5% |

Anti-Patterns Rejected

• Celebrating registrations while show-up or conversion quietly fails
• Rewriting the landing page when the broken stage is show-up or live-to-close
• Promoting before sizing the funnel backward from the business goal
• Obvious fake-live framing that erodes audience trust
• Treating a webinar as an event instead of a funnel

Trigger Phrases

• "plan a webinar" / "webinar strategy"
• "my webinar isn't converting" / "low show-up rate"
• "webinar promotion" / "webinar follow-up"
• "virtual event" / "live demo" / "masterclass" / "fireside chat" / "virtual summit"
• "evergreen webinar" / "on-demand webinar"
• "registration funnel" / "attendance rate"

Related

• Agent: cs-webinar-marketer
• Skill: webinar-marketing
• Companion: /cs:aeo (get supporting content cited by AI search), launch-strategy (full launches)

Version: 2.9.0 License: MIT