/cs-webinar

name: "cs-webinar"
description: "/cs:webinar — Webinar & virtual-event marketing workflow. Plan a webinar from scratch (sized backward from the business goal), rescue one whose numbers disappointed (score the funnel, fix the broken stage), or turn a past webinar into an evergreen on-demand lead engine. Covers the full funnel: registration, promotion runway, show-up, live engagement, live-to-close, and segmented follow-up. Treats a webinar as a funnel, not an event."

/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`](../agents/marketing/cs-webinar-marketer.md)
• Skill: [`webinar-marketing`](../marketing-skill/skills/webinar-marketing/SKILL.md)
• Companion: `/cs:aeo` (get supporting content cited by AI search), launch-strategy (full launches)

---

**Version:** 2.9.0 **License:** MIT