How to run a b2b webinar funnel on Starch
A B2B webinar funnel is the full chain from 'we should do a webinar' to 'that attendee is now a pipeline opportunity': topic selection, registration page, reminder sequences, live event, follow-up emails, and the CRM work that turns attendees into conversations. Most operators know the mechanics — the challenge is the coordination tax. Registration data lives in one tool, email sequences in another, post-event follow-up falls on whoever remembers to do it, and attribution is a spreadsheet that nobody trusts.
What this looks like in practice varies: a founder-led product company runs it differently than a consulting firm or a marketplace business. The spoke pages below go deeper on each version.
On Starch, the end state looks like this: registered attendees are automatically added to your CRM with source, session, and engagement data attached. Reminder and follow-up emails go out on schedule without manual triggers. After the event, you have a prioritized list of attendees sorted by engagement signals — who stayed the full hour, who clicked the follow-up CTA, who's been in your LinkedIn network for six months — sitting in a view you can work from the same morning. No CSV exports, no Zapier chains to maintain, no chasing your team for follow-up status.
Why it matters
A webinar with poor follow-up infrastructure converts at a fraction of its potential. Attendees who don't hear from you within 24 hours move on. Registrants who didn't show still opted in and are often worth more than a cold list. The operators who run this well treat the webinar as the top of a documented funnel, not a one-time event — and they can tell you their show-up rate, their attendee-to-meeting rate, and their cost per opportunity. The ones who don't run it well can't tell you any of that.
Common pitfalls
Treating no-shows as dead leads — non-attendees who registered are warm; they need a different sequence, not silence. Sending one follow-up email instead of a short sequence — most conversions happen on the second or third touch, not the first. Letting registration data stay in the webinar platform instead of syncing it to the CRM, so sales has no visibility until someone manually exports a list. Waiting more than 48 hours to follow up with high-engagement attendees — the window for a live conversation while the content is still relevant is short.
Starch apps used
See this running on Starch
Connect your tools, describe what you want, and the agent builds it. Closed beta is free.
Choose your operator
A version of this guide tailored to your role — same recipe, different starting context.
The AI stack built for small marketing teams.
The AI stack built for boutique professional services firms.
The AI stack built for small law and accounting practices.
The AI stack built for educators, coaches, and course creators.
The AI stack built for emerging fund managers.
The AI stack built for event planners and agencies.
Related workflows in Marketing & Growth
Lifecycle email flows are the automated message sequences that go out when someone signs up, goes quiet, upgrades, churns, or hits any other meaningful moment in their relationship with your product or service.
Read guide →An SEO content engine is the system that turns your site into a compounding traffic asset — research, production, publishing, and measurement running on a repeatable cycle instead of a one-off push.
Read guide →Launching an email marketing campaign means taking a list of contacts, writing something worth reading, sending it at the right time, and knowing whether it worked.
Read guide →