Marketing & Growth

How to run a b2b webinar funnel as Event Agency Founders

Marketing & GrowthFor Event Agency Founders4 apps12 steps~24 min to set up

You're running webinars to fill your pipeline — maybe quarterly 'How to Plan a Corporate Retreat' sessions or industry roundtables — and the funnel is a mess of disconnected tools. You build the registration page in a third-party form tool, track RSVPs in a Google Sheet, send reminder emails manually from Gmail, and then lose half the leads after the event because follow-up falls to whoever has time. HoneyBook has your active clients, but webinar leads never make it there. You spend more time chasing data across tabs than actually nurturing registrants into discovery calls. The whole thing should run itself after you hit 'publish.'

Build this on Starch → See the apps used

Marketing & GrowthFor Event Agency Founders4 apps12 steps~24 min to set up

Outcome

What you'll set up

A live CRM that captures every webinar registrant, tracks whether they attended, opened follow-up emails, and has a proposal sent — all in one view, no spreadsheet required.

An Email Agent that drafts personalized post-webinar follow-ups in your agency's voice, sends on a schedule you control, and reminds you automatically when a warm lead goes cold.

A LinkedIn Automation that runs targeted outbound to the same ICP who'd show up to your webinar, so your pipeline keeps filling even on weeks you don't host one.

The Starch recipe

Apps, data, and prompts

The combination of Starch apps, the data sources they pull from, and the prompts you use to drive them.

Apps used

CRM Email Agent LinkedIn Automation Scheduling

Data sources & config

Starch syncs your Gmail data on a schedule to power the Email Agent's thread history and follow-up tracking. The CRM connects to Gmail so every registrant email thread attaches to the right contact record automatically. LinkedIn Automation runs through browser automation on your behalf — no LinkedIn API needed. The Scheduling app connects directly to Google Calendar via Starch's scheduled sync so availability is always accurate. Your webinar registration form data can be piped in by connecting your form tool (Typeform, Jotform, or similar) from Starch's integration catalog of 3,000+ apps, queried live when new records arrive.

Prompts to copy

Build me a CRM for my event agency's webinar funnel. I need a contact record for each registrant with fields for: company name, event type interest (corporate retreat, conference, holiday party), webinar attended (yes/no), attendance date, follow-up email sent (yes/no), proposal sent (yes/no), and deal stage (cold, warm, proposal out, booked). I want to filter by deal stage and sort by most recent webinar date.

Set up an email follow-up sequence for people who attended my webinar. Draft a same-day thank-you email summarizing the key points, a 3-day follow-up offering a free 20-minute planning call, and a 10-day check-in for anyone who hasn't replied. Write in a friendly but professional tone — we're a boutique agency, not a big box planner. Flag anyone who hasn't opened the first email after 48 hours.

Run LinkedIn outbound to HR directors and office managers at companies with 100-500 employees in Chicago and Austin. Send a connection request mentioning that we help mid-size companies plan corporate events without the enterprise price tag. Review incoming requests from anyone with 'People Operations,' 'Office Manager,' or 'Executive Assistant' in their title and accept automatically.

Create a booking page for a 20-minute 'Event Planning Intro Call' that syncs with my Google Calendar. Block off Mondays, set a 15-minute buffer between calls, and send a confirmation email automatically with a short intake form asking what type of event they're planning and approximate headcount.

Run these in Starch → or paste them into your favorite agent

Walkthrough

Step-by-step

1 Open Starch's CRM starter app and describe your webinar funnel fields in plain English — event type interest, attendance status, deal stage, and proposal history. Starch builds the schema around how your agency actually tracks leads, not a generic sales pipeline.

2 Connect your Gmail to Starch so every email thread with a registrant or prospective client attaches to the right CRM contact automatically. Starch syncs your Gmail data on a schedule, so thread history is always current.

3 Connect your webinar registration tool (Typeform, Jotform, or your form builder of choice) from Starch's integration catalog. Set up an automation so every new registrant drops directly into your CRM as a new contact with their registration data pre-filled.

4 After each webinar, trigger the Email Agent to draft a same-day thank-you to all attendees. Review the drafts in batch — they'll be written in your agency's voice — and send with one click. The Agent logs each send against the contact record.

5 Set the Email Agent to automatically flag any attendee who hasn't replied to the thank-you within 48 hours. It drafts a short follow-up offering a free 20-minute intro call and queues it for your review each morning.

6 Publish your Scheduling booking link for the 20-minute intro call. Drop it into the 3-day follow-up email template so warm leads can self-schedule without a back-and-forth exchange. New bookings sync to Google Calendar immediately.

7 Run LinkedIn Automation in parallel to reach your ICP — HR directors, office managers, and EA-level buyers at companies in your target headcount range — with a connection message tied to your event planning positioning. This keeps your top-of-funnel active even on weeks between webinars.

8 As leads book intro calls, your CRM auto-updates their deal stage from 'warm' to 'call scheduled.' After the call, manually move them to 'proposal out' when you send — the CRM view shows you every proposal outstanding at a glance.

9 Set a weekly automation: every Monday morning, pull all CRM contacts with deal stage 'proposal out' and no response in 7+ days, and have the Email Agent draft a gentle check-in for each. Review and send in one session instead of hunting through Gmail threads.

10 For no-shows — registrants who didn't attend the live session — trigger a separate Email Agent sequence that sends the webinar replay link and a lighter-touch follow-up rather than the full attendee sequence. This keeps your messaging accurate and your sender reputation clean.

11 Review your funnel weekly using a CRM filtered view: new registrants this week, attendees not yet contacted, proposals out past 10 days, and deals booked this month. No spreadsheet exports needed — ask the CRM directly in natural language.

12 When you're ready to promote the next webinar, export your 'cold' and 'no-show' contacts from the CRM and use them to seed a new LinkedIn Automation outbound push or a re-engagement email sequence via the Email Agent.

See this running on Starch

Connect your tools, describe what you want, and the agent builds it. Closed beta is free.

Try it on Starch →

Worked example

April 2026 'Corporate Retreat Planning 101' Webinar Funnel

Sample numbers from a real run

Webinar registrants	94
Live attendees	61
Follow-up emails sent (day 0)	61
Intro calls booked (via Scheduling link)	14
Proposals sent	8
Events booked	3
Average contract value	12,500
Total pipeline from one webinar	37,500

You hosted a 45-minute 'Corporate Retreat Planning 101' webinar in early April targeting HR teams at 150-400 person companies in the Midwest. Ninety-four people registered; 61 showed up live. Within 2 hours of the session ending, the Email Agent had drafted 61 personalized thank-you emails — each referencing the attendee's registration data (company size, event type interest) and including your Scheduling link for a free 20-minute intro call. You reviewed the batch in about 10 minutes, made two small edits, and sent. By day 3, 14 people had booked calls through your Scheduling page directly — no 'when are you free?' threads. The CRM updated each of those contacts to 'call scheduled' automatically. After the calls, you moved 8 to 'proposal out' and sent packages ranging from $8,000 to $18,000. Three closed within the month — one 2-day executive offsite at $18,000, one team-building event at $11,500, and one holiday party kickoff consultation at $6,000 — totaling $35,500 in new revenue traced back to a single webinar. The 33 attendees who hadn't replied by day 10 got a second Email Agent sequence with the replay link and a softer ask. Two more booked calls the following week. The 33 no-shows got their own replay sequence — a different email, shorter, no apology for missing it — and 4 of them converted to calls over the next two weeks.

Measurement

How you'll know it's working

Registrant-to-attendee rate (target: >60% for niche B2B webinars in events industry)

Attendee-to-intro-call rate (how many live attendees book a discovery call within 14 days)

Proposal conversion rate (intro calls that result in a proposal sent)

Days from webinar to signed contract (how quickly leads move through the funnel)

Cost per booked event (time invested in webinar prep and follow-up vs. contracts closed)

Comparison

What this replaces

The other ways teams handle this today, and how the Starch version compares.

HubSpot + Calendly + ActiveCampaign

You'd have a more robust marketing automation stack, but you're looking at $300-600/month combined, several days of setup, and three separate platforms to log into — none of them know anything about your event agency's specific deal stages or proposal workflow without significant configuration.

Mailchimp + Google Sheets + Calendly

Zero monthly cost to start, but webinar leads live in a spreadsheet that nobody updates, follow-up is entirely manual, and you have no single view of which attendees became clients.

HoneyBook alone

HoneyBook is built for managing active client projects and contracts, not for running a top-of-funnel webinar pipeline — you'd be fighting the tool to track registrants who haven't hired you yet.

Cvent or Social Tables

Enterprise-grade event management platforms built for large in-house teams with dedicated event coordinators; pricing and complexity are mismatched for a small agency running its own marketing funnel.

On Starch RECOMMENDED

One platform — crm, email agent, linkedin automation all running on connected data. Setup in plain English; numbers stay current via scheduled syncs and live agent queries.

Try it on Starch →

FAQ

Frequently asked questions

Can Starch pull in registrants from my webinar platform — Zoom Webinars, Hopin, or whatever I use?

If your webinar platform has a web-based registration or export, Starch can reach it. Zoom is available from Starch's integration catalog of 3,000+ apps, queried live. For platforms without a direct catalog connection, Starch can automate the export or data pull through browser automation — no API required. The registrant data lands in your CRM either way.

Will the Email Agent actually sound like me, or will it sound like a robot?

The Email Agent drafts in your voice based on what you describe and any sample emails you give it. You review every draft before it sends — nothing goes out automatically unless you've explicitly set it to. Most agency founders edit about 10-20% of the draft, which is still dramatically faster than writing from scratch.

I use HoneyBook for active clients. Does Starch replace that, or sit next to it?

Starch sits next to it. HoneyBook handles your active project management, contracts, and client portal. Starch handles the top-of-funnel: capturing leads, running follow-up sequences, and moving registrants toward that first signed contract. Once someone's a client, you keep managing them in HoneyBook if that's where your workflow lives.

Is Starch SOC 2 certified? My enterprise clients ask about data security.

Starch is not SOC 2 Type II certified today — worth knowing if your clients have strict compliance requirements. Your webinar lead data and email drafts live in Starch's environment. If a prospect explicitly requires SOC 2 Type II in their vendor agreements, that's an honest limitation to weigh.

I don't run a weekly webinar — I do one per quarter. Is this still worth setting up?

Yes, because the funnel keeps working between webinars. LinkedIn Automation runs outbound to your ICP year-round, your CRM surfaces cold leads you forgot to follow up with from the last event, and the Email Agent handles re-engagement sequences from prior registrants. One quarterly webinar can feed a pipeline that stays active for months if the follow-up system is built right.

Can I see which attendees actually opened my follow-up emails or clicked the booking link?

Open and click tracking depends on your email sending setup. If you're sending through Gmail (which Starch syncs on a schedule), reply tracking and thread history are captured in the CRM. For richer click-level analytics, you'd connect an email marketing tool from Starch's integration catalog — Mailchimp, ActiveCampaign, and similar tools are reachable — and the agent can query that data live to update contact records.