Marketing & Growth

How to run a b2b webinar funnel as Small Law and Accounting Practices

Marketing & GrowthFor Small Law and Accounting Practices4 apps12 steps~24 min to set up

A six-attorney firm or four-CPA practice runs webinars the hard way: someone builds a Zoom invite, pastes the registration link into an Outlook email blast, manually tracks RSVPs in a spreadsheet, writes a follow-up email after the event by pulling names from Calendly and notes from their own memory, and then loses half the attendees because nobody sent a second follow-up. The registrant-to-client pipeline is invisible. You don't know who attended, who asked a question, who downloaded the slides, or which attendees were already in your QuickBooks as active clients. The webinar was two hours of work to produce and one spreadsheet to forget.

Build this on Starch → See the apps used

Marketing & GrowthFor Small Law and Accounting Practices4 apps12 steps~24 min to set up

Outcome

What you'll set up

A registration and booking flow that captures attendee information, syncs with your calendar, and automatically routes post-webinar follow-up emails without you touching a spreadsheet

A CRM view that maps each webinar registrant to their client status in QuickBooks and tracks their journey from attendee to engagement letter signed

A weekly digest that tells you how many attendees converted to consultations booked, which follow-up email drove the most replies, and where leads are stalling — so you can improve the next webinar instead of guessing

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

Scheduling CRM Email Agent Growth Analyst

Data sources & config

Starch connects directly to Google Calendar and Calendly (both scheduled-sync providers) to power the booking page and sync availability in real time. Outlook is connected as a scheduled-sync provider so the CRM pulls full email thread history per contact automatically. QuickBooks is connected as a scheduled-sync provider so the CRM can flag whether a webinar lead is already an active client, former client, or net-new prospect. PostHog is connected from Starch's integration catalog (queried live) to feed the Growth Analyst digest with registration page traffic and conversion data. Zoom is connected from Starch's integration catalog so the agent can query live attendance data after each webinar session ends.

Prompts to copy

Build me a public booking page for a 60-minute tax planning webinar. Show slots only on Tuesday and Thursday afternoons. When someone books, send a confirmation email with a calendar invite and a PDF attachment I'll upload. Add a 15-minute buffer after each slot.

Build me a CRM that tracks webinar leads. Fields I care about: registrant name, firm or company name, whether they attended live or watched the recording, the topic they registered for (estate planning, business tax, employment law), current client status in QuickBooks (active, former, prospect), and next follow-up date. Pull email thread history from Outlook so I can see every touch in one place.

Draft follow-up email sequences for my webinar attendees. Attendees who stayed for the full session get a replay link and a soft ask for a free consultation. Attendees who registered but didn't show get a 'you missed it' note with three key takeaways and a booking link. Anyone who replies gets triaged by urgency — flag anything that looks like a real inquiry for my review within 24 hours.

Email me a weekly summary of my webinar funnel. I want to know: how many people registered this week, how many attended, how many booked a consultation, and how many of those consultations were with people who were already in my QuickBooks as clients versus net-new prospects.

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

Walkthrough

Step-by-step

1 Connect Google Calendar and Calendly as scheduled-sync providers in Starch. This gives the Scheduling app live visibility into your actual availability — no double-booking risk when a client also has access to your Calendly.

2 Install the Scheduling app from the Starch App Store and describe your webinar meeting type: 'Create a 60-minute webinar registration slot called Tax Planning for Business Owners. Available Tuesday and Thursday 2–5 PM. Confirmation email should include a Zoom link and our firm's intake checklist PDF.' Starch builds the booking page and automates the confirmation.

3 Install the CRM app and customize it for webinar lead tracking: describe the fields that matter (topic registered for, attendance status, existing client in QuickBooks, next step). Starch builds the schema around your workflow, not a generic sales pipeline.

4 Connect Outlook as a scheduled-sync provider so the CRM automatically pulls email threads per contact. Every email you've exchanged with a registrant shows up in their CRM record — no copy-pasting from your inbox.

5 Connect QuickBooks as a scheduled-sync provider. Instruct Starch: 'For each CRM contact, check whether they appear as a customer in QuickBooks. Tag them as Active Client, Former Client, or Net-New Prospect.' This instantly separates cross-sell opportunities from new business development.

6 Install the Email Agent app and describe your post-webinar sequences: one track for live attendees, one for no-shows, and a triage rule that flags any reply containing words like 'interested,' 'schedule,' or 'how much' for same-day review.

7 Set the Email Agent to send the attendee follow-up 90 minutes after the webinar ends and the no-show follow-up 48 hours after the scheduled start time. No manual send required.

8 Connect PostHog from Starch's integration catalog to track your webinar registration page — the agent queries it live each week to count page visits, registration completions, and drop-off points in the form.

9 Install the Growth Analyst app and prompt it: 'Each Monday at 8 AM, email me a summary of last week's webinar funnel: registrations, attendance rate, consultations booked, and how many of those were existing QuickBooks clients versus new prospects. Flag any week where attendance rate drops below 40% or consultations booked is zero.'

10 After each webinar, review the CRM view Starch built. Sort by 'consultation not yet booked' and ask the CRM: 'Who attended the webinar more than 7 days ago, has not booked a consultation, and is not currently an active QuickBooks client?' Use that list to trigger a second follow-up sequence.

11 For LinkedIn promotion before the next webinar, use the LinkedIn Automation app to send targeted connection invites to CFOs, business owners, or managing partners in your metro area with a message describing the upcoming session — browser automation handles the outreach without API limits.

12 After three webinar cycles, ask the Growth Analyst: 'Which webinar topic had the highest ratio of consultations booked to registrants? Which follow-up email had the most replies?' Use those answers to decide what to run next quarter.

See this running on Starch

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

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Worked example

March 2026 Estate Planning Webinar — Hartwell CPA Group (4-person firm)

Sample numbers from a real run

Webinar registrants (Calendly + Scheduling app)	47
Live attendees (Zoom, queried live from integration catalog)	31
No-show follow-up emails sent (Email Agent, automated)	16
Consultations booked within 7 days (Scheduling app)	9
Registrants already active QuickBooks clients (flagged by CRM)	12
Net-new prospect consultations booked	7
Estimated new engagement value (2 retainers at $3,200/yr, 5 one-time at $1,800)	15,400

Hartwell CPA ran a 60-minute estate planning webinar on March 11, 2026. They used the Starch Scheduling app to build a public registration page linked from their Outlook email signature and their firm's website. Forty-seven people registered; 31 attended live. The Email Agent sent the replay link to all 47 registrants 90 minutes after the session ended, and sent a separate 'you missed it' email to the 16 no-shows 48 hours later. The CRM — connected to QuickBooks via scheduled sync — automatically flagged 12 of the 47 registrants as existing active clients. Those 12 got a different email track: a direct ask to book a 30-minute add-on session to review their current plan, rather than a new-client pitch. Nine consultations were booked within seven days: two led to annual retainer engagements at $3,200 each, and five led to one-time planning engagements at $1,800 each — $15,400 in new revenue from a single 60-minute webinar. The Growth Analyst emailed the managing partner on Monday morning with the funnel summary before she'd had her first coffee. No spreadsheet. No manual follow-up tracking.

Measurement

How you'll know it's working

Registrant-to-attendee rate (target: above 55% for a topic-specific webinar)

Attendee-to-consultation-booked rate (target: above 25% within 7 days)

Net-new prospect consultations vs. cross-sell consultations (tracks whether the webinar is growing the client base or just upselling existing clients)

Follow-up reply rate by email sequence variant (attendee track vs. no-show track, to refine copy over time)

Days from webinar attendance to engagement letter signed (measures how tight the close cycle is)

Comparison

What this replaces

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

Calendly + Mailchimp + HubSpot CRM

You get scheduling, email blasts, and a CRM, but they don't talk to each other automatically — someone still has to export the Calendly registrant list into Mailchimp and manually update HubSpot records after each webinar.

Clio Grow (for law firms)

Clio Grow handles intake forms and matter-linked contacts well, but it's not built for webinar funnels — there's no post-webinar email sequence automation or attendance-to-consultation tracking without custom development.

Karbon (for accounting firms)

Karbon is excellent for internal workflow management and client communication, but it has no public booking page, no webinar funnel tracking, and no way to build a custom CRM view without their preset schema.

GoHighLevel

GoHighLevel has the funnel and email automation features but is built for marketing agencies — the setup complexity and pricing structure aren't sized for a four-person CPA firm, and it requires a part-time admin to configure and maintain.

Manual (Outlook + Zoom + Excel)

Zero software cost, but the follow-up emails get sent whenever someone remembers, the registrant list lives in a spreadsheet nobody fully trusts, and there is no way to know which webinar topics actually convert without reconstructing the data by hand.

On Starch RECOMMENDED

One platform — scheduling, crm, email agent 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

Does Starch integrate with Clio or MyCase for conflict-checking registrants before I book a consultation?

Clio and MyCase are web-based, so Starch can automate them through your browser — no API required. You can describe a workflow like 'before confirming a consultation booking, open Clio, search the registrant's name, and flag any existing matter or conflict note in the CRM record.' This is a custom workflow you'd describe to Starch; it's not a pre-built template today, but browser automation makes it buildable.

Will Starch actually store my registrant data, or is it just querying it live each time?

The CRM you build in Starch stores registrant records in Starch's database. Data synced from Outlook, Google Calendar, QuickBooks, and Calendly refreshes on a schedule, so your CRM records stay current without manual imports. Starch is not a long-horizon data warehouse — it's designed for live, current-state surfaces, not multi-year historical archives.

Is Starch SOC 2 certified? We handle client financial data and need to be careful.

Starch is not currently SOC 2 Type II certified. If your firm's compliance policies require SOC 2 certification for any tool that touches client data, that's a real constraint worth noting. Starch is honest about this limit.

Our firm uses Outlook, not Gmail. Does that affect the email automation?

No — Starch connects directly to Outlook as a scheduled-sync provider, the same way it handles Gmail. The Email Agent reads your Outlook inbox, syncs thread history into your CRM, and sends follow-up emails through your Outlook account. You don't need to switch anything.

What if our webinar platform is GoToWebinar instead of Zoom?

GoToWebinar is web-based, so Starch can automate it through your browser — pulling attendance reports, exporting registrant lists, and feeding them into your CRM without a formal API connector. Zoom is also reachable from Starch's integration catalog if you prefer that path.

How long does it take to set this up? We don't have a dedicated operations person.

A solo practitioner or office manager who's comfortable with SaaS tools can wire the core connections — Outlook, QuickBooks, Google Calendar, Calendly — in under an afternoon. The Scheduling and CRM apps are pre-built starting points; you describe what you want to change and Starch rebuilds them. The email sequences and the Growth Analyst digest take another hour to configure. You're not writing code or configuring a drag-and-drop workflow builder.

Can I track whether a webinar attendee eventually becomes a paying client, months later?

Yes — because the CRM stores the registrant record and stays synced with QuickBooks, you can ask Starch at any point: 'Which contacts tagged as webinar attendees in Q1 2026 now appear as active customers in QuickBooks?' That question returns a real answer from your live data, not a canned report.