Marketing & Growth

How to run a b2b webinar funnel as Professional Services Founders

Marketing & GrowthFor Professional Services Founders4 apps12 steps~24 min to set up

You run a 12-person consultancy. Webinars are how you fill the pipeline — but running one feels like a part-time job bolted onto your real job. You manually export the Zoom registrant list into a Google Sheet, paste it into HubSpot, write follow-up emails from scratch, and somehow still miss half the leads who attended but never replied. Calendly bookings from the event come in disconnected from HubSpot deals. Your LinkedIn presence goes quiet for two weeks before and after every webinar because you're too buried in logistics. The result: you spend 15–20 hours per webinar on operations that could be automated, and the funnel leaks anyway.

Build this on Starch → See the apps used

Marketing & GrowthFor Professional Services Founders4 apps12 steps~24 min to set up

Outcome

What you'll set up

An end-to-end webinar funnel that automatically segments attendees, no-shows, and engaged registrants in HubSpot — then fires differentiated follow-up email sequences for each group

A LinkedIn outreach flow that invites your ICP to register before the event and engages attendees afterward, running through browser automation so your account stays safe

A public booking page connected to your calendar so hot leads from the webinar can schedule a discovery call without a back-and-forth thread

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

Sales Agent CRM LinkedIn Automation Scheduling

Data sources & config

Starch syncs your HubSpot data on a schedule (contacts, companies, deals, owners) and syncs your Gmail on a schedule (messages, labels) so follow-up sequences read real thread history. Google Calendar syncs on a schedule so the booking page reflects live availability. LinkedIn outreach runs through browser automation — no LinkedIn API needed. Zoom registrant exports can be connected from Starch's integration catalog (live query) or uploaded as a CSV if you prefer manual import.

Prompts to copy

Connect my HubSpot. After each webinar, pull the registrant list, tag contacts as Attended, No-Show, or Registered-Only, create a deal for each Attended contact in the Proposals stage, and enqueue a three-email nurture sequence — send the first email today, the second in three days if no reply, the third in seven days if still no reply.

Every weekday morning, review my LinkedIn feed and send connection requests to consultants, VPs, and heads of operations at professional services firms with 10–200 employees who have engaged with content about efficiency or AI in the last 30 days. Use this message: 'Running a webinar on [topic] next [date] — would love to have you join. Here's the link.' Limit to 15 invites per day.

Build me a booking page for a 30-minute post-webinar discovery call. Sync it with my Google Calendar, block Mondays and Fridays, add 15-minute buffers between calls, and include a short intake form asking for company size and biggest ops pain point.

After each webinar, summarize all email replies from registrants, flag anyone who asked a specific question or mentioned a pain point, and draft a personalized reply for each one that references what they said.

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

Walkthrough

Step-by-step

1 Connect HubSpot as a scheduled-sync provider. Starch pulls your contacts, companies, deals, and pipeline stages so it knows who already exists before the webinar even runs.

2 Tell Starch your webinar ICP in plain English — for example, 'heads of operations or managing directors at professional services firms with 10–150 employees in North America.' Starch uses this to filter LinkedIn outreach targets starting three weeks before the event.

3 Start the LinkedIn Automation app. Starch sends 10–15 connection requests per day through browser automation using a message template you approve, inviting matched profiles to register. You review the message once; Starch runs it daily.

4 Set up your Scheduling app with a 30-minute 'Post-Webinar Discovery Call' meeting type. Paste the booking link into your webinar confirmation email and your LinkedIn outreach message so every touchpoint routes hot leads to your calendar.

5 The day after the webinar, export or sync your registrant attendance data. Tell Starch: 'Tag everyone who attended as Attended, everyone who registered but didn't show as No-Show, create deals in HubSpot for all Attended contacts, and set the deal stage to Proposal.' Starch writes back to HubSpot.

6 Starch sends email sequence one immediately to Attended contacts — a personalized thank-you that references the specific topic they joined for, with your booking link embedded. This email is drafted by Starch and queued for your review before sending if you want the control, or auto-sent if you set it to autonomous.

7 Three days later, if no reply and no meeting booked, Starch sends a follow-up that highlights one insight from the webinar most relevant to their firm size or industry, pulled from HubSpot company data.

8 Simultaneously, Starch runs a LinkedIn follow-up: it finds attendees who are first-degree connections and sends a brief message through browser automation — 'Great to have you at the webinar — wanted to share the recording and check if a quick call would be useful.'

9 Email Triage surfaces all inbound replies from attendees, summarizes each thread in one sentence, and drafts a personalized reply you can send in one click. Starch flags anyone who mentioned budget, timeline, or a specific project — your highest-intent leads.

10 No-Show contacts get a shorter, lower-pressure sequence: one email with the recording link, one follow-up at day five. Starch auto-tags any No-Show who clicks the recording link as Re-Engaged and promotes their deal stage in HubSpot.

11 One week post-webinar, Starch pulls your HubSpot pipeline and reports: how many Attended contacts have a booked call, how many deals advanced, how many emails are still unanswered. You get a plain-English summary in your inbox, not a dashboard you have to go find.

12 For contacts who never convert, Starch adds them to a long-term nurture list in HubSpot and enrolls them in your next webinar outreach automatically — so no lead ever fully disappears from the funnel.

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

April 2026 'AI in Operations' Webinar Funnel — 12-person Strategy Consultancy

Sample numbers from a real run

LinkedIn outreach — pre-webinar invites sent (15/day × 14 days)	210
Registrants generated	87
Attended live	54
HubSpot deals created (Attended contacts)	54
Follow-up emails sent by Starch — Attended sequence	108
Follow-up emails sent by Starch — No-Show sequence	66
Discovery calls booked via Scheduling page	19
Proposals sent (deals advanced to Proposal stage)	11
Founder hours spent on funnel operations	3

The webinar ran on April 10th. Two weeks prior, Starch started sending 15 LinkedIn connection requests per day through browser automation, targeting managing directors and ops leads at professional services firms with 10–100 employees. By event day, 87 people had registered — 34 from LinkedIn, 53 from the email list. After the event, you gave Starch the Zoom attendance export. Within 20 minutes, HubSpot had 54 new deals in the Proposals stage, each tagged Attended, with company size pulled from existing HubSpot company records. Starch sent the first follow-up email that evening — a brief, specific note that referenced the session's core argument about utilization tracking, with the booking link. Within 48 hours, 11 people had booked a 30-minute discovery call. No-shows got a softer email with the recording link; 6 clicked through and were auto-tagged Re-Engaged. By April 17th, 19 discovery calls were on the calendar. You spent roughly 3 hours on the entire post-webinar operation — reviewing draft emails, spot-checking HubSpot deal accuracy, and taking the calls. The prior quarter, a similar webinar took you and a senior consultant about 18 hours combined to follow up manually, and you'd booked 7 discovery calls.

Measurement

How you'll know it's working

Registrant-to-attended rate (targeting >60% for consultancy-relevant topics where attendance signals real intent)

Attended-to-discovery-call booked rate (industry benchmark for professional services webinars: 15–25%; Starch-automated follow-up targets the high end)

Discovery-call-to-proposal conversion rate (tracks whether the webinar is attracting the right ICP, not just warm bodies)

Hours of founder/senior time spent per webinar funnel (the number you're trying to drive from 15–20 down to under 4)

Pipeline value created per webinar — total deal value of Attended contacts who advance to Proposal stage within 30 days

Comparison

What this replaces

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

HubSpot Marketing Hub (Sequences + Workflows)

HubSpot can run the email sequences, but you still manually segment attendees post-webinar, configure each workflow, and nothing touches LinkedIn outreach or calendar booking in one place — you're paying for three separate tools and still doing the integration yourself.

Zapier + Mailchimp + Calendly stack

Works until the Zoom-to-Mailchimp zap breaks or you need logic more nuanced than a single trigger — conditional branching, HubSpot deal creation, and LinkedIn follow-up require separate zaps, separate subscriptions, and someone who knows the stack when it fails.

Outreach.io or Salesloft

Serious sequencing tools built for dedicated SDR teams; minimum seats, onboarding costs, and admin overhead make them a bad fit for a 12-person firm where the founder is also the only salesperson.

Manual process (Google Sheets + Gmail + LinkedIn)

Costs you or a senior consultant 15–20 hours per webinar cycle, leads decay while you're busy on client work, and the follow-up quality drops because it's being done tired at 9pm.

On Starch RECOMMENDED

One platform — sales agent crm, linkedin automation, scheduling 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

Do I have to export the Zoom registrant list manually every time?

Zoom is reachable from Starch's integration catalog (live query), so you can connect it directly and pull registrant and attendance data without exporting a CSV. If you prefer to upload a CSV manually as a one-time step, Starch handles that too via the import worker. Either way, the tagging and HubSpot deal creation happens automatically once the data is in.

Will the LinkedIn automation get my account flagged or restricted?

Starch runs LinkedIn through browser automation — it mimics normal human-paced activity rather than hitting LinkedIn's API, which is what most automation tools do and what triggers restrictions. You set the daily invite limit (we suggest 10–15 to stay well under LinkedIn's thresholds), and Starch spaces the actions out through the day. It's the same pattern used by the LinkedIn Automation app for thousands of outreach campaigns.

Is Starch SOC 2 Type II certified? My clients sometimes ask about data security.

Not yet — Starch is not currently SOC 2 Type II certified. If your clients require SOC 2 Type II from every vendor in your stack, that's worth knowing upfront. It's on the roadmap.

I already have HubSpot configured exactly how I like it. Will Starch overwrite anything?

Starch reads your HubSpot data on a scheduled sync and writes back only what you explicitly instruct it to — deal creation, contact tagging, stage updates. It doesn't restructure your pipeline, delete records, or touch fields you haven't mentioned. You describe what you want written, and Starch does only that.

Can I review the follow-up emails before they send?

Yes. You can configure each email sequence step as 'draft and queue for review' rather than auto-send. Starch queues the drafts in your Gmail; you review and send with one click. Once you trust the templates, you can flip individual steps to autonomous. Most founders start with review-mode for the first two webinars, then automate the sequences they've seen work.

What if I don't use HubSpot — my pipeline is in a Google Sheet?

Connect Google Sheets from Starch's integration catalog; the agent queries it live when your app runs. You can build the same attendee-tagging and deal-tracking logic against a Sheet instead of HubSpot. Starch can also help you migrate from the Sheet to a purpose-built CRM — describe your pipeline stages and it builds you one, with your existing contacts imported and cleaned up.

Does Starch store my historical email data or just query it live?

Gmail syncs on a schedule and is stored in Starch's database — so the agent can reference thread history when drafting replies or identifying who you've already contacted. It's not a long-horizon data warehouse; it's a live operational surface. If you need years of archived email analytics, that's not what Starch is designed for — but for following up on a webinar that ran last week, the sync window is more than enough.