Background
Our sales team needed a warmer way into conversations with employers and brokers than cold outreach could deliver. I built "AI in Benefits: The Questions You Should Be Asking (But Probably Aren't)," a zero-budget, owned-channel webinar designed to get our highest-value prospects into a room, show our expertise, and hand sales a warm, qualified list to work. I owned every phase: concept, speaker sourcing, content, promotion, and follow-up. I chose the topic to attract decision-makers, not just curious registrants, and picked the top speaker roster including a President – Broker Firm, a CFO/CHRO, and a Head of Product/Tech, specifically to draw employers and brokers worth a sales conversation.

Solution
I built and ran the full production: topic strategy and audience positioning, speaker sourcing and briefing, and partner co-marketing that got our speakers promoting the event to their own networks. I created every piece of content, the landing page, emails, social assets, and run-of-show. I drove sales enablement so reps could promote the event organically through LinkedIn and internal sharing, then managed the post-event lead handoff and content repurposing.

The webinar closed at 126 registrants against a goal of 60, hitting 210% of target with zero paid media. It drew 83 employers and 36 brokers, including reps from USI, Lockton, AON, and WTW. Attendance held at 44%, in line with industry benchmarks, but 77% of live attendees were employers, meaning the right buyers were the ones who showed up. Average watch time hit 81%, well above typical engagement benchmarks. Every attendee became a qualified lead handed directly to sales for follow-up.