Event and Webinar Promotion Sequence

This sequence is built for Demand Gen Managers and Heads of Marketing at B2B SaaS companies and agencies. Use it when you need to fill a webinar or virtual event with qualified attendees, not just blast a registration link into the void.

The goal is to provide value and context around the event, turning a cold contact into an engaged attendee by treating the invitation as a value proposition, not a sales pitch.

This is a high-touch, short-duration sequence designed to create urgency and drive action before a specific event date.

1. Total Steps: 6
2. Duration: 10-12 days
3. Channels: Email + LinkedIn

Step 1: The Core Invite (Day 1, Email)

The goal is to clearly articulate the problem your event solves for the recipient.

1. Objective: Open and Register
2. Subject: webinar on [Pain Point]
3. Body: Hi {{firstName}}, noticed your team is working on [area of focus]. We're hosting a live session on [Date] covering how to solve [Problem X] without [Common Mistake]. Worth a look? [Registration Link]

Step 2: LinkedIn Connection (Day 3, LinkedIn)

No pitch. Just a simple, professional connection request to open a second channel.

1. Objective: Connect
2. Note: Saw you're in the [Industry] space. Thought it would be good to connect.

Step 3: Value Drop / Speaker Highlight (Day 5, Email)

This isn't a simple bump. Provide a new piece of information to justify the follow-up.

1. Objective: Re-engage and provide value
2. Subject: Re: webinar on [Pain Point]
3. Body: Quick follow-up, {{firstName}}. One of our speakers, [Speaker Name], will be sharing a specific framework for [achieving outcome]. Thought you might find their perspective interesting. Hope to see you there.

Step 4: Soft Pitch (Day 8, LinkedIn Message - if connected)

Now that you're connected, a short, direct message is appropriate.

1. Objective: Multi-channel touchpoint
2. Body: Hey {{firstName}}, thanks for connecting. Just wanted to follow up on my email about the webinar on [Topic]. Here's the link if you're interested in joining. [Registration Link]

Step 5: Urgency / Last Chance (Day 10, Email)

The final push before the event. Keep it short and to the point.

1. Objective: Drive last-minute registrations
2. Subject: Tomorrow: webinar on [Pain Point]
3. Body: Hi {{firstName}}, quick final reminder that our session on [Topic] is tomorrow. A few spots left if you'd like to join us live. [Registration Link]

Step 6: Post-Event Resource (Day 12, Email)

Whether they registered or not, this builds goodwill for future outreach.

1. Objective: Build relationship / long-term nurture
2. Subject: Recording: [Webinar Title]
3. Body: Hey {{firstName}}, sorry we missed you at the event yesterday. We recorded it and you can find the key takeaways and full video here: [Link to Recording/Recap]

This sequence fails if the targeting is off. The structure is scalable, but the message requires segmentation.

Instead of personalizing every line, focus on personalizing the problem context. A Demand Gen Manager cares about pipeline, while a CTO cares about technical implementation. Your invite list must be segmented by persona, and the [Pain Point] and [Problem X] variables should change for each segment.

The rest of the sequence—the timing, the channels, the follow-up logic—can remain consistent across segments.

Event promotion is a high-volume activity. Sending 10,000 emails in a week is standard. Attempting this from your primary Google Workspace or Microsoft 365 inboxes is a guaranteed way to get your domain blacklisted.

Each inbox can safely send 25-50 emails per day. To hit 10k invites in a week, you need an infrastructure of 40-50 warmed-up inboxes running in parallel across multiple dedicated domains.

For B2B SaaS and agencies, your primary corporate domain is a critical asset for customer communication and transactional emails. Risking its reputation on a cold marketing blast is an operational mistake. Once your primary domain is flagged by spam filters, your emails to paying customers stop getting delivered. This is why experienced demand gen teams run outbound from a completely separate infrastructure.

Tools like SuperSend exist to handle this infra and orchestration. We manage the domain rotation, inbox warmup, and daily sending limits automatically so your team can focus on filling the event, not managing a fleet of inboxes.