Sequence template · 3 steps over 10 days

Following up webinar attendees by company, not one by one

For sales teams after a webinar: a three-step sequence that treats every attendee from the same company as one account and asks for one conversation per company.

Goal. One follow-up conversation per company that attended, not one per attendee

Step 1Day 0, campaign start

Subject {{webinar_title}}: the recording and one question

Hi {{first_name|there}},

Thank you for joining {{webinar_title}}. The recording is here: {{recording_link}}.

I noticed {{attendee_count}} people from {{company}} attended, which usually means {{key_topic}} is a live question rather than idle curiosity. Rather than write to each of you separately, I am writing to you alone.

Would it make sense to have one conversation with whoever at {{company}} owns {{key_topic}}, so you can ask what the webinar did not cover? I am happy to bring the presenter.

Use this only for companies with two or more attendees; single attendees get your standard follow-up. Address the most senior attendee.

Step 2Day 4

Subject Re: {{webinar_title}}: the recording and one question

Hi {{first_name|there}},

The questions during {{webinar_title}} clustered around one thing: how {{key_topic}} works in practice, with real data rather than slides. If that is what your colleagues at {{company}} want to see as well, a working session on your own example is the fastest way.

If the webinar answered everything, tell me and I will leave it there.

Refers to what was actually asked during the session. Replace the sentence about the questions with what really came up.

Step 3Day 10

Subject Re: {{webinar_title}}: the recording and one question

Hi {{first_name|there}},

I will make this the last message. If {{key_topic}} is on the list at {{company}} for this year, one reply and I will set up a session with whoever should be in the room.

If not, thank you for your time at {{webinar_title}}, and you will hear from us only when we run something on a topic you have shown interest in.

Three steps is enough after an event. The close promises restraint and you have to keep it.

Use this sequence in the week after a webinar, for the companies that sent more than one person. Those companies are your warmest accounts from the event and the ones most likely to be annoyed by four identical follow-ups landing on four desks. One thread per company, addressed to one person, replaces that.

Who to put in it

Export the attendee list, group it by email domain, and keep the companies with two or more attendees. Import all attendees so the company card is complete, but put only one person per company into this campaign: the most senior attendee, or the one who asked a question. The others still show on the company card, and their later opens and clicks raise the account’s temperature even though they receive nothing from this sequence. The account temperature guide explains how that works across several people.

Fill attendee_count with a number per company during import, using column mapping; the steps are in import prospects from CSV with custom fields. Single attendees go into a different, simpler campaign.

What to change before sending

Set key_topic to the one theme the webinar was really about, in the words attendees used in the chat. Rewrite the second sentence of step two from the real questions; the placeholder is a shape, not a fact. Make sure recording_link points to a page you control, and if you send slides afterwards, send them as a tracked offer rather than an attachment so you see who actually opened them.

How to read the replies and when to stop

A reply from anyone at the company, not only the addressee, ends the sequence for that account; check the company card before answering so you know who else from that company was in the room. “Talk to my colleague” is a good outcome, and when a colleague replies instead of your prospect shows how to carry the thread over without starting again.

Watch the company view during the ten days rather than the inbox alone. A company whose card shows several people opening the recording and clicking through is warming up even without a reply; a personal message to a second attendee often does more than the scheduled step. The reasoning is in company temperature.

Stop after step three. The last message promises you will only write again about topics they have shown interest in, so tag the company with the topic and honour the promise.