Online Webinar SOPs for B2B SaaS Product Brand

SOP for B2B SaaS Product – Online Product Webinar Execution Plan

1. Goal Setting & Planning

• Owner: Marketing Manager/Product Owner

• Actions:

  • Define the webinar objective (product launch, feature showcase, lead generation)

  • Identify audience segments/personas

  • Set KPIs (registrations, attendance, engagement, post-event demo bookings)

• Tools: Google Sheets or Notion for planning; Asana for project tracking.

2. Platform Selection & Technical Setup

• Owner: Marketing + IT/Tech Lead

• Actions:

  • Select webinar platform (e.g., Zoom, Contrast, Livestorm, WebinarGeek, EasyWebinar, Hubilo)

  • Integrate with CRM (HubSpot, Salesforce)

  • Check integration with marketing automation (e.g., Mailchimp, ActiveCampaign)

  • Test video, audio, screen sharing, and engagement features (polls, live chat)

• Tools: Contrast or WebinarGeek for seamless registration, analytics, interaction, and CRM integration; Hubilo and EasyWebinar as alternatives.

3. Content Creation & Rehearsals

• Owner: Product Expert, Content Marketer, Presenter(s)

• Actions:

  • Draft webinar outline and agenda

  • Prepare slides (Google Slides, Canva, PowerPoint)

  • Create demo scripts, polls, Q&A prompts

  • Conduct rehearsal with all presenters and tech support

• Tools: Google Slides, PowerPoint, Canva for visuals; platform-native poll and Q&A features.

4. Promotion & Registration

• Owner: Marketing Team

• Actions:

  • Build a compelling registration landing page (Unbounce, Webinar platform, HubSpot)

  • Promote via email campaigns (Mailchimp, HubSpot), LinkedIn, Twitter/X, and paid ads if applicable

  • Leverage social media scheduling tools (Hootsuite, Buffer)

  • Automate reminders and “Add to calendar” invites

• Tools: HubSpot, Mailchimp, Webinar Platform for landing page and email; Hootsuite/Buffer for socials.

5. Dry Run & Final Technical Check

• Owner: Webinar Coordinator/Tech Lead

• Actions:

  • Test all connectivity, presentations, polls, CTA buttons

  • Confirm backups for slides and presenter links

• Tools: Native functions of chosen webinar platform (Zoom, Contrast, WebinarGeek, etc.).

6. Live Webinar Execution

• Roles:

  • Moderator/Host: Kicks off the event, manages transitions and Q&A

  • Presenter(s): Deliver product demo/content

  • Support: Handles chat, tech issues, polls, and engagement tools

• Tools: Webinar platform with live poll, Q&A, chat, and call-to-action (CTA) features.

7. Real-Time Engagement

• Owner: Host/Support

• Actions:

  • Run polls, field Q&A, encourage audience participation

  • Share social handles for ongoing discussion

• Tools: Platform-native engagement (e.g., polls, chat, CTA popups).

8. Follow-Up & Lead Nurture

• Owner: Marketing/CRM Team

• Actions:

  • Send thank-you emails and on-demand webinar recording

  • Push high-intent leads to sales team

  • Add registrants/attendees to nurture workflows in CRM

  • Analyze registration, attendance, and engagement data to inform next steps

• Tools: CRM (HubSpot, Salesforce), webinar platform analytics, email automation (Mailchimp/ActiveCampaign).

Typical Webinar Tools by Step

Roles & Responsibilities Snapshot

By following this SOP and leveraging the listed tools, Clinion can execute highly engaging webinars that drive product interest, nurture leads, and position the brand as a thought leader in the SaaS space.

Contact JackOfClicks to execute your webinar.