Webinar Attendee Nurture

This drill builds the post-webinar follow-up system that converts attendees into pipeline. It segments registrants by engagement level and runs differentiated nurture sequences for each segment.

Prerequisites

• Completed webinar with registrant and attendee data
• Loops account with sequences configured
• Attio workspace with webinar-related lists
• n8n instance for trigger-based automation
• PostHog tracking events from the webinar registration page

Steps

1. Segment registrants by engagement tier

Immediately after the webinar ends, classify every registrant into one of four tiers using attio-lists:

• Tier 1 — Active attendee: Attended AND asked a question or responded to a poll. These are the highest-intent leads.
• Tier 2 — Passive attendee: Attended but did not engage beyond watching. Still showed commitment by showing up.
• Tier 3 — No-show: Registered but did not attend. They expressed interest but did not follow through.
• Tier 4 — Late registrant: Registered after the event (from replay promotion). Interest in the topic but no live engagement.

Using attio-contacts, tag each registrant with the webinar slug, date, and their tier. Add company and role data from the registration form.

2. Build tier-specific nurture sequences in Loops

Using loops-sequences, create four sequences:

Tier 1 sequence (3 emails over 7 days):

• Email 1 (within 4 hours): Recording link + personalized note referencing their question. CTA: book a 15-minute call to continue the discussion. Use loom-recording to record a 60-second clip answering their specific question if they asked something substantive.
• Email 2 (day 3): Related resource (blog post, case study, template) that extends the webinar topic. CTA: reply with their biggest challenge related to the topic.
• Email 3 (day 7): Direct meeting request. Reference the webinar and their engagement. Include 3 specific time slots via Cal.com link.

Tier 2 sequence (3 emails over 10 days):

• Email 1 (within 6 hours): Recording link + key takeaways summary (3-5 bullet points). CTA: reply with which takeaway resonated most.
• Email 2 (day 4): Deeper resource on the highest-rated topic from the webinar. CTA: book a call if they want to explore how this applies to their company.
• Email 3 (day 10): Invite to the next webinar + soft CTA for a meeting.

Tier 3 sequence (2 emails over 7 days):

• Email 1 (within 2 hours): Recording link with "Sorry we missed you" framing. Highlight the single most valuable insight from the session. CTA: watch the recording.
• Email 2 (day 5): Key takeaway + invite to the next live session. CTA: register for the next event.

Tier 4 sequence (2 emails over 5 days):

• Email 1 (immediate upon registration): Recording link + agenda summary. CTA: watch the recording and reply with questions.
• Email 2 (day 5): Invite to the next live session. Frame as "join us live next time."

3. Build automation triggers in n8n

Using n8n-triggers and n8n-workflow-basics, create workflows that:

• Auto-segment on webinar end: Pull the attendee list from the webinar platform (Riverside API, Zoom API, or CSV import), match against registration list, and assign tiers in Attio.
• Trigger sequences: When a registrant is tagged with their tier, enroll them in the corresponding Loops sequence using loops-audience.
• Escalate high-intent signals: If a Tier 1 or Tier 2 contact replies to any nurture email, create a deal in Attio using attio-deals and notify the founder or sales lead via Slack.
• Track replay engagement: When a no-show or late registrant watches >75% of the recording, upgrade their tier and trigger the next email immediately instead of waiting.

4. Track nurture performance

Using posthog-custom-events, fire events at each step:

• webinar_nurture_email_sent with properties: tier, sequence_step, webinar_slug
• webinar_nurture_email_opened with properties: tier, sequence_step, webinar_slug
• webinar_nurture_reply_received with properties: tier, webinar_slug
• webinar_nurture_meeting_booked with properties: tier, webinar_slug, source_email_step
• webinar_recording_watched with properties: tier, percent_watched, webinar_slug

5. Measure nurture effectiveness

After each webinar's nurture window closes (14 days), calculate:

• Reply rate by tier (target: Tier 1 >30%, Tier 2 >15%, Tier 3 >5%)
• Meetings booked by tier (target: Tier 1 >20%, Tier 2 >8%, Tier 3 >2%)
• Recording watch rate for no-shows (target: >40%)
• Sequence-to-pipeline conversion rate (target: >5% of all registrants enter pipeline)

Compare these rates across webinars to identify which topics and formats generate the most pipeline from follow-up.