The Webinar Run-of-Show & Follow-Up Planner

Free webinar run-of-show template: a countdown dated from the event, a minute-by-minute run-of-show, three follow-ups and a conversations scorecard.

Excel + Google Sheets · Free

What this resource helps you do

Plan the session and the follow-up together: a dated countdown, a timed run-of-show, and three follow-up messages.

Get the planner from AAJ's free marketing templates library.

Who the Webinar Run-of-Show & Follow-Up Planner is for

I wrote this for founders and small marketing teams who run webinars and want them to start sales conversations. I've run sessions that filled a registration list and produced nothing else, and the problem was never the hour on screen. It was treating the hour as the goal.

The workbook makes you plan the follow-up before the first invitation, and it judges the session on conversations started in the two weeks after, not on registrations. The run-of-show keeps the content to about thirty minutes with real time for questions, and the countdown dates every task, including the partner agreement, back from the event.

It will not choose your topic. The best topics come from sales calls, and the brief asks for the problem in your buyer's own words.

Work out the registrations a pipeline target needs with the Webinar Pipeline Planner, set up a joint session with the Partner Co-Marketing Playbook, and read how to run a webinar that creates pipeline. Or Run it in your agent.

What's inside

Start here
The brief
The countdown
The run-of-show
The follow-up
The scorecard

Frequently Asked Questions

What is a webinar run-of-show?

A minute-by-minute plan of the session: each segment's start and end time, who speaks or presents, what is on screen, and who owns it. This one recalculates the times when you change a segment's length and checks that the content fits the slot.

How long should a B2B webinar be?

About forty-five minutes: around thirty minutes of content and the rest for questions. That is AAJ's rule of thumb, not a benchmark. What matters is that one problem is solved properly.

What should happen after a webinar?

Within a day, send everyone the recording and the tool you showed. Then follow up in three groups: a personal reply to everyone who asked a question, the next useful resource for attendees, and the recording with a short summary for people who registered but didn't come.

Is the template free, and what format is it?

Free, in exchange for an email address. It is an Excel .xlsx with the formulas in place, and it opens in Excel, Google Sheets and LibreOffice.