The Webinar Cohort
4 Weeks. 1 Published Webinar. Build it, launch it, and start generating pipeline with the team who runs 50+ webinars per year at Search Engine Journal.
We Heard the Same Pain Six Times
Before we built this, we sat down with marketers running webinar programs. These are their actual words.
We had eight people register. Two showed up. We're not really sure what to do to grab people's attention. We just need more people to register to be able to convert them, basically.
I used to get maybe 60 to 80 people attending webinars. Now I'm getting like 15 to 20. People would show up for a webinar just because it was a webinar.
I have to come up with the topic, the description, all the content, the slides, and then do it. Getting people to sign up is very, very hard.
It's just the bandwidth in the day-to-day trying to get that in there. I don't always have the content. Internal and external hoops, a bunch of approvals. Speed to market, being able to stand up and fly, that's what's hard.
It's the eternal challenge for marketers, tracking my analytics. Where are my numbers coming from? We're doing forensics. I just wish there was a magic solution.
I'd run more webinars, but the prep work is brutal and the leads we get don't convert.
Our proven system drives quality ICPs and we'll show you how to nurture those who aren't ready to convert.
This Isn't a Course - It's a Live Workshop That Ships
You won't watch four hours of someone explaining webinars. You'll build your webinar, the topic, the page, the emails, the follow-up, while we're on the call with you.
You Launch, Not Just Learn
Your webinar goes live in week four. Real registrations. Real leads. Not a hypothetical sitting in a Google Doc.
Built on Real Marketer Pain
We spoke with a dozen marketers and uncovered three core hurdles. This course is designed to solve them.
Promoted on SEJ
Your webinar gets featured in an SEJ article and promoted to 80,000+ newsletter subscribers.
Marketers Who Already Run Webinars and Are Struggling to Drive Efficiency and Quality Leads
This intensive is built for practitioners who have a webinar program in place and want to go from "it's too much work for no ROI" to "it filled the pipeline, and they converted."
This works if you're already running webinars.
- A current or recent webinar program
- A commitment to 4 weeks of live, hands-on workshop sessions
- The ambition to turn one webinar into a repeatable, revenue-tied system
You Walk Away With
-
6 hours of live hands-on workshops with the SEJ team (4 sessions × 90 min)
-
17 production templates, the exact ones running 50+ SEJ webinars a year
-
3 done-for-you email scripts pre-event, day-of, post-event
-
3 high-impact webinar scripts that steer attendees toward purchases
-
2 proven webinar formats lead gen, sales, brand, and invitation-only
-
1 attribution checklist so you can answer "did this webinar drive that deal"
-
1 featured SEJ article + newsletter slot in front of 80K+ subscribers
-
1 live webinar in market by week 4
"You'll get those 4 weeks back in the first campaign."
What You'll Actually Build
A live webinar, focused on driving qualified leads and getting them to attend.
A Webinar Your ICP Actually Needs to Attend
We'll help you identify a topic your ICP actually cares about, we'll workshop titles as a cohort, and provide feedback on landing page copy to attract the leads you want.
Tested Promo Sequences That Fill Seats & Pipeline
Campaign calendar, along with all the emails you'll need, templated, personalized, ready to send.
Thorough Webinar Tracking & Segmentation
Frameworks that tie future sales back to your webinar. Perfect for proving ROI to leadership.
17+ Templates + Live SEJ Feedback
Nothing stalls in draft mode. Get direct coaching from the SEJ team and leave every session with something finished.
Built With A Team That Runs 50+ Webinars Each Year
Heather Campbell
Oversees SEJ's webinar program, marketing strategy, and sales sponsorships.
Jennifer McDonald
Webinar campaign lead, owns content framing, conversion design, and CRO.
Frameworks From a Working Program
Tested in market, not in theory.
SEJ Distribution Behind Your Launch
Featured article + 80K+ newsletter push.
Choose Your Level of Support
1 closed deal pays for tuition. This guided webinar experience could be the one.
| Every Tuition Tier Includes | Standard | VIP |
|---|---|---|
| 4 weeks of live group sessions and workshops | ||
| All templates, checklists, and frameworks | ||
| Live Q&A with the SEJ team each week | ||
| Lifetime access to recordings and the SEJ Pro playbook library | ||
| Your webinar featured in an SEJ article | ||
| Two private 1-on-1 sessions with the SEJ team | — | |
| Direct Slack access to the SEJ team for the full cohort | — | |
| Promoted to SEJ's 80,000+ newsletter subscribers | — |
What People Ask Before They Join
Can I expense this?
Yes. We'll send a one-page justification memo for your manager on request.
What templates & guides are included in the cohort?
Kickoff brief · Topic + title scoring rubric · Landing page copy · LP QC checklist · Registration form bank · Email sequence (×5) · Social promo calendar · UTM/Bitly guide · Announcement post · Calendar invite · Dry run prep · Moderator script · Day-of checklist · Post-event emails (×2) · Reporting template · Survey template · Recap post template.
What if I can't get my webinar live during the cohort?
You can still participate in every session, build every asset, and get feedback from the team. We'll guide you through the full process so you can launch on your own timeline with everything in place.
How much time do I need to commit each week?
Plan for one live session per week plus a few hours of hands-on work building your webinar assets. Most members spend 4 to 6 hours per week total.
What if I can't attend a live session?
Every session is recorded and available for lifetime access. The peer community and Q&A are async-friendly, so you won't fall behind.
Can my team join with me?
Yes. Ask about team seats at checkout.
What's the difference between Standard and VIP?
Standard gives you the full group experience: sessions, templates, Q&A, and your webinar featured in SEJ content. VIP adds two private sessions with our team, ongoing Slack access for real-time feedback, and featured promotion of your webinar to SEJ's newsletter audience.
How many seats are in the Alpha?
20. That's it. Small on purpose so every member gets direct feedback.
Four Weeks From Now, Your Webinar Is Live and Your Pipeline Is Full
Twenty seats. One cohort. Starts May 11.
Early bird pricing expires May 8, 2026. Not ready? Join the Beta waitlist and we'll keep you in the loop.