Marketing Event Plan — "Ship Faster" Product Webinar (Lumio Analytics)

Event name: Ship Faster: Cutting Reporting Time with Lumio Owner: Priya Nair, Demand Generation Format: Webinar (60 minutes, live + recorded) Date: 14 May 2026, 11:00 ET Plan version: v2 — 3 April 2026

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1. Objectives and KPIs

Primary objective: Generate qualified pipeline for Lumio's new automated-reporting module by showing product teams how to cut weekly reporting time.

KPI	Target	Deadline
Registrations	400	7 May 2026
Attendance rate	40% (160 live)	Event day
Demo requests	30	Within 1 week after
Sourced pipeline	$90,000	Within 30 days after

2. Audience

Heads of product and analytics leads at B2B SaaS companies with 50 to 500 employees who spend hours each week assembling reports by hand. To hit 400 registrations at our usual 2.5% landing-page conversion, we need roughly 16,000 promotional impressions across email, social, and paid. Our owned list of 9,000 product-team contacts covers most of it; paid and a partner push fill the gap.

3. Format and date

A 60-minute webinar fits a top-of-funnel education goal: low cost per attendee, wide reach, and a recording we can repurpose. We chose 11:00 ET on a Wednesday to catch both US time zones and late-afternoon Europe. Hosted on our usual streaming platform with a backup presenter machine on standby.

4. Budget

Category	Detail	Estimate
Platform	Webinar tool (existing annual plan, prorated)	$400
Content / talent	Slide design + guest speaker honorarium	$1,800
Promotion	Paid social + search retargeting	$2,500
Swag / collateral	$25 gift card for top 5 questions	$125
Contingency (12%)	Buffer for surprises	$580
Total		$5,405

5. Promotion plan

Channel	Asset	Send / launch date	Owner
Email — announce	"Stop rebuilding reports by hand"	16 Apr	Priya
Email — reminder 1	"One week to Ship Faster"	7 May	Priya
Email — starting soon	"We go live in 1 hour"	14 May	Priya
Social — owned	LinkedIn teaser + speaker quote	16 Apr–13 May	Dan
Paid — social + search	Look-alike + retargeting, $2,500 cap	20 Apr–13 May	Dan
Partner push	Guest speaker shares to their list	22 Apr & 9 May	Priya

6. Run-of-show

Time	Segment	Owner	Notes
10:30	Tech check, stream test, chat staffed	Dan	30-min buffer
11:00	Welcome + agenda	Priya	4 min, keep tight
11:04	The reporting-time problem (data)	Priya	Set up the pain
11:12	Live demo: automated reporting	Guest	Core content, 18 min
11:30	Customer story + results	Guest	Proof
11:40	Q&A (poll + chat)	Priya	Dan moderates chat
11:55	Close: book a demo (CTA + link)	Priya	One clear next step

7. Post-event follow-up

When	Action	Owner
Within 24h	Thank-you email with recording, slides, and demo link to all 400 registrants	Priya
Within 48h	Route the 30 demo requests to sales with attendance context; add no-shows to nurture	Priya
Within 1 week	Team debrief: actuals vs. targets, what to keep and change	Priya
Ongoing	Cut demo into 3 short clips, write a recap blog post, schedule social for 4 weeks	Dan

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Notes and assumptions

The 400-registration target assumes the guest speaker promotes twice to their list; if that push slips, add $800 to the paid budget to compensate.