Webinar Partnership Promotion Plan: Roles, Timing and Follow-Up

Agree on a shared goal, assign an owner to each promotion task, send visitors to one registration page, and decide who handles follow-up before the campaign starts. Use a shared planning document to make those decisions visible to both partners.

The workflow below is an AtriumArena planning template, informed by HubSpot's co-marketing guide and Livestorm's webinar benchmarks. It is a starting point to adapt and test, not a promise of attendance or leads. Start with the partnership decisions, then use the research as context for your calendar.

Start by writing down what both partners want from the webinar. HubSpot recommends checking that the purpose and goal of a co-marketing project are similar for both parties. Its guide also suggests considering audience fit, complementary expertise and the partner's reputation.

Choose the result you want to evaluate together: registrations, live attendance, qualified enquiries or another agreed measure. Our planning suggestion is to give that measure a named owner and a clear reporting date.

Next, divide the work explicitly. Record who prepares the session, who approves promotional copy, who manages registration, and who sends each communication. If an item needs approval from both sides, include that approval in the plan rather than assuming it will happen.

Livestorm's report covers 33,786 webinars and 7,062,572 registrations on its platform in 2025. In that cohort, 49.7% of registrations arrived in the final week and 16.4% arrived three or more weeks ahead. Those figures describe its platform's users, not every webinar audience.

They provide a reason to discuss late registration when planning a joint campaign, but they do not establish when a promotional email will work best. Registration timing and email-send timing are different questions.

Build the calendar backward from the session date. As a planning exercise, agree an initial announcement and later reminders, give each communication an owner, and leave room to adjust based on your own results. Livestorm recommends keeping registration open until the event starts; decide whether that suits your event and operational needs.

HubSpot recommends a co-branded landing page that shows both partners' logos. For this workflow, use one agreed registration destination and let each partner own communications to its own audience. That is a proposed division of work, not a finding that this arrangement outperforms alternatives.

Before promotion begins, check that the page explains the session, speakers and attendance details. Test the registration journey on a phone as well as a desktop, and agree how each partner will track referrals. Assign someone to make corrections if the event details change.

If the partnership involves sharing registrant data, settle the intended use and permissions before collecting it. HubSpot advises consulting a legal team about the form disclaimer. Obtain appropriate guidance for your circumstances rather than treating a marketing checklist as legal advice.

Livestorm reports that its average webinar in 2025 converted 47.7% of registrants into live attendees. Use that cohort benchmark as context when discussing attendance expectations, not as a forecast for your event.

HubSpot lists lead-sharing agreements, a promotion timeframe, a promotional plan and a reporting plan among the items partners should agree. Extend that discussion to your post-event workflow: who contacts attendees, who contacts no-shows, whether to offer a replay, and who answers enquiries.

Choose a reporting date and compare the measures you agreed at the start. For example, your planning document might record registrations, attendance and follow-up outcomes separately. Keep the first campaign's results so that your next plan can reflect your own audience rather than relying only on a vendor benchmark.

Use this proposed checklist as the agenda for a planning conversation. Give each task an owner and an agreed deadline, then adapt the plan to the scale of your event.

• Goal: agree one shared outcome and the measure you will use to evaluate it.
• Ownership: name the people responsible for the session, copy, approvals and registration.
• Promotion: record who sends each announcement or reminder and when.
• Registration: confirm the shared page, referral tracking and any required data permissions.
• Follow-up: assign communications for attendees, no-shows, replay recipients and enquiries.
• Reporting: agree when to compare results and what to change for the next event.

Before launching, ask each partner to confirm the decisions in the shared document. Afterward, use the same checklist to review what happened and identify changes worth testing.