The brief
A managed IT and AI services provider was running a genuinely useful session on Copilot. They had an existing base of customers who they were already inviting and wanted to extend the invite to new prospective customers.
What we did
We started with the framing, because that decides everything downstream. Rather than pitching a product overview, we built the session around where people actually are: interested in AI, not ready to buy licences, and unsure what they'd get for the money. The hook became permission to explore Copilot Chat for free first, and work out later whether paid licences make sense.
From there we ran three recruitment channels together.
Email carried the weight of the campaign, built as a proper sequence rather than one send and hope: announcement, two follow-ups, a last-chance, a live-day reminder, plus confirmation comms for everyone who registered. Organic social ran alongside it, with each post taking a different angle so that we could keep giving people new reasons to look rather than repeating the same invitation.
Finally, we used LinkedIn automation to reach a targeted list of people outside the client's existing database - the right job titles, the right size of business - with a personal invitation rather than an ad. It was a slower and more deliberate approach to paid social, and it's why the registration list filled up with names the business didn't already have.
We also built a practical guide to choosing and adopting Microsoft Copilot, plus a Cowork explainer to use as a follow-up immediately after the session. The guide gave the campaign an extra reason to make contact before the session, it went to everyone who attended afterwards, and - crucially - it went to everyone who registered and then didn't show up. Roughly 40-50% of any webinar audience doesn't make it on the day, and without something to send them, those contacts go cold immediately.
Sixty-plus registrations later, the partner had a session worth attending and a list of warm, brand-new contacts to work - each one with a guide in their inbox and a clear reason for the sales team to follow up.
Results
Webinar sign-ups
Net new contacts, not existing customers
Reusable lead magnets: a Copilot adoption guide and Cowork explainer
What the partner got
A reusable Copilot adoption guide and Cowork explainer that are still working as lead magnets - and registrants who didn't attend kept in the conversation rather than lost.
Services delivered
A full recruitment campaign, before and after the session.
Campaign strategy
Framing the session around where buyers actually are with AI.
Copywriting
Invitations, posts and follow-ups built around a clear hook.
Landing page build
A registration page designed to convert.
Email marketing
A full pre and post-event sequence.
Organic social
Each post taking a fresh angle on the session.
LinkedIn automation and outreach
Personal invitations to a targeted list outside the existing database.
Content design
A Copilot adoption guide and Cowork explainer.
Post-event follow-up comms
Keeping attendees and no-shows in the conversation.