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How Do Wealth Managers Use Webinars for Demand Generation?

Turn market education into qualified appointments by running compliant, value-rich webinars—then repurpose recordings to fuel email, social, SEO, and advisor follow-up that converts to AUM.

Get the Revenue Marketing eGuide Take the Maturity Assessment

For RIAs and wealth firms, webinars work when they solve investor problems and flow into booked consultations. Build a series (e.g., retirement income, concentrated stock, tax-loss harvesting) with compliance-reviewed slides and clear disclosures. Capture registration with preferences, route high-intent segments to advisors, and use sequenced follow-ups (Q&A recap, calculator tools, case studies) to convert to meetings and AUM inflow.

Webinar Tactics That Convert for Wealth

Series > One-offs — Quarterly themes with linked topics; nurture between sessions to grow attendance and pipeline.
Advisor + Compliance Co-build — FINRA/SEC review, supervised archiving, and versioned decks for repeatable reuse.
High-intent Registration — Collect goals, investable assets ranges, and time horizon to route invites and follow-up plays.
Actionable Offers — “Book a portfolio review,” “Download the checklist,” or “Estimate tax impact” with appointment links.
Record & Repurpose — On-demand hub, clipped highlights, transcripts to blog/email/social; add schema for rich results.
Attribution to AUM — Tag campaign→registration→attended→meeting→proposal→won; report by segment and strategy.

The Wealth Webinar Playbook

Run webinars like a product: programmatic topics, flawless execution, and follow-through to booked meetings and AUM.

Plan → Promote → Deliver → Follow Up → Convert → Repurpose → Govern

  • Plan: Choose 3–4 themes tied to personas (pre-retirees, founders, executives). Draft learning outcomes, disclosures, and next steps.
  • Promote: Email nurtures, advisor social, partners/CPAs; calendar holds and SMS reminders; collect preferences & consent.
  • Deliver: 30–40 minutes content + 10–15 minutes Q&A; live demos of planning tools and case studies (de-identified).
  • Follow Up: Send slides/recording, answer top questions, include one primary CTA to book a consultation.
  • Convert: Route hot attendees to advisors within SLAs; use scheduling links and pre-meeting intake forms.
  • Repurpose: Publish on-demand page, short clips, transcript articles; add FAQ and glossary for SEO.
  • Govern: Archive materials, track approvals, and monthly review of attendance→meetings→AUM.

Webinar-to-Pipeline Maturity Matrix

Capability From (Ad Hoc) To (Operationalized) Owner Primary KPI
Topic Strategy Random topics Persona-aligned series with outcomes & disclosures Marketing/Advisors Attendance Rate
Registration Quality Email-only Intent fields (assets, horizon, goals) + consent Marketing Ops Qualified Meetings
Delivery & Q&A Slides only Demos, polls, compliance-ready Q&A log Advisors/Compliance Engagement (Poll/Questions)
Follow-up & Routing Generic email Persona sequences & SLA routing to advisors Sales/RevOps Meetings Booked
Repurposing One-and-done On-demand hub, clips, SEO articles Content On-Demand Conversions
Attribution to AUM Registrations Proposal/Won & AUM inflow by campaign Analytics/Finance AUM per Attendee

Snapshot: From Webinar Attendance to AUM

A mid-market RIA moved to a series model with advisor follow-up SLAs. Attendance quality improved, meetings increased, and proposals converted faster. Build the foundation with: Technology & Software Guidance · Revenue Marketing eGuide

Operationalize your webinar engine with revenue-first tech choices and benchmark readiness using the Revenue Marketing Maturity Assessment.

Frequently Asked Questions: Webinars for Wealth

Should webinars be gated or ungated?
Gate live registrations to capture preferences and consent; offer on-demand with a light gate (email + persona fields) for ongoing pipeline.
How do we turn attendees into meetings?
Use one primary CTA—“Book a consultation.” Route hot accounts to advisors within SLAs and include a short intake form to speed discovery.
How do we stay compliant?
Run slides through review, archive decks/Q&A, disclose limits/risks, and avoid performance guarantees. Keep records for audits.
What should we measure?
Registrations→attendance→meetings→proposals→won, plus AUM per attendee, pipeline velocity, and on-demand conversions.
What content works best?
Timely, problem-first topics with calculators/checklists, case studies, and clear next steps tailored to persona and lifecycle stage.

Make Your Webinar Program Revenue-Ready

Design a repeatable webinar engine, connect it to advisor follow-up, and attribute it to AUM growth.

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