Building a Virtual Events Engine
Designed, launched, and scaled Thryv's end-to-end virtual events program — from editorial strategy to live production — reaching thousands of small business owners across the full buyer journey.
2025 Program Wins
The Challenge
The Starting Point
Thryv had no structured virtual events program, no editorial calendar, no production infrastructure, no audience engagement playbook, and no repeatable way to use live content to move prospects through the funnel.
The Goal
Build a scalable virtual events program that educates, converts, and empowers small business owners at every stage of the buyer journey, from first discovery to confident product adoption.
TOFU · EDUCATIONAL WEBINARS
Educate & Attract
Brought in expert guests and covered high-value topics — AI search, reputation management, email marketing — to reach new audiences and build brand trust before any product conversation.
198
NET-NEW LEADS FROM A SINGLE EVENT
BOFU · PRODUCT-LED "DEMINARS"
Convert & Activate
Combining product-led demos with educational webinars, “Demainars” gave prospects direct access to specialists, reducing friction, accelerating adoption, and consistently earning perfect satisfaction scores.
10/10
ATTENDEE VALUE SCORE, MULTIPLE SESSIONS
My Scope of Ownership
Research-Led Topics
Used keyword data, Reddit communities, audience engagement signals, and historical event data to identify topics small business owners were actively searching for and struggling with.
End-to-End Production
Owned all technical production: platform selection, registration page builds, live moderation, Q&A facilitation, real-time troubleshooting, and back-end management.
Two-Tiered Editorial Calendar
Structured the program around two distinct formats: TOFU Webinars for education and awareness, and BOFU Deminars for product discovery and conversion.
Attribution Modeling
Partnered with Business Ops to build attribution models linking editorial efforts to 1,000+ MQLs, proving direct ROI on the virtual events program.
Full-Funnel Promotion
Developed messaging frameworks, wrote email campaigns, created social graphics and captions, and managed post-event activation including video clips and blog content.
Cross-Team Coordination
Collaborated with Demand Gen and Product teams to align session messaging with broader go-to-market motions and product release schedules.
Multi-Channel Event Promotion
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Post-event Video Strategy
Every live session was edited into short-form recaps, YouTube-optimized highlight videos, and repurposed clips for social and email, turning a single event into weeks of content.
