The Challenge

When Impact Theory University’s EVP left, I inherited a broken webinar system. Monthly webinars were generating only $5,000 per event through a 7-day free trial offer for our Zero to Founder community. Zero to Founder (ZTF) is a $119/mo Skool community for aspiring entrepreneurs. 

After running free trials for over a year with minimal results, it was clear the strategy was fundamentally flawed. We were training our audience to devalue our product.

The Strategic Approach

Taking ownership of the entire webinar marketing strategy, I analyzed a full year of 7-day free trial performance data across paid ads, organic social, and email campaigns. The numbers told the story: ads were bleeding money, and free trials weren't converting

I identified three critical problems:

1. Offer Structure: Free trials were positioning our product as low-value 

2. Topic Positioning: Generic content wasn't connecting with current market trends

3. Conversion Elements: No urgency or compelling bonuses to drive immediate action

Using insights from market research and my background in the online education space, I developed a complete strategic overhaul. With the previous EVP’s departure, the team was eager to try new approaches and I was no longer blocked from implementing strategic changes.

The Solution

Offer Restructuring: Replaced 7-day free trial with $497 six-month membership, immediately increasing perceived value while leveraging our 3.5-month average customer lifetime to improve retention.

Market-Driven Topic Selection: Pivoted to AI-focused content after identifying high engagement with AI posts on social media, positioning webinars around "Leverage AI to Grow Your Business."

Conversion Optimization: Added fast-action bonuses with built-in urgency to drive decisions within the 90-minute webinar window.

Cross-Functional Execution: Led a team of 5+ across tech (funnel setup), product (offer fulfillment), and production (webinar delivery). Coached CEO on offer presentation, achieving a 5.4% conversion rate.

The Results

• Revenue per webinar: $5,000 → $53,000 (1,000% increase)

• Conversion rate: 5.4% on new offer presentation

• Customer lifetime value: Increased through 6-month commitment structure

• Lead generation: 468 → 5,868 new leads (1,154% increase) through AI topic positioning

• Implementation speed: Complete strategy overhaul in 14 days

• Team coordination: Successfully managed 5+ cross-functional stakeholders

Business Impact

With monthly webinars now generating approximately $53K each, the annual impact exceeds $500K in additional recurring revenue. The six-month subscription model creates predictable cash flow and higher customer retention, fundamentally improving Impact Theory's bottom line.

UPDATE: ONGOING RESULTS

The framework developed for this webinar became the foundation for ongoing revenue growth. Using the same offer structure, positioning strategy, and conversion elements, our June 2025 webinar generated $81K in sales in just 90 minutes, proving the sustainability and scalability of this approach.