Don’t underestimate the power of webinars. A well-built webinar program can create ongoing opportunities to educate audiences, build relationships, and support sales teams. 



In this episode, Felicia Asiedu sits down with Sarah Jordan Usher, Global Events and Field Marketing Manager at Mastercam, to discuss how they built a scalable webinar strategy from scratch. 

Sarah shares how Mastercam grew its webinar program from a brand-new initiative into a consistent channel for customer engagement. She covers how to create repeatable webinar processes, measure success beyond attendance, use audience insights to inform follow-up, and connect digital and in-person experiences across the customer journey. 

What you'll learn:

• How to build repeatable webinar programs that scale engagement
• Webinar success metrics beyond attendance numbers
• The importance of connecting webinars with broader event and field marketing programs

Things to listen for:

(00:00) Meet Sarah Jordan Usher of Mastercam

(03:43) Understand your webinar audiences and goals

(06:31) Using field events to build brand connections

(09:09) How events build customer loyalty

(11:45) Measuring ROI and customer journey impact

(14:03) Building a repeatable webinar strategy