How Float attracted 1,300+ webinar attendees and generated 300+ leads

About Float.com

Float.com is a resource management tool used by 4,500+ teams, including Atlassian, Scholz & Friends, WPP, and Instrument.

The challenge

Float needed to diversify its lead generation channels and deliver curated insights that solve real problems, build trust, and reinforce the product’s value for resource management.

My approach

Choose topics that align with the audience’s pain points

To ensure relevance, I worked with my team to pick topics rooted in our ICP’s biggest challenges—estimation, utilization, and profitability. These were common problems among agencies and professional services firms that the product solves.

I collaborated with the team to craft titles that stood out from typical webinar formats—eyebrow-raising but still clear. We came up with:

 

• • We need to talk about estimation

• • We need to talk about utilisation 

• • How to protect your profitability in Float (product-focused)

Select speakers strategically

Each session paired a subject-matter expert with a Float customer or internal team member. 

For live sessions on general topics, I selected case study participants who had achieved impressive results and had many years of experience in their fields. Some of them have worked for leading brands like Atlassian and Flight Story (the studio behind The Diary of a CEO). 

For the product-focused session, I selected the product manager who drove the development of the feature and a lead customer support specialist.

Build the event plan

I structured the planning into clear phases, identified tasks and dependencies, and then assigned tasks in the project management software. 

I created the event outlines and run sheets to ensure there was a clear structure that the speakers could follow and the audience would enjoy. I coordinated prep sessions with speakers and worked with the host to develop the event script. We ran a full dry run before each webinar to ensure alignment.

Create the promotion strategy and assets 

I created a promotion strategy that spanned multiple channels that Float’s ICPs frequent. They included:

 

• • LinkedIn (organic + paid)

• • Email (dedicated invites + mentions in monthly newsletters)

• • The Float Slack community

• • Float website (home page banner & support page)

I wrote all promotional copy and briefed the designer on creative assets. I also briefed the web designer on the landing page structure, ensuring it was easy to see the value of the session and register. 

I used Zapier to automate confirmation and reminder emails via MailerLite. I also collected questions ahead of time via Slido for an engaging Q&A segment. For each event, I aimed to promote the webinar through the channels mentioned above at least 3 weeks in advance to maximise our reach.

Manage the live event + follow-up

On event day, I coordinated a tech check 15 minutes before the session. I supported the host during the session by managing the chat, answering questions, sharing resources, and monitoring engagement.

After the webinar, I uploaded recordings to YouTube, sent follow-up emails with the replay, and repurposed the content from the webinars on Float’s LinkedIn page.