Beyond Taylor webinars: 1,485 business-owner registrations
Private sessions for business owners generated 1,485 registrations at 1,011₽. The campaign spent 1.5M₽ and recorded an 8% conversion to paid programmes
Business owners received many invitations to free webinars and were sceptical about another presentation ending in a sales pitch. The campaign needed to reach established owners with a relevant management need
We positioned the events as private meetings with practising CEOs, used specific management challenges in search campaigns and explained that a recording would not be provided afterwards. Registrations, participation and purchases were treated as distinct funnel stages
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Context
Beyond Taylor used a webinar series within the longer funnel for its premium business programmes. The objective was to attract owners of established companies. The main programme case covers the separate quiz-and-meeting funnel
Campaign approach
Audience-specific searches. Campaigns addressed scaling a company, managing a team of more than 100 people and reducing an owner’s operational workload. These were more precise than a broad business-webinar invitation
Practising CEOs as speakers. Advertising named the speaker and company and described the management experience being discussed
A live-session format. The offer stated that there would be no recording afterwards. The source reports 30% fewer registrations after that decision and a threefold rise in conversion to paid programmes. These are observations from this campaign, rather than a general recommendation to remove recordings
Results
During June-December 2025, 1.5M₽ of advertising spend generated 1,485 registrations at 1,011₽ each. The recorded conversion to a paid programme was 8%. Registrations should not be read as attendance or course purchases
See online school marketing for how registration cost is connected to the later paid stages
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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