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Succession Bio works with life science/biotech companies to help drive sales, licensing, and partnership opportunities.

We do this through market research to identify the right companies and people, craft scientifically credible messages, and then perform the outbound sales and marketing tactics on your behalf to facilitate meetings with the right people at the right companies.

Succession

• Specializes in life sciences/biotech (it's all we do!)

• Provides market research, messaging, and outbound sales/marketing services

• Facilitates meetings and opportunities with the right people at the right companies for our clients

• Sales training for teams of 10+ who want to find and close more deals with biotech and pharma

Most companies treat a webinar like an event. They pick a topic, make a banner, promote it for a few weeks, deliver the presentation, thank everyone for coming, then upload the recording somewhere on their site where it gathers digital dust until the end of time.

Job done. Except it isn't.

Done properly, a webinar is a reason to contact your market, a source of educational content, an inbound lead generator, an outbound campaign and the start of a long-term audience. And when you run them regularly, it compounds.

One webinar generates some good conversations. A webinar series makes you known for something. People recognise the format, expect the next one, and attend what's relevant to them. Some join the first session; others ignore three, attend the fourth, then go back and watch two recordings. That's normal. People are busy, their calendars are feral, and your webinar is competing with customer calls, internal meetings and at least one completely unnecessary Teams invite.

Change the topic each month and you reach different parts of your audience while building familiarity with the whole market. Eventually it stops feeling like “another company is running a webinar” and starts feeling like “that's the webinar series they run.” In life science sales, people rarely buy from one advert or one presentation. They buy after a run of useful, credible interactions makes you one of the first companies they think of when a relevant problem appears.
A series creates those interactions, and gives you something far better than “just checking in” to talk about.

Even a quiet webinar pays. Twenty of the right people (senior pharma leaders, experts, buyers from priority accounts) beats 200 who joined because the title sounded vaguely interesting while they scrolled LinkedIn and pretended to listen to another call. And even if nobody turned up live, you'd still have a completed presentation, a recording, a transcript, video clips, a blog, social quotes, outbound material and a reason to follow up.
We'd obviously prefer some attendees (talking to yourself on Zoom is a poor pipeline strategy and a slightly concerning mental state), but the live audience is only part of the return.

It also gives your outbound a reason to exist. Most outbound asks for something: a call, a demo, 30 minutes in an already overloaded calendar. A webinar lets you offer something instead: an invitation to learn about a problem they're already trying to solve.

Nobody thinks you're doing it out of the goodness of your heart, but you're leading with something useful. Teach first, build credibility, create a conversation, sell later. Not on the first slide (thats like proposing on a first date even before the drinks arrived). And ideally not during the introduction.

So how do you actually run one? Four phases.

Phase 1: Get the topic and content right

Your webinar is won or lost before you design a single slide.

Find a topic in one of three places: a current area of interest (a new modality, a regulatory change, a funding shift, or a sudden enthusiasm for putting AI into absolutely everything); a painful customer problem (the one that makes someone sigh mid-call and say “yes, that's exactly the problem”); or a subject your team knows exceptionally well. Build the session around what the audience wants to learn, not everything the expert wants to say. Experts are very good at knowing things. They're less good at deciding which of those things belong on slide 37.

Then make it specific. Companies worry a narrow topic will cut registrations. It probably will, and that's often good. “Advances in Gene Engineering” applies to thousands and tells none of them what they'll learn: the specialist assumes it's too basic, the outsider too technical, everyone else saves it for later next to 46 unread white papers. “Engineering Multiple Genes to Create Drug-Resistant Cell Models” has a smaller audience, but you can identify them, explain why they should attend, and build a targeted list. Specificity doesn't just narrow your audience; it makes it identifiable. “Scientists interested in innovation” isn't an audience. It's a slogan.

And build a presentation people actually want to watch. Don't open with when your company was founded and how many offices you have. Nobody registered for the corporate family history.

Introduce the problem, explain why it matters, show where current approaches struggle, teach something usable, back it with evidence, then show how it could be approached differently, and leave time for questions. You can demonstrate expertise without turning the session into a 45-minute product brochure with a Q&A stapled to the end. The same rules I laid out for not boring scientists to death during conference talks apply here (https://succession.bio/blog/this-is-not-a-sleep-symposium). With one catch: attention isn't guaranteed just because someone registered. They can still leave, and unlike a conference, you can't see them doing it.

Phase 2: Promote it properly

Once everyone's finally agreed on the topic, title, speaker, date and which version of the logo is apparently correct, build the assets: title and description, speaker bio, registration page, banner, social posts, email and LinkedIn copy, reminders and a follow-up sequence. Focus the title on what the audience will learn. Not “Introducing Our Revolutionary High-Throughput Platform” but “How to Increase Screening Throughput Without Sacrificing Data Quality.” People are more interested in their problem than your adjective choices.

Then promote it more than once. Posting once from the company page isn't a campaign; it's an administrative update six employees will like because someone asked them to. Give yourself three to four weeks and use every channel: company and speaker posts, the wider team, email, LinkedIn DMs, newsletter, partner sharing, paid promotion and personal invitations to priority accounts. Someone will still say “I had no idea this was happening” despite four emails and three posts. You're more bored of the campaign than your audience is.

And pick the time carefully. For a global audience, a later UK afternoon catches the UK and Europe at end of day, the US East Coast at lunch and the West Coast in the morning. There's no perfect slot (someone's always drinking coffee while someone else considers dinner), but choose the best compromise for your priority market and check for clashing conferences, holidays and speaker conflicts. You don't want your entire target market in Boston while you broadcast to three marketing colleagues and someone's mum. (Although someone's mum may still ask the best question.)

Phase 3: Follow up by intent

Registration isn't attendance, and attendance isn't the end. Reminders matter: a confirmation, then a week, a day and an hour before, then a “we're starting” message, each with the calendar link and an easy join. If joining requires detective work, attendance suffers.

Afterwards, split the work in two: commercial follow-up and content distribution. Start with engagement: who attended live, stayed, asked questions, answered polls, or came from a priority account. The most engaged get a quick, personal follow-up that refers to what they actually asked, not “Thanks for attending. Would you like a demo?” That isn't personal follow-up. That's a sequence wearing a fake moustache. Everyone else enters a nurture sequence: send the recording, share resources, invite them to the next one. And don't forget those who registered but didn't attend. They've already shown interest. Send them the recording too. Don't punish them for having a job.

Phase 4: Turn one webinar into ten pieces of content

The recording isn't the final output. It's raw material. From one session you get short video clips, a summary, a full blog, LinkedIn posts, speaker quotes, carousels, answers to audience questions, a downloadable guide, nurture content and cold outbound resources. Use the questions asked as future topics. Use the transcript for a detailed article. Send a relevant clip to a prospect months later when they mention the same problem.

One hour of useful conversation becomes weeks of content, or you upload it to a hidden resources page and never speak of it again. Your choice. A webinar isn't effortless; anything described as “effortless marketing” usually involves a course, a funnel or a man standing next to a rented Lamborghini. But those few hours produce weeks of content and dozens of reasons to engage your market.

That's the flywheel: pick a specific problem, run an educational webinar, use outbound and social to build an audience, deliver value, follow up by engagement, repurpose the recording, promote the next one, grow the audience again.
Each webinar makes the next easier: more content, more past attendees, more people on your list, more credibility. And, ideally, fewer panicked last-minute messages asking whether the registration link works.

The first webinar creates content. The second creates familiarity. The third creates an audience. Over time the series stops being an event you promote and becomes a commercial asset your market recognises.

Your webinar shouldn't end when everyone logs off. That's when the real commercial value starts.

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1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Training for Teams: If you want to upskill your team around prospecting, driving to close, key account management, AI, or any other topic, we can put together a training plan specific to your organization’s needs.

3. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.