Turning Thought Leadership Into Pipeline: Chrysalis Webinar Series

Written By Shelby Slavik

Client: Chrysalis Tech Group
Industry: Cybersecurity & IT Services
Role: Copywriter, Event Marketing Lead & Moderator
Deliverables: Email campaigns • Eventbrite event pages • Webinar presentation content • Live event moderation • Post-event follow-up support

The Challenge

Chrysalis Tech Group wanted to position itself as a trusted authority in cybersecurity while creating meaningful touchpoints with potential clients, not just passive content consumption.

The goal was to use webinars as a thought-leadership engine — educating business leaders on real cybersecurity risks while subtly moving qualified attendees into the sales pipeline.

The challenge:
Cybersecurity content can easily become overly technical, sales-heavy, or forgettable. The webinars needed to feel valuable, accessible and worth attending live.

The Strategy

Rather than treating the webinars as one-off events, I helped frame them as educational experiences designed for non-technical decision-makers.

Key strategic decisions included:

  • Positioning topics around real business risk, not abstract threats

  • Writing email and event copy that emphasized clarity, relevance and urgency

  • Structuring presentations to balance education with Chrysalis’ expertise

  • Designing the live experience to feel conversational, not sales-driven

The objective was trust first — leads second.

Execution

Email Marketing

I wrote the full webinar email campaign, including:

  • Announcement emails

  • Reminder emails

  • Last-chance registration pushes

Each message focused on:

  • Clear value propositions

  • Business-friendly language

  • Strong but non-spammy CTAs

Eventbrite & Registration

I wrote and optimized the Eventbrite event pages, ensuring:

  • Topics were immediately understandable

  • The audience knew exactly who the webinar was for

  • Chrysalis’ expertise came through without over-selling

Webinar Presentation Content

I supported the development of the presentation content, helping translate complex cybersecurity concepts into:

  • Plain-language explanations

  • Real-world examples

  • Practical takeaways attendees could apply immediately

Print Advertising

To support awareness beyond digital channels, I contributed copy for a print advertisement promoting the webinar series. The ad was designed to:

  • Drive top-of-funnel awareness

  • Reinforce Chrysalis’ thought-leadership positioning

  • Encourage webinar registration among local and regional business audiences

Live Event Moderation

I moderated the webinars live, guiding:

  • Introductions and speaker flow

  • Audience engagement and Q&A

  • Smooth transitions between topics

This helped keep the events polished, on-time and engaging.

Results

While exact revenue attribution wasn’t available, the webinar series delivered meaningful business outcomes:

  • Strong registration and attendance engagement

  • Qualified leads generated through webinar sign-ups

  • Follow-up conversations that contributed to downstream sales activity

  • Reinforced Chrysalis’ position as a trusted cybersecurity authority

Several leads generated through the webinars moved into active sales discussions following the events.

Shelby Slavik
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