How a live educational webinar became an integrated digital campaign spanning lead generation, HubSpot automation, gated content, social promotion, and an evergreen replay experience.

Project Overview

The FDA Pathway Webinar was developed as an educational content initiative focused on helping medical device organizations better understand regulatory pathways and quality considerations. Beyond supporting the live event itself, the campaign created an opportunity to connect subject-matter expertise with a structured digital lead-generation and audience-engagement strategy.

I developed the digital campaign experience across WordPress, HubSpot, marketing automation, gated content, and organic social promotion. After the live webinar concluded, the experience was extended into an evergreen replay campaign so the content could continue supporting awareness, engagement, and lead generation beyond the original event date.

Project Focus: Webinar Marketing • Lead Generation • Marketing Automation • Gated Content • UX/UI • CRM Integration • Content Lifecycle Strategy • Social Promotion

Campaign Strategy

The campaign was designed as more than a single webinar registration page. The goal was to create a connected digital journey that could attract the right audience, capture interest, support event communications, and continue delivering value after the live session ended.

The resulting experience connected website content, registration, HubSpot lead capture, automated follow-up, replay access, and social promotion into a coordinated campaign ecosystem.

Webinar Acquisition & Registration Experience

Developed the webinar registration experience to provide a clear path from campaign discovery to conversion. The page combined educational messaging, webinar context, and a focused registration action while minimizing unnecessary friction in the user journey.

Following the live event, the registration experience was adapted to support on-demand access, allowing the campaign to continue attracting visitors interested in FDA regulatory guidance and convert that interest into identifiable leads.

Tools & Skills Used: WordPress • HubSpot • Landing Page Strategy • UX/UI • Conversion Strategy • Lead Generation • Content Strategy

Live Experience: View Webinar Registration Experience ↗

Form-Gated Replay Access

Implemented a lightweight gated-content experience that connected lead capture directly to webinar access. After submitting the registration form, users received an on-screen confirmation containing the replay URL and the password required to access the protected webinar page.

This created a clear exchange of value: visitors provided their information to access the educational content, while the campaign captured the registration in HubSpot for continued engagement. The password-protected replay page added an access layer without requiring users to create an account or navigate a more complex authentication process.

Tools & Skills Used: HubSpot • WordPress • Form Strategy • Gated Content • Lead Capture • UX/UI • CRM Integration • Conversion Strategy

Marketing Automation & Follow-Up

Built HubSpot workflows to support webinar registration communications and follow-up engagement. Automation reduced manual campaign administration while creating a more consistent experience for participants moving from registration into continued communication.

The workflow structure also provided a scalable foundation for managing webinar contacts and future campaign nurturing within HubSpot.

Tools & Skills Used: HubSpot • Marketing Automation • Workflow Design • CRM Integration • Lead Nurturing • Email Marketing • Campaign Operations

From Live Webinar to Evergreen Content

After the live webinar concluded, I repurposed the presentation as an on-demand digital resource rather than allowing the campaign to end with the event. The replay was housed on a password-protected WordPress page and connected to the registration experience so new visitors could continue discovering and accessing the content.

This extended the useful life of the webinar and transformed a time-bound event into an evergreen marketing asset that could continue supporting regulatory education, audience engagement, and lead generation.

Tools & Skills Used: WordPress • HubSpot • Gated Content Strategy • Content Lifecycle Strategy • UX/UI • Lead Generation • YouTube Unlisted Video

Live Experience: View Webinar Replay Experience ↗

Multi-Channel Campaign Promotion

Supported webinar visibility through organic LinkedIn promotion designed to connect regulatory subject-matter expertise with medical technology audiences. Campaign messaging positioned the webinar as useful educational content rather than purely promotional material, reinforcing the company’s expertise while directing interested audiences into the registration experience.

Tools & Skills Used: LinkedIn Strategy • B2B Content Marketing • Campaign Promotion • Audience Engagement • Thought Leadership • Lead Generation

Live Experience: View LinkedIn Campaign ↗

Campaign Value

The FDA Pathway webinar became more than a one-time event. By connecting content strategy, web UX, HubSpot lead capture, automation, protected replay access, and social promotion, the campaign created a repeatable framework that could continue supporting audience education and lead generation after the live presentation ended.

The project demonstrates how a coordinated digital experience can extend the value of expert content while creating a clearer path from audience interest to registration and continued engagement.

Core Capabilities Demonstrated: Digital Campaign Strategy • Marketing Automation • Lead Generation • UX Strategy • CRM Integration • Gated Content • B2B Marketing • Cross-Channel Campaign Execution