{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Performance Delivered","title":"Turning Webinars Into a Pipeline Engine — with Nicole Gates (VP Global Growth Marketing, Varonis)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/a7666eb3\"></iframe>","width":"100%","height":180,"duration":1333,"description":"Most marketers still treat webinars as a one-and-done content play — or worse, write them off as dead. Nicole Gates disagrees. As VP of Global Growth Marketing at Varonis, she's turned webinars into one of her top-of-funnel lead drivers and a repeatable, scalable revenue engine.In this episode, Nicole joins host Steffen Horst to break down how she structures webinar programs across the entire funnel, scales them globally without burning out a small team, and is now using AI to go further.What we cover:Why \"webinars are dead\" is wrong — and the mindset shift that makes them workStructuring webinars across the funnel (awareness → consideration → demo) and the metrics that matter at each stageHow the monthly \"State of Cybercrime\" series became a brand of its own — with zero product pitchingUsing webinar data to uncover positioning and audience (the Salesforce upsell story)Scaling across regions: when to invest in local languages vs. just shifting time zonesWhere AI fits today (deeper audience analysis, reactivating churned customers) and tomorrow (dubbing, semi-live replays)Live vs. on-demand — what actually convertsNicole's advice for teams starting from scratch: consistency, thought leadership, and giving it a year","thumbnail_url":"https://img.transistorcdn.com/vnS29t4r5WROVgKOj8eawpVf7WhLuOOPwL94dPdp3Oo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iOWEz/MDA3OWQzNjM0ZWY1/YWJhNjlkNmYwYWMz/Njc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}