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how often does your team reach out to a supposedly “in-market account” — only to find out they already went with a competitor?

That’s usually what happens when orchestration is built around accounts instead of actual buyers.

Forrester and Influ2 are hosting a live webinar on June 3 to get into exactly this:

—> why orchestrating for accounts means orchestrating for no one in particular

—> what GTM teams are doing instead to reach buyers the moment they start showing intent.

If this sounds painfully relevant, the registration link is here.

It goes back to my career in sales. Every month, every quarter, you reset to zero. New number, prove it again. I wanted to escape that feeling when I moved into marketing. I wanted to build something that compounded.

Which makes it embarrassing that I spent years running webinars like one-and-dones.

Here's how it actually went. 

We'd run the event, it'd go well, and the minute it ended, I'd go back and watch the recording and try to figure out what we had. No plan — just digging. 

It was like going to a friend's house for dinner and opening their fridge, trying to make something out of whatever was in there. You've got some ideas — milk, eggs, bread — but nothing's intentional. And if they didn't go to the grocery store that week? Or they're vegan, and you have no idea how to cook vegan? Good luck.

For longer than I'd like to admit, that was my repurposing strategy: see what I had and do my best.

And here's what happens when you run that playbook: you default to what's easy instead of what's irresistible. What's easy is one follow-up email. Thanks for attending. Here's the recording. See you next time.

That's not a distribution strategy. That's a receipt.

(And what happens to most receipts? 🗑️)

But sending that receipt doesn't just waste the content — it sends an unintentional signal. 

If you ran a 60-minute event and the only thing your audience gets back is a two-sentence email, you've just told them: even we don't think this was worth more than that. It screams leftovers. Like the content is sitting in the back of the fridge for two weeks — it might be okay, but it's probably easier to just toss.

Not to mention the reach of those emails is smaller than skinny jeans in 2010. 

Because that email only goes to whoever registered. Which is what, a few hundred people on a good day?

Repurposed content doesn't have that ceiling. It can reach tens of thousands. Maybe more. But you don't get there by figuring out what you have after the event is over.

The event itself is only the first half. Most teams never play the second.

Here’s the aha! moment that changed the game for me:

Stop figuring out what you have. Start designing for repurposing before you hit record.

This rewired how I built webinars entirely. 

I stopped going into events hoping for good moments and started designing them.

You build the talk track around segments that can each stand alone as their own asset. You go in knowing which questions are designed to pull out a story. Which moments are designed to have tension — because tension is what stops the scroll. And when the recording ends, you're not excavating. You know exactly where to go. You already know what you're going to do with it.

And you’ve upgraded from a one-and-done to a funky fresh flywheel. 

Here's what it looked like in practice. 

I spoke at a webinar this week and built the talk track around five segments — each one designed to stand alone as its own piece of content:

(It’s very meta — I’m teaching how to repurpose webinar content by repurposing webinar content. Try to keep up.)

Here’s a rough build I did live during the webinar:

Your webinar becomes source content, not just the deliverable.

One event can quickly become 20+ pieces of content:
-Three newsletters
-Eleven LinkedIn posts
-Short-form clips across YouTube, Instagram, and LinkedIn
-An ultimate guide (great for paid ads)

That output compounds, and your audience grows.

So your next event gets more registrations. The content that performs best tells you exactly what your next webinar should be about. 

Now your audience starts doing your content planning for you. 

I turned that full system into a doc — the mistakes, the principles, the format menu, the pre-event planning questions. The fact that it came from the live talk I just gave is kind of the point.

→ Full Playbook: How to Turn Webinars Into a Content Flywheel

And if you want my help building this for your team, I have one advising opening in July.

DM me if you're interested or grab time here.

See you next Saturday,

Pen by Devin Reed​
​Founder, The Reeder​

Follow me on LinkedIn | YouTube | Instagram | TikTok

If you're trying to do brand marketing that doesn’t get ignored, this one’s for you.

I sat down with Adam McQueen and Grayson Ottenbreit from Klue — two marketers who’ve turned B2B content into something people actually want to watch. And no, that’s not an exaggeration.

This episode is packed with real stories, smart tactics, and a lot of laughs.

Plus advice on:

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→ Listen and follow on Spotify