Building an Organized Webinar Outreach Research Workbook

At a Glance

The Challenge

The webinar model only works with a steady pipeline of host organizations. Each new line of business needed its own audience, and the advisor had a clear picture of who those audiences were but no time to find them.

Life insurance meant reaching people in health-related communities: cancer survivor groups, diabetes associations, ADHD and autism adult groups, mental health support networks, LGBTQ resource centres. Disability insurance meant sole proprietors and trades business owners: construction associations, home builders, electrical and plumbing contractors, farm organizations, trucking groups.

The lists had to be Ontario only, exclude government agencies in favour of community organizations that could host a webinar, and include a usable contact for each group, ideally a named programming manager or executive officer rather than a generic inbox.

The Work

I built three master lead lists in a single research pass:

• ●A life insurance list covering nine health and identity niches, anchored by named organizations, with provincial bodies like Diabetes Canada, Autism Ontario, and CMHA marked as networks whose local chapters need further research.
• ●A disability insurance list of trades and business targets, including Ontario Home Builders' Association locals with the executive officer contact where one was listed, local construction associations, Landscape Ontario's regional chapters, and BNI regions mapped for chapters with an open insurance seat.
• ●An expansion of the original RDSP list with additional disability service organizations drawn from the Community Living network and the OASIS member roster.

The research also picked out networks with a provincial office and local chapters, such as Landscape Ontario and the OHBA, where one contact at the provincial level could lead to several chapters. The notes tab flags these for further research first, along with thin niches not worth a standalone campaign.

The Deliverable

A four-tab Excel workbook: one tab per line of business plus a notes tab with outreach priorities, verification caveats, and pivot benchmarks. Every row includes the group name, focus, region, website, social presence, and best available contact, with empty status and notes columns so the advisor can track outreach directly in the sheet.

Three organized research lists for webinar outreach

I delivered an Excel workbook covering life insurance, disability insurance and RDSP webinar audiences in Ontario. The workbook includes organization details, available contacts, verification notes and columns for tracking outreach. It also identifies networks whose local chapters need further research.

The lists are research leads for the advisor to assess and contact. They do not represent confirmed hosts, booked webinars or consent to receive marketing.