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Technical webinar producer agent for industrial manufacturers selling through distributors on Salesforce
A custom AI agent that works backward from a webinar date to build a reusable production kit (pages, a long promotion and reminder ladder, distributor co-promotion packs, run of show, engineer panel questions, and follow-up drafts) connected to Salesforce, the ERP and the webinar platform. Promotion starts weeks earlier on a fixed calendar, distributors get leads routed to them without channel conflict, and every attendee's technical questions feed the long spec-driven sales cycle.
| ROLE | MARKETING | PLATFORM | CUSTOM |
|---|---|---|---|
| INDUSTRY | MANUFACTURING / INDUSTRIAL | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCTOBER 25, 2026 |
What The Producer does
A 51 to 200 person industrial manufacturer runs technical webinars (new product introductions, application engineering sessions, code and standards updates) for engineers, specifiers and plant buyers. Today each one is built from a blank page, the product manager and an application engineer get pulled in late, and promotion starts about ten days out, which is too short for an audience that plans its calendar weeks ahead and too short for distributors to promote it to their own customers. The Producer works for the marketing team and owns the production timeline from the moment a topic is approved: it locks a date-driven calendar that starts promotion six or more weeks out, generates every asset from a library of past webinars and approved spec content, builds a co-promotion kit for each participating distributor, keeps Salesforce Campaigns and the webinar platform in sync, and after the event turns the recording and Q&A into follow-up and repurposed content routed to the right distributor or regional sales manager. Engineering owns technical accuracy, channel managers own partner decisions, and the agent escalates to them instead of guessing.
Custom build
The company runs Salesforce, not HubSpot, so Breeze agents are not an option and the right fit is a custom AI build orchestrated in n8n. That gives direct, controlled access to Salesforce Campaigns, a read-only ERP connector (via API or a scheduled export into a staging table), and Demio's registration and attendance data, plus the multi-step logic channel routing needs, which an off-the-shelf webinar tool cannot do. The approved content library sits in Airtable so engineers and marketers can maintain spec sources without touching the agent. Because the team wants it built and maintained for them, the workflow is kept in one orchestrator with logged runs, making fixes and changes quick when a platform or rule changes.
What starts it
- A webinar record is created in Salesforce (Campaign with type Webinar) with a topic, target date, product line and presenting engineer
- A countdown milestone is reached on the webinar calendar (for example 8, 6, 4, 2 and 1 weeks out, day before, day of) and the next assets or sends are due
- A distributor or channel partner opts in to co-promote, recorded on the Campaign in Salesforce
- The webinar ends and the recording, attendance and Q&A log become available from the webinar platform
- A milestone is missed (registrations below the plan curve, engineer has not approved the deck, partner kit not acknowledged) and the timeline needs attention
What it reads
- Salesforce (Campaigns, Campaign Members, Accounts, Contacts, partner accounts and territory assignments)
- ERP customer and order history, read-only, for installed base by product line and which distributor serves each end customer
- Demio for registrations, attendance, polls, chat and Q&A
- An approved content library in Airtable (past webinar kits, product spec sheets, datasheets, application notes, certification and standards references, approved claims)
- Recording transcripts from the webinar platform or Riverside for post-event repurposing
- Channel partner roster with co-marketing contacts, regions and logo usage permissions
How it works, step by step
- Build the backward calendar from the dateWhen the Campaign is created, the agent generates a production calendar counting back from the event date: draft kit at 8 weeks, engineer review at 7, distributor kits sent at 6, launch email and page live at 6, then the reminder ladder. If the date leaves less than five weeks of promotion, it flags the conflict to the marketing lead with an option to move the date rather than quietly compress the schedule.
- Draft the full kit from the closest past webinarThe agent pulls the most similar past kit from the library (same product line or audience role) and the current spec sheets, then drafts the registration page, invite and reminder emails (built in Stripo templates), social posts, run of show with timings, presenter briefing, and 10 to 15 panel questions written at the level an application engineer or specifier would ask. Every technical statement is tagged to the source document it came from.
- Route technical content to the presenting engineerThe run of show, panel questions and any page copy containing performance figures, tolerances, ratings or standards references go to the application engineer as a single review task in Salesforce with source links. Nothing technical publishes until it is approved; the agent nags on a set cadence and escalates to the product manager if review slips past its calendar slot.
- Produce distributor co-promotion kitsFor each opted-in partner, the agent creates a co-branded invite email, a short blurb for their newsletter, social copy, and a unique tracked registration link so registrants are attributed to that partner. Kits go to the channel manager for release, not straight to the partner.
- Run the promotion and reminder ladderThe agent schedules invites by segment (installed base from ERP for upgrade topics, specifiers and engineers for new products, partner-attributed lists separately), sends reminders at 1 week, 1 day and 1 hour, and checks registrations against a plan curve weekly. If it falls behind, it proposes specific actions (a second partner push, a sales-rep personal invite list, an extra reminder to non-openers) for the marketing lead to approve.
- Sync attendance and route follow-up by channelAfter the event, Demio data writes back to Campaign Members with attended, minutes watched, poll answers and questions asked. The agent matches each attendee to an account, checks Salesforce territory and ERP records for the serving distributor, and drafts follow-ups: end customers served by a distributor are routed to that partner via the channel manager, direct accounts go to the regional sales manager, and anyone who asked a spec-level question gets a task for an application engineer.
- Repurpose the recording into spec-cycle contentUsing the transcript, Castmagic and Descript, the agent drafts an on-demand page, a Q&A recap organized by application, short clips per topic, and an application note outline. These are routed through the same engineer review before publishing, and the finished kit is saved back to the library so the next webinar starts from it.
When a person takes over
- Application engineer approves every technical claim, panel answer and repurposed piece before it goes live, because a wrong rating or tolerance can end up in a specification and create liability
- Channel manager releases distributor kits and decides how attendee leads are shared with partners, because lead ownership and territory disputes are relationship decisions, not data decisions
- Marketing lead approves date changes and any catch-up promotion when registrations trail the plan, since that spends budget and partner goodwill
- Regional sales manager or application engineer takes over when an attendee asks about a specific project, quote, lead time or custom configuration, which the agent never answers itself
Rules it follows
- Only use performance figures, ratings, certifications and standards references that exist in the approved spec library, cite the source on every draft, and block publishing until the engineer has signed off
- Never contact a distributor-served end customer with a direct sales follow-up; attendees matched to a partner account in ERP or Salesforce are routed through the channel manager to protect channel relationships
- Never mention pricing, lead times, stock availability or discounts in any webinar asset or follow-up, since those live in the ERP and distributor agreements and change often
- ERP access is read-only and limited to account, product line and serving distributor fields; no order values or customer contract terms are copied into emails or prompts
- Use partner logos and names only for distributors with recorded co-marketing permission, and keep all sends within the brand's approved templates and tone
How you know it works
- Weeks of promotion before each event (target: every webinar launched on the six-week calendar)
- Marketing hours spent per webinar from approved topic to post-event follow-up
- Registrations and attendance rate, split by direct, partner-attributed and installed-base segments
- Share of attendee follow-ups routed to the correct distributor or sales owner within two business days
- Opportunities and spec-stage activity in Salesforce influenced by webinar Campaigns over the following two to three quarters
From pilot to live
- Pilot: one product line, one webinarLoad the last few webinar kits and current spec sheets into the library, connect Salesforce Campaigns and Demio through n8n, and run one webinar end to end with every asset human-reviewed. Distributor kits go to one or two friendly partners. Tune the calendar, question quality and engineer review flow.
- Expand: channel routing and ERP matchingTurn on the read-only ERP match for installed base segmentation and serving-distributor routing, extend co-promotion to all opted-in partners, and add the registration plan curve with catch-up recommendations. Run the next two or three webinars on the full calendar.
- Full rollout: quarterly program, maintainedSchedule a quarterly webinar calendar across product lines so the agent starts each production automatically, add repurposing and the library feedback loop, and hand ongoing upkeep (template changes, platform API updates, new product lines in the spec library, routing rule changes) to the build-and-maintain team with a monthly health check on sync errors and missed milestones.
Tools that fit
Demio
Webinar hosting software
n8n
Workflow automation platform
Airtable
Visual data organization
Stripo
Email design and editing platform
Castmagic
AI audio editor
Some tool links are partner links. Hacking Demand may earn a commission at no extra cost to you.
This blueprint is a version of The Producer (webinar builder agent) ↗
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Scope this agent ↗ Get your own blueprint ↗Good questions.
Straight answers.
How do distributors get webinar leads without us undercutting them?
Every attendee is matched to an account and checked against Salesforce territory and ERP order history for the serving distributor. Partner-attributed registrants (from their tracked link) and end customers a distributor already serves are routed to the channel manager, who decides what to share and how. The agent never sends direct sales follow-up to those contacts. Direct accounts go to your regional sales manager.
Does the agent need write access to our ERP?
No. It needs read-only access to a small set of fields: account, product lines purchased and serving distributor. That can be an API connection or a nightly export to a staging table. It uses that to build installed-base invite lists and route follow-ups, and it never writes back or copies order values into emails.
Our audience is engineers. How do we keep the content from sounding generic or getting specs wrong?
Drafts are built from your own past webinars, datasheets and application notes, not general web content, and every technical statement is tagged to its source document. Panel questions are written at the level a specifier would ask. Nothing with a figure, rating or standards reference publishes until the presenting application engineer approves it, and the review is scheduled into the calendar at week seven so it does not become the reason promotion starts late.
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