What the funnel actually does
A visitor lands on the registration page, picks the next session (the scheduler offers one every fifteen minutes plus two later options for people who want to plan), and is dropped onto a confirmation page with a real add-to-calendar link rather than a screenshot of one.
From there, nine touches go out — four email, five SMS — all timed relative to the registration record. The last one fires three minutes before the room opens and is the single biggest lever on show-up rate in the whole build.
After the session, the contact is split by whether they hit the room page. Attendees go to the offer sequence. No-shows get the replay with a 72-hour window that closes by removing the page tag, not by hiding a timer graphic.
Why the reminder ladder is nine touches
Nine is the number we settled on while building it: enough touches that a registration made a week out is still remembered, few enough that the list does not start unsubscribing. Every touch is editable and every one can be switched off, so if your audience wants fewer you can cut the ladder back without unpicking the timing logic.
The ladder is spaced 24h / 12h / 3h / 1h / 15m / 3m with the email touches front-loaded and the SMS touches loaded into the last three hours, because SMS in the final hour is what pulls people back from whatever they were doing instead.
What you need to change after import
Three custom values: your webinar title, your host name and your offer URL. Two brand assets: logo and hero image. One calendar connection if you are running live sessions instead of evergreen.
Everything else — the workflow timing, the tag structure, the pipeline stages — is designed to be left alone on the first run so you get a clean baseline before you start editing.