LatticePoint Marketing Finds the Follow-Up Gap After Webinars

This is a fictional case study based on common patterns we see in B2B marketing and sales teams.

LatticePoint Marketing is a 38-person demand generation agency selling to mid-market SaaS companies. Webinars were one of its strongest channels, but the team suspected the follow-up process was leaking qualified interest.

They were right.

The Problem#

LatticePoint had strong event attendance and weak post-event conversion.

Marketing captured registrations, attendance, questions, and poll responses. Sales received a spreadsheet after each webinar. Some reps followed up quickly. Others waited several days. Some prospects were already in active conversations, but nobody saw the overlap until much later.

The CRM did not explain which attendees deserved immediate attention.

Marketing wanted to know:

• Which attendees matched the ideal customer profile?
• Which current opportunities attended?
• Which questions signaled buying intent?
• Which reps owned the right follow-up?

The answers existed, but the process was too manual.

What Changed With Dench#

LatticePoint used Dench to connect webinar signals with CRM context.

After each event, Dench reviewed attendee data, account records, open opportunities, and recent notes. It grouped attendees into practical follow-up categories: active opportunities, high-fit new accounts, customer expansion candidates, and low-priority nurture contacts.

Sales no longer received a flat list. They received an action queue.

The New Workflow#

The marketing team created a post-webinar review step inside Dench.

Within an hour of each webinar, Dench surfaced the accounts that needed same-day outreach and drafted follow-up tasks for the right owners. If an attendee asked a question related to pricing, implementation, or security, that context appeared on the task.

Marketing still reviewed the list before sales acted. The agent handled the matching and summarization work.

The Results#

After three webinars, LatticePoint cut average sales follow-up time from three days to same day for high-intent accounts.

Reps reported that follow-up felt more relevant because the task included why the person mattered. Marketing could see which event signals turned into conversations instead of guessing from registration volume.

The team stopped treating webinars as top-of-funnel activity only. They became account intelligence.

Why It Worked#

LatticePoint did not need a bigger webinar report.

It needed event data connected to CRM reality. Dench helped translate engagement into account-specific next steps.

That changed the question from "who attended?" to "who should we talk to now, and why?"