How Middesk Built a Webinar Program from Scratch and Influenced $1.8M in Pipeline

• $1.8M influenced pipeline from digital events
• 3,200+ registrants
• 43.9% average attendance rate
• 25 webinars delivered
• 25 hours saved annually through templates
• 55 total events managed: 25 webinars, 25 trade shows, 5 field events

When Kate Young joined Middesk in November 2023, she was the company's first dedicated events hire, a strategic investment in building out a new marketing channel. The growing fintech had ambitious goals and brought Kate in with the freedom to design the entire events program from the ground up.

That freedom was exciting, but it also meant starting from zero. No existing webinar platform. No templates. No established processes. Just Kate, a blank slate, and the goal to build something that would drive real pipeline.

"It was my job to essentially create a program from scratch and get that executive buy-in to go out and create an entire channel for us," Kate explains.

The scope was massive for one person. She'd be responsible for the full events portfolio: digital webinars, field events, and trade shows. That's three different event types requiring completely different skill sets and workflows.

When you're a solo event marketer managing webinars, field events, and trade shows simultaneously, you can't afford tools that create more work. You need platforms that multiply your impact, not your workload.

Kate knew exactly what she was looking for.

"Goldcast was actually the only tool that I proposed," Kate says. "I knew that I needed an event software, and I was familiar with it from my previous job."

At her previous company, Kate had done an extensive search for a new webinar platform after being disappointed with the existing solution. That experience taught her exactly what to look for. When she got to Middesk, she didn't need to do another search. She already knew Goldcast was the answer.

What sold her? Three things:

"I was really impressed with the ease of use in the actual product itself. How intuitive it was." Kate needed to hit the ground running. She didn't have time for lengthy training sessions or complicated workflows. The platform had to just work.

"A much more cohesive customer success and customer support program was huge. Being able to chat with people in real time was enormous for us." When you're running live events, real-time support isn't a luxury, it's essential.

Kate needed a way to repurpose webinar content into blogs, social clips, and other assets, but her small team simply couldn't support it. Content Lab unlocked an entirely new workflow, automatically generating the materials she needed without requiring additional headcount.

Kate came looking for a webinar platform. What she got was so much more—a complete video content platform that would become the foundation of her entire digital strategy.

With Goldcast in place, Kate launched two distinct webinar series:

BEV Break: a thought leadership series focused on "Business Entity Verification". These 30-minute sessions tackle complex industry topics in the time it takes to enjoy a beverage. Each one is like a chapter in a book, providing value to their audience with speakers ranging from Middesk's co-founders and Chief Marketing Officer to various product leaders.

Product Demo Series: more bottom-of-funnel, 30-minute sessions showcasing specific products. Initially monthly, Kate plans to move these to a quarterly cadence in 2026, organizing them by persona rather than individual products to better tell a story about how solutions work together.

Looking ahead, Kate plans to add two more digital series to cover the full customer funnel, including a success stories series featuring customer and partner speakers.

Here's what a day looks like during peak event season for Kate: checking registration numbers, running reports for the growth marketing team, standing up the next webinar, often while traveling to or working from trade show floors. When you're constantly context-switching between event types and locations, every minute matters.

"The templates in Goldcast are a huge efficiency win for us. We were able to do 25 webinars this year with just two staff members, and we were able to do that because it only took a few seconds to actually get a new event created." Kate estimates they save about an hour per event setup.

Kate also manages 4-5 field events per year using Goldcast for registration and check-in. The key advantage? Everything connects directly into Salesforce and HubSpot. Rather than using other tools that create data silos, Goldcast keeps all event data flowing into their existing tech stack.

Content Lab changed everything. Now every webinar automatically generates transcripts, blog drafts, and video clips. Kate uses these as starting points for landing pages and social content, extending the life and value of each event far beyond the live session.

What used to be impossible is now part of the standard workflow.

Kate’s success in standing up the event program earned her one additional headcount in 2024. Her team of two went on to execute 55 total events last year: 25 webinars, 25 trade shows, and five field events. That's more than one event per week, on average.

The digital portion alone brought in 3,200+ registrants, going from zero to over 3,000 people engaging with their content within a year. The 43.9% attendance rate was well above industry standards, proving the content was resonating.

But it's the business impact that really matters: digital events influenced over $1.8M in pipeline last year. In a sales-led business where marketing needs to deliver quality leads willing to take meetings, that's massive.The channel proved particularly strong for enterprise buyers at the top of the funnel.

Goldcast isn't just valued by the events team at Middesk. The entire marketing organization considers it essential.

"From my perspective as an event manager, we just wouldn't have an event team if we didn't have Goldcast. It's part of the package of running an event program," Kate explains.

The platform has become integral to how Middesk's lean marketing team operates efficiently and delivers pipeline.

2026 brought a new challenge: nearly double the pipeline goal with a tighter budget. Kate's response? Double down on what works. They're being more selective with trade show appearances, attending only the highest-performing events, and significantly expanding their digital content strategy. "We're adding two more series, so we really get that full funnel digital content."

Kate started as a solo event marketer with nothing: no tools, no templates, no program. She was responsible for everything from webinars to field events to trade shows. Despite those constraints, she built a multi-series webinar program that significantly influenced pipeline and became a critical source of enterprise leads.

Now, with clear proof of digital events’ impact, she’s not pulling back. She’s scaling up. That's the power of having the right platform and the data to prove its impact.