Building a 200+ Group Webinar Outreach Pipeline for an Insurance Advisor

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 actually 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 roughly 65 named organizations that expand to the 180 to 200 target range once provincial bodies like Diabetes Canada, Autism Ontario, and CMHA are broken out into their local chapters.
• ●A disability insurance list of roughly 90 trades and business targets, including all 26 Ontario Home Builders' Association locals with named executive officers and direct phone numbers, local construction associations, Landscape Ontario's 10 regional chapters, and BNI regions mapped for chapters with an open insurance seat.
• ●An expansion of the original RDSP list with 30 new disability service organizations drawn from the Community Living network and the OASIS member roster.

The research also surfaced structural shortcuts the advisor would not have found on his own. Several networks act as force multipliers: one pitch to Landscape Ontario's provincial coordinator can cascade to 10 chapters, and one approach to the OHBA education team can reach 28 local associations. The final deliverable flagged these 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.

The Result

The advisor went from one line of business to three with a ready-to-work pipeline of 285+ organizations, prioritized by likelihood to say yes. The first campaign's momentum carried straight into booking: five webinar dates were projected for the following month before the new lists were even touched.

One research pass, three lines of business, and a pipeline the advisor can work from for months.