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As of August 2025, Deloitte (Ghana) has conducted 18 sessions in 2025 alone: 12 categorized as “Training” and 6 as “Webinars.”
○ Fig 1.0 Number of Webinars and Trainings held by Deloitte Ghana in 2025
● The webinars usually have the country manager prominently featured, this is probably to help build the credibility of the webinar.
● Here is the typical lead generation flow for Webinars:
○ Fig 1.1 Deloitte API Security Masterclass Screenshot
○ Step 1: Lead sees Webinar Ad on Linkedin
- Deloitte’s webinar posts creatively present the core element of the webinar within their iconic green dot shape. In this case we see various circles with the word “API” inside.
- The title of the webinar enjoys a large font making it easier to see and read.
- The other details of the webinar have a smaller font and are probably designed to be best viewed on desktops instead of mobile.
- Further details such as date, time, fee and venue are listed below to help reduce repetitive enquiries from interested participants.
- Most of Deloitte’s webinar posts on LinkedIn leave a space before and after the webinar link. This is probably to make the link more visible and easier to click.
○Fig 1.2 Spaces before and after webinar
- Deloitte does a good job of constantly highlighting who their webinars are for by adding a “Target” section. This helps viewers to self-qualify. (Are they the right person to attend or not?). (See Fig 1.1)
- There is a section below to encourage those seeking Continuing Professional Development (CPD) to take the webinars. It usually reads “Earn verifiable CPD credits with ISACA, ISC2, EC-Council, PECB and other professional bodies.”
- The write up of the LinkedIn posts is brief and leaves most of the text for the flyer. This is probably done to ensure that the flyer can communicate on its own when shared outside of LinkedIn.
- The short caption avoids redundancy and makes sure the call-to-action link (registration) stands out.
○ Fig 1.3 Deloitte School of Risk Form
○ Step 2: Register by filling a Microsoft Form
- This Deloitte Ghana Masterclass link takes you to a Microsoft form instead of a form located on their website.
- Setting up a Microsoft Form is much faster than creating a new landing page on Deloitte’s global website (which is highly structured, centralized, and requires multiple approvals).
- For Deloitte Ghana, it may actually be more compliant and auditable than using a third-party landing page builder. This means all data collected via Microsoft Forms is stored within Deloitte’s Microsoft tenant, which is governed by the same compliance and security controls (ISO, GDPR, SOC, etc.) Deloitte already adheres to.
- A Microsoft tenant is like Deloitte’s private, secure “space” inside Microsoft’s cloud (Microsoft 365 and Azure).
- This tenant is isolated from all other companies, so Deloitte’s data lives in its own environment, not mixed with anyone else’s.
- If Deloitte Ghana used something like Typeform, Google Forms, or a third-party SaaS landing page builder, the data would sit on an external vendor’s servers.
- That introduces legal and compliance headaches, such as data residency, privacy agreements, and regulator audits.
○ Fig 1.4 Form Screenshot Showing Industry options
○ Step 3: Industry field marked as “Required”, with no “Other” option available.
- Deloitte organizes its business around specific industry verticals (they call them “sectors”). These are the 6 industries made available in the “Industry” drop down menu and can be found on their website here: https://www.deloitte.com/global/en/Industries. html
- By forcing registrants to pick from these, Deloitte Ghana ensures their registration data maps directly into Deloitte’s CRM (Customer Relationship Management) and reporting systems without messy “other” entries.
- It makes it easy to assign the right teams to follow-up. This helps in the lead nurturing process as it guides the marketing team to know what kind of newsletters, case studies, etc., to send.
- Finally, it helps them know which industries are most interested in API Security Training (or whichever specific masterclass topic the form covers).
○ Step 4: Response submission
The form submits almost instantly with no lag and presents the Microsoft Forms submission page.
○ Step 5: Follow-up
- After 24 hours of filling the form I hadn’t received a follow-up email yet.
- The registration form is built on Microsoft Forms, not a marketing automation platform (like HubSpot or Marketo).
- Microsoft Forms doesn’t send custom confirmation emails or trigger automated workflows unless Deloitte manually sets up a Power Automate flow-which many local offices don’t implement. So my entry probably just went into an Excel/SharePoint list for the Deloitte team to manually review later-which they did.
- I filled out the form on 28th August, 2025 and received a call from one of their staff members on 2nd September, 2025.
- He did a good job of first identifying himself then cross-checking the details I submitted and asked if I would be paying as an individual or a company. Payment as an individual versus as a company may require different invoicing details (e.g., company name, tax ID, or receipt format.
- After the confirmation he informed me that I would receive an email of the invoice and gave me the payment deadline over the phone too.
- The invoice followed as promised along with 2 other documents.
RECOMMENDATIONS
● Step 1: Develop High-Interest Webinars
- To attract strong attendance, choose topics your audience is eager to learn about but struggles to find clear information on. The topic should also tie back to a product/service you offer to increase the likelihood that most of the attendees end up becoming paying clients.
- To help identify what topics to train on it helps to know where in the “journey” your potential client is. We use an approach called ‘Readiness Ladder’. This is how it works:
- Rank your ideal clients on a scale of 0 to 10. A score of 10 represents a client who has fully benefited from your most valuable service and achieved outstanding results, while a 0 represents someone just beginning their journey.
- Identify the questions that clients in the 0–3 ranking range typically ask or struggle with.
- Decide which level of clients you prefer to work with, for example, level 4 and above. This ensures you are focusing on clients who are capable and ready to engage with your services.
- Build webinars around the questions for various ranges you identified. You can uncover these by reviewing the early conversations and support you once provided to your now top clients.
● Step 2: Structure Your Webinar:
○ We recommend using Russell Brunson’s ‘Perfect Webinar’ framework, which we also rely on as our go-to structure.
○ Here is the broken down:
■ Introduction:
● Welcome the audience.
● Share your background (helping “X” number of businesses, in industries your f irm specializes in).
● Paint a picture of their future by using phrases like: “Imagine feeling confident every month because you know exactly where your money is going, you are paying less tax legally, and you have a financial partner to guide your growth.”
■ Core Training: Use storytelling and evidence to challenge false beliefs business owners hold about the accounting topic you are covering.
■ Transition to Pitch: Bridge your teaching into your offer with a clear, persuasive statement. For example: “So now you see that accounting is not just about compliance, it’s about growth, profit, and peace of mind. And if you are wondering how to make this shift in your business, we have created a step-by-step program to help.”
■ Stack the Offer:
● Show what working with your firm includes (financial clarity, compliance, cash flow strategy etc).
● Frame it as a solution path, not a bundle of bonuses.
● Instead of dollar values (“this is worth $5,000”), emphasize business outcomes (“our clients typically save X% in taxes or free up Y hours per month”).
■ Price & Urgency:
● Instead of revealing exact pricing, invite them to a free consultation/strategy session.
● Create urgency around limited consultation slots, not pricing. For example: ‘We only take on 5 new businesses this quarter, if you’d like to be considered, book your session immediately after the webinar.)’
■ Close(Discovery Call Call-to-action)
● Do not push “buy now.” Push “book a call.”
● On the discovery call, qualify them (What “Rank” are they as discussed above) and then discuss pricing/options in a tailored way.
● Step 3: Create an “Outreach Database” to engage once you begin promoting content relating to the webinar flyer:
○ Create a list of potential firms with employees who may be interested in attending the webinar. ○ Use your existing clients as a guide for the type of firms to target.
○ Also use the “Readiness Ladder” to get clear on the desired clients you want to work with.
○ Create a list of all your current clients who are “big sharers”. These are people who would happily and quickly share anything valuable about your firm with employees who may be interested in attending. You would send them personalized emails or calls asking them to promote your webinar content. We like to call this your ‘Inner Circle’ list.
● Step 4: Share behind-the-scenes webinar content and direct people to a ‘Book Your Interest’ form:
○ Share a short video of a member of the firm or team sketching out the framework you will train on a whiteboard.
○ Share a mini testimonial from a past client related to what you will cover in the webinar.
○ You can use a tool like Microsoft Forms to encourage people to book their interest ahead of time.
○ You can also use a CRM platform like HubSpot to create the forms and send lead nurturing emails. (HubSpot is SOC 2 Type II, GDPR, and ISO 27001 compliant. For many firms, this level of shared isolation and certifications are enough.) You can learn more here.
○ HubSpot Enterprise packages do allow more granular control. You can learn more here
○ Get creative here but be sure to always protect attendees’ information and don’t leak any sensitive company data.
● Step 5: Find out what leads want to learn and incorporate the essential topics into the upcoming webinar:
○ When new leads come in, follow up and engage them to learn more about who they are and what they expect from the webinar. You can do this either in group messages or in one-on-one conversations (We encourage one-on-one so as not to risk leaking sensitive attendee’s information).
○ Use their feedback to identify key topics to incorporate. Later, follow up to let them know their input will be addressed (If it would be). This increases the likelihood they will show up. It also shows that you listen and care about their needs.
● Step 6: Roll out the first official flyer and encourage opt-in form submissions:
○ Make sure the opt-in form you created with Microsoft Forms, HubSpot, etc., is working before you begin promoting the flyer.
○ Share the webinar flyer ahead of time with your “Inner Circle” list and let them know when and how to share it. ○ Share the flyer on your various social media platforms.
○ Make sure to emphasize the need for interested people to register with the link provided. Make the link obvious and easy to see. This is the same approach used by Deloitte.
○ Keep the post text minimal so it doesn’t compete with the link or cause people to scroll past when they see a large block of text.
○ Let the flyer do most of the work in communicating the target audience, topic areas, and any accreditations provided.
● Step 7: Engage potential Accounts
○ With the list of potential firms that might be interested in attending the webinar(we created it here), begin engaging them by leaving meaningful comments on their posts. Avoid posting too many comments in a short time, platforms may flag this as bot-like behavior.
○ Aim for just a few per hour, spread out the engagement throughout the day and week. A few every hour or so.
● Step 8: Run ads (optional)
○ You can decide to run paid ads on LinkedIn to reach more of your target audience. If you do, test out the native LinkedIn Lead Gen form as the conversion metric. You can learn more here
● Step 9: Continue sharing Behind the Scenes content as the webinar day approaches:
○ As much as possible, make sure the promotional content you share has a nugget of value (help) to the viewer. This helps build confidence that you can deliver even greater value during the live webinar. Keep purely entertaining promotional content to the minimum.
● Step 10: Create a workbook and share with signups ahead of time:
○ Creating a short but actionable workbook and sharing it a few days before the webinar creates the impression that the webinar will be well-organized and insightful. This increases the likelihood that more people would decide to show up.
● Step 11: Send out “Starting Soon” email alerts:
○ Send out ‘Starting Soon’ webinar reminders a few hours before the event to help attendees prepare. ○ You can send one 6 hours ahead, another 1 hour before, and a final reminder 30 minutes before start time.
● Step 12: Hold the webinar:
○ Make sure to have at least 1 person assisting with the questions behind the scenes while the main speaker delivers the session. '
○ Having an assistant will help the speaker focus on the webinar instead of getting distracted with moderation activities. Even minor distractions can throw off otherwise great speakers. A confused or distracted trainer can undermine trust in your brand.
● Step 13: Follow-up on “Fence Sitters”
○ After you make your pitch, some interested prospects will reach out. However, some of them may hesitate when it’s time to actually book the discovery call meeting.
○ Prepare rebuttals for common objections and encourage them to book if it’s indeed mutually beneficial.
● Step 14: Follow up on those who book discovery calls:
○ Follow up as soon as possible with prospects who book discovery calls and begin the necessary onboarding actions.
CONCLUSION
By working through these 14 steps, you have now got a straightforward way to turn webinars into a steady stream of new clients. It’s not just about picking the right topics and running a polished presentation, it is about building momentum, getting people excited to register, and turning that interest into real conversations and discovery calls.
The real power of this process is not in pulling off one great webinar, but in having a system you can improve and repeat every time.
The big takeaway for accounting firms is this: Think of each webinar as more than an event, it’s both a marketing tool and a chance to build stronger relationships.
Do that consistently, and you will start turning attention into action, and conversations into long-term clients. Now let’s turn our attention to Ernst and Young (EY) to learn how they use a completely different strategy to find new potential clients.
You just enjoyed the first free chapter.
If you want to learn how the other Big Four accounting firms use LinkedIn to generate leads, you can get the full mini-workbook HERE.
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