Web Agency Summit
Running a 1,000+ attendee virtual event for web agencies is a monumental task, and most events stop at putting people in seats. I wanted to push Web Agency Summit beyond that, turning it into something people didn’t just attend, but actively talked about, shared, and came back to.
The Results
There’s a Million of These Events.
Going Full Organic Would Be Hard.
In 2025 we leaned hard on ads, and while that brought registrations, a lot of those people never showed up. To fix that, we went fully organic in 2026, and I was up for the challenge.
Getting swamped agency founders to drop client work for a virtual event is never easy. Every summit out there promises the same “game-changing” secrets, so I wanted to show what made ours different: the networking lounge where you actually meet other owners who get your world, sessions built around real agency problems like winning better clients, and direct access to the teams behind the tools you already use.
And registrations were only half of it. I had to build something people would actually show up for, stay through, and talk about afterward.
The Strategy
I didn’t want this to feel like just another online webinar, so I got the audience involved early. Any decision we needed help with went straight to socials for engagement. Reach couldn’t depend on a single channel either. It had to multiply across people, partners, and key moments.
I also leaned hard into guerrilla marketing. With zero budget for paid acquisition this year, I had to find creative, zero-cost ways to capture attention. I used tools like Lovable to build interactive games, including a custom summit trading card generator. This kicked off a massive viral loop. Attendees created their own personalized cards and posted them on social to show off their participation and encourage other sign-ups.
That is what turned a crowded, easy-to-ignore event into a self-sustaining hype machine that people were talking about and sharing before day one even started.
Here’s What That Looked
Like in Practice:
Built Entertainment-First, Shareable Campaigns
Instead of traditional promos, I created interactive games and content based on real agency pain points. These acted as viral touchpoints that people wanted to engage with and share, naturally pulling more attention toward the event with CTAs in the content.
Turned the Team Into a Distribution Channel
I leaned into personal accounts across the company to amplify reach. Behind-the-scenes clips of building the summit, POV-style content, and team voices made the campaign feel more human, expanded visibility, and created a sense of community.
Activated Speakers, Sponsors, Attendees, and Past Content
I repurposed standout moments from previous events to show the value upfront, while also creating media kits that made it easy for speakers and sponsors to share. That combination drove consistent, organic reach and built trust before the event even started.
Examples of the Work
