Not All Webinar Leads Are Created Equally

Learn new strategies for webinar lead generation increase your attendance rate today.

Virtual is the way to go.

We know that webinars are an effective marketing tool that increases brand awareness while educating prospective leads about the problems you solve.

They’re cost-effective for having intimate sales conversations, but they’re also becoming more common throughout the business world. This means you need to compete for your customers’ attention. Read our blog here to learn 7 webinar tips to expand your viewership.

As mentioned in our previous blog posts, webinars are great evergreen content. Take snackable content bits from a product demo (or “deminar”) and turn it into a video for your website—or use it as promotional content for social media.

But none of that matters if you don’t tailor your webinars to your various leads, and then measure their interest.

The Importance of Scoring Leads

Think about all the work you can do in an hour:

  • Manage your emails. 
  • Hold meetings (productive or not).
  • Create ads for your business.
  • Finish time-sensitive reports.
  • Strategize for your next content campaign.

The point is that a lot can be accomplished in an hour. If your leads are taking at least an hour out their busy schedules to watch your webinar, their lead scores should reflect their interest. There’s a difference between a lead who registers for your webinar event without showing up and the lead who actually watches what you have to offer.

But lead scoring doesn’t stop there. Ask yourself: how long did this lead stay for?

A lead who watched for the full hour deserves more attention than a lead who only viewed your webinar for only 10 minutes. Don’t just look at their total view time. What did they do during the time that they were watching your webinar? Was this lead passively watching or were they asking questions?

Every business has their own lead score range. Make sure the one you implement makes sense. For instance, if an MQL needs to have a lead score of 100 to qualify as an SQL, but actions like signing up for your webinar only warrants 5 points, it will take a lot of time before they become ready for sales.

If their actions indicate that they’re aware and interested in learning about your business, they are more top of the funnel (TOFU) and can have a smaller lead score. If they are actively asking questions during your webinar and downloading your lead magnets, then they warrant a high lead score. They’re looking for an answer to their problem and believe that you may have that answer. At this point, these leads are closer to the bottom of your funnel (BOFU) and should get a higher lead score.

3 Ways to Improve Your Webinar Lead Generation

Here are some simple tactics you can start applying today to generate more webinar leads.

Exhibit Scarcity

Go on social media and tell your audience how 100 (or maybe 1000) people have already signed up for your webinar and you only have a few spots left.

This does two things.

  1. It shows social proof; people are interested in your webinar.
  2. Stating “a few spots left” adds urgency. Act now before you lose your chance.

What Happens Next?

Create a calendar for your website with all of your upcoming webinar events. Maybe someone can’t make your webinar for next Tuesday, but they’re free to watch it the following Thursday.

This is a great strategy to start getting some sign-ups in advance.

Always remember to share lead magnets with your events. Give attendees something to take away from your webinar, and make sure their lead score goes up if they’re downloading extra content during your webinar.

Always Follow-Up

Send an immediate email follow-up thanking your viewers for attending the webinar. Segment the list into “attended” viewers and “registered but failed to attend.” Thank the former for their attendance and let the latter know that you are sorry that they could not attend.

This way, you are still touching all of your leads. Send everyone an on-demand version of your webinar for them to watch on their own time.

Key Takeaways

Ensure that you have real-time data on who watches your webinars, for how long they watch, and what they did while watching. 

Engagement takes the form of:

  • Active Q&A throughout the webinar.
  • Downloading assets from your available resources list.
  • Who’s sharing your content?
  • Filling out surveys and/or polls
  • Who is talking in the group chat?

A viewer’s lead score should accurately reflect their level of engagement with your webinar events. Remember to segment your active and passive viewers and stay top-of-mind with email follow-ups and you’re sure to optimize your webinar lead generation.

Interested in learning about how to optimize your webinar program? Download the Smart Marketer’s Guide to Webinar ROI and start getting in front of as many marketing-qualified leads as possible

Read last week’s blog post if you’re interested in learning how to leverage podcasts in your content marketing strategy.

Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.

Matthew Ley

Matthew Ley

Matt Ley is the current President and co-founder of The Streaming Network. Starting his career in virtual events in 2007, Matt is an industry veteran that is passionate about helping customers stand out in their industry with compelling virtual events that people want to attend. The driving ambition for Matt is that virtual events are not a utility for information distribution but an opportunity for firms to create a competitive advantage. Matt is an accomplished speaker, moderator and a sought-after thought leader.

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