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Are you thinking about increasing sales with a webinar? Start with your webinar funnel.

What Is a Webinar Funnel?

A webinar funnel works a lot like a sales funnel or marketing funnel. The goal is to attract prospects to your brand and convert them to customers — by hosting a webinar. 

Consider this:

In 2019, ON24 surveyed its webcasting platform users. Five percent of respondents planned to increase webinar production in 2020. By April 2020 (as the pandemic kicked in), the ON24 platform saw a 167% increase in webinars.

Now, as people get comfortable with the idea of running a sales webinar, we’ll likely see a continued uptick in these sales presentations.

Read on to get the ins and outs of attracting prospects (and converting them into customers) with a step-by-step webinar formula. 

How Do I Create a Sales Webinar?

1. Determine Your Webinar Target Audience

The goal of your webinar is to generate leads and get them into your sales funnel. This requires a strategic approach, starting with: Who is the target buyer you want to attend your webinar? 

Decide which customer segment (e.g., industry or role) you want to attract to your business and product.

2. Choose a Buyer-Centered Topic for Your Webinar

It’s easy to get caught up in your product, making it the focus of your presentation. However, your buyers want to know how you can help them solve a business problem. 

Dig into your buyer personas to discover what prospects want from you. Is there an industry trend affecting their business — one that your product can help them overcome?

Define Your Offer

Be clear about what you’re offering. Will you demo your product, focusing on the benefits and critical pain points your solution solves?

Run a “So What?” Test

What value will the webinar provide attendees? As you brainstorm topics, put yourself in the attendees’ shoes to determine what will make the event engaging and memorable.

3. Get People to Sign up for Your Webinar

How do you get people to sign up for your event? You might want to send an email to prospects. According to GoToWebinar, 57% of registrations come from email

Create an Email Campaign

Let prospects know about your webinar in a persuasive email. The email will direct recipients to your landing page.

Build an Engaging Landing Page

To create a killer marketing landing page, keep the design simple and the copy concise. Provide one active link on the page — a bright “Register Here” button, and hide all active links, including the menu bar and footer. 

PRO TIP: Entice prospects with a simple intro video. Your host can create some buzz by making a short video explaining the webinar’s key takeaways. Add the video to your email or landing page.

Get the Word out on Social Media

Tap into B2B social media to get more people to your webinar. Identify the social channels where you can reach your target customer. For instance, LinkedIn and Twitter are good sources for connecting B2B buyers. 

Besides sharing posts about your upcoming webinar, you might consider running ads on social platforms for more sign-ups.

4. Capture Attendee Emails 

As part of your lead generation webinar strategy, you want to capture attendees’ emails and guide them further into the webinar sales funnel. 

However, it’s critical to make prospects feel confident about handing over their email. To ensure privacy compliance, let registrants know what you will do (and not do) with their email addresses.

As emails feed into your CRM, sales and marketing will have the opportunity to nurture the new leads with additional content. 

5. Squeeze the Most from Your ‘Thank You for Registering’ Page (and Beyond)

Don’t let new leads get away! Keep the conversation going by offering additional, related content, such as: 

  • A related blog post link 
  • A 30-second “thank you” video from the host
  • A limited-time ungated whitepaper or case study 

Also, start thinking ahead about content opportunities after the webinar. Once the presentation is over, create related content such as a blog post series and social posts.

6. Get People to Attend Your Live Show

GoToWebinar claims that 59% of webinar registrations occur the week leading up to the event. 

As you plan your webinar, set up an email sequence that encourages people to sign up and attend the live show. That might include a “starting soon” email an hour out from going live. 

Additionally, consider enticing them to attend the live show with an offer — from participating in a live Q&A to a downloadable ebook.

7. Ask for the Sale

As you plan out the webinar, make sure to include a specific call to action. 

What do you want attendees to do? Will they request a one-on-one call and customized product demo with your sales team? 

Also, to motivate guests to take action, consider adding a “Wait, there’s more” offer — such as a free trial or limited-time promotion. 

8. Follow up (ASAP)

After the webinar, the real work begins — following up with three groups of leads: the attendees that took action, the ones who didn’t, and the people who didn’t attend. 

You must contact these fresh leads quickly. 

When we get back to a lead in under 90 seconds, it exponentially increases the likelihood of us converting that lead,” — Henry Schuck, Founder and CEO, ZoomInfo. 

Therefore, define how and when you will follow up as part of your webinar planning. Most likely, you’ll segment the groups to ensure leads receive the right call or email at the perfect time.

Get Prospects Flowing into Your Webinar Funnel

Your webinar has the potential to bring valuable leads into your sales pipeline. 

That said, the event’s success lies in focusing on your prospects’ needs, engaging with them throughout the webinar process, and, of course, asking them to take action. 

About the author

Sharyn Inzunza

Sharyn Inzunza is a Senior Content Writer at ZoomInfo, the leading B2B contact database and sales intelligence solution for go-to-market teams.

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