How to Build a Webinar Funnel and Predict Results

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In IT companies, webinars serve as a way to explain complex products and solutions in simple language. For example, SaaS companies conduct live demos and show how their product solves specific customer problems. This helps not only attract leads, but also shorten the sales cycle: webinar participants are already familiar with the product's features and are ready to move on to the next step.

Marketing agencies use webinars to educate clients on new trends, such as social media marketing. This highlights their expertise and convinces participants to use the agency’s services.

Consulting companies and financial firms use webinars to strengthen their image as experts in the market. They talk about the intricacies of taxation, investment opportunities and financial management, building trust with potential clients.

Typically, webinar effectiveness is assessed in two scenarios: optimistic and pessimistic. In the first case, you take the benchmark funnel indicators in your industry, and in the second - their lower limit in case you guess wrong with the webinar topic or audience.

It’s important to focus on metrics that will help you objectively evaluate the effectiveness of your webinar and make informed decisions. Metrics may vary depending on your product and industry, but there are a few metrics that will work for most:

advertising and attraction costs,
number of unique visits to the landing page,
number of registrations and conversion to registration,
number of viewers and attendance,
number of purchase or demo requests,
number of sales.
These metrics allow you to evaluate the effectiveness of the webinar and understand at what stage problems with conversion arise.

It is easier to work on a webinar funnel if you understand how your user makes a purchase decision. What difficulties they face, where they hesitate. CJM provides answers to these questions. We have a detailed guide on creating a Customer Journey Map . Study it if you are creating a customer journey map for the first time.

Customer Journey Map: what types of maps exist, how to create and use them
Customer Journey Map: what types of maps exist, how to create and use them
Key Steps to an Effective Webinar
Preparation
Choose a topic that solves the audience's problem. A topic that list of new zealand cell phone number matches the interests of the target audience and solves a relevant problem increases motivation to register and participate. For example, a SaaS company can hold a webinar on how to automate routine work with its product.

Plan the structure and timing. Typically, a webinar plan includes a short introduction, main content with examples and cases, and a Q&A session.

Choose a platform and equipment. It is important to choose a platform that supports the required number of participants and functions (chat, polls, screen sharing, QR code placement ). Consider where the audience is most comfortable watching you. It is also important to check all the equipment before you start.

Conduct several rehearsals. Testing the script helps you find weak points and practice your presentation. The presenter will be better prepared for unexpected questions, and the team will be better prepared for possible technical failures.