Step 5: Follow up with intent
Your job as a marketer doesn't end after the webinar - in fact, it's critical to have a post-live promotion plan in place.
Gilles Bertaux, co-founder of Livestorm, recommends delivering special attention at the end of your webinar. "Send the video, the slides, a transcript of the questions - maybe even some data. This way you ensure more visibility and potentially a better conversion next time," he says.
About a third of people who ever see your webinar will do so by watching a recording after the event. It is always a good idea to have on-demand video available and distribute the recording of the webinar through a gated landing page to keep generating leads. It is extremely important to support and promote your webinar after the live event to take advantage of its long-term lead generation potential, so make sure to have a solid post-live strategy in place.
Step 6: How to really nurture your leads
Webinars are powerful tools for lead nurturing, so you'll want to make sure that you set up some proper nurturing strategies in advance.
Segment all your contacts into several groups:
- Group A - Signed up but didn't attend
- Group B - Attended
- Group C - Neither, but the content of the webinar is relevant for them
For each group, you'll want to have separate post-webinar nurturing campaigns in place to re-engage your prospects and keep them moving along the buyer's journey.
Your nurturing flows should end about a month after your webinar. This is when you'll be able to start analyzing the results and determining the success/failure of your event.
Step 7: How should you analyze the results?
Only after your nurturing flows have run their course, can really start to gauge the success of the webinar by measuring SQL and MQL you got as a result.
Two extremes of huge success or total failure are easy to gauge, but most webinars will fall into a grey space in the middle.
To truly understand the success of the webinar, make sure you understand the industry benchmarks. Specifically, you would want to measure:
- The absolute number of attendees. What is a good number of viewers? There is no universal answer, the number will depend on the industry and the type of the webinar - some are intended to draw large audiences, while others are niche and targeted to a specific segment.
While conversions ultimately trump quantity of attendees, it is still an important metric to measure. According to On24, over the past few years, the majority of the webinars (46%) drew audiences between 200-299 attendees, while according to Brighttalk 45% of webinars attract between 1-100 views.
- Registrant to attendee conversion rate. According to webinar benchmark report, the average rate is 40%, so a rate anywhere between 35% and 45% should be considered a strong result.
- Lead quality. The number of closed deals, MQLs and SQLs is the ultimate measure of a success of the webinar. This number will vary from company to company, and should be measured against your own data. Did your webinar perform better or worse than other types of content?
So, this is it. Next time you want to run a webinar - go for it, but don't rely on this nor any other marketing tool to single-handedly deliver the MQL goodness. Webinars are great, but have no life of their own outside of a wider B2B marketing campaign. Attempting to treat them as a standalone marketing asset would almost certainly be a recipe for disaster.