A few weeks ago, we sat down with marketers running webinar programs at agencies and in-house teams, all B2B. We asked them what was working, what wasn’t, and where they felt stuck.
Three pain points came up in nearly every conversation:
“Webinars are a heavy lift with little proven ROI.”
“We’re not generating enough qualified leads.”
“Without clear attribution, leadership isn’t seeing the value of webinars.”
If you’ve said any version of those things, you’re not alone, and you’re not the problem. The system around it is.
Topic selection, promotion, follow-up, and measurement are where the pipeline leaks.
And those gaps are what we covered live last week in our 60-minute tell-all webinar. We showed attendees how to make webinars their best performing lead gen channel.
Here’s the system we use to run 50+ webinars a year on a 3-person team.
The 5 Phases Of A Webinar That Converts
- Attract The Right ICP: topic, speaker, title.
- Make Setup Easy: platform and landing page.
- Content That Qualifies: copy, promotion, emails, handouts.
- Going Live: generating pipeline signals.
- Follow-up & Convert: segment, repurpose, measure.
Here are a few of the bigger takeaways from each phase. Watch on demand for the nuances to help you drive more qualified leads on your next webinar.
It’s worth the watch, as one live attendee pointed out: Great information, I had several takeaways as we did our first webinar on Tuesday. Thanks!
How To Choose Your Webinar Topic Based On Business Needs, Not Just A Fun Idea
Before any of the tactics matter, get clear on how the webinar can support business objectives. Who is the target audience that best fills that business objective? Then, finally, what does that target audience need before they can convert?
Start by asking yourself:
- Are you driving net new pipeline to showcase your brand as a thought leader?
- Building credibility for a new product line, or warming an account list for sales?
We share a few more webinar topic identification questions in the on-demand webinar, so be sure to check that out.
But, as you can begin to see, each goal points to a different topic, a different speaker, a different promo plan, and a different follow-up.
The key is to stop picking topics based on what you want to talk about (and this includes leadership).
5 Tools That Identify High-Conversion Topic Gaps For Webinars
The best marketing strategies are built on data, not just excitement.
- Sales Team
- CRM (Learn the key events to track.)
- Google Analytics 4 (We have a GA4 exploration report for webinar ideation.)
- Transcripts (Process and isolate common pain points with AI)
- Interviews (AI can isolate common pain points.)
So, your first stop is to go to your sales team, if you have one, and ask one question: “What’s the number one thing prospects are struggling with right now?”
You’ll get your next three webinar topics from that conversation.
If you don’t have a sales team, we share 4 ways…
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