WeWantThisYesterday

Account Executive

Valued Contributor

Webinar leads not converting to demos

So we run a monthly webinar educating our ICP on how to make a case for employee engagement products to their leadership. We get a lot of interest (registrations) and decent attendance (10-15%). While our product marketer runs the webinar, I jump in for 5 minutes and do a quick demo to show how easy it is to use our product + to put a face to the name when I call later.

The problem is, after the webinar I start calling the non attendees and after the PBO when I mention "You signed up for a webinar on employee engagement..." they immediately think this is some scam / or say I never signed up. I connected to 20+ leads and responses were on similar lines.

Checked with my marketing team - they said the data is good they indeed did sign up and gave their phone numbers.

What is the best way to open to these warm webinar leads? Should I not mention webinar at all just go ahead with how I would open to a cold lead?

I think using the webinar as a reference would be great but maybe my sentence structure is not right?

📞 Cold Calling

🙅‍♀️ Objections

10

17 comments

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SoccerandSales

Big Shot

7

Account Executive

I would probably stop reaching out referencing the webinar, clearly people are either not signing up intentionally or it is a sham

Kosta_Konfucius

Politicker

5

Sales Rep

I would assume the data is wrong with 20+ people saying they never signed up, unless they signed up months ago and forgot. Marketing will never admit the data is wrong since that means the level of success the webinars have are less.
But given that amount of responses, I would change the intro of you signed up to our webinar, but change it to "We hosted a webinar discussing where people at your company/people with your title learned xyz. Curious are you facing those challenges"

WeWantThisYesterday

Opinionated

2

Account Executive

love this, will a/b test with the webinar opener you suggested vs treating it as cold.

Revenue_Rambo

Politicker

5

Director, Revenue Enablement

So many ways you could dissect this.

1) If they didn't attend I wouldn't consider them a warm lead. That designation would be for those who attended at least 50% of the webinar.

2) I wouldn't lead the outreach with PBO (which I'm assuming is Positive Business Outcome). Instead I'd focus the engagement as an opportunity to provide them the access to the recording or help direct them to information they were perhaps hoping to gain by attending. The nuance here is making the engagement more about assisting them and not pushing your offering.

Sunbunny31

Politicker

2

Sr Sales Executive 🐰

Yes and yes. These are excellent suggestions.

HVACexpert

Politicker

1

sales engineer

Yes well said indeed!

oldcloser

Arsonist

2

💀

Or #3: buying them a sandwich. Lead with PBJ.

CuriousFox

WR Officer

2

🦊

UNCRUSTABLES UP IN THIS BITCH

braintank

Politicker

4

Enterprise Account Executive

Treat them as cold leads

HappyGilmore

Politicker

3

Account Executive

I'd lean treating them as a cold lead.

Diablo

Politicker

2

Sr. AE

Webinars leads are not great. How many webinars you guys have done? How many demos were you able to get so far?

HVACexpert

Politicker

1

sales engineer

I wonder what the actual data says, as far as number of attendees, how many stay for 50% or more, etc. I’m betting some of these didn’t actually sign up

WeWantThisYesterday

Opinionated

1

Account Executive

10-15% of registrations show up. 90% of attendees stay for almost 80% of the webinar duration.

WeWantThisYesterday

Opinionated

0

Account Executive

We have done 3 webinars so far / got 9 demos, $0 closed.

Space_Ghost20

Valued Contributor

1

Account Executive

To be honest, I've never worked at a place where webinar leads had any real conversion.

wolfofmiami

Opinionated

1

🐺

I would try sending emails bc there’s not a lot of engagement from pple who don’t attend and say missed you at the webinar Wednesday, here’s a short recap blah blah blah, we host them monthly or whenever here’s the link to sign up or here’s a link to my calendar. Then just keep following up with them with value, tbh I wouldn’t call them unless you send out emails to get them to rsvp and they sign up from you

Gyro25

Notorious Answer

0

Account Executive

I had this issue in my old role and the conversation of leads from webinars is an interesting one.
Imo the issue here is the language of the approach. When you say "educating" your ICP, is that always the case? Most prospects don't really want to feel like they're being "educated", but maybe what you found interesting an industry expert in your vertical and what their thoughts on it are.
Typically I'd call and say something like "hey, Gyro25 here from 'x' , I'm curious to know if what you saw is an issue {your company or vertical} is dealing with based off of the webinar you saw on 'x' date. If you don't remember, that's fine. it was about XYZ"
When it came to webinars, having a fireside/industry pow-wow sort of event always yielded to better conversation by making things a bit more memorable with some form of audience participation as well.
For all we know, they signed up for the webinar cuz their boss or some shit asked them to or they're just trying to get CPE credits for some bs certification.
I'd briefly bring up the webinar and not focus on it too much. It's not a solution, but have an A/B pitch and see what works.

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