Using Webinars To Drive Subscription Sign-Ups

Webinars still work. In Q4 2024, Champify's webinar program drove 71% higher ACVs and touched 28% of our opportunities. Here’s our 4-step webinar playbook (and the full results): My core marketing philosophy is to continuously deliver value to our potential customers. We can’t always control timing, so our goal is to be top of mind when they are in market. We do this by delivering as much educational content as possible to help our audience be better at their job. With the rise of AI generated slop and on-demand content, there are few better ways to deliver value to your customers as cost effectively as live webinars. Here’s our simple 4-step Live Webinar Playbook: 1. The topic is important, but the guest is 10x more important We focused on using our network, customers, and customer’s networks to attract guests we know our audience will want to learn from. We think deeply about what’s in it for them and how to make them the star. 2. Use multiple methods to drive attendance We drove attendance through Linkedin outreach, closed lost nurture campaigns, targeted marketing emails, and customer invites sent via our sales team and leadership. We also used the invite as a hook to build value at accounts we wanted to break into - offering a Q&A with a renowned leader that most people want to learn from. 3. Focusing on quality content during and AFTER the session Do not go broad. Find one hot topic and go deep as possible. What draws a crowd is how respected or “impressive” is your guest. If your audience wants to learn from her, they will show up. If they don’t care about her background, they won’t. Add a Q&A section as people will directly show up just to get burning questions answered. Use the gold from the webinar to creative tactical guides, teardowns, and summaries, to share with all those who signed up (regardless of attending or not) 4. Nail the follow up: We meticulously look at the list post-event and put people into two key buckets: - Marketing Owned: Follow up included tactical guides and a highlight reel - Sales owned: Tailored outbound to key titles with 1-2 specific plays/asks based on the content/audience combination. THE RESULTS: - Of our last 228 new business opportunities - 71 of them had at least 1 registrant (28%) - Win rate of opps with a registrant from opp created is ~25% higher than without (%, not points) - ACV 71% higher Too many teams are taking the easy way out… Blasting AI-generated and overly generic content We see the same thing happening in outbound. But at the end of the day….it’s about delivering value to build trust. And being top of mind for your prospect universe when the problem you solve arises. Webinar are still the way to do that in 2025.

Getting people to attend your webinar is only 20% of the battle. The real game is what happens after. Here's the hard truth most agencies won't tell you: 73% of marketers say webinars are their best lead gen tool, but most leads never convert to sales. Why? Because everyone focuses on registration numbers instead of conversion strategy. Let me share what works (tested across 100s of campaigns): Real-time engagement is everything. We use strategic polling during webinars, but here's the trick: We don't ask generic questions. Instead, we map our polls to specific buying signals. The data tells exactly who's ready to buy and who needs nurturing. Here's something fascinating we discovered: 1 — Hot leads go cold within 48 hours if you don't have the right follow-up system. But when we implemented instant follow-ups with personalised recordings and resource packages? Conversion rates jumped 40%. 2—Getting sales teams involved during the webinar, not after. They're not presenting behind the scenes, taking notes on specific questions and objections. This lets them personalise their follow-up outreach instead of sending generic "Thanks for attending" emails. Here's our current playbook: → Custom follow-up sequences for different engagement levels → Sales team briefing before AND after each webinar → Targeted content packages based on questions asked → Retargeting campaigns specifically for webinar attendees What is the most interesting observation we’ve had? The leads who don't convert immediately but engage with your follow-up content often become your highest-value customers later. #webinars #leadgeneration #sales #marketing

In October 2021, we generated 250 sales leads in 2 hours without coding, AI, or sales expertise, and we have never looked back. Here's exactly how we’ve used webinars to generate $3M+ in pipeline since launching our company. A week after launching Chezie's ERG platform in August 2021, we hosted a simple webinar that changed everything. The idea came when we noticed most ERG content online was outdated (think black-and-white websites from 2014; it was dark out there). We saw an opportunity. Here’s our process: 1. Find your topic     Look for LinkedIn conversations in your niche. Use tools like Perplexity to research what people are actively searching for.     2. Get the right host     We reached out to my friend Morgan Matthews (she/her), who was working as a DEI Manager at Peloton at the time. Your host should either have a strong following, work at a notable company, or ideally both.      The more notable your speaker, the easier it is to drive signups.      3. Structure your event     We titled ours "From Intent to Impact: How to Get the Most Out of Your ERGs." Morgan gave a 45-minute presentation and left 15 mins for Q&A.      Keep it simple – a fireside chat format lets your host prepare answers in advance.     4. Capture leads strategically     Have attendees share key info during registration (company size, current solutions, etc.). This helps you qualify leads before the event.     5. Execute and follow up       Some tips for a smooth event:       • Host on Zoom (everyone’s familiar with it by now)   • Pay attention to which participants are most engaged   • Share recordings after via email to warm the inbox   • Focus follow-up on qualified leads      Fast-forward to today: We've hosted 60+ events and turned webinars into our #1 go-to-market channel, even as we've expanded to other strategies. If you have questions about the process, qualifying leads, or anything else around webinars as a GTM motion, comment below; I’m happy to help! 👇🏾