Using Webinars to Enhance Your Tech Brand

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.

How I get a 44% attendance rate on our webinars. This reigns true from SMB to Enterprise. Here are 4 reasons why. 1. The Three T's It stands for timing, topic, and talent. When you do a webinar, you need to nail all three. For example, I know that in February, a topic around prospecting with proven outbound SMEs in the space will generate a ton of traffic. The reason is that people want a big fat pipeline to start the year, and this is the best way to do it. 2. Person Led Invite When most people get invited to a webinar, it's in the brand's voice. • Faceless invite, so no personal connection • Looks like every other webinar invite • Easier to delete The invite to our shows come personally from my voice. It makes it feel like an exclusive Invite instead of another brand email. This has increased the registration rate, and the attendance rate is higher because it's more personal. 3. Conversation rather than presentation We have re-occurring guests, so people know we don't do death by PowerPoint. People want to feel like they are a part of the conversation instead of being talked to. • Be VERY tactical • Little to no high-level talk • Keep the webinar to 3-6 slides For our sales audience, we identified that the more tactical, the better. 4. Engaging Host The host will make or break your webinar. Being a great host is about involving the audience and keeping them engaged. • Call out great questions that people ask • Highlight a comment from the audience • Ask questions about what's happening in their world More people will show up when they talk about your shows being interactive because they feel they are being heard. P.S. Which one stood out to you?

Those who join my 55,000-subscriber newsletter via live webinar registration have nearly 2× the CTR vs the rest. Here’s why webinars work so well: They condense trust. If someone joins you on a live webinar and spends two hours with you, they get to know you very well, very quickly. This allows you to convert them into a customer faster than via other channels. It would probably take 10–20 newsletters or 5–10 YouTube videos to do the same. When they hear the word ‘webinar’, a lot of people immediately think ‘sales’. But that’s not all there is to it. Instead, split your webinar into 3 parts: 1) Education (⁓50%) 2) Q&A (⁓25%) 3) Offer (⁓25%) That’s because you want to make the webinar worth attending even for people who won’t buy anything. Remember, you’re also building trust long-term. Personally, without live webinars, I’d have a fraction of the customers I do now. These people are more engaged with my emails than the rest of my audience (2× the CTR), convert faster AND buy more. Here’s what my funnel looks like in practice: 1) Meta ads I use 80% of my ad spend to drive webinar registrations. I use the other 20% to drive newsletter and lead magnet signups (with a CTA to register for said webinar). 2) Nurturing I send newsletters and marketing emails to my subscribers, so they get to know, like, and trust me. 3) Live webinar My subscribers join my live webinar, where I promote my flagship product — ‘Write, Grow, Sell’. I might also mention my agency service, but I usually sell that separately (more advanced, more expensive). And that’s it. Depending on how I run the numbers, that’s how I get 30–60% of my customers. So if you — like me — sell a product, course, or community membership for anywhere from $500 to $20,000, I highly recommend doing some form of live webinars.