10 Metrics to Measure B2B & SaaS Marketing Webinars.

8 min readOct 17, 2022
Photo by Jenna Hamra: https://www.pexels.com/photo/woman-with-blue-eyes-wrapped-in-a-pink-cloth-1054422/

What is a webinar sales funnel?

A webinar funnel may be a marketing and sales tool that will be used to convert visitors into leads automatically and leads into buyers.

Inbound or outbound marketing tactics can drive ideal traffic to the webinar registration page.

Once people sign up, they are taken to a “Thank You” page and can attend the live Webinar or as a recording.

The webinar funnel’s goal is to generate leads and make sales.

Once a webinar is established and conducted, Qualified leads are then invited to ascertain the Webinar.

This viewing is often live, or it is often of a recorded event.

The Webinar will often be recorded and replayed using a tool that makes it look like it is happening live.

This is deceptive, and a backlash against it has been rising for the past couple of years as consumers become more educated about the tactics.

The Webinar aims to demonstrate authority, define and agitate the matter, and show that the company or product has an efficient solution.

At the top of the Webinar, a Call To Action will be expressed.

Depending on the offer’s value and type of solution, the CTA could be to Buy Now (usually under, say, $1000, almost always under $3000) or to Book A Strategy Call (typical for high ticket offers.)

Why is a webinar sales funnel Important?

Webinars are often used for professional development, teaching in formal education, business presentations that aren’t sales-related, and marketing to draw in new customers, “nurture” their interest, and bring them closer to a sale.

When used this way (to bring in new customers who might not have known about the product or service), they are considered “top of the funnel” techniques.

The funnel is formed like a wrong way up the triangle that’s larger at the highest and smaller at rock bottom, attracting large numbers of individuals who might be interested in the product or service and exposing them to concepts associated with the merchandise or service purpose.

Source = Getresponse

Once they are “in the funnel” by attending the Webinar, sales teams can contact them, the company can send product-related emails, or the company can offer more detailed webinars to persuade the prospective buyer to purchase the product, bringing them deeper and deeper into the funnel, hopefully ending into a sale.

Webinar Metrics That Matter:

Webinar funnel at the end is a marketing concept to describe a technique for inbound marketing/nurturing ending in a sale (or not.)

Source = Riteshosta.com

1. Webinar registrations:

A clear metric to calculate or make a statistical analysis of leads generated and the outcome would be seeing the number of registrations.

This means the people that have signed up for your Webinar.

An excellent way to generate more and more registrations is through a perfect advertisement.

Sell the maximum amount possible on all platforms, be it LinkedIn, Facebook, Twitter, or Instagram.

Usually, it’s Facebook that will get the utmost approach. However, if you come short of your goal, it’d be for one among several reasons:

  • Your promotional efforts leading up to the Webinar were insufficient.
  • The webinar topic wasn’t engaging or valuable to your audience.
  • You targeted the incorrect audience.

There’s no definitive number that indicates a significant amount of registrants.

Your registration numbers depend upon your audience, webinar topic, budget, and more.

Yet, it’s still important to grow your webinar viewership over time.

Doing so means learning from each Webinar and adjusting your webinar strategy as you go.

2. Webinar cost:

A webinar sales funnel does come at a cost.

The entire process may be long; you would like to pay to market your advertisement, find out your page, hire someone for SEO services, trafficking, etc., to work out the ROI of a webinar.

You want to keep track of the entire cost that goes into webinar creation and promotion. On average, webinars are less expensive than the typical marketing campaign.

For reference, the typical webinar costs between $10O and $3,000, counting promotional and technological expenses.

3. Tracking webinar time:

Regardless of how good your Webinar is, most attendees won’t stay till the top that you would like to calculate your webinar time.

This means on a mean for a long time, people were there to concentrate on your Webinar.

The key to this is often to carry your Webinar live.

Some people may leave even after the introduction period, or some may go mid-way; some might not just like the cost expenses of your product. These factors will determine the speed.

For example, you’ll find that an excessive number of attendees left after your introduction, where you explained the content and goals of your Webinar.

This might mean that you didn’t promote your Webinar accurately or that the introduction needs some work.

Tracking time spent within the Webinar will allow you to research these drop-off moments and make changes to stay attendees engaged.

4. Views generated:

An excellent metric is calculating the views to stay track of your sales funnel and how many leads might get generated. For this you would like to host your Webinar live and also as present a recording of the Webinar.

To get more views, you’ll simply follow up with your clients through emails asking them to look at the recording just in case they omitted live thereon.

Don’t assume your Webinar was a failure if your live attendance isn’t as high as you’d hoped.

84% of B2B customers prefer to watch replays over live webinars. For this reason, keeping track of views and leads generated by recordings of past webinars is vital.

You’ll determine that you have to invest more into promoting your webinar replays if they find you simpler than your live event.

5. Attendee feedback:

You’d want to understand how your Webinar went and calculate this by getting attendee feedback.

This may not only offer you a relation of what percentage of people might get converted to leads but also the number of individuals you’ve got to follow up if they didn’t look that convinced.

Remember, a sensible customer will always require tons of convincing power, and that’s not their fault.

Make sure to gather attendee feedback following every Webinar. Send all attendees a survey that asks a spread of questions regarding the Webinar.

Include basic questions on which parts of the Webinar they enjoyed or found useful and specific questions on the subject you covered.

After collecting feedback, make sure to integrate common responses into future webinars.

6. Attendee to Qualified Lead Conversion Rate:

While webinars are proven effective lead generators, you’ll only reach your revenue goals if you generate qualified leads.

Recent studies suggest that 20% to 40% of webinar attendees become qualified leads (source).

If you generate a high number of webinar leads, but many of these leads are unqualified to get your product or service, reconsider your topic selection to ensure that your webinars speak to the interests of your ideal buyers.

7. Revenue Generated from the Webinar:

The top goal of any marketing or sales strategy is to shut deals- and webinars are no different.

But, quantifying revenue from webinars is often trickier than with other campaigns.

Webinar attendees could also be at various stages of the buying cycle. To urge an accurate revenue figure, track deals closed as immediate results of your Webinar and as customers who interacted with a webinar at any stage of their buying journey.

All of those metrics will assist you in getting a far better analysis of what your marketing strategy might cause.

So again, don’t worry if the numbers are too low or the sales aren’t enough per your expectations.

Remember that these metrics are always excellent, thanks to improving your tactics and seeing the long term.

Now that we have understood everything, don’t worry; we are here to provide you with much more.

Here are some tips our team has incorporated and researched just for you.

Critical Things Every Webinar Must need to Make More Sales.

• Choose The Right Topic The topic will validate what you’re trying to say, so make an interesting topic. Make it compelling so that people can associate themselves with your Webinar.

• Choose The Right Webinar Platform Make sure your chosen platform supports your goals and audience.

• Add To Calendar Button People tend to forget that they have registered for an online event. So add the Calendar buttons on the confirmation page to have the time blocked off their calendar.

• Create An Offer Stack An offer stack is all the products or services you will offer to them. Make sure to ‘stack’ the value, making it easy for them to buy in.

• Follow Up Sequences Send the replay link as soon as possible after the Webinar. Send different messages over time depending on whether they showed up, saw your offer, or did not attend.

• Retarget Your Audience Show up in their Facebook and Instagram feeds after your Webinar with retargeting ads. Remind them of the replay and offer in the ad campaign.

• Create Urgency Limit the availability of your offer to create excitement. This creates buzz and gets people to make decisions quickly, as people genuinely hate to miss out on a good opportunity.

• ADDRESS AS MANY OBJECTIONS AS YOU CAN. We recommend spending at least the first 15 to 20 minutes of your Webinar addressing possible objections.

• USE OPEN LOOPS The idea is to ask a question your audience wants the answer to but then to make them wait a little bit until you answer it.

• HAVE AN OPEN Q&A AT THE END: 92% of people want an open Q&A at the end of a live webinar. So include this at the end after you’ve provided value and pitched your product or service.

• PROVIDE REAL VALUE Make sure to offer some practical tips and advice during your Webinar.

In conclusion, a webinar sales funnel a great tool after all. With so much competition in the market, we urge you to start as soon as possible to get traffic and shine in the marketplace. You can check out our other articles for more queries and research. We wish you all the best!

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Ritesh Osta
I Help SaaS & B2B Scale Fast using Sales Funnel Strategies.




Helping B2B and SaaS companies increase sales velocity using Funnel Experience Framework. Visit Riteshosta.com to read more..