Marketers Adjust Webinar Promotions to Improve Lead Generation

Content marketing, a trendy topic this year, is being adopted by more businesses. Webinars perform as a particularly effective form of content marketing, especially in the B2B sector.  As businesses increase their use of this tool, they might be interested in hearing about how their webinars are performing webinaragainst the benchmarks researched by ON24 and in learning what they can do to use this tool as a lead generator.

Webinars give marketers an opportunity to promote themselves and their products and services. To increase return on the investment made in webinars, businesses should take every measure to boost attendance. About 50% of webinars with a strictly marketing focus attract about 200 live attendees. [Note that this study was based on webinars that had a minimum of 100 attendees.] Currently, marketers are using the following resources to promote their webinars:

  • 80% of promotional budget: Email, website, emails from sales, third parties such as list rental
  • 20% of promotional budget: Partners, text and banner ads, SEM, social media

Analysts note that a 2‑week lead period announcing a webinar is optimal. Businesses should send out one email that addresses the topics to be covered and a second email a few days later that highlights who will be speaking. Enrollment patterns for webinar attendees break out as follows:

  • Over 7 days before: 36%
  • 2–7 days before: 27%
  • Day before: 16%
  • Day of: 21%

The ON24 research reveals that promotional emails for webinars yield the highest registrations when they are send out on Tuesdays (24%) and Wednesdays (22%).  Businesses should avoid sending out these types of promotional messages on Fridays which yield only 12% of total registrations.

These days, attendees are sitting through webinars for about 53 minutes. Analysts attribute the increased audience time to better use of technology and the interactive nature of today’s webinars. Presenters are using slide windows (97.5%), question and answer sessions (81.2%), content downloads (48.8%) and text boxes (39%) as popular ways to improve interaction with their audience.

Analysts encourage businesses to make their webinars available after the live event has ended. Up to 25% of registrants view archived webinars. All of the information collected at registration can then be used as leads for additional promotions.

Does your webinar strategy need a refresh?



Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.