Webinar Wire

Webinar Response Rates and Black Cats

I subscribe to Marketing Sherpa and have found it a very useful resource for what works and what doesn't in the world of marketing, including webinars. Pictured above is publisher Anne Holland conducting one of her own webinars that her company studies. Search for "webinars" on Marketing Sherpa and you'll find some good research and practical know-how for hosting webinars for lead generation purposes. Some of it is a bit dated, but here's a summary of a recent report on Marketing Sherpa:

Webinars are a dime a dozen, so marketers need to rely on other tactics to get registrants who might actually convert into a client. Anecdotal evidence shows that a way to improve response rates is to use personalized landing pages with prefilled forms. A lead generation software firm tested PURLs along with a seven-part email series that nurtured prospects in the days before the webinar. The effort worked: They brought in 64% more leads than their goal and ended up with 2000% ROI.

Of course, no market research is ever going to provide practical know-how for the littlest of surprising things that can happen during your webinar, like a black cat walking onstage who needs a little escort home.