Breaking Records:
Webinar Success Story
550+ registrations.
At Analytics8, our webinars helped us stay close to existing contacts. I wanted to see what would happen if four companies promoted one panel together, and if we could follow those conversations all the way to revenue.
Results
A new webinar record
Approximately 45 registrations
Webinar contribution
Webinar contribution
We kept reaching people who already knew us.
When I joined Analytics8, webinars were a good way to stay in touch with existing contacts. The previous year, about 45 people registered for the average webinar. The challenge was reaching people at companies we hoped to win as customers.
We also had a hard time answering a question that mattered to both marketing and sales. When someone attended a webinar and later became part of a deal, how could we tell whether the webinar helped start that opportunity or influenced one already underway?
Finally, the handoff to sales needed work. Reps needed to know who had engaged, what the webinar covered, and what to say while the conversation was still fresh.
We changed who promoted the webinar and what happened after it.
Reach new audiences through partners and LinkedIn
I asked colleagues and partners which topics their audiences cared about and where Analytics8 could bring expertise. We built a panel with speakers from Analytics8, dbt, Databricks, and ThoughtSpot. I met with each partner’s marketing team to pick a speaker and agree on how they would promote the event through email and social. Each team got its own UTM links. At check-ins, we shared registration numbers and decided what to promote next.
Alongside partner promotion, we tested LinkedIn ad formats, creative, and audience segments, including retargeting. We tested in-platform lead forms against sending people to our registration page. Our LinkedIn cost per lead came in at about $50.
One webinar. Reach in every direction.
Select a channel to see the tactics.
Shared assets · Tracking links · Partner check-ins · Registration updates
Connect registrations to opportunities and revenue
We used workflows between HubSpot and Salesforce to track registrants and attendees. Salesforce campaigns and campaign member notes gave us a record of each person’s engagement. We brought that data into Sigma so we could see which opportunities the webinar helped source, which existing opportunities it influenced, and which deals closed.
Give sales a useful follow-up on day one
When we handed leads to sales, we included relevant content and ready-to-use email copy. Reps could reach out sooner and reference the session in their first message. That made the follow-up faster and more specific to what the prospect had signed up for.
One webinar drew about 12 times our usual registrations.
About 550 people registered, a new Analytics8 webinar record. The previous year’s average was about 45. Partner promotion brought in new contacts, and the LinkedIn campaign reached leads at about $50 each.
Registrations per webinar, compared with the previous year’s average.
We could also follow the campaign beyond registration. The webinar contributed to approximately $350,000 in closed revenue and two open opportunities.