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How do you follow up with your webinar attendees and nurture them into qualified prospects?

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Webinars are a powerful way to showcase your expertise, educate your audience, and generate leads for your B2B business. But what happens after the webinar is over? How do you follow up with your attendees and nurture them into qualified prospects? Here are some best practices to help you maximize the impact of your webinars and turn them into sales opportunities.

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1 Send a thank-you email

The first thing you should do after your webinar is to send a thank-you email to all the registrants, whether they attended or not. This email should include a link to the webinar recording, a summary of the key takeaways, and a clear call to action. You can also ask for feedback, offer a free consultation, or invite them to another event. The goal is to keep the conversation going and show your appreciation.

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2 Segment your leads

Not all webinar attendees are at the same stage of the buyer's journey. Some may be ready to buy, some may need more information, and some may not be a good fit for your offer. That's why you need to segment your leads based on their behavior, interest, and engagement. You can use tools like CRM, email marketing, or marketing automation to track and score your leads based on criteria such as attendance, questions, polls, downloads, or clicks.

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Ricardo Rubín

Helping You Align, Optimize, and Scale Your Marketing & Sales Operations I Director I Co-Founder @Altior & Co.
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It's all in the numbers. The more you understand how your audience interacts with you, the easier it will be to give them what they find "valuable". Not all leads are at the same stage, so be sure to have value for each stage of the funnel, and share it with the right ones.

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3 Tailor your follow-up messages

Once you have segmented your leads, you can tailor your follow-up messages to match their needs and expectations. For example, you can send more educational content, case studies, or testimonials to the leads who are still in the awareness or consideration stage. You can send more product demos, free trials, or discounts to the leads who are in the decision or action stage. You can also personalize your messages with their name, company, or industry.

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Brendan Hufford

SaaS Marketing - Content, Community & SEO (no retainer!) | Newsletter: Exploring how SaaS companies *actually* get customers
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The biggest mistake I've seen is thinking that everybody who attends a webinar is a "lead." Give them the ability to raise their hand for specific followup messaging.

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4 Nurture your leads over time

The follow-up process is not a one-time event. It's a continuous cycle of providing value, building trust, and moving your leads closer to a purchase. You need to nurture your leads over time with relevant and timely content, offers, and interactions. You can use email sequences, social media posts, blog articles, webinars, or podcasts to educate, entertain, and engage your leads. You can also use triggers, such as website visits, email opens, or form submissions, to send more targeted messages.

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Brendan Hufford

SaaS Marketing - Content, Community & SEO (no retainer!) | Newsletter: Exploring how SaaS companies *actually* get customers
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The biggest mistake I see with "nurture" is that it has nothing to do with the premise of why the person attended a webinar to begin with. We just yeet emails at people endlessly in the hopes of staying top of mind until they buy. I haven't seen that work in years.

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5 Measure and optimize your results

The last step is to measure and optimize your results. You need to track and analyze the performance of your webinars and follow-up campaigns. You can use metrics such as registration rate, attendance rate, engagement rate, conversion rate, or revenue generated. You can also use feedback, surveys, or interviews to collect qualitative data. Based on your findings, you can identify what works and what doesn't, and make adjustments accordingly.

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Ricardo Rubín

Helping You Align, Optimize, and Scale Your Marketing & Sales Operations I Director I Co-Founder @Altior & Co.
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For every event, know what you're aiming for. Sure, getting people to show up and engage is great, but what really counts is boosting your sales. Work closely with your sales team. Make it clear: a webinar is just the start, not a sign everyone's ready to buy. Together, build a plan to gradually lead attendees to a purchase. Ask yourself: How long until they're sales-ready? This focus on timing and nurturing is what really drives revenue growth. It's not just about marketing numbers; it's about linking them directly to sales results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sheana Hamill

CMO ?? | Non-Profit Executive | GTM & Capability Builder | SaaS, AI & Startups | P&L Owner ?? | Equity & Inclusion Consultant | Lean In Certified Facilitator | Board Member | Host of Womenthology ??| Twin Mom ????
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Webinars should be treated as an essential part of the customer journey, requiring the same level of commitment and thoughtfulness as live events. Employing webinars strategically and following up with existing customers diligently are vital components of a proven formula for boosting retention rates. By nurturing relationships beyond the initial sale, businesses can foster lasting connections with their customer base, leading to increased customer satisfaction and long-term success.

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How do you follow up with your webinar attendees and nurture them into qualified prospects?

1

2

3

4

5

6

1 Send a thank-you email

2 Segment your leads

3 Tailor your follow-up messages

4 Nurture your leads over time

5 Measure and optimize your results

6 Here’s what else to consider

B2B Marketing Strategy

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How do you follow up with your webinar attendees and nurture them into qualified prospects?

1

2

3

4

5

6

1 Send a thank-you email

2 Segment your leads

3 Tailor your follow-up messages

4 Nurture your leads over time

5 Measure and optimize your results

6 Here’s what else to consider

B2B Marketing Strategy

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