Getting Real ROI from Webinars

Occam’s Razor brought up an interesting topic: “How do you measure success of a online webinar?” Using the number of questions asked per attendee is an interesting idea. Obviously, if your audience is asking questions, it’s engaged.

There’s a bigger question, though – how do you get some return on that investment? Answering questions might help build awareness, but a webinar’s real value is as a lead generation tool. All you need is a conversion mechanism.

One good lead gen method is to immediately follow up the webinar with an email to all participants, offering additional materials and access to the webinar archive. This email brings them back to a landing page where you can identify those who are ready to enter into a sales conversation. Then you have some real ROI on your webinar.