Name: 2026 Webinar Benchmark Report Revealed
Uploaded: 2026-06-23T18:30:10.455Z
Duration: 52 min 9 s
Description: 2026 Webinar Benchmark Report Revealed

Transcript for "2026 Webinar Benchmark Report Revealed": Hello, everyone. Welcome. Welcome. Welcome. Really excited to have you all here for our annual webinar benchmark reports webinar. If your job even touches webinars, you are for sure in the right place. I know everyone is always really excited about this every year, mainly because we dig through so much data. So probably a lot of what you have been told years past about webinars, is no longer correct. And we're not trying to be provocative with with saying this. It is the fact that we just looked through over 26,000 webinars and, from over 522 different B2B two b companies, across this whole year. So there's a lot that we're gonna be talking about. I'm very excited to dig in. And, also, a really big thanks to the American Marketing Association for partnering with us on this webinar. It's always fantastic to have you as a partner. So, again, many thanks. For those of you who don't know who I am, I'm Alex Bleeker. I run brand and content here at Goldcast, and I'm joined today by my partner in crime, Cindy Dubon, who heads up demand gen here at Goldcast. So, Cindy, if you wanna join me on stage, pass it over to you, and you can kick us off with some some good stuff. Thanks so much, Alex. I'm so excited for our webinar today. I gotta let you guys know, even running through these slides with Alexander, some of it shocked me Even though we produced this, I was like, is this saying the right thing? And I will call those those fun facts out. But before I get to that, I'm gonna see if Tori can Tori in my green room can launch a little video for us. What's the best part about marketing marketers? I'd say it's that I get to pick out the gifts for you. Let's see what's inside of the latest Goldcast box. Hey. Let's open her up. I am so excited to actually see what this looks like. So cute. Are you ready for your glow up? Of course you are. Stickers. Hot leads only. Momentum looks good on you. Of course it does. Closed one energy. I wish you could smell what this La Labo candle smells like. Oh, so excited. Full funnel hydration. This is a body butter. I wanna be like one of those skinfluencers. Well, actually, these two smells together too. Fabulous. We've got, your Mini Dew Watermelon Electrolytes from Moon Juice. I'm obsessed with hydropeptides, so this is a a hydropeptide face mask. Finally. I don't know how I'm gonna show this without being really awkward in the camera, but, whoo. And there's a little, surprise sticker in here too, but I'm not gonna show that to you because I think you have to discover it for yourself. Awesome. Love it. So we are also giving away one of those boxes. One lucky winner will get the coveted box today after Q&A and a. So let let's keep us moving. So before we get into it, a really quick look at what we're gonna be talking about today. So we're gonna go through all of this data, in essentially four stages, kind of in the way that, the life cycle of a webinar works. So how to fill the room, running the room, getting way more out of each event, and then proving the whole thing actually drives pipeline. And then after we do that, we're gonna go through some questions, and then we are going to do the fun giveaway. So let's get going. there's a few things that we really hope you walk away from this with. The first thing is a real sense of where you stand. So all of the data that we're putting up, it's the actual benchmarks, and, we'd love for you all to measure yourself against them. So if you have your numbers handy, please, you know, take them out, see how you stack up against. And if there's any questions about that or if you wanna improve them, I would say click on the, CTA above, which says get your benchmark demo. You can always chat to somebody at Goldcast to see how, you can improve those. But the second thing is also that some of the stats that we're gonna show you, Cindy kind of mentioned it before, are counterintuitive, a little bit surprising, like our naming conventions, timing, format, stuff like that. So I hope that you can walk away with some understanding of why these are counterintuitive so they don't really trip you up. And then lastly, we're gonna be talking about how some of the best teams squeeze a whole quarter of content and pipeline out of a single webinar. So if you're not doing that yet, it's gonna be a really great proof point for why you should add that to your marketing engine. And a quick note that we are gonna be running this webinar the way that the data tells you that you should, which is lots of engagement, polls, chats, all of that. Or it's gonna be a little bit of a game, so please play along. Don't be shy. Remember that every vote, every comment, every question does count towards the giveaway. So, again, don't be shy and get involved. Alright. Cindy, over to you, I think, for our first live poll. Yeah. Let's get some people qualified. So go ahead and navigate over to the poll tab. It should be, next to as you see, chat messages poll, click on that. Let's answer the poll. How many webinars does your team run per month? It looks like one to three. Okay. Yeah. I mean, that's a if you if you're running webinars, you already know it's a lot of work, and so I applaud you for getting sure. it up to between one to three. Getting started is the first part and then keeping it going and building momentum is next up. And guess what? We are we're gonna leave you with some thoughts to make it better. Okay. So let's dive into some of the data. So here's the big picture and it's honestly kind of wild to me. Attendees were up 172%, to 2,200,000 people. So that's across all the brands that we looked at. Registration up 94%. So sign ups nearly doubled and the number of people actually showing up grew almost twice as fast as that. Second part is the bit I love because attendance rate went from 33% to 40% average attendance rate. And Teams, believe it or not, are now running about 4.7, so let's call it five, webinars a month. That's that's crazy to me, five webinars a month. I've personally done, I think, six over six weeks and nearly lost my mind, if you were part of it. But five a month is really where we're at in terms of average. So let me know in the chat what your reactions are. Anything surprise anyone? Do we think five is reasonable? Sometimes, Tiara's like, yes. Mind. melting indeed. melting. I saw that too. I love that. Yeah. So in general, like, you know, if we're looking at this, webinars is alive and well, not dead at all as they've been trying to tell us, for years and years. I think when I first started marketing, I've been hearing it. More people are signing up. More of them are showing up. Teens are doing it five times a month. This is no longer a campaign. It's a habit. For us here, under the Goldcast brand, this is an active channel for us. Yeah. Alexander, any reactions to this? Yeah. I mean, I would say it's wild, because when we did the benchmark report last year, I saw all of those stats increasing. And to the same reaction as a lot of the audience, I was like, there's no way that this could continue to go up. Like, five does seem, like, so crazy, but it has moved up. And so I really wasn't expecting that major jump. But what I think we have been seeing is that webinars, and, Cindy, you kind of touched on this, They used to be a thing that you had to justify, like, a box you needed to tick once a quarter. And now we're really seeing it as total infrastructure for the marketing org. And now as you can see on the slide here, like, it's it's now this I think a double layer of an always on channel where most marketing teams are always having a webinar. But then on top of it, it's this constant content engine, where one session can also power so much of your social or extra content for weeks on end. So it's really this engine that's going. But I think we can now really get into some of the proper nitty gritty data. I'll pass it over to you, Cindy, to start around with data on how to fill the room. All right. So let's say your content is locked and loaded. I think everyone, knows that, you know, a large part of how successful your webinar program can be starts with the content you're gonna be, sharing with your audience, hopefully. You're very close to your buyer, and you really understand your customer, and that's locked and loaded. So you got that all spread away. Now it's time to fill fill the room. Get that reg, as we like to say. So let's get into how you promote it, when you run it, what you call it. But before that, let's play a game of fact or fiction. So in the chat, why don't you let's pop in a reply. If you want the best attendance rate, Wednesday is the day to host. I'm seeing What looks kind of fifty fifty. Right? oh, Fact yeah. fact a little yeah. I. was like, every two facts two fictions, I see a fact. Alright. Seems like now we're landing I don't know. I'm just gonna keep it going. So fiction. Ever it let me let me just go ahead and reiterate that. If you want the best attendance rate, it is not Wednesday. That is fake. Everyone schedules on Wednesday, but attendance actually lives on the edges of the week. So this is actually one slide that I was running over with Alex because Alex's team is the one that actually, compiles all this data. So thank you, Alex. And I'm like, are we for real? Is this what we're really saying? So, if you look at this, the dark bars are where everyone schedules. Wednesday and Thursday, totally jammed. Orange bars are where people actually show up. And that's Monday and Friday sitting around 47%. Very surprising to me. Monday and Friday. Everyone everybody piles into the middle of the week and then competes for the same attention. So, we're not, like, too far behind, but it's but between Monday and Friday, those folks that have figured it out have really figured it out. So what do we do with this information? I would say Tuesday is clearly a safe bet. You have good turnout with decent volume, I think makes sense for for a lot of reasons. If you really want attendance rate to increase, I would encourage everyone here to test out a Monday or Friday. We ourselves may have to do that. I'm not gonna lie. I'm super nervous about testing out Friday, especially since we're saying Friday afternoon, especially, is when, the the window of opportunity is nobody's fighting for it and show rate seems to be looking great across our data. And then if you're picking a time, noon eastern seems to be the sweet spot. You catch The US at lunch and Europe's late afternoon at the same time. So if you're marketing to a global audience, noon eastern is a safe bet. And I would say, like, in looking at this data, the point isn't to never run on a Wednesday. It's just that you're paying what we're calling a crowding tax on the busy days. And so I just encourage everyone to test. I think what we like to say in b two b marketing is when everyone's digging, you wanna zag. And, clearly, everyone's digging Tuesday, Wednesday, Thursday, so maybe we all zag a little bit on Monday and Friday. I'm actually curious. Who here would actually join a webinar on a Friday? Just drop it in the chat. I don't gotta flush through it, but I I'm like, I don't know if I would join on a Friday. There's a lot. There are people there's I mean, there's a lot of people saying they would. Some, no. I get it. I probably I don't know. But I the other thing that I will interject here and just FYI, in the docs tab is a link to the actual report itself. If you are all, interested in this on the daily schedule stuff, check into the report because we actually also looked at, the data by industry. It it this also very skews depending if you're in tech, if you're in consulting, Cool. Alright. So we now know which days to schedule. And this next quiz, it's which title gets the best attendance. If you've seen the if you've seen the, report last year, there might be a little bit of insight here. But, a, something clever and aspirational, b, a title with the word webinar in it, or, c, a title with the word master class in it. I'm actually like, it's very it's completely all over the place. I'm seeing a little bit of all three. To be fair, I think, you know, all three, there there could be a bit of a draw for all three. But, actually, the answer here is b. So titles with the word webinar in them, what we have found, they pull 73% attendance rate against the average 40%, so three points up. And this was also the case last year, funny enough. We we also saw a boost when using the word webinar. And, this I I'll I'll talk in a bit, but it's definitely it definitely used to be the opposite. And we also saw this with the word series, where you have two points higher, as, you know, it's probably a signal that there's a lot more, content to come. And but here's the kicker that's, I think, the most interesting part of all of this is that only 5% of teams actually use the word webinar in their title. So we're seeing that this is not, something that's being used by a lot of teams, but it is, like, free reg there. And so what we're seeing, like, why this flip is actually happening is that in short, webinar is now more of a quality signal. Webinar used to mean, like, a boring one way pitch, and so I think a lot of people ran away from that word. But now it means something more clear and structured, and I think people know exactly what they're signing up for. And so if you want an easy win, I would definitely say, you know, if it's a webinar, call it one. If it's it's a series, also do so. I think my, like, luke lukewarm slash semi hot take on this is I feel like because marketers tend to get really, let's say, creative, we get really wordy, and we've gotten to a point where it's, like, so long and drawn out that when you just tell people what it is very plainly, like, this is a webinar on how to do x y z, it's clear. And you're like, great. Sign me up. But when it's, like, the secret sauce of this and that and how to do it, you know, it's like, what are we talking about? Are we talking about a demo? Anyways, I I feel like makes sense to me that, like, that's how I am now. Get straight to the point. What am I gonna get out of it? I'm in. I'm out. I'm like, Yeah. you know, there we go. I mean, Mary Mary said that here. I don't have a lot of time, and I wanna know what it is. So there you go. Your. hot take. Like, it's kinda like say say less, but also, like, make it count. Right? Yeah. So, yes, clickbait titles. Ragebait is all the rage these days. Alright. So last one in this stage. On average, 251 people register and a 102 show up. The gap is a diagnostic. Now that gap is not a failure. It's a clue because the ratio kinda tells you which problem you've actually got. The way we're looking at it is if you got loads of sign ups in a week week turnout, it's likely a comms problem. Potentially, you're not reminding people enough. The reminders aren't personal enough. It's probably looking a little generic. They're not sure if they even signed up for it. And so fix that sequence before you touch anything else. See if that improves it. I think sometimes you'll find that a small tweak to, you know, simplifying your reminder message and letting them know what it is, will go a long way. And then if it's the other way around, decent turnout but not many sign ups, that's probably a reach problem. You have not enough for the right people seeing your invite. This is a different fix. It's distribution, likely not content. And so I actually, we peer at Cvent slash Goldcast are actually testing out, you know, paid ads. We partner with wonderful, companies, partners like AMA, to try to get the right folks in the room. So before you start complaining your topic or your speaker, let's take a look at that ratio. Are we talking about high reg, low attendance? Are we talking about low reg, healthy attendance, and then triage from there? It points it points you pretty clearly straight at the lever that you wanna pull. And so, from there, Alex, I'm gonna let you take us into stage two. So onto the next stage here, the next life cycle stage of running the webinar is running the room. So think think like you filled the room now, and you gotta engage people and get the content really great itself. So think length, format, who's on it, all the little things that people do that could potentially tell you if they're a buyer. And so we're gonna kick off with another quiz here. Let us know in the chat. Type fact or fiction on, most people who join a live webinar stick to the end. See, I'm lots of fiction, some facts here. Well, most of you guessed it. It is fiction. So your best material cannot live in the last ten minutes. People are not saying to the end. And so the learning here is really, you know, think through the last, two ways of looking at. One, to think through the last, you know, quarter of your webinar, or two, how do you flip your content so that whatever is at the end isn't lost? What do they say? If a tree falls, then nobody hears it, Did it fall? And so, you know, what we're really talking about here is, like, thinking through how you set up the content, maybe put it upfront in the first two thirds while everyone's still there. Maybe you're incentivizing them to stay through all the way to the end with an engagement prize. As I'm sure you guys have pieced together, we're literally adapting this webinar based on this finding today. We do not typically do, the giveaway live just because, one, it plays with the messes with the on demand recording, but, two, our team just isn't usually equipped to run the randomizer at the same time. But we are doing that today, so we will be announcing that Remembrance Day after the q and a. But on length itself, we're talking about forty five to sixty minutes is still the sweet spot. The thirty minute format is climbing fast, and then the over 60 crowd shrank more than anyone. So if you tend to run a long, long hour plus webinar, go take a hard look at the last twenty minutes because that's where people are quietly slipping away. so now in terms of the actual formats of, of webinars, I would say, as you can see, live still rules. Almost 80% of webinars are all live. And it makes sense. They're the most engaging, you know, you want to like, we're doing engage with the chat. You wanna see what people are talking about. But I would say that prerecorded, it's increasing. It's it's at 21%, and it is climbing, especially from last year as well. So it's genuinely no longer a fringe thing anymore, and there's a couple reasons why we're seeing prerecorded win here. First is for pre, excuse me, repeatable stuff. So you can imagine, onboardings or demos where nothing really changes on a run to run. And then when there's things that are regulated. So like I mentioned before, we looked at different industries within this benchmark report, and we saw, you know, there's some, like, again, in a lot of law, in some consulting, in medical, where maybe they need to use very specific wording, and it or something needs to get approved by legal, whatever it might need. That's where we're seeing prerecorded really take off. And then, the last one, which I know we've done here before at Goldcast, and that's when you have multiple time zones. So if you do not wanna wake your speaker up at 4AM to, you know, do their session if they're in another country or whatever, it's always really great to have them prerecord. We've actually also seen where you prerecord something, let's say, for legal, if if something needs to be prerecorded to be said in a specific way, and then have someone come on live for q and a afterwards. That also works really well. So there's a time and place for each of these formats, but definitely, you know, worth checking out. And then when it comes to the actual number of speakers, you know, the people who actually put on this content, the average speaker now is three to four. So the solo host is definitely the exception, which, you know, like, means for us today, we're only two, so the data says we're one short, but I think we'll cope. But I think the real reason multiple voices are working and what we've seen in the data is that, one, it keeps the energy up, and it keeps attention up as well. And it tends to lead to much more interesting conversations. And I think most importantly, it diversifies as the point diversifies the point of view. Now one of the biggest things that we are also seeing here is that, if you are having registration problems, having multiple speakers on a webinar can really boost and and be a megaphone to all of their individual networks. So you can reach people that you never would have thought to reach before because if a speaker posts on their LinkedIn or their Twitter, whatever it might be, suddenly the word is out, you know, threefold, fourfold, whatever it might be. And we have definitely done that before. We've done this for AI Marketing School, Markers Got Talent, and we saw a lot of benefits from that. Now before we get into the next one, Sierra, I know you mentioned what tool do we use to prerecord. We use Goldcast, so we just use the recording studio, in Goldcast to prerecord. So very it's a very easy one, and then you just plug it in. So if you are curious, we can definitely chat about that later. Okay. Cindy, onto you with some engagement stuff. Yes. My favorite. One of my favorite actually, how I became a previous buyer of Goldcast is the engagement. I saw it in a community event, and I just thought it was next level, compared to just a flat, like, chat back and forth. But, yes, this slide's my favorite. It's where we're talking about engagement turning into actual pipeline. Here's how often teams use each feature. So chat, 62%. No surprise. I think chat more and more, you know, is turning into a way for other attendees to connect with each other. I see a bunch of you guys going back and forth, you know, on how many webinars you're doing, how you're doing certain things. And I just think, a lot of folks are kinda leery to open the chat. I've definitely sat on webinars where we turn they turn the chat off, and it's such a miss to me from, like, a community building aspect. Lots of folks also come in and, like, wanna chat with the speakers. I've had speakers on Insider who engage. Like, that's their favorite part of coming on to a Goldcast webinar is chatting with the audience as well. And it's just it's a nice, like, two way interaction. Q and a, I think, you know, you can do q and a in a number of ways. For Goldcast specifically, you drop if you end up doing asking a question in the chat, we can push it to q and a. People can submit q and a in the q and a tab. People can submit q and a anonymously. And so q and a, obviously, for managing q and a when you have it, is really great. We actually had one speaker, take the transcript for the event and run it against the q and a. The queues we didn't get to during the event, and he put together, a full doc to answer it. And so that was he did that literally before the day was over. And so, you know, one, just managing q and a, but two, being able to use all the components of your your webinar tech stack to produce more value for your audience is great. Resource links, you know, you you already know the docs tab has a bunch of assets. We can say, hey. We're talking about the benchmark report. Go ahead and navigate to the docs tab and click on it. 35% of people using resource links. Polls, only 19%. Y'all need to use it more. If you're not using polls, I encourage you to use polls. It keeps things fun, dynamic, and it offers you a level of insight too. If you do it properly, you can actually uncover, you know, potentially people's pain points. You can source future topics for your webinar. You know, things that you kinda wanna post check with an audience, you're you can easily do so on a poll. Calls to action CTAs. So you see up at the top, you can get your benchmark demo. We'll talk a little bit more about what that is. But under 18% of folks are using a CTA. It's, to me, a easy way for you to, you know, save someone a visit to your website because they're already in the event, unless it's an embedded event. But it's just easy. You can click. You actually had now have the option to pop open another window in Goldcast. And so, don't be sleeping on the CTA. It's a really quick way to get hand raisers, warm MQLs, and we're still on the MQL train, hamster wheel, to your sales your sales team for follow-up. Alright. Let's do a quick poll, with the audience here. Are you using polls in your webinar? Hope you all prove me wrong and prove this benchmark wrong. Yes. Great. I love it. 75% of folks in this audience are using it, dropping to 70%. We're doing a live poll. to see that. still open. Yeah. Yeah. From something. So I didn't need to to spiel on the polls, but definitely, think strategically on how how to use polls, especially as, you know, you're you're putting together all this content. You're driving all the reg, promoting the heck out of this webinar. Like, let's do a couple of things to increase. engagement, but also uncover some buying signals potentially. I went a little bit off script just because I just love engagement. I think this is where our platform, as a biased person on the Goldcast team, it just really, gives you so much insight into how, webinars really earn a seat at the pipeline table. I couldn't agree more. I could not agree more. Alright. So for the third stage of the webinar life cycle, we have how to get the most out of your content. And this is I'm also a little bit biased here. But I I think this is where a lot of teams, they they leave it on the table, unfortunately, and this is my favorite. I'm a content guy, so, again, I'm a little biased here. But it's really where I think the modern content engine lives. So I'm gonna start us off with a poll in the chat. How are you currently handling your on demand content? So are you, a, sending in an email? Are you, b, repurposing it yourself? C, are you handing it off to a content team? Or, d, nothing? Or if if you're not doing any of those, you're doing something else, also please let us know in the chat. Very curious if there's something we haven't put done here. Some people are a b c. Yeah. I love that. Wow. That's awesome. Definitely keep those going. Reason why, it is we wanted to talk about this is because and this is one of the most interesting stats for me, in in in the whole report, actually. Because what we're seeing is almost everyone who goes to watch these on demand content will watch it to completion. And so this is verse the 75 ish percent of live attendees who stay to the end, which we talked about before. So what this is telling us is, a, you may need a separate nurture campaign for these leads because they're very intentionally coming back in their own time to watch this content, which is incredible. You may also want to like, if if you are in Goldcast Events, you can obviously alter and change, the on demand content. So you could make it very specific for that cohort of watchers as well. So there's a lot you can do with this on demand content, and this is just the beginning. Like, we're gonna be talking about repurposing clips and and all of that in just a second, but the first step really is this on demand content. And I also wanna call out that almost 90% of people, at least of of customers here, are making their webinars available on demand. So this is it's interesting because now this is my I I can't remember, but we've been doing this report for a very long time, and I've been seeing this number consistently go up. And I would love to see this at a 100%, but what it's telling me is that folks are really taking on demand seriously and taking content as, as an engine also very seriously and as kind of this new foundation for what marketing is, today in a modern lens. Alexander, if I, can jump in, just just because, like, on that last slide, let me jump back real fast. I, like, when I saw this stat, it kind of signaled to me that, one, like, if. you're reaching, like, 91% of on demand viewing, you're nailing the topic and the speaker and the content. The fact that. people like, that that's probably an indicator of, like, if you have high sign ups and low show rate but high on demand viewing. Like, you might actually have a really successful program. It's just that your audience tends to watch it on demand. The other thought I had when seeing, like, 91% was, like, we gotta think about repackaging on demand differently. I see, who said this? Indigo said most places just put it on their resource page as a webinar and then forget about it. And I think for sure, like, the bulk of people, that's what we're doing. And, like, this kind of opens the conversation for, like, should we be doing something a little bit differently? Right? Like, maybe now just as much effort as, like, the live, you tweak the recordings and you optimize it more for on demand viewing. So for example, with this recording, no promises that we'll do it because, you know, bandwidth is tight across the board for everyone. I think, like, maybe we're editing out, like, the engagement prizes and maybe we're, you know, rerecording a clip and slicing it in and it's like, send you know, go to this page and fill out this form or go to this page and, like, complete this task and qualify for a prize that way. I don't know. But all that to say, just, like, 91% your on demand viewers are consuming more of your content than your live viewers. No. And, like, I would argue they are very, very interested because they're they're clearly doing it on their own time, not, like, the fixed time they're doing it live. Yeah. Anyways, my mini rant sure. because this this really blew my mind here. 100%. And they're sticky, and they're like these are the people that you really wanna nurture. So, you know, take it take it seriously because I think those are the people you really want to, have in your corner. The next one here, we're we're sort of now we have the on demand stuff. Now we're moving to clipping and and taking that on demand content and repurposing it. So I'm curious in 2025, which format do you think blew up the most? Was it the square grid clips, the audiograms, or the speaker only clips? to the surprise of all of us, audiograms actually were the ones that grew the most in 2025, 671%. Like, that is absolutely insane. And there is a couple reasons why we looked into this. Audiograms are a audio first, but they also work on mute as they have subtitles. And they're basically built for the LinkedIn feed. So, Aaron, for you and for anyone else who, isn't aware, it's basically like a static image with, a face and then the script, like, basically, someone talking over it. So it's almost like a little audio clip with with a face on it, and then it's usually all of the, subtitles are below. And so that grew by 671%, which is totally insane. But if we zoom out, we can see that teams like, marketing teams made 365,000 video clips, from webinars last year. That was up a 173%. So people already and this is, like, this is the signal to me. They are seeing that there is a huge content engine that is taking off and teams do not wanna be behind here. And even more so than that, what is even wilder, is almost 98% of all of those clips were AI generated. So this, you know, old school way of hand clipping and and and manually doing all of these clips are totally in the past. They're trusting AI to generate these really beautiful moments, from a webinar. And it's interesting. There's a connection here, and I'll mention in a second, but this mix shifted as well. So social posts were the number one thing that teams made from a webinar. And then after that, they created emails and they created blogs. But it's interesting because we can see now last year, actually, actually, emails were number one in terms of what people were taking out of the content from a webinar and turning it into something. It was it was emails last year. This year, it's social. So they're really people are meeting their audience where they are on social, and we're seeing this specifically especially with the audiogram explosion of 671%. So we're really seeing, again, this mind chef mindset shift for content folks, where the webinar is the raw material and then the stuff that you make from it is the actual product, which is really interesting, especially as we all talked about. It takes a lot to put on a webinar, and so you really wanna try and get as much out of it as possible. Alright, Alright. At this point, everyone should be in a great position to self. audit, against the benchmark benchmark report, see how you stack up. But if you feel so inclined, we are offering our audience today a chance to book what we're calling a benchmark demo. What this is is a one on one conversation. You might be seeing me in that conversation, or another member of our marketing team. But it's a one on one conversation to see how your webinar stacks up against the benchmarks and advice on areas to improve or test out new things. If you wanna see where your own program lands against these benchmarks, so we'll need your actual numbers or, you know, rough numbers that you wanna give, but you'll have to supply us with some numbers. That's pretty much the demo. We'll just put your data up against the 522 companies that we've, used to benchmark this and show you where you're ahead and where you could optimize for improvement. So go ahead and click that demo button up on the top right there. It says get get your benchmark demo, and one of our reps will be reaching out with you shortly. Just please bear in mind that if you do take us up on this offer, we will need you to reply to some, to share some of your stats just so that we can run it against the benchmark information. To keep us moving, last but not least, we're gonna talk about proving it. So this is the one that get that creates the space for you to keep your budget. It's the one that puts an end to what are we getting out of our webinars. So we're taking all that engagement and turning it into pipeline so your revenue team can actually see it and believe it and, more importantly, action on those webinar leads. For most of you, the single this is probably first of all, if you're not integrating your webinar platform with your current system, this is the single highest leverage fix for you. So connect your webinar platform to your CRM, your marketing automation, platform. And then, more importantly, if you use Slack, connect it to Slack. About half of the teams are on HubSpot, then we have Marketo, then Salesforce. But once it's wired up, the loop kinda runs itself. So what we're talking about here is, like, someone engages. So if you have this connected to Slack, once someone registers, that is sent to Slack. Your team will know that their hot lead, hot account is registered for the event, and they can start doing their prospecting in a non salesy way. Some of you may have already re gotten a note from our team. We're really what we really encourage here is reaching out, you know, putting in a name and a face to the brand and opening a line for that person. So we often ask, like, are there any questions that you would like answered by our speakers? And we actually take that into account, especially when you go through q and a. When someone engages, that flows into your CRM, scoring kicks in, and the right rep gets a lead handed to them. And it's built around what the person actually did. So pre event registration, you obviously know they have interest in the topic. During the webinar, we're getting polling engagement. You know, if you're clicking on that demo, downloading docs, that's all fed to the sales team. So they see a more holistic picture, so it's not just like Cindy showed up to the webinar. It's like Cindy showed up to the webinar, downloaded the benchmark report, said she ran three webinars, you know, a month and wants to get a benchmark demo. Now we're talking about a demo conversation that, okay, she likely probably wants to go from three to get it to five. We're asking questions around, is it reg? Is it show rate? It's just more productive versus, like, swapping seven emails to be like, do you want a demo? Do you want a demo? Do you want a demo? And so this really changes the conversation that you get to have with your sales team. It stops marketing from being, here's a webinar, here's the leads, and no one wants to follow-up on it. And it starts turning into, like, these are the accounts that are moving, and here are the metrics that kind of substantiate that conversation. And so, overall, the question shifts from how many leads did we get, which, by the way, I'll still say is a leading indicator for us. Like, everyone's still tracking reg, and we wanna track attendance. But the real impact here is, like, which accounts are actually progressing. Right? So I have a handful of folks from the same company that we've been targeting for the past few months. This that tells me something. Right? Whereas, like, I have one person who's maybe just trying to learn session to session. That's a different story. But all that said, I hope y'all already have your your webinar connected to your systems. And if not, please please let's chat. I see some questions. Does it connect to Microsoft Teams? I think those are right questions for a demo. So please please, click on that benchmark demo or, go ahead and shoot us a note, either on our website or through our various channels. Alright, Alexander. Are we gonna round out the caboose soon enough here. Yes. Yes. This is just a really quick screenshot if you wanna check this out. I recommend, you know, you you look at this every quarter. You can, put it up against your own stuff. But the recommendation here is really not to try and fix everything all at once. I would suggest fix two or three. You know, if you're finding yourself behind on the average of any of these, I'd pick, you know, two to three things depending on your goal. So if you're in demand gen, think about how webinar engagement data is powering your sales outreach or try Tuesday or Friday if you are so bold, against your usual slot. For content, social, I would, start to plan your repurposing before the event, not after. And I would definitely suggest making some audiograms for LinkedIn, which you can do in in, ContentLab very easily. And if you run events excuse me. I would add a poll to your webinar. I would add the word webinar to your webinar or series to your series. And if you're not doing a series, I would highly encourage you to do one because we get incredible engagement from all of our series. This, in fact, is part of a series, and we always have really amazing people coming back every single time. So would definitely suggest that. And, you know, at the end of the day, the small stuff compounds, especially when you're running a lot of webinars. I saw the majority of you are running at least you know, it seems like three. So definitely, definitely, it it all compounds. Alright. So three things to take with you. Number one, run more, run tighter. So five a month is the normal now. I know it feels very daunting if we're in the one to three stage. But take it with a grain of salt. Like, we're not we're probably not talking about five top of funnel webinars. We're probably talking about Nuance depending on your database, your, marketing engagement rates. If folks aren't engaged with you, you might need more top of funnel. If you have a lot of engaged folks, you might need them, to really move through the funnel. And so that's so five a month is a normal now and maybe trim down the last third of your sixty minute webinar. Number two, name it plainly and fill it on purpose. Say webinar, test the edges of the week and treat reach and reminders as two totally separate problems. And three, one session is worth a whole quarter worth of content value. So put it on demand, repurpose by default, go extract those audiograms, maybe run some ads on those posts and see where you land. But wire the engagement into pipeline. So the report we talked about, the WebR benchmark report, that's linked in the chat as well as in the docs tab. And for the second year in a row, we've created a benchmark report GPT. So this is on ChatGPT. I believe Alexander has a fix if you need it on another platform like Claude. But, you should you'll be able to ask it questions. It is pulling from our webinar benchmark report. And so run if you wanna run your own, run against those benchmarks. At this point, I think we will have about five to seven minutes for some questions. That's a lot of questions. I know. I'm like, oh, one feature I forgot to mention, folks. I always remember this, but you can like the question that you absolutely want us to to answer. And so that's actually typically how I prioritize it. But since I got so caught up in the engagement, I I forgot to mention to you guys. So, I see one. Oh, actually, right here. Seven votes. Do you recommend gating or ungating on demand webinar content if hosted on your website and why? Yeah. This is it's so interesting. This is a conversation that I have with our SEO SEO agency all the time and a lot of other content, content marketers. There is value in both. I am on the gating side and actually could even be so swayed as to be on the pay side as well. We work with MACON, and they, they actually charge for on demand. And it is a significant source of revenue for them, which is really interesting. We've never done that. I would love to test that out at one point because some of the content that we produce is incredibly valuable, and I know people would pay for it, especially if you're looking at a 91% completion rate there. So that's my hot take. I think sometimes content is so valuable, it is worth paying for. But on the other side for ungating it, it's really sometimes from if it's a from a brand perspective, you wanna get your word out as much as possible, and you really want to, you know, again, to get your brand as much recognition as possible. I am gonna have a Nuance reply to this. So I think if we're talking, like, top of funnel content where reach is the name of the game, I would actually encourage you not to gate it. And part part of that is that I think there are other tools out there to kinda help you understand who's on the page without, having to fill out a form. The thing is, like, if we're optimizing because we need the data, that's really not in favor of our buyer. And so personally here, we have a couple of tools that we use. We use Vector. We use Qualified. So if they're already in your database, like, why do they need to have fill out another form? They just you just want the information that they're back on your website. Right? But then there's obviously stuff like a buyer's guide that may or may not need you to walk through them because maybe you have a complex product and it's not as simple as just, like, you have this, they have that. There's nuance around it. Then I might consider getting that. But all that to say, like, I know we don't all live in a world where we have unlimited tools, but there are definitely tools out there to help you find information about those folks on your website, especially if you're already aggressively outbounding. They're likely already in your system. We just need the data point that they're consuming that content. And so I would encourage you to kind of think through that. But it's it's a couple of questions in here. It's like I we're still on the gate, not gate conversation, which is so so surprising to. me. Well and. what I will say, Justin Justin put a really good point. Like, he he puts their webinars on YouTube, and that's also been a conversation that we've had is whether or not to put them on YouTube. What we've ended up doing is taking the clips that we get from ContentLab and putting them as teasers on YouTube to essentially funnel them into our on demand. Because when you do on demand, you still also get, the gated form fill. So we can see a really nice funnel from from one to the other. Sometime we and we've played around with longer form, shorter form, or just, like, actual shorts, and varied success on all of them. But I I do really like YouTube as a as a I mean, one of my favorite play plays motions that we did was when we. have a multi day event, we created the playlist on YouTube to, like, promote the following days. And. it gives you just, like, a nice little sampler of what you can expect the next day. So highly encourage people test and tap into that. Another question we had so we'll take two more. Hopefully, we don't yammer on. But, beyond lack of reminders, what else do you recommend we look into into to increase attendance rates? Well, I yeah. Actually, when you, just said one. you well, no. You just said one, which is great. I mean, at least for multi day, we would do end of, end of day email reminders with YouTube clips on, like, the hot moments to get people to attend for the next day. And then the other thing that we did I don't know if this is what you were gonna mention, Cindy, but, we always have a really amazing, event at the end of the year called Frosty Fest. And we did social media, contests that you had to engage on social first to get qualified. And then to qualify again, you would essentially have to show up on the day. And so, one, we got virality on social media around it, and we also essentially, stamped that we would get a certain number of attendees. So that was a really fun one. Yeah. I would also like, for us, we kind of we're very, like, account focused. And so if we know like I mentioned, there's, like, a handful of folks from a Target account, we might incentivize them to to jump on. Like, we might send them a coffee gift card. We might offer them, you know, lunch, you know, to join. I realize not everyone has the budget certainly during these trying times, but I think there is ways where you can, you know even sending them, like, a reminder one to one, like, having your if you have the SDR team, hopefully, you know, working these events much like we do, or building that rapport, sending them a note being like, hey. Just want you to know, like, looking forward to it. If you have any issues getting in, let me know. But a lot of this comes down to, like, make it valuable for them. What are they missing out if they don't come? And then if you have the budget, you know, incentivize that. Do a little customer delight. Get on there and see, if, you know, see you at the event. Here's $5 coffee to power you through. Alright. I think we're yeah. Yeah. Go ahead, think. we're done. But but just one quick thing because I think Justin Justin wrote a really interesting one, and I just wanna share it. He had said that he sends a reminder email to registrants ten minutes after the webinar starts, and he started doing that and saw attendance skyrocket. So I think that's something we we need to try out ourselves, actually. when we have our big quarterly events, we actually do the manual pushes. Especially if we have a keynote in the middle of the day or at the end of the day, we'll do the push to anyone who's not live, like, already on. to get to remind them. I think when you have a long block of content and, you know, certain folks you want them in this session or that, that's also really helpful. I mean, we're all human. We're busy. We get caught up. And so I think, a friendly reminder goes a long way. Alexander, it was such a pleasure. Likewise. I know you were running the next webinar on June 30, So just seven mere days away. It is. on five coding. We have Elena from, Lovable. It is going to be a very power powerful jam packed content session. Please register very in our docs tab. And then, I will do a plug for Cvent Connect. If anyone is coming to connect, I will be there in person. Please connect with me there. If not, please register. We're streaming it virtually across four days. We will shoot you that link, probably in our follow-up. And lastly, if you won't be at connect, I hope to see you on July 21 for our pipeline plays, top demand motions that b to b marketers are running. I'll be joined by the Vector team as well as the reach desk team. So we'll be talking through how you de anonymize visits, can create ad segments, and use gifting to extend the value of your events. But, on that note, I think we're at time. it's been a pleasure. Take care, everyone. Alright. Have a great week, everyone. Chat you soon. See you..