If your goal is to attract new leads and guide them toward a decision, this is the right approach.
In this scenario, you don’t know who your audience is yet.
Your first goal is to capture the lead. Then guide them through a structured path toward conversion.
What you’re optimizing for
Sales and marketing webinars work best when they:
- Consistently attract new, qualified traffic
- Capture lead information
- Guide people toward a clear outcome
Destinations: Where your webinar should live
In this context, your webinar is typically centered around a single core destination.
This is often:
- A dedicated landing page
- A custom sales page
- Key pages on your website (homepage, product pages)
- Embedded within high-intent content (e.g. blog posts for organic search)
Instead of embedding your webinar everywhere, you focus attention on one primary experience.
See the Destinations Guide for more →
Distribution: How to get people there
Distribution here relies heavily on scalable, repeatable channels.
Because you’re trying to reach people you don’t already know, you need ways to consistently bring in new, qualified traffic.
This typically includes:
- Broadcast distribution (ads, content, SEO, social, partnerships)
- Direct communication (sales outreach, follow-ups, nurture sequences)
Contextual distribution plays a smaller role here, since the audience is not yet inside your product or ecosystem.
The goal is to create demand and direct it toward your webinar.
Your results depend heavily on the quality of traffic you generate. eWebinar provides the entry points. Your role is to drive the traffic to them.
Driving qualified traffic is often the hardest part and requires ongoing testing and iteration across your distribution channels.
See the Distribution Guide for more →
Getting into the webinar: Access and lead capture
Because you don’t know who your audience is, capturing lead information is a priority.
Standard approach
- Landing page
- Registration form
- Then access to the webinar
This allows you to:
- Follow up
- Nurture the lead
- Guide them toward a decision
Reducing friction
You can improve performance by:
- Keeping forms simple (name and email)
- Using auto-population for known contacts
- Pre-registering leads captured through other channels
More advanced approach
A more advanced strategy is to:
- Use links that allow people to start watching without upfront registration
- Surface a registration form during the webinar after you’ve demonstrated value
This allows people to:
- Start watching immediately
- Understand what they’ll get from the webinar
- Register once they’re motivated to continue
Link to specific pattern →
After you capture the lead
Once you know who someone is, your approach can change.
You can shift to lower-friction access.
For example:
- Sending personalized join links
- Automatically registering them for future sessions
- Using retargeting ads to bring them back
This is especially useful when someone:
- Registered but didn’t attend
- Attended but didn’t complete
- Or is a lead you captured through another channel
The goal is to make it as easy as possible for them to start or return to the webinar.
See the Getting Into the Webinar Guide for more →
The webinar sales funnel
A common and effective approach is to build a webinar sales funnel.
Instead of promoting multiple webinars in different places, you center everything around one core webinar.
This might be:
- A demo
- A product walkthrough
- A conversion-focused presentation
Across your distribution channels, everything points to that one experience.
Key stages of the funnel
A webinar funnel is made up of stages:
- Registration
- Attendance
- Conversion
Improving performance means identifying where drop-off happens and optimizing that specific step.
The hardest part: Qualified traffic
Even the best funnel won’t work without the right input.
You need qualified traffic.
As mentioned before, this is often the hardest part and something you’ll need to figure out and improve over time through your distribution channels.
See the Webinar Funnel Guide →
How this works together
In a strong sales and marketing setup:
- Traffic is driven toward a core webinar
- Leads are captured and converted
- Unconverted leads are guided back toward conversion over time
What to do next
Start simple:
- Choose one core webinar
- Point one distribution channel to it
- Optimize one step in your funnel
Then build from there.