How to Use Webinar Production and Live Streaming as Powerful Lead Generation Tools

It's a familiar scenario: You've planned your webinar, promoted it extensively, and eagerly awaited a packed virtual room only to feel disheartened when the turnout isn't what you'd thought it would be. 

But here's the thing: the real value of webinar production and live streaming isn't solely determined by the number of attendees during the live broadcast. Instead, their true value is in their potential as lead generation tools.

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Understanding Attendance Expectations

First, let's set realistic expectations. Industry-wide, the average attendance-to-registration ratio for webinars hovers around 30% to 40% and even then we aim conservatively and tell our customers 25%. This means that even if you've secured 100 registrations, it's typical for only 30-40 people to show up during the broadcast. Knowing this is important to help manage your expectations and shift your focus from just live attendance to the broader value your webinar offers. Does this mean that numbers won't be higher? Not at all, but we think it helps to know what to expect and then get a boost from there.

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The Real Treasure Is The Registration Data

Each registration you collect is valuable. When attendees register, they're signaling interest in your content, your expertise, and potentially your product or service. This data forms the backbone of your lead generation strategy. Even if someone doesn't attend live, you now have their contact details and can nurture these leads long after the event ends.

Think of a completed registration form as your potential customer inviting you to communicate with them. Capturing basic information such as names, emails, job roles, and company details helps build an audience profile that can significantly enhance your marketing and sales outreach efforts.

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Not Everyone Plans to Attend Live and That's Okay

Many people register for webinars with no intention of showing up live. They're signing up for access to the webinar recording, knowing they’ll watch it later when it fits their schedule. These registrants are still highly valuable. They’re curious, interested, and engaged enough to sign up, and they just need a different kind of support.

Make sure your on-demand experience is easy to access, clearly communicated, and just as thoughtfully produced as the live session. A simple email saying, "We know schedules are hectic, so here’s the recording when you’re ready" can go a long way.

It’s also worth reflecting on your own habits. How many webinars have you registered for, knowing full well you'd catch the replay instead? That mindset is incredibly common, especially for busy professionals. So, build for it.

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Follow-Up is Your Secret Weapon

What truly transforms a webinar from a one-off event into a successful lead generation tool is your follow-up plan. Too often, companies put extensive effort into the event itself but neglect the crucial next step to engage with registrants afterward. Whether attendees were live or missed the session entirely, a thoughtful follow-up keeps your conversation going.

Your follow-up could include:

• A thank-you email with a recording of the webinar
• Key highlights or a written summary of valuable points discussed
• Links to related resources, blogs, or case studies
• Invitations to future events or personalized consultations

By regularly connecting post-webinar, you continue to build relationships, nurture leads, and drive conversions long after the webinar has ended.

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Side Note About Managing Speakers' Expectations

As we mentioned, curbing expectations is important to encourage positivity in your webinars, and speakers are no exception. They often ask how many people registered and how many attended the webinar. They are running the numbers in their head, and that's not a good thing. The reality is that attendance numbers rarely match their expectations and can potentially discourage them. To handle this smoothly, always respond by saying something like, "We get those numbers after the event has closed." This response keeps the focus positive, manages their expectations realistically, and avoids unnecessary disappointment or distraction from the primary goal: delivering valuable content.

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Stay Encouraged and Keep Sharing Your Expertise

It's important not to become discouraged if attendance isn't always what you envisioned. Webinars and live streams remain powerful ways to showcase your expertise, expand your reach globally, and continually feed your sales pipeline. Each webinar production effort strengthens your authority in your field and creates content that can serve multiple purposes: live engagement, on-demand resources, and support for future virtual event marketing campaigns.

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The true success of your webinar doesn't stop when the broadcast ends. Embrace webinars as essential tools in your lead generation toolkit, and you'll find their real value goes far beyond live attendance numbers.

Want to get more from your next webinar? Check out our post on how to keep your webinar audience engaged

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