How to Solve for the Difficulty of Measuring Webinar ROI

B2B SaaS companies invest heavily in webinars to generate leads and fill their pipeline. After the virtual crowds disperse, go-to-market teams often struggle to determine if their efforts paid off. Unclear webinar ROI measurement and lead prioritization waste much of that investment. Sales misses engaging with promising attendees, while marketing can't definitively prove webinars' impact on revenue. This creates friction between teams and allows GTM Bloat to creep in, dramatically slowing GTM Velocity.

Maximize your webinar program returns with the right GTM AI strategy. Implement AI-powered workflows to automatically score and prioritize webinar leads based on engagement and fit. This allows B2B SaaS teams to identify the attendees most likely to convert and take immediate action to guide them to purchase.

Gain Clarity on Webinar Lead Value and Prioritize Follow-Up

B2B SaaS go-to-market teams must:

• Analyze attendee engagement signals like poll responses, Q&A participation, and resource downloads to gauge interest level
• Score leads based on key buying indicators uncovered in post-webinar sales conversations
• Rank leads by fit based on how well they match your ideal customer profile (ICP)
• Prioritize leads with the highest combined engagement, buying intent, and fit scores for personalized follow-up

Achieve this using two key workflows within a GTM AI Platform:

1. AI Deal Scoring Workflow - part of the Deal Coaching package

This workflow analyzes sales conversations to score opportunities based on key buying signals.

Inputs Needed:

• Lead and engagement data from webinar platforms
• Sales call transcripts from webinar lead follow-up

What the Workflow Does:

• Step 1: Ingests and analyzes webinar engagement data and sales call transcripts
• Step 2: Identifies key buying signals like budget, authority, need, and timeline
• Step 3: Generates an AI-powered deal score for each lead based on engagement and conversation insights
• Step 4: Appends deal scores and insights to lead records in the CRM

Workflow Output: Webinar leads enriched with deal scores indicating their level of interest and sales-readiness based on engagement and conversations.

This workflow allows sales to instantly assess which webinar leads are most likely to buy based on their interactions before, during and after the event. It eliminates guesswork and ensures no hand-raisers are overlooked.

Example in Action: Acme Inc.'s sales team uploads their webinar engagement data and lead call transcripts into the AI Deal Scoring workflow. The AI analyzes the data, looking for signs of high interest and intent. It scores each lead based on their engagement level and conversation, then appends this info to Salesforce. The team easily identifies which webinar leads need immediate follow-up based on their high deal score. Hot opportunities stay top of mind.

2. Lead Scoring Workflow - part of the Inbound Lead Processing package

This workflow scores inbound leads based on their fit with your ideal customer profile (ICP).

Inputs Needed:

• Attendee demographic and firmographic data (job title, company size, industry, etc.)
• Ideal customer profile (ICP) criteria

What the Workflow Does:

• Step 1: Analyzes attendee data and compares it to your ICP criteria
• Step 2: Calculates a lead score based on how well each attendee matches your ICP
• Step 3: Segments and ranks attendees based on their fit score
• Step 4: Appends fit scores to attendee records in your CRM and marketing automation platform

Workflow Output: Webinar leads enriched with fit scores indicating how well they match your ICP and their likelihood to convert.

This workflow allows marketers to automatically qualify and prioritize webinar leads based on key ICP criteria like role, company size, industry and more. Sales can focus on the leads with the greatest potential.

Example in Action: Acme Inc.'s marketing team runs their webinar attendee list through the Lead Scoring workflow, which compares each attendee's profile to Acme's ICP (decision-makers at enterprise fintech companies). The workflow scores each attendee and adds this data to HubSpot. The team easily segments their post-webinar nurture paths and alerts sales to engage the highest-fit attendees right away.

Maximize Webinar ROI

AI Deal Scoring and Lead Scoring workflows used together as part of a cohesive GTM AI strategy provide B2B SaaS companies a comprehensive view of a webinar lead's engagement and fit. Combining the scores helps sales and marketing identify leads that are both highly interested AND likely to become great customers.

Target outreach to this hyper-targeted segment to achieve:

• More sales-qualified leads from each webinar
• Higher conversion rates from lead to opportunity to customer
• Accelerated sales cycles for webinar-sourced deals
• Clearer reporting on webinar ROI and pipeline contribution

Copilots Fall Short

AI writing assistants can help craft one-off lead outreach, but they can't orchestrate lead qualification and follow-up workflows end-to-end.

Standalone copilots for post-webinar lead management create:

• Data silos between engagement insights, lead scores, and sales communications
• Inconsistent lead prioritization and SLA adherence
• Inability to track full webinar lead journey and attribution
• Disjointed sales and marketing efforts and reporting

Looking Ahead

An automated, AI-powered system for scoring and prioritizing webinar leads allows B2B SaaS companies to reliably measure and maximize their webinar program ROI. The insights gathered can also enhance the entire customer lifecycle.

For example:

• Product Marketing can mine webinar Q&A data to understand common use cases, objections, and competitor mentions to better enable sales
• Demand Generation can trigger hyper-relevant lead nurture paths based on webinar topic engagement and poll responses
• Customer Marketing can spot expansion and advocacy opportunities based on customer attendee participation and feedback

Unify webinar data and apply AI workflows across funnel stages to turn webinars into a revenue insights goldmine spanning acquisition to expansion and combating GTM Bloat. This intelligence empowers go-to-market teams to make confident decisions that drive efficient growth and GTM Velocity.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How to Solve for Underused Recorded Webinars: Learn how to maximize the ROI of your recorded webinars by making them easily accessible and driving targeted traffic to them using AI.
• Exploring ARR per Employee with Kyle Poyar: Discover the power of tracking ARR per employee to measure the efficiency and productivity of your go-to-market teams.
• Unstoppable Go-To-Market Success with Sangram Vajre: Get insights from a GTM expert on aligning your marketing, sales and customer success teams to create unstoppable growth.

To see how Copy.ai's GTM AI solutions can help you maximize webinar ROI and GTM Velocity, book a demo with our team today. We'll show you how to leverage AI workflows to prioritize leads, personalize outreach, and measure performance across your funnel.

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