How to Solve Low Attendance Rates for Webinars

Are you struggling to attract the right audience to your B2B SaaS webinars? Low attendance rates waste time and resources, miss opportunities to build pipeline, and make it difficult to establish your brand as a thought leader. Implement the right GTM AI strategy and workflows to dramatically boost webinar attendance and ensure your events drive real business value.

Boost Webinar Attendance with GTM AI

Implement two key workflows to solve low webinar attendance:

1. Contact Research (from the ABM Cockpit package)
2. Email Nurture Campaign (from the Demand Gen package)

These workflows provide a deep understanding of your potential attendees and enable personalized outreach that maximizes registrations.

1. Contact Research Workflow

The Contact Research workflow provides detailed insights into your potential webinar attendees for crafting relevant event content and promotions.

Inputs Needed:

• LinkedIn profiles of potential attendees
• Past engagement data (e.g. content downloads, previous event attendance)

What the Workflow Does:

• Step 1: Analyzes the contact's role, seniority, likely pain points and goals
• Step 2: Identifies the topics and messaging most likely to resonate with each contact
• Step 3: Segments contacts into distinct personas based on common characteristics

This workflow provides:

• A deep understanding of your potential webinar audience
• The ability to create highly targeted event content and promotions
• Improved alignment between webinar topics and attendee needs
• Enhanced effectiveness of your webinar program

Example in Action: For a webinar on sales forecasting, run the Contact Research workflow on a list of target attendees. The workflow returns detailed profiles segmented by persona. VPs of Sales are most concerned about forecast accuracy, while Sales Ops cares more about efficiency. Use these insights to craft a webinar abstract, slides, and promo emails that speak directly to each group's top priorities.

2. Email Nurture Campaign Workflow

The Email Nurture Campaign workflow turns contact insights into personalized outreach that maximizes webinar registrations.

Inputs Needed:

• List of previous webinar attendees
• Engagement history (e.g. email opens, clicks, content downloads)

What the Workflow Does:

• Step 1: Analyzes each contact's past behavior to predict their likelihood to attend
• Step 2: Generates a series of personalized emails tailored to each contact's interests
• Step 3: Provides real-time suggestions to improve email performance

This workflow enables:

• Highly targeted and relevant attendee outreach
• Increased email engagement and click-through rates
• Improved webinar registrations and attendance
• The ability to run more efficient and effective webinar programs at scale

Example in Action: After using the Contact Research workflow to segment your potential attendees, feed that list into the Email Nurture Campaign workflow along with data on their past engagement. The workflow generates a tailored sequence of emails for each contact. Previous webinar no-shows with a high engagement score receive a "sorry we missed you" email with the recording and a special invite to your upcoming event. Personalizing at the individual level dramatically increases the odds of driving registrations.

Putting It All Together

Use the Contact Research and Email Nurture Campaign workflows together to:

1. Develop a deep understanding of your potential webinar attendees' needs and interests
2. Create webinar content and promotions that are highly relevant and compelling to your target audience
3. Deliver personalized email outreach that maximizes registrations and attendance

Your webinars become valuable strategic assets that reliably fill the marketing funnel and drive pipeline.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT help with general webinar planning and promotion, but lack the ability to deliver deeply personalized insights and outreach that these workflows provide. Without integrating your company's unique data and processes, copilots are limited to generic suggestions that won't maximize attendance and engagement.

Make use of a GTM AI Platform purpose-built for B2B go-to-market teams to tap into your most valuable proprietary data. The Contact Research and Email Nurture Campaign workflows move the needle on webinar performance.

Looking Ahead

The power of these webinar workflows goes beyond driving registrations. Repurpose the insights generated across the entire customer journey to deliver personalized, high-impact experiences. For example:

• Sales: Use the contact research to tailor demos and outreach to each prospect's specific needs and goals
• Customer Success: Make use of the insights to inform more relevant and valuable customer communications
• Product: Prioritize the roadmap based on the challenges and opportunities surfaced in your webinar Q&A

Operationalize GTM AI across go-to-market functions to align entire organizations to deliver the right message to the right person at the right time. This cross-functional coordination maximizes customer lifetime value and reduces GTM Bloat.

Implement additional workflows to further optimize your webinar programs:

• Webinar Topic Ideation: Generate high-engagement webinar topics and titles
• Post-Webinar Nurture: Deliver personalized follow-up based on attendee behavior
• Webinar Analytics: Measure and optimize webinar impact on pipeline and revenue

The right GTM AI strategy and workflows enable B2B SaaS companies to deliver engaging webinars that reliably fill the funnel and drive GTM Velocity. Start with a deep understanding of your audience and deliver hyper-relevant experiences to achieve webinar success and unstoppable growth.

Related Resources

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

• Content Marketing AI Prompts: Discover 50+ AI prompts to supercharge your content marketing efforts, from blog post ideas to SEO meta descriptions.
• Email Marketing AI Prompts: Explore 40+ prompts to create engaging emails that get opened, read, and clicked. Covers everything from subject lines to full nurture sequences.
• Personalization at Scale: Learn how to use AI to deliver personalized experiences to every prospect and customer across channels. Includes tactics for email, web, ads, and more.

These additional resources will help you further optimize your GTM efforts with AI. And if you're ready to take your results to the next level, book a demo to see how Copy.ai's GTM AI Platform can put your growth on autopilot.