If you’ve ever wondered why your webinars aren’t delivering results or how to turn them into a powerful ABM tool, this blog is for you.
Recently, on ABM Answered, we had the privilege of hosting Bob Hanson, one of the brightest minds in the world of webinars.
With over 2,000 webinars (yes, you read that right!) under his belt, Bob isn’t just experienced; he’s a true pioneer in using webinars to drive real business impact.
What sets Bob apart is his ability to turn webinars from just another marketing tactic into a bottom-of-the-funnel engine that fuels revenue growth.
So, how does he do it? Let’s dive in.
Getting People to Show Up
First things first, how do you get people to actually attend your webinar?
Bob breaks it down simply: email is king. Direct invitations, especially from sales teams via LinkedIn or other channels, work incredibly well.
But here’s the kicker: webinars are about narrowcasting, not broadcasting.
Instead of trying to appeal to a massive audience, the most successful webinars are laser-focused on a specific account, industry, or decision-maker.
"Some of the best webinars are designed for one specific account or one specific decision maker. It’s narrowcasting, not broadcasting."
How to Make Webinars Engaging (and Not a Snooze-Fest)
Low engagement rates? Bob’s seen it all, and he’s got a formula.
Start strong: Don’t waste 10 minutes on introductions. Hook your audience immediately.
Ask questions early and often: Use polls, surveys, and chat to get real-time interactions.
Deliver what you promised: If your webinar title promised a solution, don’t bait and switch with a 30-minute sales pitch.
Track attention: See if attendees are asking questions and engaging. If not, it’s a red flag.
"If topics drive attendance, then a strong title is a magnet that attracts your ideal prospect."
Pro tip: The best webinars start with a quick “Where are you joining from?” or “What’s your biggest challenge?” in the chat.
This warms up engagement from the start.
Personalization: The ABM Edge
Personalization is easier in in-person events, but Bob’s seen killer virtual tactics, too.
Hyper-personalized webinars: Running a webinar for 10 people, but really targeting one? That’s a power move. Structure content around that key decision-maker while ensuring the rest of the audience finds value.
Sales collaboration: Ask your top salesperson about common objections they hear, then run a webinar addressing those exact objections.
Smart follow-ups: Instead of a generic “Thanks for attending,” tailor your follow-up with key insights they cared about.
"If you understand what someone’s biggest question is before they attend, and you answer it in your webinar, you’ve won them over."
Keep in mind that the best webinars feel like a one-on-one conversation, even when there’s a larger audience.
Where Should Webinars Fit in the Buyer’s Journey?
If you’re new to webinars, should you start at the top or bottom of the funnel?
Top-of-Funnel: Best for awareness, brand positioning, and category creation. These focus on thought leadership and educational content.
Bottom-of-Funnel: Where the real money is. These help move deals along by addressing objections and reinforcing why prospects should buy.
Quick win: If you already have a sales pitch that converts well in one-on-one meetings or seminars, repurpose it into a webinar. This skips the trial-and-error phase.
How to Drive Bottom-of-Funnel Impact
Bob’s seen bottom-of-funnel webinars create ROI within 30 days. How?
Pick a proven sales pitch: Don’t reinvent the wheel. Use what works in one-on-one conversations.
Start small but targeted: A 10-person webinar with 2 SQLs and 1 customer is a success.
"Bottom-of-the-funnel webinars don’t need huge attendance. If 10 people show up and 2 turn into customers, it’s a win."
Optimize and scale: Once you’ve found a winning format, run it regularly.
The Biggest Challenge: Measuring ROI
So, how do you measure webinar success? Bob keeps it simple:
Registrants: Who’s signing up?
Attendees: Who actually showed up?
Engagement: Who asked questions, stayed until the end, or interacted?
Conversion: Who booked a demo, signed up for a free trial, or became a customer?
Hot tip: Compare webinars against other marketing activities.
If a webinar delivers leads at a lower cost than another channel, double down on it.
Follow-Up: The Make-or-Break Moment
Most marketers mess this up by blasting out generic “Thanks for attending” emails.
Instead of that:
Follow up within an hour: The sooner, the better. If you wait too long, leads go cold.
"Webinar leads have a half-life. Follow up fast, or you’re wasting the opportunity."
Sales should call top targets: Bob’s best-performing sales reps called leads the same day, asking, “Why did you register?”
Automate smartly: For those who didn’t attend, send a pre-recorded webinar (without Q&A) within 24 hours.
Guide them to the next step: Whether it’s a demo, free trial, or exclusive offer, make sure your CTA is clear.
Final Thoughts: Stop Running Boring Webinars
The reason most webinars fail is because they're treated as an afterthought.
If you follow Bob’s approach; strategic targeting, engagement-first content, and smart follow-ups, webinars can become a revenue-driving machine for ABM.
So, next time you run a webinar, don’t just put on a show, make it count.
Connect with Bob if you want to learn more from him or get his insights on your webinar strategy.
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