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Call
book
ed!

X Bob Hanson

How to Turn
Registrants to
Revenue
A Proven Five-Step Framework to Double
Sales Pipeline within 90 Days with Webinars eBook

2025
-By Bob Hanson
©2025 Bob Hanson’s Must-See Webinars™, Quantum Leap Marketing, Inc.
 02

Table of Contents
Introduction 03

Why Most Mid-Market B2B Marketing

Teams Fail with Webinars and What to Do Instead 05

What to Do Instead: Systematically Employ

Bottom-of-the-Funnel Webinars to Drive Sales Pipeline 11

Three Sales Pipeline Building-

Case Studies of Webinar Success 19

Next Steps –Thirty-Days to BOFU

Webinar Success and Impacting Sales Pipeline 23

Explore 3 steps to launch and

scale your webinar pilot within 90 days 25

Conclusion 27

About Hubilo 28

About Bob Hanson and Must-See Webinars™ 29

 03

Introduction
Imagine you could clone your best salesperson and through
marketing automating and scale the process of getting the right
message in front of the right prospects at the right time.

My name is Bob Hanson, a B2B Marketer With some trial and error and a lot of
who got his start using a specific event patience from the CEO through weekly
marketing system called Seminars for webinars we eventually dominated our
Results to reach and influence executives niche, created a 76,000 name opt-in
and B2B decision makers and drive over database, and quickly scaled ARR from $1
$1.45 billion in qualified sales leads.  
million to $20 million.

My first head of marketing gig was for a In the 20 years since, as a fractional
small SaaS provider who was marketer and webinar series producer I’ve
“bootstrapping its way to success.” With since helped with over 2,000 webinar
no budget for seminars, I piloted webinars programs and video funnels for start-ups
to build a marketing database and drive and leaders like Fidelity, Natera, and Trend
qualified buyers to sales conversations. Micro. With each client, program, and
campaign I’ve tried to improve on what I call
my Must-See Webinar System™.

$1.45 B $20 M 2,000

Webinar programs and
Qualified sales leads ARR for one start-up
video funnels
 04

Let’s Start
This White Paper, sponsored by Hubilo, reveals How to Turn Registrants to
Revenue: A Proven Five-Step Framework to Double Sales Pipeline within 90 Days
with Webinars.

The framework and tips and case studies shared in this White Paper can help any
B2B Marketer:

Re-ignite dead leads and contacts

stuck in the Nurture phase of the
database.

Avoid the common webinar mistakes

many B2B marketers make.

Leverage webinars to support and

advance an ABM strategy.

Convert more Inbound motion into

meetings -> demos -> trials -
>customers.

Increase the ROI on all your prospect

marketing with a Bottom-of-the-
Funnel Webinar program purpose-built
to increase pipeline and drive revenue.

What really drives webinar registrants, revenue and sales pipeline may surprise you.
Let’s start…
 05

Why Most Mid-Market B2B Marketing

Teams Fail with Webinars and What to
Do Instead

Many B2B marketing teams pilot prospect

Only using webinars in one stage of the buyer
webinars with some success, but the journey, most-often, mid-funnel.
typical organization fails to systematically
“Nail and Scale” webinars in all stages of
the buyer journey and makes one or more Small crowds at the typical event, a Hubilo
survey shows the majority of webinars get
common mistakes.

fewer than 50 attendees.

The result is webinars are not a key and
predictable source of sales pipeline and Little thought given to creating and running
many companies employ webinars “now engaging webinars, the kind that gets and keeps
and then” in the marketing mix with attention, action and drive sales.
variable results.

Symptoms of this condition include No purpose-built webinar technology that helps

drive engagement, seamlessly integrates with the
MarTech stack, and helps automate the process of
repurposing webinar video into snackable social
and sales support content.

Failure to create and run a Bottom-of-the-Funnel

Webinar series and/or support an ABM strategy.
 06

1.

Failing to Employ Webinars in All Stages of the Buyer Journey,

Especially Bottom-of-the-Funnel to Build Sales Pipeline

When we survey and talk to B2B Others try to employ mid-funnel,

organizations, the most common way of educational webinars about their product or
employing webinars is in the nurture or mid- service in the TOFU (top) and BOFU
funnel segment of the buyer journey.
(bottom) stages as well.

Few companies leverage webinars in all Webinars are best as a narrowcasting

stages of the buyer journey. strategy as shown in this graphic:

Webinars in the Buyer and Customer Journey

Engage
Pro Tip Nurture Convert Sale Customer

Engage Nurture Convert Sale Customer

Sample

journey
Virtual Summit Educational Problem Solution Demo Video Demo Video

Platform

Thought Leadership Lead Generation Issue/Pain Point Sales Conversion Upsell/Cross-Sell

customer

Positioning Best Practices Product Preview Hybrid Demo Paid Training

Pro Tip

Leverage webinars in all stages of the buyer journey. The biggest ROI opportunity and
where most organizations can see immediate sales impact is at the BOFU or Sale stage
as represented in this graphic.

For example, sales organizations that hold 1:1 demonstration meetings virtually can run demo
webinars for groups with the same presenters and content. Organizations with an ABM
strategy can leverage webinars to prioritize and sell specific accounts.
 07

2.

Failing to Draw a Crowd to Your Webinars due to which the

Typical Event Has Fewer Than 50 Attendees

Many organizations think a name or outside speaker alone will be enough to cut through the
clutter and get the attention of B2B decision makers. 

Others throw out a product overview presentation and hope for the best. Still others put all
their promotional effort into social media and miss a big opportunity. 

When it comes to webinar promotion and messaging strategy, the topic is the #1 reason
prospects will register for your events. 

When it comes to webinar promotional channels and marketing mix, email and direct
invitations drive 80% of webinar registrants.

The bottom line is many organizations fail to focus the messaging strategy levers and don’t
optimize the marketing mix. 

Avoid these mistakes and watch your registrant and attendee numbers climb.

Pro Tip

Pro Tip 1: Create and test topics designed to attract buyers like a magnet. 

Pro Tip 2: Leverage email and direct message channels both through internal and
external lists.

For example, select the top pain point or buying trigger from ICP feedback and use AI to ideate
two possible topics for your next Bottom-of-Funnel Webinar. 

Leverage the A/B test feature of your Marketing Automation like HubSpot and test these two
topics as your subject lines and select the winning topic from the email which gets more opens.

For one weekly webinar series, we A/B tested to a segment of the list for each new topic and
drove an average of 38% more webinar attendees by letting the market decide the winners.  

An example is mining “dead leads” in the marketing database with a compelling webinar title like
How to Take Control of ___ (insert top buyer frustration) and well-crafted invite.
 08

3.

Failing to Recognize How to Engage a Virtual Audience

When it comes to virtual audiences, having a product manager page through 90 detailed
PowerPoint slides over 90 minutes is typically not the best way to get and keep attention.

Many organizations give little thought to how your content will play to a virtual audience who
may be doing other things and can come and go at any time. The sad fact is that many of your
attendees may be showing up late, leaving early, and failing to engage with your
presentations. 

Over time, they may even stop showing up to your events entirely. Hmm, no wonder webinar
registrants fail to convert to sales. There are many specific and tested ways of engaging a
virtual audience that can be easily employed in all your webinars.

Asking questions of your audience early and often is one way. Taking audience questions at the
end of the webinar is another. Webcam video that covers a prominent portion of the screen is
one way. In-session video like a case study or customer story is another engagement strategy.

In addition, a purpose-built webinar technology like Hubilo will make engagement and
interactions easier.

Pro Tip
Leverage common webinar engagement strategies like multiple presenters,
questions, polls, chat, in-session video, in-session CTAs, and Q/R codes to drive
attention and engagement.

For example, prepare an energetic introduction summarizing key topics covered in the entire
webinar and ask two questions upfront. The first elicits a response in the chat and the second
launches a poll so the attendees can see how they stack up against their peers.
 09

4.

Failing to Leverage a Modern Webinar Technology that

Integrates with the MarTech Stack and Helps Repurpose
Webinar Videos

“Our webinar solution does not provide that capability with our
webinar videos nor does it integrate well with HubSpot or the
MarTech Stack.”

I still hear this from many organizations.

Don’t let the tail wag the dog when it comes to your webinar technology. 

For example, webinars and the resultant videos can help power a portion of the Marketing
Content Flywheel.

A simple example is taking memorable moments from the webinar presentations and creating
snackable video content for social marketing. 

Many webinar solutions like Zoom Webinar make this difficult or impossible.

Others offer limited attendee interaction features and/or require lots of manual reporting
steps which is not scalable. For example, attendee poll and question data should be
automatically pushed into the marketing automation platform.

Pro Tip

Leverage a purpose-built webinar technology like Hubilo to seamlessly integrate with

your MarTech stack and make lead routing and video repurposing easy.
 10

5.

Failure to Create and Run a Bottom-of-the-Funnel

Webinar Series
Many organizations are missing a goldmine of sales leads and pipeline by assuming all the
qualified prospects will find their way to your demos or trials and complete that process.  

Yet, a SaaS organization which leverages Inbound motion may find the majority of their
marketing contacts are “stuck” in the middle of the marketing funnel which is commonly called
the Nurture phase.

Other organizations may be employing webinars successfully at the top or mid-funnel, but
then trying to convert webinar attendees to individual meetings and not giving these
prospects the option of attending a more product or sales-oriented webinar.

Still others are employing an ABM go-to-market strategy and failing to recognize webinars can
be highly-profitable tactic to support this strategy.  

For higher value sales some organizations even hold a webinar for a single decision-making
persona and even a single target account. 

I’ve used this successfully dozens of times and it works because since webinars are
Narrowcasting the more targeted and specific the webinar the higher the likelihood of
converting the registrant to revenue.

Pro Tip
Supplement your overall marketing with Bottom-of-the-Funnel webinars

A simple example of BOFU webinars is your best sales presentation given by your best
presenter. For a financial services client who previously struggled with webinars, we converted
a winning seminar presentation to an online event. With heavy emphasis on email invitations
and existing social channels, we multiplied attendance by 9X and sales pipeline by 20X versus
previous efforts.
 11

What to Do Instead: Systematically

Employ Bottom-of-the-Funnel
(BOFU) Webinars to Drive

Sales Pipeline
Simply by avoiding the above mistakes your organization will be on your way to competitive
advantage and webinar success. A very specific webinar strategy is to pilot a single BOFU
webinar then scale out a series at the Bottom-of-the-Funnel stage in the buyer journey.

This type of webinar series works best when it has some or all of the following characteristics:

Understand B2B buyers are in motion 24/7/365 so use

both live webinars and videos of successful
presentations,

Target common ICP buying triggers for your product or

solution, if in doubt, narrowcast/niche down to one
specific audience,

Start with one speaker who is comfortable presenting

and selling remotely,

Heavily leverage existing social and email channels

(opt-in lists) before expanding to paid media and
outside lists,

Weave-in special, limited-time offers, pricing

incentives and bonuses (like bundling products,
services, training, to increase conversion,

Lean on existing social proof like case studies,

testimonials, favorable reviews,
 12

Map the webinar process to your EXISTING sales/trial

process and EXISTING lead routing,

Pilot webinar topics and content to segments of your

list – THEN Scale the winners after the market had
voted that your webinar sells,

Ideally have one internal marketer, fractional marketer,

or agency with an affinity or expertise in webinars who
oversees the series,

Invest in a webinar technology and marketing

automation like landing pages, and

Marketers may get tired of a proven webinar topic

before the market does, so track ROI and let the
market decide when a webinar is no longer effective.

How can you bring all these ideas together in a proven system to start with a single, pilot
webinar and scale to as many as one winning webinar per week and as much as 20x ARR with
webinars alone as I have?  

Here is…

Registrants to Revenue: A Proven Five-Step Framework to Double

Sales Pipeline with BOFU Webinars  

Imagine you could clone your best salesperson and through marketing automate and scale
the process of getting the right message in front of the right prospects at the right time.

Here's a proven framework any B2B marketer can leverage to re-ignite dead leads, convert
more Inbound motion into meetings/demos/trials/customers, and increase the ROI on all
your marketing with a Bottom-of-the-Funnel Webinar program purpose-built to drive sales
pipeline revenue.
 13

1.

Target Your Buyer with Laser-like Precision to

Drive “Buyers in Your Virtual Room”

Select one ICP who looks a whole like one of your

What best or Platinum Clients, target a top frustration or
buying trigger

Segment the marketing database to invite this list to

the webinar, it could include contacts stuck in the
How Nurture and Convert phase and lost trials, lost/stuck
sales opportunities or past customers.

Webinars are successful narrowcasting strategies.

Why The more relevant the content the higher the
registration AND eventual sales conversion rates.
 14

2.

Topic and Promotion Attract Sales-Ready

Prospects like a Magnet

A webinar topic with one of the top three reasons to

buy, follow guidelines for “copy that sells,” such as
What How to Take Control of Your “__” (Technology/
Process/Role)

Create your webinar topic, invitation and the special

offer that will be presented on the webinar first,
How before you create the content. Primary promotion
with emails and direct outreach.

Topic is the #1 reason your audience registers. Emails

Why and direct invitations drive the majority of

webinar registrants.
 15

3.

Leverage Proven Sales Content – Your Best

Presentation by Your Best Presenter(s)

A Proven Sales Presentation by Your Top


What Salesperson is Ideal

If in doubt follow a Perfect Webinar Script, 20 minute

“TED Talk” for your product/service, 10 minutes of
How value stacking a special offer, and 15 minutes of
answering common sales objections and restating
the close/next steps. Video will remove Q&A.

Content needs to be tested in front of buyers just like

your marketing. Leverage pre-tested content by a
Why founder, product lead, and/or good salesperson to
increase the likelihood attendees will be excited
about taking the next buying step.
 16

4.

Multi-Step, Multi-Media Follow-up, Consider a

Sales/Conversion Page for the Campaign

Multi-step multimedia follow-up to convert interest

to trials/sales/meetings, tailor the themes and
What benefits to the webinar content and specific

buying triggers.

Includes email and direct follow-up and getting the

video of the webinar in front of non-attendees within
How 12 hours of the event and perhaps a demo/sales
meeting page specific to this campaign with your
best social proof and limited-time offer.

A shocking statistic is that 70% of B2B sales leads

don’t get the proper follow-up. This applies to
Why webinar leads as well. Avoid “follow-up” failure by
lining up post-webinar steps BEFORE the webinar
goes live.
 17

5.

Nail/Scale: Repeat Winners, Add to Inbound

Motion, and Additional ICPs/Buying Triggers

Scale the program like an automated version of

cloning your best salesperson to get the right
What message in front of the right prospects at the

right time.

The marketer will tire of the marketing before market.

Avoid this. “Nail and Scale” by repeating winning
programs, automating the marketing where possible
How including virtual-live webinars of previous winners,
adding riffs with additional ICPs and reasons to buy,
and getting in front of new Inbound motion.

Think like the creator of TV show by getting a Pilot in

front of a test audience, fixing any defects, and then
ideally rolling out for years to come. For example, did
Why you know the original Seinfeld TV pilot failed but was
fixed after the Elaine character was added to the

first season.
 18

This framework could help any growth-oriented B2B firm multiply demos/trials/appointments
and double sales pipeline in as little as 90 days.

Pro Tip
One of my B2B clients in HealthTech found that customers generated through
webinars were 22x cheaper than the average of the overall marketing mix. One reason
why? We mined the existing marketing opt-in database for gold through a robust
BOFU webinar program and dramatically increased customer conversion rates from
this segment.
 19

Three Sales Pipeline Building-Case

Studies of Webinar Success

Here are three different ways of employing

webinars and webinar series to directly
impact sales pipeline.
 20

Leading with a “Buyer Intent

Webinar Series” in ABM to Help

Create $50 Million in ARR

A B2B health-tech firm was entering a new
market with an ABM strategy and
salespeople had a list of target providers in

2,000
North America but no brand recognition,
no buyer intent, and no way of prioritizing
the contacts for outreach. 

Registered for the series

The firm sponsored a webinar series on its
solution category run by THE established
non-profit in the space and used outside
speakers who were Key-Opinion-Leaders.
The sponsoring firm suggested the non-
profit use a purpose-built webinar solution
20,000 views for maximum audience engagement
during the events. 

On-demand videos generated Over 2,000 registered for the series and
the on-demand videos generated over
20,000 views on the non-profit’s YouTube
Channel. Because of the demonstrated
buyer intent and name recognition gained
from the series, the salespeople were able

$50 million to identify and call on the leads and got a

warm reception. Within 18 months the firm
had generated over $50 million in ARR in
In ARR this new market, largely fueled by these
warm introductions.
 21

Doubling Sales from

Inbound Leads Alone with

Bottom-of-the-Funnel Webinars

8,500 500
Opt-ins from all sources Individual sales appointments

500 4 figure
Additional sales appointments Deal size

A B2B services firm targeted financial advisors as one of its niches and leveraged
Inbound motion for a few years comprised almost exclusively of SEO, PPC, and
placement of articles with a CTA on third-party media. It generated 8,500 opt-ins from
all sources and with automated follow-up, email newsletters, and the occasional email
campaign generated 500 individual sales appointments.

The firm continued the Inbound program and I piloted and added monthly BOFU
webinars to the 8,000 prospects “stuck in the nurture” phase as well as new Inbound
leads. It quickly found the formula (similar to the framework above) to double the yield
from the Inbound program alone, creating another 500 sales appointments with
roughly the same sales win percentage and initial deal size which was in the four-
figures for new customer commitments.
 22

B2B SaaS Provider Pans for Gold

with “Small Org Webinars” at

Bottom-of-the-Funnel

$4,995 5 Figures No
As first-year
 New annualized Sales

discounted price revenue each quarter bandwidth invested

A growing, Series A B2B SaaS provider The program was automated and ran well
used a combination of Inbound into the high five-figures in new
Marketing and in-person and virtual annualized revenue each quarter with
events to build a large prospect almost no sales bandwidth invested.
database. It was in the process of Surprisingly, when suspect names like
focusing more sales resources on contacts with “no-company information”
Enterprise sales so needed a way of and contacts with “gmail addresses” were
“selling ‘em in bunches like bananas” as invited, Enterprise contacts surfaced and
the phrase goes with smaller some smaller sites of Enterprises bought
organizations of less than 100 seats.  
the solution from the webinar as pilot sites
for an eventual Enterprise purchase.
It tested out a “Small Organization
These “found” Enterprise customers led
Webinar” two weeks before the end of
to an additional six-figures in annual
the quarter using its best sales
recurring revenue for this upstart firm.
presenter and its best presentation, a
version of How to Take Control of Your
IT Environment. A special, limited-time
offer was presented on the webinar
and promoted in follow-up with a
unique bundle of special pricing and
group training at a highly discounted,
$4,995 first-year price.
 23

Next Steps –

Thirty Days to BOFU Webinar

Success and Impacting Sales Pipeline

Schedule-in success of your next webinar and start to experience the pipeline building power
of Bottom-of-the-Funnel webinars which hit the mark with your very best prospects.

1
Schedule an upcoming Bottom-of-the-Funnel Webinar
Pick a date for a webinar which gives time for ample promotion and any content
preparation. Four weeks out and a webinar day and time of mid-week and mid-day
are good starting points. Midweek webinars allow for sales and lead follow-up that
same week for more conversion.

2
Select a Specific Audience for the Webinar
Webinars are most successful as a narrowcast. Select one ideal prospect role and
title and a common buying trigger or pain point. Companies often start with a
segment of their existing marketing database like those stuck in the Nurture Phase.
 24

3
Promote and Run the Webinar
Email and direct invitations still generate 80% of webinar registrations. Ideally
integrate with your existing marketing automation and sales databases. For
example, if landing pages and registration forms are built with HubSpot and Eloqua,
leverage those for your webinar registration forms. Plan the post-event follow-up
BEFORE the event, but avoid sales touches and qualification until AFTER the event.

4
Be Sure to Engage the Audience, including with the Right
Webinar Technology
Generally, a webinar attendee who engages on the webinar is a much higher-value
prospect than a non-engaged attendee or registrant only. Engage attendees in the
webinar session with verbal questions, chat, polling, video, and content which
presents the case for trying or buying your solution. Technologies like the Hubilo,
Inc. webinar solution which are purpose-built for all these interactions.

5
“Nail then Scale” the Webinar Conversion to Multiply Results
Your next webinar is unlikely to be your best but will give you valuable data to inform
you how to “Nail and Scale” your BOFU webinars to maximize sales. A weekly
webinar series can start with a single pilot. Increase sales conversion with devices
like a special, limited-time offer presented on the webinar and in post-webinar
follow-up. For example, a SaaS provider may combine bonuses like onboarding
training with a special Year 1 price as an incentive to act.
 25

Pro Tip on Pilots and ROI

I have seen massively successful webinar programs which generated over 8-figures in
sales start with a pilot BOFU webinar with only 10 attendees and a single sale.

BOFU webinars ROI rides more with the number of attendees like your best prospects and the
conversion rate from attendee to sales conversations, opportunities, pipeline, and revenue.

Webinar Pilot to Scale within 90 Days

Pilot Rollout Scale

Objective Test BOFU webinar? Repeatable? Multiply pipeline?

Audience One topic/Audience Selectively add topics/Audiences Many topics & Audiences

Content Proven content, Presenter More content, Presenters Multiple media, many funnels

Channels Segment of database Existing media, Channels Existing & new media

ROI/Conversations Controlled Full sales team Enterprise & beyond

The graphic above shows how an organization can go from pilot to scale and perhaps multiply
pipeline within 90 days!

Explore 3 steps to launch and scale your 


webinar pilot within 90 days
 26

Pilot by Putting Your


STEP 1
Best Foot Forward to an ICP
Pick a date within the next 30 days to pilot your first/next BOFU
webinar.
Select one audience you know well, ideally some of the audience is
the marketing prospect database.
Organizations with large databases can test as few as 1,000
invitations.
Ideally use a proven presentation and comfortable presenter.
Track metrics along the way like email invitation open rates,
attendees, ROI, sales pipeline created, and sales.

STEP 2 Rollout to Multiply Results from the Pilot, Create

Evergreen Programs
Over the next 30 days make adjustments to the Pilot to fix any
weaknesses, expand the promotion for that topic and start to test
multiple events and multiple topics and/or different audiences.
Create full, evergreen funnels. For example, multi-product
companies may have one core, evergreen BOFU Webinars per
product.
Companies targeting multiple decision makers within a buying group
or multiple verticals may have BOFU Webinars for each segment.

STEP 3 Scale Funnels with Multiple Audiences, Combine of

Live, On Demand
A cadence of weekly BOFU webinars is common for organizations
that scale and multiply sales pipeline.
These evergreen programs typically leverage a mix of video and live
webinar funnels and are often (partly) managed by revenue ops or
reside within the sales team.
Frequent events will help convert new opt-ins and new Inbound
traffic to sales opportunities and tapping into new lists like affiliates/
partners can drive immediate business from new audiences.
 27

Conclusion
As author, marketing guru and my former personal mentor Dan Kennedy said about
webinars that drive sales, “A Buyer is a Buyer is a Buyer. The success of webinars with
sales objectives is often determined by the number of “Buyers in your virtual room.”  


Some of my best BOFU programs have started with the FIRST webinar with as few as 10
attendees and a 10% conversion to your next step. 

In fact, one initial B2B SaaS webinar with a small attendee list was so successful in
“product-market-webinar fit” that one of the webinar attendees was an executive who
convinced his employer to buy the entire company for eight figures in cash within

90 days.

Pilot your next BOFU webinar within the next 30 days and start to experience the
amazing benefits of this marketing strategy done right.

Imagine your head of sales stands-up at

the next company meeting and proclaims,
“I LOVE the Marketing Team.”

This happened to me as a first-time head of marketing for a SaaS firm when we tested
and developed many of the ideas contained in this eBook.

Best for your webinar and marketing success and to advance your career!
 28

About Hubilo
Revolutionizing Marketing with AI: Personalization at Scale

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Hubilo is a modern webinar platform built for today’s marketing teams—a flexible, easy-to-
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Complete Branding Controls:
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 29

About Bob Hanson

and Must-See Webinars™

Imagine your best prospects want to attend your webinars. Advance your career with the help
of webinars that work, and don't get bogged down in webinar production and video editing.

Add an independent marketer and webinar producer to the team part-time who actually
"speaks B2B marketing" and is accountable for the success of your next webinar campaign.

Virtual events and webinar series powered by Bob Hanson's Must-See Webinar process have
generated 76,000 opt-in names for a B2B software firm, built a successful 10-part series for
a healthcare company which helped add $50 million in ARR, and increased webinar results
12x within 60 days for a financial services company.

Bob’s proven, five-step framework has helped dozens of B2B leaders like Fidelity, Natera, and
Trend Micro increase revenue over $1 billion and power a frictionless content marketing
engine. 

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