Table of Contents
We recently wrapped up an epic webinar campaign for a SaaS company.
They’re in the e-comms space and their main product is a software that integrates seamlessly with Shopify to help automate some of the sellers’ tasks.
So that was pretty sweet!
What’s even sweeter is that it makes for a kick-ass case study.
Why?
Because we:
✅ Generated 3,500+ qualified leads in just 40 days
✅ Cut their cost per lead from $11 to $5.50 (that’s 50% off!)
✅ Achieved a 28% webinar show-up rate (versus their previous 3-4%)
✅ Delivered hundreds of free trial signups
✅ Created TWO complete webinar funnels in one month
And we did all this while learning some valuable lessons that make us even better marketers today.
So grab your coffee and let me walk you through this case study – the good, the bad, and the ugly.
The Setup: Two Webinars, One Mission
Here’s what we were working with:
Our client needed to reach aspiring e-commerce entrepreneurs – people looking to start side hustles or scale their existing stores. They wanted to showcase how their AI-powered software could transform their Shopify experience.
The twist? We weren’t building just one webinar funnel. We were building two:
- A live, influencer-led webinar – for maximum credibility and engagement
- An evergreen, on-demand webinar – for consistent lead flow 24/7
Less than a month to make it all happen.
Game on…
The Good: What We Did Right
Let’s talk about the results.
Now in hindsight, there’s a lot of things I’d do differently…
But honestly, the campaign had some fantastic results!
Lead Generation on Steroids
First things first – we hit our target by getting over 3,500+ leads in 40 days.
ALL from paid traffic – no recycled lists involved.
Just pure, targeted lead generation at its finest.
The influencer webinar pulled in leads at $12 each (which wasn’t too great, but still reasonable), while the evergreen webinar actually landed $5.50 per lead.
To put that in perspective: they were previously paying $11 per lead.
We cut that in HALF.
The 28% Show-Up Rate
Their previous webinars had somewhere around 3-4% attendance rate…
While our evergreen webinars actually hit 28%!
That’s a MASSIVE improvement.
How’d we do it?
We kept the funnel simple, the messaging clear, and removed as much friction as we could.
For instance, instead of making people wait for days, the evergreen webinar was scheduled several times a day – so people could attend almost immediately without having a chance to develop second thoughts.
We basically banked on that initial momentum to keep carrying them forward all the way from ads to webinar to sales page (and hopefully, convert).
We Built Two Completely Different Webinar Funnels
For the live influencer webinar, we built a comprehensive system:
- Multi-platform paid traffic
- Story-driven landing page featuring the influencer
- Instant trial offer on the thank you page
- SMS and email sequences to maximize attendance
- AI-powered follow-up to convert fence-sitters
The evergreen webinar got the streamlined treatment:
- Clean landing page with social proof
- Direct-to-webinar access
- Automated everything
Both funnels fed into their trial system, which then led to paid conversions and their premium program applications.
The Bad: Lessons That Made Us Better
Now, I’m not going to pretend everything was perfect.
But even the “bad” stuff taught us valuable lessons that we now apply to every campaign.
Email Deliverability Was Poor
Midway through the campaign, we noticed email open rates weren’t where we wanted them. Basically the account’s deliverability needed some love – whether that’s through tweaks to the emails themselves, updating the CRM settings, or paying attention to some new policy change…
(You know how fickle email providers are getting these days…)
Did it stop us from hitting our goals? Nope.
But it sure taught us to add deliverability checks to our pre-launch checklist.
The Sales Process Was Too Complicated
During the webinar, part of the sales pitch was to get people to sign up on a website… which would normally be fine, but there was an extra layer of complexion that required users to register on two different platforms.
The registration process for those platforms was also a bit lengthy.
We actually saw people dropping out mid-webinar because of that – possibly because they clicked on the link and basically forgot about the webinar itself.
Lesson learned: Simplicity always wins. We now audit every client’s signup flow to remove any possible friction points.
Not Enough Post-Webinar Lovin’
With our sprint timeline, we focused heavily on getting people to attend.
Looking back, a more robust post-webinar nurture sequence would have converted even more trials to paying customers.
This experience shaped our current webinar marketing approach, where post-webinar nurturing is just as important as attendance.
Speeding Up Means Sacrificing Quality
Coordinating with multiple stakeholders (including a busy influencer) in such a compressed timeline taught us the value of having a buffer time for campaigns.
Sure, everyone delivered – but extra time would’ve afforded us better quality of work – and possibly better results too!
Now we try to ensure that we have breathing room for every project.
That said, working under pressure has also taught us a lot about both the strengths and weaknesses of our systems…
So really, at the end of the day it’s a net positive for us.
The Ugly…
Now, it’s time for the ugly truth.
YES…
That’s me ‘reimagined’ as a woman, thanks to AI.
BURN IT INTO YOUR EYES!
When my daughter saw this picture it kind of freaked her out, and honestly I don’t blame her. 😂
Okay, so that was just me messing around.
Hope you can forgive me for that.
Just a reminder that you shouldn’t take life too seriously… especially if you run a business. Being a business owner and doing your own marketing is stressful enough!
Could Your SaaS Company Benefit from Webinar Marketing?
On that note, I’m gonna end this blog post with a question (and an answer):
Can Webinars help scale your SaaS business?
I say yes – and this case study is proof.
Webinars work best for SaaS companies when:
- Your software requires education or demonstration
- You’re targeting other businesses or entrepreneurs
- Your price point justifies a longer sales cycle
- You have valuable expertise to share
If that sounds like your business, let’s chat. We’ll help you determine if webinars are right for you – and if they are, we’ll show you exactly how to make them work.
I won’t jumpscare you with any more ugly photos. I promise.
P.S. Want more real-world marketing insights? Check out our guide on how to promote webinars with AI – it’s full of strategies we actually use.
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
