A recent report from On24, “Webcast Benchmarks and Best Practices for Lead Generation“, has some interesting numbers when it comes to how webinars are being used and their effectiveness at lead generation. Take for instance the following:
- The average webcasts captures 441 registrants
- Attendee participation is usually 50-60% of registrations
- 15-30% of registrants are sales-qualified opportunities
The numbers above should be enough for you to go back to your own metrics and see how you compare. Sure, depending on your industry the numbers might be skewed but at least you have a benchmark and something to show (or not!) senior management when your results are being questioned.
The report goes a bit further and also tells us that 52% of all registrations occur within 10 days before a scheduled webinar and 15% registering on the day of the webcast. In my experience this is accurate, and sometimes during the day (or the day before) of the event tends to bring an increasing number of new registrations. We are all procrastinators it seems when it comes to registering for online events.
What’s the ROI of webcasting?
According to the survey webcasts have a $22.60 cost per registrant for those with an average of 441 registrants and $39 per participant if the average is 256 participants. I personally think these numbers are high, but it depends heavily on the webinar platform you’re using. On24 is not the lowest priced one on the market (Adobe Connect, WebEx, and GoToWebinar all charge less for webinars), but this should be easy enough for you to calculate for your specific situation. Oh, but note that the cost involves “audience generation programs, to produce and promote a webcast”, so you have to add your email marketing costs (again, different platforms will charge differently) and any additional method you typically use to get people to register and attend.
I encourage you to download the FREE report from On24 and check out some additional nuggets that can help you evaluation your own webcasting program.