Webinars that Work: Keeping Attendees Engaged and Moving Down the Funnel w/ Matt Murdoch, VP of Marketing @ FranklinCovey
Webinars have been a staple in B2B marketing for years, but let’s be honest—most of them are forgettable. Attendees tune out, engagement drops, and worst of all, they don’t drive real pipeline. So, what separates a webinar that works from one that flops? In this episode of The Campaign, we’re breaking down the strategies that keep audiences engaged and, more importantly, move them through the funnel. If you’re tired of lackluster webinars that don’t deliver, this conversation is packed with insights to help you rethink your approach. What You’ll Learn: The biggest mistakes marketers make when planning webinars Matt’s 3-layer framework for keeping webinar guests engaged the entire time Live vs. on-demand webinars—what actually works? Resources: https://97thfloor.com/articles/podcasts/webinars-that-work-keeping-attendees-engaged-and-moving-down-the-funnel/ https://www.linkedin.com/in/mattmurdoch "When they register, that's the moment of need for them... The company that delivers the value first is the company that's going to win." - Matt Murdoch Timestamps: 02:33 - What inspired the Webinar Manifesto 10+ years ago 06:36 - Common planning mistakes: "Field of Dreams" fallacy 09:13 - Three essential ingredients for successful webinars 11:41 - Virtual accountability framework: verbal, visual, kinesthetic 18:42 - Marketing webinars like rock concerts and leveraging FOMO 22:41 - Live vs on-demand webinars: chocolate vs peanut butter
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
Webinars have been a staple in B2B marketing for years, but let’s be honest—most of them are forgettable.
Attendees tune out, engagement drops, and worst of all, they don’t drive real pipeline. So, what separates a webinar that works from one that flops?
In this episode of The Campaign, we’re breaking down the strategies that keep audiences engaged and, more importantly, move them through the funnel.
If you’re tired of lackluster webinars that don’t deliver, this conversation is packed with insights to help you rethink your approach.
What You’ll Learn:
- The biggest mistakes marketers make when planning webinars
- Matt’s 3-layer framework for keeping webinar guests engaged the entire time
- Live vs. on-demand webinars—what actually works?
Resources:
https://www.linkedin.com/in/mattmurdoch
"When they register, that's the moment of need for them... The company that delivers the value first is the company that's going to win." - Matt Murdoch
Timestamps:
02:33 - What inspired the Webinar Manifesto 10+ years ago
06:36 - Common planning mistakes: "Field of Dreams" fallacy
09:13 - Three essential ingredients for successful webinars
11:41 - Virtual accountability framework: verbal, visual, kinesthetic
18:42 - Marketing webinars like rock concerts and leveraging FOMO
22:41 - Live vs on-demand webinars: chocolate vs peanut butter