How to Use Webinars to Create a B2B Sales Automation Pipeline

Webinars can help position you as a leader in your industry. This helps you establish your reputation among the companies you want to attract as clients, setting you apart from your competitors.

Webinars are likewise useful in driving your leads further down your sales funnel since you can directly answer their questions and address their objections as part of your event agenda. You can also use webinars to demonstrate exactly how your products or services can deliver value to your leads.

But not all of this needs to happen by the sweat of your brow, so to speak. Your webinars don’t need to be one-and-done affairs, because you can record your live presentations, upload them to your website, and automate the entire webinar-driven lead nurture process.

In this blog post, we’ll dig deeper into some tips and strategies for using webinars to create a B2B sales automation pipeline, using ClickMeeting.

Why ClickMeeting?

ClickMeeting is a browser-based webinar platform, allowing your attendees to quickly join your webinars without having to install any apps. ClickMeeting also stands out from its competitors by supporting several features that enable businesses to automate, personalize and streamline webinar-powered pipelines that they refer to as “the webinar flywheel.”

The platform also has an extensive Knowledge Base library, where you can watch video tutorials and download ebooks that teach you about preparing and hosting webinars, as well as getting your attendees to convert into customers.

That said, let’s dive right into learning how to use webinars to create a B2B sales automation funnel.

Step #1: Understand your buyer persona.

Your buyer persona is a semi-fictional representation of the key decision-makers in the company you’re targeting.

In addition to their demographics and job titles, a well-developed buyer persona will also give you insight into their pain points and challenges.

These pain points and challenges could make great topics to discuss in your upcoming webinar.

Step #2: Review your buyer’s journey.

In general, there are three main stages that make up the buyer’s journey:

  • Awareness Stage. Your prospects are going through a challenge or a problem. Their goal at this stage is to discover what types of solutions might help them.
  • Consideration Stage. Your prospects understand the cause of the problem or challenge they’re facing. Now, they want to know more about their various options to address this.
  • Decision Stage. Your prospects have now decided on a specific type of solution. They’re currently choosing a company where they’ll purchase the solution.

As you can see, your target audience has a specific goal they want to achieve at each stage of the buyer’s journey.

With this in mind, you need to create (and share) webinars that will help your audience achieve their goals and choose your product or service in the process.

Step #3: Create your webinar registration form.

Now that you’ve decided on your webinar’s topic, the next step is to create your webinar registration form. This is where people interested in attending your webinar can sign up.

To create your webinar’s registration form, click on the Schedule Event on the upper right-hand corner of your dashboard, and then click on the Registration link on the menu bar.

how to use webinars as a sales strategy

Here, you can customize the look of your Registration form, the information you’ll be collecting, and add details like the time and date of the webinar and the presenter’s bio, and update the colors, so it matches your company’s branding.


how to use webinars as a sales strategy

This is also where you can set the actions that you want to happen the moment someone signs up for your webinar.

For example, ClickMeeting can notify you when someone registers to your webinar or redirect them to a separate Thank You page on your website.

how to use webinars as a sales strategy

Step #4: Set up your automation.

Now comes the fun part: setting up the different automation features provided by ClickMeeting to get the most attendees (and possible conversions) during your webinar.

You can do that by going to Schedule Event > Automation to activate automatic actions, as seen below:


how to use webinars as a sales strategy
Before we delve into some of these automation features, let’s proceed to one of their highlights: the automated webinars.

Automated Webinars

Running your B2B sales webinar as planned is critical for your pipeline, but if you can’t dedicate the resources necessary to run several webinars every day, then ClickMeeting has you covered.

The platform lets you run your webinars on a schedule, even when you’re unavailable, through its automated webinars. This automated event feature lets you prepare your webinar in advance and run it the way you want it to, from beginning to end.

To set your automated webinar, go to the Schedule Event page. Click Room Type, and select Automated. Next, set the date, time, and time zone, and your chatbox options. If you won’t be there to answer questions thrown during the webinar, then opt for No chat or Answer later. If you’ll be available, then you can opt for a Moderated chat.


how to use webinars as a sales strategy

Then, insert your CTAs, pre-recorded sales video, and other supporting files at critical points in the handy webinar timeline editor.


how to use webinars as a sales strategy

With automated webinars, you can streamline your workflow, include sales-propelling elements like CTAs, and ensure that your pipeline continues on productively despite being busy doing other things during the event.

Live social simul-streams

ClickMeeting also allows you to stream your live and automated webinars on either Facebook or YouTube simultaneously.


how to use webinars as a sales strategy


This allows your followers on either social media channel to join your webinar and share it with those in their networks, further expanding your audience reach.

ClickMeeting even lets you choose whether or not you’d like the software to automatically start recording your webinars the moment you go live, which is especially useful if you’re planning on eventually repackaging your live webinars as on-demand replays or as scheduled automated webinar experiences.


how to use webinars as a sales strategy


You can also use this setting to send your attendees the link to the recording so that they can watch it again. This is crucial if you’re hosting a consideration or decision stage webinar.

Post-webinar follow-ups

Another important automation you can set up here is the Follow-up.


how to use webinars as a sales strategy

There’s a saying in business: “The money is in the follow-up.” And for good reason. Sales cycles for B2B businesses require more touch points compared to their B2C counterparts. Often, in B2B situations, several people are making business decisions. This includes choosing which solution to use to address their problem and where to purchase it.

Automating the follow-up sequence for your webinar keeps your business on the top of the minds of the key decision-makers who attended your webinar. They can then show the recording of the webinar to their colleagues through the link included in the follow-up email you sent them after your webinar ends.

Automating your follow-up messaging also helps you retarget registrants who failed to attend your webinar by sending them emails with the event link.

Facebook retargeting ads

If you want to further retain your attendees and lead them through the rest of your sales pipeline from outside the inbox, you can also remarket them through Facebook retargeting ads.

ClickMeeting lets you integrate the Facebook Pixel with your user profile, to automate your retargeting campaigns. The Facebook Pixel lets you track your attendees and reach them strategically by retargeting ads with Facebook media buys.

To do so, go to Account Settings and click Integrations. Under the Analytics & Remarketing section, you will find Facebook Pixel. Enter your Facebook Pixel code to connect.


how to use webinars as a sales strategy

At this point, you just need to set up your retargeting ads campaign on your Facebook Ads dashboard, start running the ads while showing them to your retargeted audience, and you’re all set.

Your target audience can now “automatically” see your retargeting ads and get the chance to respond to your sales offers and other invitations.

Step #5: Integrate your existing sales and marketing platform.

Once your webinars are all set up, you’ll want to continue engaging and nurturing your attendees so you can convert them into clients.

You can do this by integrating the CRM you’re using in your business to your ClickMeeting account.

how to use webinars as a sales strategy
ClickMeeting seamlessly integrates with popular CRMs like HubSpot, Salesforce, and InfusionSoft.

Once integrated, your marketing team can then export the attendees’ data, include them in an email autoresponder series already set up in the CRM.

And when a lead is hot and ready to buy, your marketing team can then send this to one of your sales reps and close the deal for you.


Webinars can help you boost your B2B sales conversion and revenues.

B2B leads and customers have questions they want to be answered at every stage of the buyer’s journey.

In this blog post, we’ve shared how you can use webinars at every stage of the buyer’s journey and showed you how you could use it to create an automated pipeline for your business.

However, your automated sales pipeline will only be as good as the quality of the content you share in your webinars.

Take the time to research about the pains and challenges your customers are facing, and create your webinar’s content based on those.

When your webinars provide them with the solutions that they’re looking for, they won’t hesitate to register and attend.


Mark Thomasson
Mark is a biz-dev hero at Invoicebus - a simple invoicing service that gets your invoices paid faster. He passionately blogs on topics that help small biz owners succeed in their business. He is also a lifelong learner who practices mindfulness and enjoys long walks in nature more than anything else.
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