Guide: Create a webinar funnel that converts - The 4 steps

Webinar funnels can be effective to drive new leads on a budget, increase engagement with your brand, and build brand awareness in 2024. Here are the 4 steps to create a webinar funnel that converts.

The four steps in a webinar funnel - attract, engage, nurture, and convert.


What is a webinar funnel?

A webinar funnel is a marketing term used to describe the journey potential customers go through, from the awareness stage to the point of making a purchase decision. Unlike regular sales funnels, a webinar funnel utilizes webinars to guide the prospects through the buying journey, nurturing their interest, and promoting conversions.

Generating a webinar funnel is a strategic exercise - and is a way to qualify and generated leads. But, just as much a way to demonstrate your product's value, share the expertise of your business, and build a long-term relationship with your audience.

A good webinar funnel should transform random viewers in your ICP into brand ambassadors and your best customers.

Why is the webinar funnel important?

In 2024, standing out in the noise becomes more and more difficult - as more companies pop up and attention spans are going down. Also, reaching leads become more difficult with Google and Yahoo, cutting down on bulk email limits, and ads becoming increasingly more expensive.

A webinar funnel helps you as a marketer to understand a customer's purchasing journey, identifying what stage of this journey the customer is at, but also for you to get invaluable time with target prospects in an industry.

The insights can be used to decide which marketing channels and activities you should continue running - but also to drive new qualified leads, and grow your business.

So, how does a webinar funnel work?

The 4 steps of a webinar funnel

There are 4 critical steps to setting up a webinar funnel that impacts your business in a meaningful way. In other words - a webinar funnel that drive new leads that convert.

The AENC model involves the four steps 1. Attract, 2. Engage, 3. Nurture, and 4. Convert.

Learn more about each step is below:

Step 1: Attract

This is the top of the funnel where you create awareness about your webinar to draw in potential attendees.

Example: Typically, with the help of a webinar landing page.

Webinar registration flow

Webinar landing page and registration flow as the first step of the webinar funnel - with automatic reminder emails in Univid

Step 2: Engage

This phase involves the actual running of the webinar where you provide valuable content to your audience to engage them effectively.

Example: Typically, engaging the audience can be done via polls, Q&A, chat, and live reactions - making sure they listen, don't tab out and stay

Interactive webinar - free text polls in Univid

Engaging leads in the webinar funnel - making sure they stay focused and convert

3. Nurture

This phase involves following up with attendees, providing supplementary content. This is often done after the webinar, but in platforms like Univid, resources can be handed out during the webinar as well.

Example: Nurturing the attendees can be done throughout the webinar, making them download slides, or more material like e-books via CTA buttons (call-to-actions). Or after in follow-up emails, were you link to the recorded on-demand version of the webinar, or other resources.

CTA Example 2: The Resource Download 📙

Nurturing leads in the webinar funnel - via CTA buttons and follow-up emails that drives next steps

4. Convert

This is the bottom of the funnel where the ultimate goal of making a sale, booking a demo, or even a subscription occurs.

Example: Converting the attendees can be done by providing a CTA button live during the webinar, in platforms like Univid, or after the webinar in the follow-up email or sales call, where you target atttendees based on engagement and lead score.

Live call-to-action button in a Univid webinar

Finally, convert leads in the webinar funnel - via CTA buttons, follow-up emails, and sales calls

Benefits of a webinar funnel

Now let's dive into the benefits of a webinar funnel for your SaaS business:

1. Increased engagement

The interactive nature of a webinar allows for real-time conversation and engagement with your audience. It provides an opportunity to showcase your expertise and develop trust, which can lead to higher conversion rates.

2. Cost-effective lead generation

Webinars, being online, remove geographical barriers allowing for a broader reach at lower costs. They serve as a cost-effective method of generating quality leads, given their ability to attract, engage, and convert large amounts of people at once.

3. Improved conversion rates

An effective webinar funnel methodically moves prospects from awareness to decision-making, thus leading to improved conversion rates. The involvement in a live presentation, juicy insights, and the personal touch of being live - all maximize the chances of conversion.

4. Building brand authority

Establishing authority and building trust is critical in SaaS. A webinar funnel provides the scope to demonstrate your business's expertise - thus building your brand authority and trust amongst leads.


Sales funnels work best when they are built with specific goals for a defined target audience. Also, they should be executed using marketing content that is visually appealing and relevant.

A webinar funnel is not just about selling a product; it revolves around offering value, building relationships, and nurturing webinar leads through to conversion. It is a powerful tool that every marketer and webinar host in SaaS should leverage.

Frequently asked questions (FAQs)

Q: Do webinar funnels still work in 2024?

The short answer is yes. Webinar funnels are powerful tools for generating qualified leads in 2024. 53% of marketers say webinars are the top-of-the-funnel format that generates the most high-quality leads (Demand Gen Report).

Q: What is a webinar funnel?

A webinar funnel is a sequence of steps designed to engage and convert webinar attendees into customers. It includes different stages like registration for the webinar, attending the webinar, post-webinar follow-ups, and finally, conversion to a customer.

Q: How to create an effective webinar funnel?

Create an effective webinar funnel by following these steps: 1. Understand your audience. 2. Develop a compelling webinar topic and content. 3. Design a landing page to collect registrations. 4. Promote your webinar through emails, social media, and other marketing channels. 5. Deliver a high-quality presentation during the webinar. 6. Have a clear call-to-action at the end of the webinar. 7. Follow up with attendees after the webinar.

Q: Why is a webinar funnel important?

A webinar funnel is important because it's a strategic way of guiding potential customers through their buyer's journey. It helps businesses convert webinar attendees into leads or customers by providing them with valuable content and following up with relevant offers.

Q: What are the key components of a webinar funnel?

The key components of a webinar funnel are: 1. The Landing Page: This is where you explain the benefits of attending your webinar and capture registrations. 2. The Webinar: This is where you deliver value to your attendees and build trust. 3. The Follow-up: This step involves sending follow-up emails with more information, offers, or a replay of the webinar. 4. The Sale: The final step is to convert the interested attendees into customers.

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