--- title: "How to Turn B2B Webinar Registrants Into Sales Calls" description: "B2B webinars turn registrants into sales calls when the conversion point moves to signup. Logan Lyles, Founder of Demand Shift, replaces the thank-you…" url: "https://thepipelinepodcast.com/episodes/turning-10-of-webinar-registrants-into-sales-calls-with/" image: "https://thepipelinepodcast.com/img/69345a21719602e2-share.jpg" --- Pipeline · Episode 8 · Nov 2, 2026 · 24 min # How to Turn B2B Webinar Registrants Into Sales Calls B2B webinars turn registrants into sales calls when the conversion point moves to signup. [Logan Lyles](https://www.linkedin.com/in/loganlyles/), Founder of [Demand Shift](https://demandshift.co/), replaces the thank-you page with a short survey of five to eight questions that ends in an outcome-based offer. Logan says this took his own rate of registrants to sales calls from 2% to 10%. With [Logan Lyles](https://thepipelinepodcast.com/guests/logan-lyles/), Founder at [DemandShift](https://demandshift.co/) - [Apple Podcasts](https://podcasts.apple.com/us/podcast/pipeline/id6812917691) - [Spotify](https://open.spotify.com/show/0NNaebvWmU3WxkJtbI07Ur) - [YouTube](https://www.youtube.com/playlist?list=PLEX-KeqEG_jk) ## Key takeaways - Replace your webinar thank-you page with a short survey of five to eight questions, asked one at a time. The survey should qualify the lead, agitate the pain and end with an outcome-based offer. - Send anyone who says yes to the final survey question straight to a demo signup page, a trial offer or a booking page. - Promote beyond your own list with cold email, newsletter ads and partners' email lists. Logan Lyles has found newsletter ads even more effective than social ads for webinars. - Pick a topic that leads with the candy before the medicine, so the education you give uncovers the next problem your product or service solves. Take Logan's two-step signup flow into Monday**Get the field sheet ↓** Sponsored by [Podcast 2 Pipeline](https://podcast2pipeline.com/) ## Chapters 1. 0:00 Why webinars often don't convert 2. 1:06 Two ditches: too pitchy or too educational 3. 2:48 Fixing the registration rut with wider email promotion 4. 5:22 Candy before the medicine: picking the topic 5. 10:52 The two-step signup flow that replaces the thank-you page 6. 16:45 The law firm that went from zero to 44 booked calls 7. 19:13 What to do on Monday morning ## Transcript (0:00) Joseph Lewin Lots of us run webinars. We've run webinars in the past. Maybe you're doing it right now, and they don't convert, or at least you can't tell if they're actually converting or not. And when you dig into the data, it's often abysmal, uh, n- not really converting at, at the rates that justify the effort that's being put into it. Welcome to Pipeline. I'm your host, Joseph Lewin, and today's guest, I'm super excited to have him on, the man, the myth, the legend, Logan Lyles. He's been in marketing and sales on both sides, and now he is founder of Demand Shift. And, super excited to have you on, Logan, to dive into this (0:36) Logan Lyles Man, thanks so much for having me, Joseph. I will do my best to live up to that, uh, legendary status and, and make it valuable for folks today. Uh, happy to talk about webinars. I'm in the thick of it day in and day out, and so hopefully we'll give folks something to apply today (0:52) Joseph Lewin Awesome, man. Yeah, so I kind of gave it away a little bit, but we're talking about webinars. That's what, that's what you do, that's what you focus on. So how are you seeing webinars, uh, improve pipeline generation for your clients? (1:06) Logan Lyles Yeah. Right now we mo- w- mostly work with B2B clients, and the, the biggest thing that, that we've done is try to blend education and conversion. You know, I think there's an old Irish proverb, I think is what it is, for every mile of road, there's two miles of ditch, meaning wherever we're going, there's two mistakes that, that we can make on either side, right? And I think we know one mistake with webinars is to go too pitchy, right? You show up to the webinar, you think it's gonna be educational, and it's just a sales pitch. But the other side of the road that I fell off into for a few years was just broadly educating, right? Without a real connection to the problem that my company solved with their product or service and a real clear next step. And so I think if you don't get that right, then you're gonna struggle to, uh, to drive enough registrations. You're gonna struggle to drive enough conversions. (2:00) Logan Lyles Um, you're not even going to get into, uh, the two problems that surfaced when we surveyed about 250 B2B marketers, which we call the registration rut and the conversion cliff. But before you can even experience those, you have to get kind of the, the content right. Um, or like you said, webinars take a lot of work, and when they're not effective and you're falling in either one of those ditches, um, it, it can be a big waste of time, energy, budget, and all those sorts of things. (2:30) Joseph Lewin Okay, so let's say that you're getting ready to kick off a, a webinar campaign. You've got it slated, you've got some budget to promote it. You know, you've got, you've got all the pieces, but you need to, uh, actually plan it out and create a strategy. So where do you, where do you start? (2:47) Logan Lyles Yeah. So, um, I, I think you've gotta start with your distribution plan, right? Uh, as I mentioned, we recently did a survey of over 250 B2B marketing teams running webinars. Um, and they were struggling with conversion or even knowing how many people they were converting. But also, even if they optimize that sucker to, to the nth degree, they're not getting enough registrations for it to warrant it usually at their, uh, contract value. Most of them are getting less than 100 people to, to register. Average attendance rate is about 35%. Um, you've really gotta be on your game to convert, you know, out of those 35 people, right? Plus, we know only 5% of our market is usually in-market, in B2B, of the folks that fit our target market. So you've gotta start with getting out of this registration rut, and the, the problem I see with most webinar campaigns is they rely on two channels: email and social. (3:44) Logan Lyles Now, those channels in general aren't bad, but for webinars what I see is people using email very one-dimensionally. They're emailing their own list, which by its nature means I'm not reaching new people, right? And so the first thing I would do is think about how can I incorporate other, uh, forms, um, of email into my promotion strategy for my webinar. Um, can I do some cold email outreach? Can I run some newsletter ads, um, that we've seen those to be very, very effective, even more so than, um, social ads for webinars. Are there other partners, friends, um, industry influencers who have newsletters or an email list of size that fits your target audience? Um, when you incorporate that sort of email, you see your registration numbers, uh, greatly increase 'cause it's not that email is the wrong channel for webinars. It's actually, we've found in running dozens and dozens, I wanna say 50-plus webinars in the last 12 months, email is the number one most effective promo channel, but you've gotta do it a little bit differently. (4:52) Joseph Lewin Okay, so we could spend easily an hour talking through webinars. So, um, if people wanna learn more about that, they should check you out and you can go further on promotion. So you, you first start with the promotion, then you've gotta figure out what type of content you're gonna create. So you said, you know, there's kind of the cliff on either side. So when you're thinking about what topics you're gonna create, um, you know, finding that balance between education but also being able to tie it in, how do you, how do you think about that? Or how do you, how do you help your clients get that balance? (5:21) Logan Lyles Yeah. So, um, one analogy o- I often use is lead with the, the candy before the medicine, right? Um, you go to the pediatrician's office with your kids, um, they, they have the, the suckers out there on the, the counter or, you know, some- something like that. The medicine's back, uh, back in the back after you get checked in, all that sort of stuff. And, um, there's kind of an analogy here of the candy for us as marketers or businesses is what is that trending topic? What is that thing that's going to capture attention, uh, initially, right? Obviously, anything tied to AI right now, um, is hot. Um, there's a little bit of fatigue there, so you've gotta find your specific angle. Like, for instance, we have a client who's a marketing tech company. They're a SaaS platform that helps marketers in this whole new area of AEO, GEO, and AI visibility, kind of the new wave of SEO. Well, uh, even though that's, in general, a hot topic, Claude recently said, "We're gonna start watermarking all AI-generated texts." (6:24) Logan Lyles So marketers are kind of freaking out of like, "Well, what does that mean with AI ranking my content if AI's generated it?" So instead of just leading with, "Hey, five steps to show up in AI search," our next webinar is, "Is Claude's watermark gonna break your AI search strategy?" So we're kinda leading with, like, the hot, the, the thing that people wanna know about. Really behind that is We're gonna let them know not so much, you don't need to freak out about this. Here are the steps to, to show up in AI search. Here's how you play the long game, right? And then we're gonna give them the medicine. So that's the first part of the content. The second part is the problem that you solve in educating them should naturally in, in the best cases for the highest conversion, kind of uncover the next problem. And I'll give another example in this AI search series with our client Visto that we work with. (7:17) Logan Lyles Um, we did a session on the five steps to show up in AI search, and we kind of walked through it. Well, then we said, "Hey, if you do all this, you're gonna pay an agency probably $5,000 to build this strategy and do all this work for you. Or we've mapped it out. It's gonna take about 45 hours to do all of this work, to go to ChatGPT, to Claude, to Perplexity, to put in these types of prompts." We told them exactly the sorts of prompts, how to track them, gave them a, a template to do it all. Bad news is this is gonna take you 40 to 45 hours worth of work, or you could sign up for Visto, try out the platform. It can generate this same output and build your strategy in about 45 minutes with their AI agents. So we educated, but then we showed the next problem that they might encounter, which is gonna be time constraint. Do you wanna solve that with the, the product? And so it's kind of that natural progression from kind of what's hot to get their attention, educate them, and then unearth the, the problem that, um, is exposed by solving the first problem or the first symptom for them. (8:21) Logan Lyles Um, maybe the analogy breaks down, but that's kinda how I think about it, um, at, at least, um, what's been working for our clients at Demand Shift lately. (8:30) Joseph Lewin Yeah, and I, just from back in the day, I was a product marketing manager in an engineering software company, and I love that model where, especially if you're in an industry where everybody thinks one way and they all think that they know what the problem is and they all have their standard solution for it, whatever that, whatever that is. Um, and then you're able to basically lay out, "Hey, here's the problem that you're… Or here's the pain that you're experiencing. Here's how everybody thinks about the problem. Here's the actual problem that's causing this issue for you, and then here's a typical solutions to solve that problem." And then the final step is, "Hey, by the way, there's actually a much easier way to solve this problem if you do it like this." And then you position, you know, I like doing it first where you position that last thing as agnostic, even if your solution is the only one that could actually do it. (9:20) Joseph Lewin You position it as saying, "Hey, here's the better way to solve it." And then the very, very final piece is, "By the way, you know, that's what we do here. (9:28) Logan Lyles Yeah. (9:29) Joseph Lewin Here's how you can get (9:30) Logan Lyles I love that point about presenting it as agnostic too, because, um, I was just talking with someone about this yesterday, w- um, kind of giving them some tips on their webinar strategy, and I said, "Have you ever noticed that if you talk about your own product too heavy and too quickly, it's a product pitch?" But if an influencer or an expert in the space, say it's like a LinkedIn ads expert, right? Uh, pulls up a tool that they use for running LinkedIn ads during a live webinar, then it's like, "Ooh, what tool do you use? Show us, show us that." Right? It's almost like give us the- one's a product pitch and one is a, a tool list or a tool recommendation. They're both the same thing, but it's where they're coming from and kind of how they're framed that make the difference. So I just wanted to kind of key in on that 'cause I think you hit a really important point for listeners right there, man. (10:18) Joseph Lewin I love it. Okay, so now we've, we've gotten the promotion, we have an idea of, of the content. Now, you know, you get people to your form and, and yeah, how do you, how do you actually go… 'Cause this is a huge problem for marketers and sellers, and this is, like, the huge battle, attribution, all that stuff, and I've lived right in the middle of it for years and years and years. So how do you actually ensure that some of those webinar attendees actually turn into pipeline, and you're not just flooding the market with great content, people come leech all your free content, and then, you know, never actually work with you? (10:52) Logan Lyles Yeah. You do it by changing up where you place the opportunity for conversion. Everyone who runs webinars is focused on one conversion point by and large, and that's after the webinar. Everybody is kind of running what we call this dead-end webinar playbook, where you decide on a topic, maybe you nail it with all the tips that we just shared, right? You run promotion, maybe you nail it with all the, the email strategies we dropped earlier and some other things that, that you can do, and you get people there. By the way, only about a third of the people who register are gonna show up live. So if you have any sort of call to action during the, the live show, you're only getting a third of the people who've registered. And then we really focus all our efforts in trying to convert people after the webinar. And there's some problems with that that could be tweaked and improved that, you know, instead of just saying, "Hey, saw you attended the webinar. (11:46) Logan Lyles Do you wanna buy our product?" Right? Sometimes our follow-up just sucks, and that's the reason. But I think the bigger problem is everybody's seen this playbook play out before, and they know to expect it. They know usually it's gonna be low-value touches. They're gonna get a hard sales pitch, and they're, they're just going to ignore it. And I started thinking about that 35%. So I, I don't have an exact number on how many people open the emails after a webinar. That would be, actually be an interesting stat. But I wanna compare this 35% that show up to the live webinar. Well, what do 100% of the people who sign up for your webinar, what do they see? Where all do they go? Usually, it's a thank you message that we give them right after they sign up, right? They put in name, email, or whatever information is needed to register for the webinar, and they get a thank you message. Well, that thank you message is nice. (12:37) Logan Lyles It's great to thank people, but it's not doing anything for your potential conversion at the moment of their very highest intent. Think about it. They saw your ad, read your email. They're like, "I'm interested in this topic. This is something I wanna be educated on." They're willing to give you their email, and all of that intent, we say, "Thanks. We'll see you in a couple weeks. Hopefully, you can show up." Right? Uh, when what we could actually do is (13:04) Joseph Lewin time they actually get to that webinar, they might have moved on from (13:09) Logan Lyles Yeah. Yeah. I mean, certainly they've moved on mentally. Yeah. Uh, certainly they've moved on to the next thing. And so what we did is we implemented what we call a two-step signup flow. Instead of going from signup form to thank you page, we go from signup to survey. And what I mean by survey isn't some big research report with 30, 40, 50 questions or something like that. It's a short one question at a time survey where you ask five to eight questions that, um, help you qualify the leads, help you agitate the, the pain that they may be feeling, and, uh, ends with a, a, um, value-added, outcome-based CTA that gives them the opportunity to take that next step if they're feeling the pain right now. And if they say yes to that final question, you drop them off wherever they can take that next action on the demo signup page or a trial offer or a booking page if a sales call or a consulting call is the next step. (14:10) Logan Lyles And we saw that in my own experience. I went from the B2B average of converting 2% of webinar registrants into sales calls and turned that into 10%. Um, so I've five X'd, uh, my results by implementing this, um, on the front end. Um, I've had clients that were like, "I don't know if this is gonna work. How many people are gonna fill out the survey?" 90% of, of people who sign up for the webinar, uh, with the first step in the, in the signup form complete the second step of the survey. We've, we've audited this across dozens of webinar campaigns. That number's very, very consistent. Um, and we see, uh, last I checked this last quarter, it was between eight and 12%. All of our clients were kind of hovering around that 10% range of conversions to that next step by putting a, a value-based offer in front of folks at their moment of highest intent with this two-step signup flow that puts a survey in replacement of that dead-end thank you page. (15:13) Joseph Lewin I love that. Yeah, and it actually kind of going back to that engineering software job that I had, o- one thing that we did that worked super well was we had, uh, content that was leading people to a webinar, and then they would sign up for that webinar, and it would automatically on the thank you page say, "Hey, we're sending you a link in your email." And then on that page, we would have another webinar that they could watch that took them fur- to the next step. So it's like, "Hey, you know, if you're interested in this, you'll probably also be interested in, in this." So it was this on-demand super short video that then they could watch, and then when they watched that, right on that page was a step for them to sign up for seeing how this software would work on their own internal data. And we had people go all the way through that whole process, and deals that would normally take 12 to 18 months to close, we had several close in under 30 days because they would go all the way from, like, not even realizing that this solution was an option to, um, to, to submitting to have their data reviewed and everything like that. (16:19) Joseph Lewin So it wasn't just a demo. It was, like, almost pilot stage, um, deal at that point. So the multi-stage wh- when you're doing that, whether it's to a demo, to, you know, a webinar, to a different download that kind of takes them further down, that, that is am- amazing, and I… Yeah, super valuable. Okay. So what does this look like in practice? Like, tell m- show me an example of when you've seen this work. (16:45) Logan Lyles Yeah. So we had, uh, we had a client who had been running webinars for about two years, running them quarterly. They had a sizable email list of about 28,000. They were getting anywhere from 50 to 100 registrations, really zero attributable booked calls. I mean, it was probably having some impact of someone who attended a webinar, maybe six months later they booked a call, um, 'cause they're actually a, a law firm that works with marketing agencies. So higher ticket, um, you know, hands-on B2B services, um, is kind of the, the lens that we're looking at here, right? Um, we implemented some of the tactics that we talked about here, um, namely with, um, wider and more targeted email promotion and this two-step signup flow, uh, where we basically-- their outcome-based offer, the CTA at the end of the survey and the two-step signup was, um, get an AI legal snapshot call. And, uh, the law firm will review your current kind of state of using AI, identify any legal risks that you have where you don't have this documented in your MSA or things like that, and give you an action plan. (17:55) Logan Lyles Um, obviously, that also allows them to do some discovery. They've turned into either selling, uh, services or retainers to a lot of those. And, uh, in our first two webinars we, uh, had a combined registration of about 450 registrants, and 44 of those turned into booked calls. So they were right in line about that 10% that we typically saw. So they went from zero for, for two years to not only higher registration numbers, but, um, much better conversion numbers, um, into those calls. And if you sell any sort of B2B service, oftentimes I've heard, uh, you know, salespeople or founders who are doing sales say, "If I could just get on the phone with people, if I could just, you know, uh, uh, get to that next step," and this was an example of doing exactly that in a B2B services context. (18:47) Joseph Lewin Dude, that is amazing. I love it. I mean, that's what-- Uh, doesn't get a lot better than that. Um, okay, so if somebody's listening to this podcast and they love what you're talking about, they have a webinar campaign coming up, what would you recommend they do on Monday morning to start implementing some of what you shared today? (19:13) Logan Lyles Yeah, I think one of the, the first things I would do if you have a sizable email list is try to, try to think of what is that topic, right, that can, uh, that could serve all of those things, right? It's gonna be a little bit of candy, uh, that's enticing. It's gonna give you the chance to give them a little bit of medicine, but then kind of uncover the, the next problem that they're going to have so that you can give them some more medicine, which is your product or service. So I would, I would brainstorm that, and then I would think about, um, this is something that a lot of people aren't thinking about. I'm even thinking about building a tool for this to, to find people in your industry who have sizable email lists who are willing to do some cross-promotion, um, because that, that can be a quicker, um, and more effective way than spending two, three, four, $5,000 on LinkedIn ads to, to promote your webinar, especially if this is a new motion for you. (20:07) Logan Lyles Find two or three people who are willing to promote this webinar on the topic you just came up with, um, and, and write some email copy for them, give them a trackable link, and see kinda how the, the performance goes. You might need to pay them a little bit, or you might need to just say, "Hey, we'll, we'll do this. We'll feature you, uh, in a blog post," or, "We'll have you on our podcast," or, "We'll send an email to our list." Like, oftentimes I'm doing these just as some sort of cross-collaboration swap. Um, so I would brainstorm that topic, make your short list, and then do some outreach and see if you can, uh, you can test this. And then I would say, um, I, I use Riverside all the time for hosting webinars. They've got a very affordable webinar plan, uh, allows you to capture the audio and video for repurposing so that even if no one shows up to your webinar, it's gonna feed your next month or two worth of content with high-quality video footage, footage that you can clip out. (21:02) Logan Lyles So that's a way that you can do it, um, and make sure that even if you don't see results, um, it's not a total waste. So that would be kinda my, my three-step plan of brainstorm that topic, find those cross-promoters, um, sign up for Riverside and, and try it out for your first webinar, and go from there. (21:21) Joseph Lewin All right, you live in Colorado. (21:22) Logan Lyles Mm-hmm (21:24) Joseph Lewin I lived in Colorado for, for quite a while. (21:26) Logan Lyles Oh yeah, that's right (21:27) Joseph Lewin so y- so you, you, you tend to have two kinds of people, the people who love, like, spring/summer in Colorado, and the people who love winter in Colorado. So if you had to pick basically, like, spring/summer or winter, which would you choose? (21:42) Logan Lyles I can't choose fall (21:43) Joseph Lewin You can choose fall. Yeah, go for it. (21:46) Logan Lyles Okay. I was gonna say, I choose option C, in fall. Um, you know, I, I, I love summers here. That historically has been my favorite. Um, we're more kind of get out- outside. We're not big skiers or snowboarders, which everybody I talk to outside of Colorado is like, "Why do you live in Colorado if you don't ski or snowboard?" There's so much more to do here, um, outdoors, even when it's warm. The last few summers, man, have just been so hot. We've had the wildfires, all that sort of stuff. And so this year especially, we've just been aching for fall. Plus, we have the beautiful colors. The air is so crisp and, and clean here, uh, especially in the fall. So for me, it's, it's fall, and I'm actually looking forward to winter. I'm actually hoping this El Niño brings in some actual snow, 'cause we had a winter that never came last year, and it just, it felt weird around Christmas. It felt weird kind of all winter. (22:33) Logan Lyles So fall is my answer, yeah (22:36) Joseph Lewin Colorado, that's not normal. Well, I live in Cincinnati, and our summers are hot and humid, so by the time we get to the fall, it is the sweet relief and then, yeah, colors and everything. So I, I'm, I'm right there with you. Awesome. So how can people learn more about you? (22:49) Logan Lyles Yeah. If you want to get access to that report where we surveyed 250 B2B marketers on their webinar programs and learn from the insights, kind of benchmarking yourself against your peers, you can go to demandshift.co/report, and, uh, that will be out shortly. Uh, there's a wait list for that at demandshift.co/report. And obviously, you can just go to the website, demandshift.co if you want to learn more about how we help hands-on with our done-for-you service, what we call our Webinar Fast Track, where we handle the, the planning, promotion, production, and some repurposing of your webinar content end-to-end for you. Or if you just want to continue the conversation, hit me up on LinkedIn, Logan Lyles, pretty easy to find there. (23:32) Joseph Lewin Awesome. Well, thanks so much, Logan. Really appreciate you jumping on, and thank you for tuning in to this episode. Don't forget to subscribe wherever you listen to your favorite podcasts, and we'll see you on the next one You run the webinar and the registrations come in. Then someone asks what it did for pipeline, and you can't tell if it converted at all. When you do dig into the data, it's often abysmal. I've lived in the middle of that attribution fight for years. I talked with Logan Lyles on this episode of Pipeline. He has moved the conversion point to the moment someone registers. The thank-you page is gone, and in its place is a short survey that ends in an offer. ## Why do B2B webinars fail to produce pipeline? Logan Lyles, Founder of Demand Shift, told [Joseph Lewin](https://www.linkedin.com/in/joseph-lewin/) on Pipeline that B2B webinars tend to land in one of two ditches. In the first, the webinar is too pitchy: people show up expecting education and get a sales pitch. In the second, it educates broadly, with no connection to the problem the company solves and no clear next step. ### The numbers behind the problem - <100 · fewer than 100 registrants for most teams, in Demand Shift's survey - About 35% · average attendance, in the same survey - 5% · of a B2B target market is usually in-market, Logan says The two ditches Logan's two ways webinars fail: too pitchy, or broad teaching with no link to the problem you solve and no clear next step. Logan quoted what he thinks is an old Irish proverb: "for every mile of road, there's two miles of ditch." He also says he spent time in the second ditch himself: > "the other side of the road that I fell off into for a few years was just broadly educating, right? Without a real connection to the problem that my company solved with their product or service and a real clear next step." > > Logan Lyles, Founder at Demand Shift (▶ 01:35) Demand Shift surveyed about 250 B2B marketers on their webinar programs. That survey surfaced two problems, which Logan calls the registration rut and the conversion cliff. In his view, a team has to get the content right before either problem is worth working on. ## How do you get more webinar registrations? Logan Lyles starts every webinar campaign with the distribution plan. He says most webinar campaigns rely on email and social, and use email one-dimensionally by sending only to their own list. That list by its nature doesn't reach new people. His fix is to add other forms of email to the promotion plan. ### Email beyond your own list - Cold email outreach - Newsletter ads - Partners' email lists Logan sets the numbers from Demand Shift's survey against each other. Most teams get fewer than 100 people to register. Average attendance is about 35%. In B2B, he says, only 5% of the target market is usually in-market. As he puts it, you've really got to be on your game to convert out of those 35 people. The other forms of email he adds: 1. Cold email outreach. 2. Newsletter ads, which he has seen perform even better than social ads for webinars. 3. Partners, friends and industry influencers who have newsletters or an email list that fits your target audience. > "It's actually, we've found in running dozens and dozens, I wanna say 50-plus webinars in the last 12 months, email is the number one most effective promo channel, but you've gotta do it a little bit differently." > > Logan Lyles, Founder at Demand Shift (▶ 04:39) ## How do you choose a webinar topic that leads to sales? Logan Lyles uses the phrase "lead with the candy before the medicine." At the pediatrician's office, the suckers sit out on the counter and the medicine waits in the back. In a webinar, the candy is the trending topic that captures attention at the start. The medicine is the education that follows. Chapter 1 · The candy ### Lead with a trending topic AI is hot, but find your specific angle. Chapter 2 · The medicine ### Teach so it uncovers the next problem The education that follows the hook. “The second part is the problem that you solve in educating them should naturally in the best cases for the highest conversion, kind of uncover the next problem.” Chapter 3 · The next problem ### Your product or service solves it That next problem is where your offer comes in. Logan notes that anything tied to AI is hot right now, but there's some fatigue, so you have to find your specific angle. The second part of the content is where conversion comes from: > "The second part is the problem that you solve in educating them should naturally in, in the best cases for the highest conversion, kind of uncover the next problem." > > Logan Lyles, Founder at Demand Shift (▶ 07:00) The order he describes runs like this. Use what's hot to get attention, then educate. That education exposes the next problem, and your product or service solves it. ## What is a two-step webinar signup flow? In a two-step webinar signup flow, registrants go from the signup form to a short survey instead of a thank-you page. Logan Lyles and Demand Shift built the flow to catch people at the moment of highest intent. The survey asks five to eight questions, one at a time, and ends with a value-added, outcome-based CTA. ### The two-step signup flow 1. Swap the thank-you page for a survey 2. Five to eight questions, one at a time 3. End on an outcome-based offer 4. Send yes answers to booking, demo or trial The result Logan's own webinars: registrants to sales calls went from 2% to 10%. Logan says most teams run what he calls a "dead-end webinar playbook," with every conversion effort placed after the webinar. Only about a third of registrants show up live. Every registrant, though, sees whatever comes right after the signup form. > "Well, that thank you message is nice. It's great to thank people, but it's not doing anything for your potential conversion at the moment of their very highest intent." > > Logan Lyles, Founder at Demand Shift (▶ 12:36) How the flow works, as Logan describes it: 1. The registrant fills in the webinar signup form. 2. Instead of a thank-you page, they land on a survey that shows one question at a time. 3. Five to eight questions help you qualify the lead and agitate the pain they may be feeling. 4. The last question is an outcome-based offer to take the next step if they feel that pain right now. 5. A yes sends them to the demo signup page, a trial offer, or a booking page if a sales call or consulting call is the next step. ## Will webinar registrants actually fill out a survey? Logan Lyles says yes. According to him, 90% of people who complete the webinar signup form also complete the survey. Demand Shift has audited that number across dozens of webinar campaigns, and he calls it very, very consistent. Last quarter, its clients converted between eight and 12% of registrants to the next step. Logan has heard the objection from clients directly: "How many people are gonna fill out the survey?" His own results are his answer: > "I went from the B2B average of converting 2% of webinar registrants into sales calls and turned that into 10%." > > Logan Lyles, Founder at Demand Shift (▶ 14:13) ## What results did a B2B law firm get from webinars? One of Demand Shift's clients is a law firm that works with marketing agencies. For about two years, the firm ran quarterly webinars with zero attributable booked calls. Logan Lyles and his team then added wider, more targeted email promotion and the two-step signup flow. The firm's first two webinars drew about 450 registrants, and 44 turned into booked calls. Chapter 1 · The firm ### Two years, zero booked calls A law firm for marketing agencies, running quarterly webinars. Chapter 2 · The offer ### An AI legal snapshot call The firm reviews an agency's use of AI, flags legal risks and gives an action plan. Chapter 3 · The result ### booked calls Logan says the firm got nearly 10% booked calls from about 450 registrants across two webinars. 44 · booked calls from the webinar The details Logan shared: - The firm had an email list of about 28,000 and was getting anywhere from 50 to 100 registrations per webinar. - The offer at the end of the survey was an "AI legal snapshot call." In that call, the firm reviews how the agency is using AI, identifies legal risks that aren't documented in the MSA, and gives an action plan. - The call also lets the firm do discovery. Logan says it has turned a lot of those calls into services or retainers. > "So they went from zero for, for two years to not only higher registration numbers, but much better conversion numbers into those calls." > > Logan Lyles, Founder at Demand Shift (▶ 18:19) ## What should you do before your next webinar? Logan Lyles gave a three-step plan for anyone with a webinar campaign coming up. First, brainstorm the topic. Second, find cross-promoters with sizable email lists. Third, sign up for [Riverside](http://riverside.com/) to host it. He sees cross-promotion as a quicker, more effective route than spending two, three, four, $5,000 on LinkedIn ads. ### Ask partners to promote it 1. Find two or three partners 2. Write their email copy and give trackable links 3. Offer a swap or a small payment Why partners Logan sees it as quicker and more effective than spending two, three, four, $5,000 on LinkedIn ads. On cross-promotion, Logan sometimes pays partners a little. More often he does a swap: featuring them in a blog post, having them on a podcast, or sending an email to his own list. > "Find two or three people who are willing to promote this webinar on the topic you just came up with, and, and write some email copy for them, give them a trackable link, and see kinda how the, the performance goes." > > Logan Lyles, Founder at Demand Shift (▶ 20:07) Logan uses Riverside to record the audio and video for repurposing. That way, even if no one shows up, the webinar feeds the next month or two of content with footage you can clip. ### What to Try on Monday 1. Brainstorm one topic that offers a little candy and a little medicine, and that uncovers the next problem your product or service solves. 2. Make a short list of two or three people in your industry with sizable email lists who would cross-promote. 3. Write the email copy for them and give each a trackable link. Offer a small payment, or a swap such as a blog feature, a podcast spot or an email to your list. 4. Replace your thank-you page with a five-to-eight-question survey that ends in an outcome-based offer. 5. Host and record the webinar on Riverside so the footage feeds your content even if attendance is low. Free download Take Logan's two-step signup flow into Monday Two pages: a worksheet to plan your next webinar, the survey that replaces your thank-you page, and ways to reach more registrants. Once the survey is live, watch two numbers. The first is how many registrants finish it, measured against Logan's 90%. The second is how many say yes to the final offer, measured against the eight to 12% his clients saw last quarter. The whole episode on one page ![Infographic: How to Turn B2B Webinar Registrants Into Sales Calls](https://thepipelinepodcast.com/episodes/turning-10-of-webinar-registrants-into-sales-calls-with/graphics/infographic.png) [Download image](https://thepipelinepodcast.com/episodes/turning-10-of-webinar-registrants-into-sales-calls-with/graphics/infographic.png) [Animated version for LinkedIn (GIF)](https://thepipelinepodcast.com/episodes/turning-10-of-webinar-registrants-into-sales-calls-with/graphics/animated.gif) · Want it printable? Get the field sheet ## Frequently asked questions ### How many questions should a webinar registration survey have? Logan Lyles recommends five to eight questions, shown one at a time. He says it shouldn't be a big research report with 30, 40 or 50 questions. The questions help you qualify the lead and agitate the pain the registrant may be feeling. The last question is a value-added, outcome-based offer they can say yes to if they're feeling that pain right now. ### What percentage of webinar registrants attend live? Logan Lyles puts average attendance at about 35%, or about a third of the people who register. As a result, a call to action made during the live session reaches only about a third of registrants. Every registrant does see the page that appears right after signup. That's where Logan places the survey and its offer. ### Is email or social media better for promoting a webinar? Logan Lyles says email is the number one most effective promotion channel for webinars. He bases that on what he estimates is 50-plus webinars Demand Shift ran in the last 12 months. Email only works when it goes beyond your own list, so he adds cold email, newsletter ads and partners' email lists. He has seen newsletter ads do even better than social ads for webinars. ### Do you need LinkedIn ads to promote a webinar? Logan Lyles suggests cross-promotion instead. He looks for people in your industry with sizable email lists, and sees this as a quicker, more effective route than spending two, three, four, $5,000 on LinkedIn ads. Find two or three partners, write the email copy and give each a trackable link. He often trades a blog feature, a podcast spot or an email to his list, and sometimes pays a little. ### What happens if nobody shows up to your webinar? Logan Lyles hosts webinars on Riverside, which he says has a very affordable webinar plan. Riverside captures the audio and video for repurposing. Even if no one shows up, the recording can feed your next month or two of content with high-quality video footage you can clip. That way the webinar isn't a total waste. This article is based on Episode 8 of Pipeline featuring Logan Lyles, Founder at [Demand Shift](https://demandshift.co/). ## Show notes & links **💡 Summary** Every webinar registrant lands on your thank-you page right when their intent is highest, and that page does nothing with the moment. Only about a third of webinar registrants show up live, and the usual conversion point comes after the webinar is over. On this episode of Pipeline, [Joseph Lewin](https://www.linkedin.com/in/joseph-lewin/) talks with [Logan Lyles](https://www.linkedin.com/in/loganlyles/), Founder at [Demand Shift](https://demandshift.co/), about moving that conversion point to signup. Logan's two-step signup flow swaps the thank-you page for a short survey of five to eight questions, asked one at a time. The survey qualifies registrants and ends with an outcome-based call to action. He says it took his own webinars from the B2B average of 2% of registrants into sales calls to 10%, and that 90% of registrants complete the survey. It works because it reaches people at their moment of highest intent, before they've moved on mentally. Logan also covers email promotion beyond your own list and topics that lead with the candy before the medicine. Sponsored by [Podcast 2 Pipeline](https://podcast2pipeline.com/) **✅ What you can use by Monday** - Replace your webinar thank-you page with a short survey of five to eight questions, asked one at a time, that qualifies registrants and ends with an outcome-based offer. - Send registrants who say yes to the survey's final question straight to your booking page, demo signup or trial offer. - Promote beyond your own list with cold email, newsletter ads and partners or industry influencers whose email lists fit your audience. - Ask two or three people in your industry with sizable email lists to promote your webinar. Write the email copy for them and give each one a trackable link. - Pick a topic that leads with the candy, the thing capturing attention right now. Then use the education to uncover the next problem your product or service solves. **🕐 Chapters** (00:00) Why webinars often don't convert (01:06) Two ditches: too pitchy or too educational (02:48) Fixing the registration rut with wider email promotion (05:22) Candy before the medicine: picking the topic (10:52) The two-step signup flow that replaces the thank-you page (16:45) The law firm that went from zero to 44 booked calls (19:13) What to do on Monday morning **🎙️ About Pipeline** Pipeline is short conversations with GTM peers who are actually filling pipeline right now, so you leave with something you can use by Monday. New episodes weekly on Apple Podcasts, Spotify, and wherever you listen. Produced by Podcast 2 Pipeline. **🏷️ Tags** B2B webinars, webinar conversion, webinar registrations, webinar promotion, two-step signup flow, demand generation, pipeline generation, newsletter ads, cold email, cross-promotion, B2B marketing ## Enjoying Pipeline? Could you help us out? Following the show and leaving a five-star rating helps more people find it. It takes a minute, and we really appreciate the support. [Rate on Apple Podcasts](https://podcasts.apple.com/us/podcast/pipeline/id6812917691?action=write-review) [Follow on Spotify](https://open.spotify.com/show/0NNaebvWmU3WxkJtbI07Ur) On Spotify, tap Follow on the show page, then the star rating under the description. Podcast 2 Pipeline Start an account-based podcast We launch and run B2B podcasts that convert conversations into qualified pipeline that grows your business. [Start your account-based podcast](https://podcast2pipeline.com/?utm_source=thepipelinepodcast.com&utm_medium=site&utm_content=episode-end) ## More from Pipeline ![Derek Morgan and Joseph Lewin on Pipeline](https://thepipelinepodcast.com/img/6cf23773987a05cf-640.webp) Ep 6 · Oct 26, 2026 · Video ### [How One Referral Partner Can Change Everything (with Derek Morgan from Refer2u)](https://thepipelinepodcast.com/episodes/how-one-referral-partner-can-change-everything-with-derek/) 💡 Summary Two coffees with a referral partner introduction that had sat untouched in a CRM for two years turned into $11.2 million in six months. Most teams chasing cold leads already have pipeline sitting in their CRM and their existing network. 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