Build the dash using the Manual and answer questions like:
- Are our virtual events performing as we expected?
- Is our handoff process helping us convert event attendees into deals and pipeline?
- Are webinars or virtual events worth doing to drive new opps, progress existing or neither?
- What themes should we share with other team members in content, product marketing, sales enablement, sales or customer success because they are having a positive impact on conversions or velocity?
Key takeaways:
- Use metrics like pipeline generated, closed-won revenue, ROI, and cost per deal to determine which webinars are most effective. Uniform and linear attribution models help identify the overall and proportional impact of events on the sales cycle
- Monitor the status of webinar-generated or influenced leads to ensure smooth transitions to sales. Leads in "new" status or with high disqualification rates indicate issues in follow-up or targeting.
- Collaborate with the sales team to address follow-up delays and analyze disqualified leads to improve future targeting and messaging.
- Compare webinar-driven ACV and sales cycle metrics to overall averages to assess how virtual events influence deal velocity and value. Shorter sales cycles and higher ACV indicate positive impact.
- Use lift analysis to evaluate the directional impact of webinars on deal creation, closed-won revenue, and expansions. Ensure cohort sizes meet statistical thresholds, but even directional trends can inform strategy.
- Monitor post-webinar viewing analytics for spikes and engagement to get more life out of your recordings and understand which themes or messaging may be postiively impacting the lifecycle, even if they are not showing up as a form fill.
- Correlate traffic spikes with high-intent actions (e.g., form submissions or deal creation) to assess the effectiveness of messaging and create future webinars.
Dashboard Template
