Event lead generation: How to engage prospects through webinars and events

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Let’s face it: ads can get ignored, emails can get archived. But showing up with real value, through an event your prospects care about? That hits different.

Whether it’s an invite-only LinkedIn Live, a high-signal webinar, or a surprise package that lands on their desk at the perfect time, the goal is to create a memorable touchpoint that moves the conversation forward.

Hosting your events gives you complete control over the narrative, the vibe, and most importantly, the kind of leads you’re pulling in. Done right, it’s one of the fastest levers to turn interest into intent.

Hosting webinars to engage leads

How do you choose the right topics for your webinars and events?

Your prospects don’t want another “state of the industry” panel. They want content that actually helps them do their job better. So you have to reverse-engineer your topics based on what they care about.

Data-driven analysis of needs

Start by pulling search intent data in your niche. What are people searching, clicking, and downloading? This will give you a pulse on real-time interest.
Then dive into LinkedIn threads, industry Slack groups, and forums. What are people asking, complaining about, and trying to solve?
Finally, your own sales calls and demo recordings are goldmines. If the same objections or pain points pop up, that’s your content roadmap.

Mapping the decision-making journey

Your goal is to meet your prospect exactly where they get stuck. What’s slowing them down? A missing feature? Internal buy-in? Budget sign-off? Map out common friction points and tailor your webinar content to remove them.

If objections consistently show up in the final stages, address them upfront with social proof, use cases, or interactive Q&A sessions.

Strategic content planning

One webinar won’t win the deal. A thematic series, aligned with your ICP’s top priorities, builds authority over time. Structure your series around emerging shifts in your industry, and co-host with respected thought leaders where possible. Their credibility becomes your credibility.

How to invite leads to your events?

You can’t just drop a Zoom link and pray. Your invite strategy is where the win starts.

Advanced segmentation

Score leads based on behavior: did they open your emails, engage with LinkedIn content, or attend a past webinar? Then tailor your invite message to reflect their level of maturity in the funnel.

A VP of Sales who downloaded your ROI calculator last week shouldn’t get the same message as someone following your company page.

Multichannel strategy

Think orchestration. Combine LinkedIn content (posts, DMs) with email invites that have been A/B tested for subject line, CTA, and tone. Add retargeting ads for those who hit the landing page but didn’t register.

And if you have loyal customers or high-engagement leads, activate your internal champions to boost the invite—nothing beats word-of-mouth from a trusted contact.

Landing page optimization

Forget the fluff. Your event landing page needs to communicate one clear message: “This is worth your time.” Highlight what attendees will walk away with, include social proof like client logos or testimonials, and use email + calendar reminders to minimize no-shows.

How to engage leads during the event?

If your webinar is just you talking over a slide deck, you’ve already lost them. Engagement is what turns passive viewers into qualified leads.

Live engagement tactics

Polls aren’t just for fun—they help you gauge pain points and qualify attendees in real time. Asking provocative, relevant questions can spark genuine conversation and keep energy levels up.

Want to dive deeper? Use breakout rooms for micro-sessions. And always come prepared with exclusive use cases that show how others like them solved the exact problems they’re facing.

Behavioral data collection

Track everything. Who asked questions? Who clicked your case study link? Who stayed until the end vs. who dropped off at minute 12? These signals tell you exactly where the intent is—and where your follow-up should focus.

How to follow up after the event: best practices

The event isn’t over when you end the Zoom. The fortune is in the follow-up.

Post-event segmentation

Group attendees based on how they engaged:

Active participants who asked questions and interacted? Hot leads.
Passive viewers who stayed most of the time? Warm.
Early drop-offs? Still worth nurturing—just not sales-ready yet.

Personalized follow-up

Send personalized sequences tailored to behavior:

High engagement? Book a call within 48 hours, ideally referencing what they asked.
Medium? Send content recaps and drip in lead magnets.
Low? Enter them into a softer educational sequence with lighter CTAs.

Key KPIs to track

Don’t just measure attendance. Measure conversion.

How many demos were booked from the webinar follow-up?
What was the ROI per segment?
How much did the event accelerate the pipeline compared to other channels?

Pro tip: Make it a recurring series. Each one improves the next.

How to engage through offline channels?

Offline: still effective?

Still thinking offline = outdated? Here’s the plot twist:

Offline remains one of the most powerful conversion channels with an open rate close to 100%. On average, I see a 20% higher conversion rate in multichannel campaigns that include offline touchpoints.

Malcolm Rebourg – Head of Sales @ Livestorm

Why does it work?

It’s tactile, unexpected, and stands out in a world of endless digital noise. Whether a handwritten card or a cleverly packaged gift, the physical experience builds an emotional connection that email can’t replicate.

Who does it work best for?

It’s especially effective when targeting roles with gatekeeping friction: office managers, internal comms, and HR leads. However, it also works wonders for RevOps or high-level decision-makers when the outreach is personalized.

Example: Multichannel campaign with offline integration (via LGM)

Let’s build a campaign with both touch and tech.

Step 1: Warm-up email

Send a teaser that piques curiosity. Hint at something special coming their way.

Step 2: Send a physical gift with a webbook

Trigger a delivery—maybe it’s a witty card, valuable swag, or something niche and funny. With Webbook, LGM notifies you the moment it’s received.

Step 3: Call 24–48 hours later

Make the call while the surprise is fresh. Keep it conversational: “Just wanted to check if that little something landed on your desk?”

Step 4: Follow-up email

Send a follow-up that explains the “why” behind the gesture and adds value with a relevant asset (case study, video, etc.).

Step 5: Switch to LinkedIn

Send a personalized connection request and a voice note referencing the gift. This adds a human layer to the sequence.

Takeaways

Let’s recap the big wins from this module. If you want your events and offline plays to convert like a charm:

Base your content on real-world data: Mine LinkedIn, search trends, and sales calls to build topics that resonate with your audience.
Turn events into a series, not one-shots: Think of each event as an episode in a bigger story that builds credibility over time.
Segment, personalize, repeat: Whether webinar invites or post-event follow-ups, audience segmentation and message alignment are non-negotiables.
Offline is not dead—it’s your unfair advantage: A well-timed physical touchpoint can be the differentiator in a noisy digital journey. Especially when paired with LinkedIn and email.
Follow-up is your goldmine: Your golden window is 48 hours after the event. Use the data you collected to personalize everything from emails to call scripts.
Measure beyond attendance. Track pipeline velocity, conversion by engagement level, and actual revenue tied to event-driven sequences.

Next move? Don’t just host your next event—engineer it like a growth campaign.