[Breakdown] $11M in Pipeline Through Webinars

Intro 

Hello and welcome to the Mark Sourced newsletter, where we break down successful B2B marketing programs that you can leverage to hit your growth goals.

Today, we’re looking at how Goldcast generated $11,000,000 in pipeline by doubling down on webinars and digital events, an approach that’s detailed by their CEO during a presentation at the SaaSOpen conference.

Enjoy the read!

Summary

Goldcast is a B2B video and event marketing software company that is trusted by thousands of B2B marketers. When Goldcast first got started, they were struggling to grow with the traditional B2B playbook of cold outbound and SEO.

They knew that something had to change to achieve their goals, but weren’t sure where to turn.

So how did they kick their growth engine into high gear?

They started eating their own dogfood and focused on webinars/digital events. 

And with their focused commitment to creating and delivering high value content, they were able to create millions in pipeline over the next 18 months.

The Results

$11.25M in pipeline generated from digital events over 18 months.

Why This Worked

To make webinars work, you typically need to get a couple of foundational things right. The first is creating high value content for your ideal customer consistently over time. And the second is figuring out how to distribute that content to that customer to drive registration volume.

Goldcast executed exceptionally well in both of those areas, so let’s break down what that looked like for them.

Creating High Value Content For Your Ideal Customer Consistently Over Time

The foundation of Goldcast’s digital event strategy was the establishment of a recurring live educational event series. They executed a digital thought leadership event roughly every two to four weeks with content created specifically for their ideal customers - demand marketers, event marketers, and CMOs.

On top of that, Goldcast launched new features and products via digital summits or mini-series. My favorite thing about these is that the mini series topics would be based upon common use cases that were identified in customer calls. Put another way, they used direct voice of the customer to pick the topics that would be most relevant to their audience.

Ultimately, for webinar content, education needs to be your foundation but more product focused webinars are an important and often overlooked part of the mix as well. I think Goldcast struck the perfect balance in their approach.

Distributing the Content To Your Ideal Customer

There were a couple of things that Goldcast did well when it came to content distribution.

The first is that they were able to build a following by delivering good content consistently over time. If you pick topics that are relevant to your target audience, and deliver high quality content, you will start to build a following organically.

Additionally, Goldcast had relevant third party guests speak on their webinars and would set them up with resources to promote the content to their own networks. Their CEO mentioned that this approach helped them to drive numerous high value registrants.

Beyond that, when it comes to driving webinar registration, I’ve found that email is king. While they didn’t speak much to it during the presentation, I have to imagine that Goldcast built a strong email list to whom they were able to promote their content.

Who Should Consider Running This Type of Program

Potentially any type of business.

One of the great things about webinars is that they’re cheap to execute, so a business with pretty much any average customer value (ACV) can execute webinars profitably.

That said, in my experience, webinars do generally work a bit better when you have a higher ACV…and the reason for that is scale.

Typically, the prospects that convert to pipeline from your webinars will be those that actually attend the webinar and consume your message. A common attendance rate is 25 - 40% of registrants and then a small percentage of that group, maybe 5% - 10% convert to pipeline.

If you can get a large deal out of that group, it’s definitely worth the effort. However, if your play is based upon volume, you may need to find other channels that convert a bit more efficiently to drive the volume that you need.

How to Run This At Your Company

To successfully run a webinar program at your own company, you need to nail the two pillars that I mentioned previously - creating good content and distributing it well. 

Here are the resources that you need to do those well (and effectively convert demand from your effort):

1. You Need Good Content Creators

Producing high quality educational content requires a knowledgeable people on your team to deliver that content. Ideally, you would have some internal industry experts that can a) speak on the webinars and/or b) have a robust network to recruit third party speakers.

2. You Need to Be Able to Distribute the Content To Your Audience

As mentioned above, email is king when it comes to driving webinar registrations. If you have a robust database already in place today, you’re in a great position to get started. If not, you can get a head start using a contact database tool like ZoomInfo or Apollo to import contacts within your ideal customer profile.

3. You Need a Defined Lead Hand Off Process

To convert interest from leads, you need a well defined lead hand off process with your sales team to follow up with the leads and convert them to business.

I recommend establishing a service level agreement (SLA) to define lead criteria and agree how the sales team will follow up.

Conclusion

Webinars and digital events are a versatile and affordable channel that can be a great source of pipeline when done right. 

If you can generate registrations, and get people to show up, you’ll have your audience’s attention for 30 - 60 minutes, which gives a valuable opportunity to deliver an impactful message.

It’s one of the few channels that can work for businesses with drastically different ACVs, though it’s probably best served for those with higher average customer values.

-Founder @ Mark Sourced

P.S.

If you’re looking to find inspiration for programs that you can run in 2025 (like Goldcast’s), be sure to check out our database of 25+ B2B marketing programs that drove real results .

It's sortable based upon factors like what marketing channels were used, the size of the company, and the results that were achieved so you can find the programs that would be most relevant to your business.

Don’t reinvent the wheel in 2025, leverage established templates playbooks that companies like you are using to hit their growth goals.