Webinars that Work: Keeping Attendees Engaged and Moving Down the Funnel w/ Matt Murdoch, VP of Marketing @ FranklinCovey

Webinars have been a staple in B2B marketing for years, but let’s be honest—most of them are forgettable. 

Attendees tune out, engagement drops, and worst of all, they don’t drive real pipeline. So, what separates a webinar that works from one that flops?

In this episode of The Campaign, we’re breaking down the strategies that keep audiences engaged and, more importantly, move them through the funnel. 

If you’re tired of lackluster webinars that don’t deliver, this conversation is packed with insights to help you rethink your approach.

What You’ll Learn: 

• The biggest mistakes marketers make when planning webinars
•  Matt’s 3-layer framework for keeping webinar guests engaged the entire time
•  Live vs. on-demand webinars—what actually works?

Resources: 

https://97thfloor.com/articles/podcasts/webinars-that-work-keeping-attendees-engaged-and-moving-down-the-funnel/ 

https://www.linkedin.com/in/mattmurdoch 

"When they register, that's the moment of need for them... The company that delivers the value first is the company that's going to win." - Matt Murdoch

Timestamps: 

02:33 - What inspired the Webinar Manifesto 10+ years ago

06:36 - Common planning mistakes: "Field of Dreams" fallacy

09:13 - Three essential ingredients for successful webinars

11:41 - Virtual accountability framework: verbal, visual, kinesthetic

18:42 - Marketing webinars like rock concerts and leveraging FOMO

22:41 - Live vs on-demand webinars: chocolate vs peanut butter