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In the last few years, the marketing world has seen a massive growth in relation to the use of webinars and other online events for lead generation.


Despite revenue growth, many Marketers find they are still working with a strict budget to achieve their goals. In addition, the pressure to achieve a greater ROI is higher than ever.

Calculating ROI

Online events are increasingly being opted for as a more cost effective and engaging method of reaching global audiences; 77% of Marketing managers use webinars as a lead generation tool. To work out how best to achieve the right ROI, you should ask yourself, “what does success look like to me?”

Success will mean different things to different people. Some of these will be measurable, and some will not. Below are some of the key goals companies will look to achieve from their online events:

Once the goals of the online event are established, you will be in a better position to decide the features, functionality and content of the event. And once you have these building blocks in place, the rest should take care of itself.

  • Number of leads generated
  • Amount of opportunities generated – quality and quantity of pipeline
  • Customer satisfaction scores
  • Increasing brand awareness
  • Social Media mentions of the online events
  • Increase in customer engagement


By Hayley Barton

Hayley Barton joined WorkCast in early 2014 as the Partner Account Manager after beginning her career in Business Services. In her role at WorkCast, she helps nurture the growing Partner base and provides support to existing Partners.

Originally from Northern Ireland, Hayley moved to the North East to study in Newcastle and has been here ever since. When she’s not busy at work she loves to watch a good movie or plan her next trip abroad.

Connect with Hayley on LinkedIn.

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