Dealer webinar, the last 4 sessions
Tue 15.09, 22.09, 29.09 and 06.10. Who signs up, who actually comes into the Zoom room, what happens when Gustavs asks, and who turns into a call and a sale. Outside people only: Gustavs, Arturs, Matt, Randy and our host login are taken out of every number.
Re-checked Thu 08.10 at 01:20 Faro (19:20 Texas) from Zoom's recordings and participant reports, HubSpot cards and calls, Klaviyo, PostHog and Meta.
The main numbers
| Number | Tue 15.093 PM Texas | Tue 22.093 PM Texas | Tue 29.095 PM Texas, one-off | Tue 06.103 PM Texas, yesterday | All 4 |
|---|---|---|---|---|---|
| Signed up that weekbase number | 38 | 70 | 93 | 108 | 309 |
| In Zoomdifferent outside people let in, base number | 14 | 25 | 26 | 25 | 90 |
| Registration rate · sign-up pageopened the sign-up page and signed up | 10% (20 of 195) | 17% (52 of 298) | 14% (61 of 441) | 12% (71 of 594) | 13% (204 of 1,528) |
| Registration rate · Meta formopened the form inside Facebook or Instagram and filled it in | 13% (24 of 186) | 10% (24 of 242) | 12% (34 of 277) | 8% (51 of 651) | 10% (133 of 1,356) |
| Show-up ratesigned up that week and actually got into Zoom | 3% (1 of 38) | 13% (9 of 70) | 10% (9 of 93) | 8% (9 of 108) | 9% (28 of 309) |
| % who stay until the CTAin Zoom and still there when Gustavs said "text LET'S GO" | 86% (12 of 14) | 88% (22 of 25) | 88% (23 of 26) | 76% (19 of 25) | 84% (76 of 90) |
| Average watch timeminutes the average person was in the room, out of the session's length | 27 min of 38 | 27 min of 32 | 46 min of 56 | 30 min of 42 | 33 min |
| CTA click rateheard the ask and put a hand up (texted LET'S GO, tapped the button, or wrote "call me") | 25% (3 of 12) | 18% (4 of 22) | 17% (4 of 23) | 21% (4 of 19) | 20% (15 of 76) |
| Attendee → booked call %in Zoom, then got a sales call booked | 7% (1 of 14) | 8% (2 of 25) | 8% (2 of 26) | 16% (4 of 25) | 10% (9 of 90) |
| CTA viewer → booked call %heard the ask, then got a sales call booked | 0% (0 of 12) | 9% (2 of 22) | 9% (2 of 23) | 21% (4 of 19) | 11% (8 of 76) |
| Booked → sales call show ratebooked sales calls that actually happened | 100% (1 of 1) | 100% (2 of 2) | 100% (2 of 2) | 50% (2 of 4) | 78% (7 of 9) |
| Sales call → close ratesales calls that ended in a sale | 100% (1 of 1) | 0% (0 of 2) | 0% (0 of 2) | 0% (0 of 2) | 14% (1 of 7) |
| Webinar attendee → customer %in Zoom and bought | 7% (1 of 14) | 0% (0 of 25) | 0% (0 of 26) | 0% (0 of 25) | 1% (1 of 90) |
| Revenue per attendeemoney on record divided by the people in Zoom | $0 | $0 | $0 | $0 | $0 |
The room works, the follow-up doesn't: 84% stay until the ask and 1 in 5 put a hand up, but that ends in 9 booked calls and 1 sale. The one sale is a display unit bought by someone who was already in talks with us, and its payment is not logged yet, so revenue is $0 so far.
Who was in Zoom
Signing up is not the only way into the room. Everyone on our lead list gets the texts and emails we send on the day, and many of them just come.
| Session | In Zoom | Signed up that week | Did not sign up that week | Most at once |
|---|---|---|---|---|
| Tue 15.09 | 14 | 1 | 93% (13 of 14) | 12 |
| Tue 22.09 | 25 | 9 | 64% (16 of 25) | 22 |
| Tue 29.09 | 26 | 9 | 65% (17 of 26) | 24 |
| Tue 06.10 | 25 | 9 | 64% (16 of 25) | 22 |
| All 4 | 90 | 28 | 69% (62 of 90) | - |
This is why 90 is bigger than 28: only 28 of the 90 people in Zoom signed up that week. Of the 49 others we can name, 27 are older leads, 18 came from our other B2B ads and 4 signed up in an earlier week; 13 more joined on phones we cannot name. Most at once = the most people in the room at the same moment (on 06.10: 22, at 3:24 PM Texas).
Where the people in Zoom came from
The 77 room seats we could tie to a HubSpot person across the 4 sessions (13 more are phones we cannot name). Sorted by how they first came to us. Talked to a rep = a call of 2 minutes or more before that session.
| Came from | Seats | Signed up that week | Run a business | Starting fresh | Talked to a rep before |
|---|---|---|---|---|---|
| Older leadsbefore September, or not from an ad | 34 | 21% (7) | 47% (16) | 26% (9) | 29% (10) |
| Webinar ad leads | 23 | 83% (19) | 65% (15) | 35% (8) | 17% (4) |
| Other B2B ad leads | 20 | 10% (2) | 75% (15) | 25% (5) | 20% (4) |
| All named seats | 77 | 36% (28) | 60% (46) | 29% (22) | 23% (18) |
Old leads fill the room: 44% of the people we can name came to us before September or not through an ad, and most come off the texts and emails on the day. 60% say they run a business and about 1 in 4 is starting fresh, the same mix as all leads.
How Randy rated them
Randy's tick on each lead card after he talks to them: 🔥 serious, 🟠 maybe, ⚪ weak, ❌ dead. Only his own ticks are counted here.
| Group | People | Rated by Randy | 🔥 Serious | 🟠 Maybe | ⚪ Weak | ❌ Dead | 🔥 or 🟠, of the rated |
|---|---|---|---|---|---|---|---|
| Webinar sign-upsthe 4 weeks | 296 | 13% (39 of 296) | 7 | 16 | 10 | 6 | 59% (23 of 39) |
| People in the Zoom roomsdifferent people | 69 | 9% (6 of 69) | 2 | 4 | 0 | 0 | 100% (6 of 6) |
| Webinar ad leads02.09 to 06.10 | 299 | 15% (46 of 299) | 5 | 22 | 12 | 7 | 59% (27 of 46) |
| Other B2B ad leads02.09 to 06.10 | 460 | 11% (52 of 460) | 8 | 18 | 11 | 15 | 50% (26 of 52) |
Most leads have no tick yet, and the ones Randy did rate don't say "mostly unqualified": 59% of the webinar ad leads he rated are 🔥 or 🟠, against 50% for the other ads. All 6 people from the rooms he rated are 🔥 or 🟠 (2 🔥, 4 🟠).
Are webinar leads worse? (Matt's question)
Every B2B lead from Meta from 02.09 to 06.10, split by the ads it came from. The answers are what people told us on the form. Calls are counted on leads up to 03.10, so everyone had at least 4 days to be called. A real conversation is a call marked Connected that lasted 2 minutes or more.
| Ads | Leads | Run a business | Starting fresh | Buying now or this season | Called at all | Real conversation | Call booked | Call held | Dealers |
|---|---|---|---|---|---|---|---|---|---|
| Webinar adsWebinar FORM + Webinar VSL | 299 | 71% (213) | 24% (71) | 59% (177) | 66% (153) | 9% (22) | 10% (23) | 3% (8) | 0 |
| Other B2B adsshed lots, garden centres, offers | 460 | 68% (313) | 26% (119) | 52% (239) | 63% (288) | 9% (43) | 10% (44) | 2% (11) | 0 |
Not on these numbers: webinar leads say they run a business as often as the others (71% against 68%), more of them want to buy this season (59% against 52%), and they reach a real conversation and a booked call at the same rate. The problem is the same on both sides: about a third are never called, and only 1 in 10 ever has a real conversation. Neither side has made a dealer yet; all 4 dealers on the board came from older leads.
Does a call bring them in?
Matt's idea: invite people through calls. Test: all sign-ups of the 4 weeks, split by whether a rep had a real conversation with them (a call of 2 minutes or more) before their session.
| Sign-ups | People | Got into Zoom |
|---|---|---|
| A rep had a real conversation with them before | 53 | 8% (4) |
| Dialled, never reached | 129 | 6% (8) |
| Never dialled | 124 | 13% (16) |
Not proven yet: 8% of the sign-ups a rep had already talked to got into Zoom, against 9% of the rest, so past calls did not bring more people in. But this counts any call, not a call made to invite them, and people who sign up on the day come most and have not been called yet. A clean test for Matt's idea: next week Randy calls half of the sign-ups only to invite them, and we compare the two halves. Also: only 18 of the 77 named seats in the rooms had ever had a real call with a rep before.
When Gustavs asks
The ask is the last slide: "text LET'S GO to +1 656 264 1533", timed from each Zoom recording. A hand up = after the ask, they texted LET'S GO, tapped the room button, or wrote "call me" in the chat.
| Session | Ask came at | Still there | Hands up |
|---|---|---|---|
| Tue 15.09 | minute 26 of 38 | 86% (12 of 14) | 25% (3) |
| Tue 22.09 | minute 23 of 32 | 88% (22 of 25) | 18% (4) |
| Tue 29.09 | minute 32 of 56 | 88% (23 of 26) | 17% (4) |
| Tue 06.10 | minute 36 of 42 | 76% (19 of 25) | 21% (4) |
29.09 is a floor: the texts on Gustavs's phone that night were not shared. On 06.10 one returning attendee sat in the waiting room through the whole ask, was never let in, and texted LET'S GO afterwards.
Where the people who got a call are now
Everyone from the 4 rooms whose HubSpot card moved to Sales Call Booked or further after their session (9 people).
| Where they are now | People |
|---|---|
| Bought (a display unit) | 1 |
| Offer sent | 3 |
| Applied for financing | 2 |
| Next call booked | 1 |
| Booked, the call still has to happen | 2 |
Fast calls work: 4 of the 7 held calls happened the same night as the room. 5 people now sit at Offer Sent or Financing Applied.
Hands up, no real call yet
People who put a hand up after Gustavs's ask, counted once each across the 4 sessions.
| Hands up after the ask | People |
|---|---|
| Different people who put a hand up | 13 |
| Got a sales call booked | 6 |
| No real call with a rep yet | 6 |
| Could not tell who it was | 1 |
These are the cheapest sales we are leaving: 5 people raised a hand on 15.09 to 29.09 and the longest call to any of them is 35 seconds; 2 of them have never been called. The 6th raised a hand on 06.10 and has not been called back yet.
The money
In euros. Spend per session is the tracking sheet's settled webinar ad spend for that week, both ad accounts. A cost per person counts all of that week's webinar ad spend, even though most people in Zoom did not come from those ads.
| Session | Spent on webinar ads | Per sign-up | Per person in Zoom | Per hand up | Per booked call | Per call held |
|---|---|---|---|---|---|---|
| Tue 15.09 | €749 | €19.72 | €53.52 | €250 | €749 | €749 |
| Tue 22.09 | €1,187 | €16.96 | €47.49 | €297 | €594 | €594 |
| Tue 29.09 | €1,521 | €16.36 | €58.51 | €380 | €761 | €761 |
| Tue 06.10 | €1,551 | €14.36 | €62.05 | €388 | €388 | €776 |
| All 4 | €5,009 | €16.21 | €55.66 | €334 | €557 | €716 |
What the webinar ads bought: €5,009 over the 4 weeks: 309 sign-ups at €16.21 each and 90 people in Zoom at €55.66 each, then 9 booked calls at €557 each and 1 sale with no payment logged yet, so €0 has come back so far.
Webinar ads against the other B2B ads, in money
YGH Partners ad account, every B2B lead from 02.09 to 06.10, converted from dollars at the tracking sheet's rate (1 EUR = 1.1177 USD). Leads = HubSpot people tied to each campaign; calls booked and held come from their cards.
| Ads | Spent | Leads | Per lead | Calls booked | Per booked call | Calls held | Per call held | Dealers |
|---|---|---|---|---|---|---|---|---|
| Webinar adsWebinar FORM + Webinar VSL | €5,262 | 299 | €17.60 | 32 | €164 | 9 | €585 | 0 |
| Other B2B adsshed lots, garden centres, landscapers, offers | €7,938 | 460 | €17.26 | 44 | €180 | 11 | €722 | 0 |
The webinar ads are not the expensive ones: a lead costs about the same (€17.60 against €17.26), and a booked call and a held call cost less (€164 against €180, €585 against €722). Neither side has made a dealer from these leads yet.
How each number is counted
- Outside people only
- Gustavs, Arturs, Matt, Randy and our eCOMHUB host login (2 or 3 devices at once on some nights) are out of every number.
- In the room
- Different outside people let into Zoom at any point, from Zoom's own participant report. Names that never got past the waiting room and second devices are out.
- Signed up
- People who signed up between the previous session's end and this session's end (Klaviyo). The tracking sheet's 22.09 row says 72 because it counts whole days.
- Got into Zoom (show-up)
- A sign-up who was let into Zoom, matched by name or by the email typed at the room page seconds before that Zoom row joined. The room page alone is not proof: some typed their email there after the room had closed.
- Average watched
- Minutes each person was inside the meeting between the scheduled start and Gustavs's last words.
- Booked, held, sale
- From each person's HubSpot card after their session: Sales Call Booked or further = booked; Meeting Held, Offer Sent, Financing Applied or Closed Won with the call on record = held; Closed Won that stayed 7 days = sale.
- Money
- Webinar ad spend per session = the tracking sheet's settled number (both ad accounts, in euros). Webinar against other B2B ads = the YGH Partners account from 02.09 to 06.10, dollars converted at the sheet's rate. Revenue = payments on record; none yet.
- Unnamed seats
- 13 of the 90 people in the rooms joined on phones we cannot tie to a person; they count as people who did nothing, so show-up and everything after the room are a floor.