Funnel recipes

These recipes put the pieces of this section together. Each one starts from a published webinar and ends with conversions credited to the right campaign. Adapt the names and steps to your own campaigns.

LinkedIn Ads to an on-demand webinar

Paid social traffic goes straight into a session that starts when the visitor is ready. No waiting for a date means less drop-off between the click and the talk.

1. Collect emails in the lobby

   In the webinar's Settings tab, under Lobby & leads, set Lead capture to Require email. Every participant then shows up under Leads. See Lobby and lead capture.

2. Add your LinkedIn Insight Tag

   Enter your LinkedIn Insight Tag partner ID in Settings → Tracking, or on the webinar's Funnel tab to use it for this webinar only. LinkedIn gets page views of the lobby and player from visitors who accept the cookie banner. Use them for retargeting audiences. See Tracking pixels.

3. End with an offer

   Add an offer slide near the end, such as "Book a demo", that links to your booking page. Under Outbound links, choose Pass through the original campaign if you want your site's analytics to credit the LinkedIn campaign rather than the webinar.

4. Report conversions

   Install the conversion snippet on your site and call webinaric("convert", …) on the booking confirmation page.

5. Tag the ad link and launch

   Use the lobby link with UTM parameters as the ad's destination, for example ?utm_source=linkedin&utm_medium=paid-social&utm_campaign=q4-pipeline-webinar. Add utm_content per ad to compare creatives. See Campaign tracking.

6. Read the results

   On the Funnel tab, pick the campaign to see views, joins, watch-through, offer clicks and conversions. In Leads, filter by the campaign and sort by engagement to give sales the hottest leads first.

Email invitation to a scheduled webinar

A fixed date gives an email campaign a reason to act now. People register for a time, get reminders, and the session starts for everyone at once.

1. Offer scheduled times

   Add one or more scheduled times to the webinar. Visitors then pick a time in the lobby and give their email to register. See Scheduled sessions.

2. Set up the emails

   Check the confirmation, reminder and follow-up emails attendees get. See Emails to attendees.

3. Send registrations to your CRM

   In Settings → Webhooks, create a webhook for registration.scheduled and lead.captured. Registrants then reach your CRM before the session starts, with the time they picked and their campaign. See Sending leads to your CRM.

4. Tag the email links

   Link to the lobby with ?utm_source=newsletter&utm_medium=email&utm_campaign=november-live. If you send several emails, give each a different utm_content.

5. Follow up on attendance

   The Funnel tab adds a Registered step between Lobby views and Joined, so you can see how many registrants showed up. In Leads, a badge next to the name shows the registration's status, and Export CSV includes Registration and Registered for. Subscribe a webhook to session.finished and session.abandoned to sync engagement once each session ends.

Website embed to a demo webinar

Put a product demo on your pricing or product page. Visitors who are close to buying can watch it and ask questions without booking a call.

1. Embed the webinar

   Copy the recommended embed code from the webinar's Embed tab and paste it into your page. See Embed on your site.

2. Let the embed tag its traffic

   The embed passes your page's UTM parameters and ad click IDs to the lobby. Visitors who arrive on the page without UTM parameters are tagged with your site's hostname as utm_source and embed as utm_medium. You can tell embed traffic apart on the Funnel tab without tagging anything.

3. Add the next step

   Put a moderator chat message with your trial or pricing link on the last slide or the outro, or add an offer slide. See Moderator chat messages.

4. Track the conversion

   The conversion snippet is probably already on the page if you use it elsewhere on the site. Call webinaric("convert", …) where the trial starts or the order completes. Conversions are credited to the visitor's latest session in the previous 30 days.

5. Review questions

   Demo viewers ask buying questions. Read them on each lead's page and in the Inbox, and turn good answers into knowledge for the presenter. See Inbox.