SEO Case Study: B2B engineering achieved webinar signups 3X in 10 weeks
On 17 March 2025, a mid market B2B engineering SaaS company based in Austin, Texas, USA partnered with Goforaeo to rebuild how they attracted, qualified, and converted webinar registrations. Their audience was plant engineering leaders and operations teams across the United States, so every touchpoint was designed to feel like peer led technical education rather than a sales pitch.
Client snapshot and what was happening before
The client sells a specialized engineering platform used by manufacturing and industrial teams to reduce downtime, standardize maintenance workflows, and improve reliability reporting across multiple sites. Their team had credible speakers and strong product expertise, but the webinar engine was inconsistent and did not create predictable pipeline contribution.
In the weeks leading into the engagement, webinars were treated as one off events. A topic was chosen, a landing page went live, one email blast went out, and a few organic posts followed. There was limited testing, weak segmentation, and the follow up process looked the same for everyone, regardless of whether a registrant was high intent or just browsing.
Baseline timeframe and starting point metrics
To keep comparisons fair, the team used the 10 weeks immediately before the rebuild as the baseline: 06 January 2025 to 16 March 2025. This period included 3 webinars, all promoted using the same pattern.
Before (06 January 2025 to 16 March 2025)
- Total webinar signups: 192
- Average signups per webinar: 64
- Landing page conversion rate: 9.1%
- Email open rate: 19.2%
- Email click to registration page: 1.7%
- Attendance rate: 35%
- Demo requests within 7 days after webinars: 10
- Marketing qualified leads attributed to webinar traffic: 24
- Sales accepted leads from webinar cohort: 9
These numbers pointed to three bottlenecks: broad messaging that did not feel role specific, a registration experience that lost motivated visitors, and post registration follow up that did not convert interest into attendance or conversations.
Timeframe, dates, and scope of the rebuild
The optimization sprint ran for 10 weeks from 17 March 2025 to 25 May 2025, led by the client’s demand gen manager, their SDR manager, and a two person execution pod from Goforaeo. Work was sequenced so each improvement increased the impact of the next, rather than launching everything at once.
What was included in scope
The rebuild covered the full webinar funnel, from first touch to post webinar sales handoff.
- Topic positioning and webinar packaging
- Landing page structure and form optimization
- Email segmentation and nurture sequences
- LinkedIn organic distribution and paid acquisition
- Retargeting and audience refinement
- Attendance lift and reminder strategy
- SDR follow up playbook driven by intent signals
- Reporting cadence and attribution discipline
Logical strategy explanation
The plan was built around a simple chain: improve relevance, reduce friction, increase attendance, then convert engaged attendees into sales conversations. Each step was measurable and tied to a specific lever.
We used this logic:
- Make the webinar promise specific to engineering roles so the right people click
- Remove registration friction so more visitors complete the form
- Treat attendance like its own funnel so registrants show up and stay longer
- Route high intent behavior to SDRs with context so outreach feels helpful
- Feed learnings back into targeting so each webinar performs better than the last
What we intentionally avoided
- No giveaways or incentives that attract irrelevant signups
- No long forms that encourage fake data and reduce conversion
- No reliance on a single channel like email alone
- No vague webinar titles that could apply to any tool in the category
Offer and messaging: making it feel like engineering education
Engineers do not register because a webinar is “informative.” They register because it speaks to a specific operational pain and promises a clear takeaway.
So the content stayed technical, but the packaging became sharply defined. Every webinar was positioned around one operational problem, one framework, and one tangible output.
How webinar topics were repackaged
Instead of broad titles, each webinar used:
- Context: the plant environment or operating model
- Problem: one measurable issue (downtime, backlog, repeat failures)
- Outcome: what attendees can implement within 2 weeks
Examples of the style used:
- “How reliability teams prioritize corrective actions using a risk based scoring model”
- “Reducing unplanned downtime with standard work and closed loop maintenance execution”
- “Building a consistent maintenance workflow across multiple sites without adding admin load”
Copy changes that improved click behavior
The order of messaging was rewritten across ads and emails:
- Problem first
- Stakes second
- Agenda third
- Product mention last, only when it increased credibility
This reduced skepticism from net new accounts and improved the quality of early clicks.
Landing page rebuild: removing friction and increasing conversions
With sharper messaging, the landing page had to confirm relevance quickly and make signup easy. The first redesigned landing page went live on 27 March 2025, followed by a second variant on 02 April 2025.
What changed on the registration page
Key improvements implemented:
- Form reduced from 9 fields to 5 fields, keeping only sales useful inputs
- Role based “Who should attend” section added to filter out non fit visitors
- Agenda rewritten into short bullets with timing in Central Time
- Speaker credibility stated with relevant experience rather than generic bios
- One short proof element added, such as “built for multi site manufacturing teams”
- Page performance improved with compressed assets and fewer scripts
Before vs after proof on conversion
- Landing page conversion rate moved from 9.1% to 17.6% by 20 April 2025
- Form completion rate improved from 71% to 86% after field reduction
- Average page load time improved from 4.0 seconds to 2.0 seconds by 06 April 2025
These changes mattered because every channel benefited. Better conversion meant the same traffic produced more registrations.
Distribution engine: email, LinkedIn, and retargeting working together
With the page converting, distribution was scaled with a three lane plan so performance did not depend on one channel. This also prevented list fatigue, which is common in B2B webinars.
Lane 1: segmented email sequences that matched roles
Segmentation was implemented starting 31 March 2025 using existing CRM properties and job title keyword rules.
Segments used:
- Maintenance leadership
- Reliability and continuous improvement
- Operations leaders
- Existing customers versus net new prospects
Email flow used for each webinar:
- Invite email focused on the problem and takeaway
- Reminder email with one useful tip to build trust
- Last day email with a clear role and relevance restatement
- Confirmation email with calendar link and a one question preference poll
Email performance improvements:
- Open rate increased from 19.2% to 30.1% by 13 April 2025
- Click to registration page increased from 1.7% to 4.2% by 27 April 2025
Lane 2: LinkedIn organic posts that looked like field notes
Instead of promotional graphics, the team published short technical breakdowns 6 to 8 days before each webinar. These posts were framed like practical notes: symptoms, common failure patterns, and a simple framework.
Formats that performed best:
- A checklist of signals that indicate reliability risk
- A simple prioritization model explained in plain language
- A brief example scenario that avoided confidential details
This content generated steady organic registrations and improved brand familiarity for paid traffic.
Lane 3: LinkedIn paid with tight targeting and controlled scaling
Paid distribution began on 08 April 2025 after tracking and landing page conversion were stable. Budgets were increased only when lead quality stayed strong.
Targeting rules used:
- Job functions: operations, engineering, maintenance, reliability
- Seniority: manager through director, plus a controlled test for senior engineers
- Company size: mid market and enterprise bands relevant to the platform
- Industry focus: manufacturing heavy categories and industrial services
Retargeting audiences used:
- Visitors who reached the webinar page but did not register
- Video viewers who watched more than half of the teaser clip
- Past registrants who did not attend, invited to the next topic angle
Paid outcomes (08 April 2025 to 25 May 2025):
- Paid share of total signups: 41%
- Cost per signup reduced from USD 11.40 in the first week to USD 6.10 by the sixth week
- Top performing creative: single image with a problem headline and three agenda bullets
Attendance lift: turning registrations into real participation
Tripling signups is valuable only if the right people attend and engage. Attendance was treated as a separate funnel, with reminders designed to add value rather than repeat the same CTA.
The attendance playbook rolled out starting 21 April 2025.
Attendance tactics used
- Confirmation page offered a one page checklist tied to the webinar topic
- 24 hour reminder included 3 questions the session would answer
- 2 hour reminder included the direct join link and a short “what you will miss” line
- High intent accounts received one SDR note tailored to the registrant’s role
Attendance results:
- Attendance rate increased from 35% to 47% by the webinar hosted on 20 May 2025
- Average watch time increased from 22 minutes to 31 minutes
- Live Q and A participation increased from 0.18 to 0.34 questions per attendee
SDR handoff: a playbook that matched intent, not guesswork
The largest quality improvement came from aligning SDR follow up with behavior. Not every registrant is sales ready, so outreach was triggered only when there was a clear signal.
This playbook was implemented on 28 April 2025 and refined weekly.
Signals used to define intent
High intent:
- Attended live and stayed more than 25 minutes
- Asked a question or downloaded the checklist
- Visited pricing or product pages within 48 hours
Medium intent:
- Registered but did not attend
- Attended for less than 15 minutes
- Clicked follow up emails but took no next step
Low intent:
- Non corporate emails or student profiles
- No engagement after registration
- Role mismatch based on form data and enrichment
Follow up outcomes
- Demo requests within 7 days increased from 10 to 33
- Marketing qualified leads attributed to webinar funnel increased from 24 to 76
- Sales accepted leads from the webinar cohort increased from 9 to 27
Quality stayed stable because the team filtered irrelevant signups and prioritized accounts that matched the ideal customer profile.
Month wise performance snapshot without tables
The sprint ran across March, April, and May 2025, with baseline performance in January, February, and early March 2025. The month wise view below shows how results compounded after each foundational improvement.
January 2025 baseline (06 January 2025 to 31 January 2025)
- Signups generated: 58
- Landing conversion rate: 9.0%
- Attendance: 34%
- Pattern: most registrations came from email, but clicks and page conversion were limiting growth
February 2025 baseline (01 February 2025 to 28 February 2025)
- Signups generated: 71
- Landing conversion rate: 9.3%
- Attendance: 35%
- Pattern: topic interest existed, but messaging was too broad to pull consistent net new accounts
March 2025 rebuild start (17 March 2025 to 31 March 2025)
- Signups generated: 96
- Landing conversion rate improved to 12.8% by month end
- Attendance: 38%
- Pattern: early lift came from clearer packaging and improved page structure
April 2025 (01 April 2025 to 30 April 2025)
- Signups generated: 246
- Landing conversion rate averaged 16.9%
- Email open rate averaged 29%
- Attendance: 44%
- Pattern: once conversion improved, scaling distribution produced predictable growth
May 2025 (01 May 2025 to 25 May 2025)
- Signups generated: 284
- Landing conversion rate averaged 17.6%
- Attendance: 47%
- Demo requests within 7 days: 33
- Pattern: the biggest downstream gains came from attendance tactics and SDR intent routing
Results summary with before vs after proof
The comparison below uses two equal 10 week windows.
Before (06 January 2025 to 16 March 2025)
- Total webinar signups: 192
- Attendance rate: 35%
- Demo requests within 7 days: 10
- Marketing qualified leads: 24
- Sales accepted leads: 9
After (17 March 2025 to 25 May 2025)
- Total webinar signups: 598
- Attendance rate: 47%
- Demo requests within 7 days: 33
- Marketing qualified leads: 76
- Sales accepted leads: 27
That is a 3.11x increase in webinar signups over the same time length, with attendance and sales outcomes improving at the same time.
Tools used
The stack was intentionally practical and focused on tracking discipline, segmentation, and automation.
- HubSpot CRM and Marketing Hub: segmentation, email automation, lifecycle stages, lead scoring
- Zoom Webinars: registration flows, reminders, attendance and watch time analytics
- LinkedIn Campaign Manager: audience targeting, creative testing, retargeting
- GA4: conversion events, attribution views, landing page performance
- Looker Studio: weekly reporting dashboard from GA4 and CRM exports
- Clearbit or similar enrichment: firmographic enrichment and routing rules
- Hotjar: heatmaps and session recordings to detect drop off points
- Zapier: syncing registrants into segmented lists and notifying SDRs for high intent activity
- Slack: internal alerts for priority accounts and feedback loops
Why this worked and how other B2B engineering teams can replicate it
This result came from fundamentals executed in the right order. The team improved relevance before scale, fixed conversion before increasing spend, and treated attendance plus follow up as core parts of the funnel rather than afterthoughts.
If you run webinars for engineering audiences, the most transferable lessons are:
- Make the promise specific to a role and a plant reality
- Reduce form friction and earn deeper data later
- Use multi lane distribution so the program does not rely on one channel
- Improve attendance with value based reminders
- Route intent to SDRs with context so outreach feels helpful
By 25 May 2025, the webinar program moved from one off promotions to a repeatable acquisition loop that continued improving because every webinar produced clear learnings and tighter targeting.