Optimize Your Webinar Spending:

Webinar ROI Calculator

Webinars are used by 62% of B2B marketing professionals, and they generate, on average, 20 - 40% of qualified leads from webinar registrants.

The calculator below will help you identify what your webinar program is costing you and then offer some suggestions for better ROI.

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62%

WEBINAR PROGRAM COSTS

How many webinars do you conduct?

per month

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1

How long is your average webinar?

minutes

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60

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Notes
Please provide the number in minutes.
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720

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Notes
This is the amount of webinar minutes over the past year. This number is calculated by taking the number of webinars you conduct each month times the number of minutes per webinar times 12 months.
Total Number of Webinar Minutes Per Year

Technology COSTS

Total Costs Per Year

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Notes
The total cost for your webinar software per month.
Webinar License Cost (Monthly)

per month

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$399

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Notes
The cost per month for a ReadyTalk License for 500 participants is $399.
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$4,788
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Notes
The total cost for recording webinars per year.
Conference Recording Cost

per minute

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$0.10

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Notes
The cost per minute for recording ReadyTalk webinar is $0.10.
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$72
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Notes
The cost per year to archive recorded webinar minutes.
Archived Recording Cost

per minute

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$0.20

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Notes
The cost per minute for archiving ReadyTalk webinars is $.20.
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$144
TOTAL TECHNOLOGY COSTS PER YEAR
$5,004

TOTAL PROMOTION COSTS PER YEAR

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Notes
This number was calculated by taking the (promotion cost per webainr times 12 months) times the number of webinars you conduct each month.

Total Costs Per Year

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Notes
Average cost spent on banner ads per webinar. Can be $0 if funds not allocated. Example of a banner ad: Rotating ads that appear on external sites.
Average Banner Ad Spend Per Webinar

per month

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$6,000
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Notes
Average cost spent on Google Ad Words per webinar. Can be $0 if funds not allocated. Example: Bidding on keyword specific phrases to attract searchers to the webinar landing page.
Average Google Ad Words Spend Per Webinar

per month

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$6,000
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Notes
Average cost spent on direct mail per webinar. Can be $0 if funds not allocated. Example: Funds spent on a direct mailing list to send flyers.
Average Direct Mail Spend Per Webinar

per month

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$0
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Notes
Average cost spent on email per webinar. Can be $0 if funds not allocated. Example of Email costs: Funds spent on email program to send promotional email.
Average Email Spend Per Webinar

per month

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$1,200
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Notes
Average cost spent on social media campaigns per webinar. Can be $0 if funds not allocated. Example of social media campaigns: Funds spent on Facebook Ads or promotionals Tweets.
Average Social Media Campaigns Spend Per Webinar

per month

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$2,400
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Notes
Average cost spent on list buys per webinar. Can be $0 if funds not allocated. Example of list buy spend: Funds spent on direct mailing list or email campaign list.
Average List Buy Spend Per Webinar

per month

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$1,200
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Notes
Average cost spent on partners per webinar. Can be $0 if funds not allocated. Example of partners spend: Funds allocated on sponsors for your webinar.
Average Partners Spend Per Webinar

per month

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$30,000
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Notes
This number will tell you the exact promotional cost per webinar. Use it to see how promotion costs affect the total cost!
TOTAL PROMOTION COSTS PER YEAR
$46,800

STAFFING COSTS

Number of employees working on webinar program

per year

2

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Average salary of employees working on webinar program

per year

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Notes
The median income for 2013.

$51,017

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Average number of hours per employee allocated to webinar deployment

per month

5

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$100,000

Number of employees working on webinar program per year X average salary of employees working on webinar program

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12

Number of webinars conducted per month X 12 Months

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8,333.33

Total Salaries Cost Per Month (Webinar Employees)

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4

Weeks per month

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2,083.33

Total Cost for Weekly Salaries (Webinar Employees)

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80

40 hours per working week X Number of employees working on webinar program per year

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$26.04

Total Cost Per Working Hour (Webinar Employees)

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10

Total Number of Hours Allocated to Webinar Deployment

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Notes
This number was calculated by taking the number of employees working on webinar each year times the average number of hours per employee allocated to webinar deployment.
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$260.42

Total Staffing Cost Per
Webinar

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TOTAL staffing COSTS PER YEAR
$3,125.04
$5,004
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$46,800
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$3,125.04
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TOTAL WEBINAR PROGRAM COSTS PER YEAR
$54,929.04

WEBINAR RESULTS

Let's take a look at your last webinar results and see
where you can optimize your efforts.

Promotion Tips
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Number of invitations sent to
promote webinar

Three is the magic number in terms of email campaigns deployed per webinar.

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Number of subscribers

Industry
Mean

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To increase webinar conversions, send email invitations to specific segments that would most likely be interested in the webinar you are promoting. You don't always have to send the invitations to your whole list if it doesn't make sense.

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Open rate of emails

19.70%
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Add these two elements to your subject lines, and you'll produce more open rates: curiosity and emotion.

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Click through rate

3.6%
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Have bold, bright CTAs in your email to attract the eyes and click throughs.

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Click to Open Rate

0.18%
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You don't have to send every email campaign to everyone on your list. Choose targeted segments for your webinar promotion to increase registrations and conversions.

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Registration Form submissions

The highest converting forms are forms with 2-4 fields. Keep you forms short and concise.

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attendees rate

To increase attendence rates, send a final email reminder to those who already registered. Some marketers may even do two - one 24 hours before the live event and one within an hour of the start time.

When did you start
promoting your webinar?

By starting promition via email more than 7 days out, you can increase registration up to 36%. ReadyTalk found that it is best to start promotion 3 weeks out.

Number of webinar attendees

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Webinar ROI

Total Number of Qualified Marketing Leads from Webinar

333

On average, 20-40% of registrants
become qualified leads.

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Notes
This number is calculated by taking the total promotion cost per webinar plus the total staffing cost per webinar plus (total technology costs per year/number of units).
Total Cost Per Webinar
$4,577.42

Percentage of Marketing Qualified Leads that convert to Sales Qualified Leads

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Notes
The average percentage of MQLs that turn into SQLs.
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25%
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Notes
Number based on industry average.

Percentage of Sales Qualified Leads that convert to Opportunities

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30%
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Notes
Number based on industry average.

Percentage of Opportunities that convert to a Closed Deal

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40%
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Notes
Number based on industry average.

Number of Marketing Qualified Leads that convert to Sales Qualified Leads

83

Number of Opportunities that convert to a Closed Deal

10

Number of Sales Qualified Leads that convert to Opportunities

25

Cost per Opportunity

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Notes
This number is calculated by taking the total cost per webinar divided by the number of opportunities that convert to a closed deal.
$457.74

Average deal size for your company

Total Gross Revenue
acquired from webinar leads

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Notes
Total number of opportunities that convert to a closed deal times the average deal size for your company.
$59,766

Total Net Revenue acquired
from webinar leads

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Notes
The total gross revenue acquired from webinar leads minus (cost per opportunity times number of opportunities that convert to a closed deal).
$55,188

Return on Webinar Investment

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Notes
The total benefits divided by the total cost per webinar.
$4,577

Total Benefits

$55,188

Return on Investment

1206%