I finally tracked where our demo requests came from for 90 days and it was 61% from one webinar | Cybersecurity Marketing

Fiona Mitchell · 2026-10-20T23:05:06.748184+00:00

Everyone in this group keeps saying webinars are dead and we should pour everything into short video, so I almost cut ours in March. Instead I tagged every demo request in HubSpot for 90 days and 61% of them traced back to a single webinar we ran in January on phishing kit teardowns. The spend on that one event was $1,400, mostly for a guest speaker, which works out to about $38 per request. Our video push in the same window cost $9,000 and gave us 4 requests. Before you tell me it is just attribution noise, I get that, but we asked each person on the demo call what made them book and the webinar came up over and over. Anyone here run the same numbers on your own funnel, and did webinars hold up or fall apart for you?

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I finally tracked where our demo requests came from for 90 days and it was 61% from one webinar | Cybersecurity Marketing - Babble Community