To drive early webinar registrations, offer on-demand access exclusively to the 'first X' people who sign up. Set 'X' to double your typical registration number. This creates a powerful fear of missing out (FOMO) that can increase registrations by over 20%.

Marketers often fear annoying registrants with too many emails. However, sending two reminders on the day of a webinar—one four hours out and another within the hour—is a proven tactic to maximize show-up rates. Registrants have already opted in and benefit from the reminders.

Counterintuitively, making B2B content like guides and reports available for a limited time (e.g., 30 days) before removing them drives more downloads than leaving them up as 'evergreen'. Promoting the content's impending removal creates scarcity and a compelling reason for prospects to act immediately.

For marketers not ready to commit to a "live only" model, a powerful alternative is to publicly state that the on-demand recording won't be available for 30 days. This creates immediate urgency and a fear of missing out, compelling registrants who want the information now to show up for the live session.

To make a recurring live webinar feel fresh and urgent, position it as a "State of the Union" address. Dedicate a portion to timely industry trends and news (e.g., AI, new regulations) that aren't in your evergreen content, compelling people to attend now.

Most registrants who miss a live webinar never watch the on-demand recording. By making an event 'Live Only' and promoting it as such, marketers create urgency that drives higher live attendance. Live attendees convert to pipeline at a 400% higher rate than those who don't show up.

Data shows that live webinar attendees convert to sales pipeline at a 400% higher rate than those who only get the on-demand recording. Since most registrants never watch the replay, marketers should use a "live only" strategy to create urgency and attract the most engaged, high-intent prospects.

Data analysis revealed that very few sales came from people who watched webinar replays. By eliminating replays entirely, the speaker created scarcity, which significantly increased live show-up rates (to 38-40%) and drove sales, as most conversions happened during the live event.

Making recordings freely available devalues the live experience. By implementing an 'earned on-demand' model—where attendees must watch a minimum portion of the live event to unlock the recording—you create urgency, FOMO, and increase live participation.