How I Designed a Demand Generation Campaign for a Fintech Company

Engaging Audience with Webinars

When it comes to driving traffic to the blog, that’s just the first step. The real challenge is how to keep those visitors engaged and move them further down the funnel. In my experience, webinars have been one of the most effective tools for this, especially in the middle of the funnel (MOFU), where your audience already knows a bit about your brand but needs more depth to take the next step.

At PingPong, we ran a several webinars, and the topics were always centered around the pain points of our audience. For example, we did sessions like “How to Make Cross-Border E-commerce Payments Faster and More Cost-Effective” and “The Smartest Ways to Pay International Suppliers and Save Money.” These weren’t random topics—they came directly from the challenges we heard from our customers in conversations and feedback. Every time we ran a webinar, the response was great because people felt like we really understood their problems.

The real-time interaction is a huge advantage. Unlike a blog post or a pre-recorded video, a webinar lets Sales Team talk directly to target audience. You can answer their questions, address their concerns, and even adjust your content on the fly based on their reactions. This kind of interaction builds trust because it shows you’re not just pushing a product—you’re there to help.

Second, webinars are a great way to qualify leads. The people who sign up and show up are already interested. They’re not just casually browsing; they’re investing their time to learn more. That means they’re warmer leads, and it’s easier to nurture them toward a conversion. I’ve found that webinar attendees are much more likely to take the next step, whether it’s booking a demo or signing up for a trial.

But the most important thing, in my opinion, is that webinars allow you to deliver real value. The goal is to make your audience think, “This was worth my time.” For example, in a webinar about cross-border payments, I’d share practical tips like how to reduce transaction fees, optimize currency conversion, or streamline payment workflows. I’d also include real-world examples or case studies to make the content more relatable. When people walk away with actionable insights, they’re more likely to see you as an expert in your field.

Of course, the success of a webinar depends on the execution. One thing I’ve learned is to keep the registration process simple. If your sign-up form is too complicated, people will drop off. We used to ask for just the basics—name, email, and maybe company name—and that worked well. The goal is to remove friction, not create it.

Another key is the structure of the webinar itself. I always start with a clear agenda so people know what to expect. Then, I dive into the content, making sure to keep it engaging but not overwhelming. And I always leave time for Q&A at the end because that’s often the most valuable part for the audience. It’s their chance to get specific answers to their questions, and it shows you’re listening.

After the webinar, follow-up is critical. We’d always send a follow-up email with the recording, the slide deck, and any additional resources we promised, like a checklist or a guide. This not only reinforces the value you’ve provided but also keeps the conversation going. And of course, the email includes a clear call-to-action, like “Book a demo” or “Start your free trial,” to encourage the next step.

In my experience, webinars are a powerful way to connect with your audience, build trust, and drive demand. They do require time and effort to execute well, but if you focus on delivering real value and making it easy for people to engage, the results are worth it. For me, they’ve been a cornerstone of demand generation, and I’d recommend them to anyone looking to deepen their audience engagement.