Why don't most lead generation webinars produce as many high-quality, hot leads for the companies as they could? There are many reasons including poor marketing beforehand, dull presentations and inadequate follow-up processes decrease the effectiveness of lead generation webinars.

But one of the biggest reasons, according to Michael Cage, B2B marketing consultant and leader in unconventional webinar marketing, is trying to drum up leads using the same one-size-fits-all webinar across an entire market. "The problem with these kinds of 'blanket' lead generation webinars is that they are too broad and their topics too generic," says Cage. "In trying to appeal to everyone, these companies speak to no one. What they should do instead, is segment their markets into groups of their best customers, and offer specific webinars targeted to each group."

Cage explains that while segment-specific webinars do not attract as many prospects as broad topic webinars do, the prospects that show are much more qualified and far more likely to buy. "Because the message of a segment-specific webinars is so targeted, the prospects on these webinars fully understand the value of the company's offer. Which means taking the next step with the company is a no brainer." So what other ways can companies tailor the message of their lead generation webinars to boost response?

1. Survey prospects after registration. There is no better way to deliver webinar content prospects desperately want to hear than to ask your registrants what they hope to learn from you. Surveying prospects at registration allows your company to directly address their prospects' top questions and concerns. With their questions answered using their own language, prospects are less likely to put a company's sales person through the wringer and more likely to ask where to sign.

2. Choose a title that speaks directly to prospects' pain or goals. Most lead generation webinars have titles that, like their topics, are generic and expected. Dull, "me-too" webinar titles, at best, do not entice a prospect to attend the session and, at worse, cause that prospect to lump the company in with their competition (which means commoditization and price shopping).

The best titles stop prospects in their tracks by appealing to an emotional pain or desire. When a lead generation webinar has a title that speaks to a specific group of prospects with particular obstacles and goals, that webinar with attract only the best, most qualified leads.

There's no reason your lead generation webinars shouldn't produce more high quality, highly-qualified leads for your company. Click here to learn the 12 lead generation webinar mistakes and how you can avoid them on your next webinar, and stick around to read Michael's comprehensive Webinar Marketing Blog.