The easiest way to generate new leads in geospatial

This week, we were preparing a webinar for our client’s public participation software (PPGIS).

To get sign-ups, we had been posting on LinkedIn, told a few clients, and even made a new landingpage on the website.

But after all our efforts… we had just 2 registrations after a whole week of advertising.

At that point, we might just try & book in two 1-1 calls instead.

So we went back to the drawing board & quickly realized the problem wasn’t the webinar.

We knew it was valuable & that the demand was there.

After all, we had a CRM full of qualified leads—people who would actually benefit from it or even showed interest before.

They just hadn’t seen our posts.

So what did we do?

Instead of waiting, we used the highest ROI marketing channel available: email.

✅ Sent a well-crafted email to a targeted segment of our CRM.
✅ Included the webinar in our quarterly news update, ensuring our existing audience saw it too.
✅ Launched an in-app post inside the WebGIS-platform, so active users saw it directly.

Within an hour, we had 10 signups—with more rolling in over the next few days.

This is why email is so powerful.

It’s direct, personal, and converts better than almost any other channel.

Matter of fact:

The average ROI on email marketing is 𝟰𝟮𝟬𝟬%.

Put $1 in, get $42 out.

Yet, most companies don’t have a newsletter at all.

And here’s the thing: Email is great by itself, but for us it was just the start.

The entire audience now was notified about the new product & the webinar coming up already, so now it’s time to try & convert them!

The Lesson?

LinkedIn posts are great for attracting new leads. 

But not everyone in your network sees them.

Your best prospects are probably already in your CRM, your product, and your newsletter. 

So if you’re not using social media, you’re leaving money on the table.

But if you’re relying only on social media, you’re definitely leaving money on the table.

After all, a list of warm leads will convert better, no ad spend is required to reach them.

And the 𝗯𝗲𝘀𝘁 𝗽𝗮𝗿𝘁? Newsletters scale, without (or hardly) increasing costs.

Webinars Still Work. Here’s Why.

So, back to the webinar.

We will still have to host the actual event & convert the leads from there, but that’s the easy part.

For years—and especially since 2020—we’ve seen events & webinars deliver incredible value all across the business.

Sure, they take effort, but the return? Always been worth it.

For a long time - and especially since 2020 - we saw events & webinars as one of the most valuable ways to connect with prospects & clients.

Here’s why:

✅ Stronger client relationships – Webinars create real-time engagement, helping maintain and strengthen connections with existing relationships ánd prospective clients. They keep the relationship “active”.

✅ Cross-selling opportunities – Clients attending for 1 topic may often discover new features, services, or solutions they weren’t aware of before. The best upsells happen naturally.

✅ New lead engagement – A well-promoted webinar brings in fresh prospects who now see you as a trusted expert, not “just another vendor”. Bonus points if you host a joint venture webinar with another related industry expert.

✅ Employer branding & hiring – Down the line, even potential employees could be tuning in. Webinars showcase your company culture, expertise, and leadership in the industry.

Even though we’ve shifted a lot of focus to social media & outbound, webinars remain a high-leverage tool.

Whether for client updates, relationship management, sales, or recruitment, the impact is bigger than just the list of opt-ins.

And, as we just saw with our recent webinar push—sometimes, all it takes is getting it in front of the right people through the right channels.