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Post-webinar follow-up survey

Capture comprehension, unanswered questions, service interest, and desired next action from B2B webinar attendees in six questions. Segment "ready to evaluate now" from "just researching" the same day and hand off to sales the next business morning. The same form works in follow-up emails after on-demand viewing.

Questions6 questions Use caseSame-day follow-up after live B2B webinars; intent screening in on-demand viewing follow-up emails; improving seminar-to-meeting conversion
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How to use this template

The hardest part of webinar follow-up is treating all 100 attendees the same way — sending the same "thank you for joining" email to everyone and missing the temperature difference between them. A typical B2B webinar has 5–10 people ready to book a meeting today, 30 considering in six months, and 60 just browsing. Segmenting those groups the same day your webinar ends is what separates teams with a 5% seminar-to-meeting conversion from those hitting 15–20%. The six questions in this template are designed to make that segmentation as fast as possible.

Send timing and its effect on response rate

Sending within 30 to 60 minutes of the webinar ending yields the highest response rates — typically 45–65%.

  • Immediately after: engagement is at its peak. Using Google Calendar integration to trigger the send automatically at the scheduled end time prevents any delays.
  • Next morning: response rates drop to 30–40% but still work well for on-demand viewing follow-ups.
  • Three days later: response rates fall below 20%. Avoid unless you have a specific reason.

Subject lines with concrete specificity ("3 takeaways from this session + your next step") outperform generic ones.

Reading interest scores and handing off to sales

Q4 (service interest level) has four options that map directly to follow-up priority.

  • "Ready to evaluate now" → hand off to sales the same day; aim for personal contact within 24 hours
  • "Want concrete details" → send detailed materials by the next business day; follow up by phone within 3–5 days
  • "Mid- to long-term consideration" → move to nurture email track; touch once a month
  • "Just researching" → newsletter signup; re-score in six months

Combining Q4 with Q5 (desired next action) adds precision. A "mid-term" score in Q4 combined with "personal consultation" in Q5 signals higher real intent than Q4 alone suggests.

Turning unanswered questions into content

Q3 (questions not answered during the session) is a goldmine for content marketing.

  • Multiple people asking the same question → instant FAQ page or blog post topic
  • Concentrated questions about a specific feature → candidate topic for the next webinar
  • Price or competitive-comparison questions → evidence of active buying consideration; raise lead score

Personally following up with respondents who submitted a question in Q3 and saying "I will answer this just for you" significantly lifts conversion to hot leads.

Content improvement cycle

Track the average scores for Q1 (comprehension) and Q2 (practical applicability) across webinar sessions.

  • Q1 below 3.5: content is too advanced or missing prerequisite context
  • Q2 below 3.5: not enough concrete examples, live demos, or case studies
  • Q6 (future topic requests) aggregates directly into your annual webinar calendar

The target is 4.0 or above on both Q1 and Q2. Comparing multiple sessions reveals how title, presenter, and time slot affect scores.

Using AI analysis in Repoan

Once you have 50 or more responses, run AI report analysis on Q3 (unanswered questions) and Q6 (future topic requests).

  • Auto-classify questions into themes: features, pricing, comparisons, case studies, how-to
  • Sentiment analysis distinguishes positive from negative reactions
  • Compare free-text patterns by Q4 interest level to understand what high-intent attendees actually want to know

Exporting a per-webinar PDF report to share with the sales team is a straightforward reporting practice to adopt from day one.

Question preview

Question 1 Required

How well did you understand the webinar content?

5-point scale
Did not understandFully understood
Question 2 Required

Will the content be applicable to your work?

5-point scale
Not applicableHighly applicable
Question 3 Optional

Any questions that were not answered during the session?

Long text
Question 4 Required

Level of interest in our service

Single choice
Ready to evaluate nowWant concrete detailsMid- to long-term considerationJust researching
Question 5 Required

What would you like next? (Select all that apply)

Multiple choice
Send detailed materialsPersonal consultationSchedule a demoInvite to next webinarEmail newsletter
Question 6 Optional

Topics you would like to see in a future webinar?

Long text

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