miji.beWebinars (web seminars) are used as a means of B2B lead nurturing and are held on platforms such as Cisco WebEx, Zoom, BigMarker, Demio, and ZeroIn. As a path that leads to sales opportunities, they are sometimes compared side by side with EBook downloads and white papers. One method is to use separate short URLs for each stage from registration to live viewing and to sales opportunities, and record the clicks.
The paths for attracting webinar attendees center on four places: announcement emails, social media posts (LinkedIn, X, Facebook), banners on your own site, and reminder emails. If you issue a separate short URL for each touchpoint, you can compare the differences in registrations by path. The rate of turning into sales opportunities can differ by path, such as LinkedIn, X, and email newsletters.
Drop-off between the registration form and live viewing is also an issue in running webinars. Some registrants do not watch on the day. As a reminder measure, send three stages of reminder emails, "24 hours before, on the previous day", "1 hour before, on the day", and "10 minutes before the start", embed a short URL participation link in each, and measure the responses. If you count clicks on the 1-hour and 10-minute reminders separately, you can compare at which stage responses come in.
For the path from live viewing to sales opportunities, one structure is to send three links, "book an individual consultation", "download materials", and "register for the next webinar", as short URLs right after the webinar ends (within 15 minutes). The aim is to deliver links to the next action before viewers' interest cools down. Turning Calendly or HubSpot Meetings booking links into short URLs makes the links shorter, so they display without breaking in both email and social media.
For registrants who could not watch live, send a short URL for viewing the recording within 24 hours. The rate of turning into sales opportunities can differ between recording viewers and real-time viewers. If you also record the clicks for recording views and the rate of turning into sales opportunities, it gives you material for reviewing the webinar as a whole.
One operational pitfall is the security of participation links. If you put a Zoom link into a short URL as is, a vulnerability remains in which anyone who knows the URL can join. One structure is to make the participation URL unique for each registrant (as described in Zoom's API documentation as of October 2026, and BigMarker's dedicated URLs) and to make each short URL separate as well. It is a design considered for BtoB webinars that handle confidential matters.
The use of short URLs for webinars can be organized into five points: measurement by registration channel, reminder design, the path to sales opportunities after viewing, measurement of recording views, and the security of participation links.