Webinars For B2b Lead Generation

By Author: martin well
Total Articles: 364
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The 2012 MarketingSherpa Lead Generation Benchmark Survey shows that webinars are far more effective for generating immediate leads than social media and not that difficult to execute. Here are some of the best practices.

Define your audience - Understand who your audience will be -What interests them? What type of webinar will work for them?

Set your goal - Your goal could be to generate 100 leads, increase trials by 20%, cross sell and up sell to 30 existing customers. Alternatively, your goal may be to increase your company’s visibility. Whatever it might be, freeze your goal.

Research - Ask your sales folks what your customers and prospects want to hear. Being on the front end, they have the pulse of the market. Look for trending topics on industry groups and forums in LinkedIn and Google+, particularly if you’re doing B2B marketing. Find out what are the main challenges your customers and prospects face today? Try to address one of the main challenges. This way the topic will be important to them.

Find a topic that is hot and relevant - Bring value to the participant by providing excellent ...
... content. Remember your audience is paying for it with their valuable time. Choose an irresistible title so that people will read the title and decide whether to sign up or not.

Don’t’ sell -Don’t make webinars blatantly self-promotional. Deliver what you promise. Otherwise you will put off your prospects.

Speakers - Choose the appropriate speaker/s and block their time. If your webinar is product-focused then someone from product management or marketing would be suitable. If your webinar is technical, look for someone from engineering. Your speaker may be an expert but evaluate if he is eloquent and explains concepts clearly. Most importantly, your speaker should be a good communicator who is easy for the audience to relate to and understand.

Make it interactive - Make the webinar as interactive as possible. While too much interactivity might not let you keep time, too little will leave your audience bored and distracted. Use polls that add value to the subject and announce the results immediately. Use chat and hand-raising whenever relevant. A Q&A session is a must.

Include a special offer - At the end of the presentation include a discounted offer of your product. Provide a unique link or a toll free number asking the attendees to use a special discount code. This allows you to easily track the conversion from your webinar. You can include this information in email (email marketing) as well.

Webinars are a great inbound marketing strategy that fills your marketing funnel with warm leads. Marketing automation solutionscan be used to automate email sending and track website visits made by event participants.

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