B2B Marketing Webinars: 4 Easy Tips to Stand Out, Get Repeat Visitors and Drive Sales
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B2B Marketing Webinars: 4 Easy Tips to Stand Out, Get Repeat Visitors and Drive Sales

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Ideas on how to get the most out of your B2B webinar investment. ...

Ideas on how to get the most out of your B2B webinar investment.

According to ON24’s annual webinar benchmarks report, webinars are averaging a 42% registrant-to-attendee conversion rate. Webinars can be an important part of the B2B marketing mix, but there are barriers to consider as well.


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Lydia's Marketing & Communication Consulting offers affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies across the globe.

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B2B Marketing Webinars: 4 Easy Tips to Stand Out, Get Repeat Visitors and Drive Sales Presentation Transcript

  • 1. B2B Marketing Webinars Tips to Make Them Stand Out Visit  Lydia’s  Marke/ng  Consul/ng  at   www.lydiamarke/ngconsul/ng.com   Contact  informa/on:   LYDIA  VOGTNER   lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870  
  • 2. Webinars  are  common  in  B2B  marke0ng  plans     They  are  a  great  way  to...       Build  brand  awareness   Generate  new  leads           Deepen  engagement   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 3. One  of  the  reasons  for  their  popularity  is...   They  are  fairly  easy  to  put  together  and  promote,  and  can   be  repurposed  on  mul/ple  online  channels  (company   website,  YouTube,  Slideshare,  etc.)     And  according  to  ON24’s  annual  webinar  benchmarks   report...     Webinars  are  averaging  a  42%     registrant-­‐to-­‐a]endee  conversion  rate     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 4. But  there  are  barriers  too   For  example...     It’s  becoming  harder  to  get  new  webinar  programs   no/ced  unless  you  already  have  an  established  “webinar   following”  in  the  marketplace  or  a  large  adver/sing   budget     Also...     Many  B2B  webinars  don’t  stand  out  because  they   follow  a  classic  “presenta/on  with  15  minutes   Q&A”  format   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 5. If  you  want  to  get  the  most  out  of       Your  webinar  investment,  and  ul/mately  drive  sales...     Consider  thinking  through  the  main  objec/ve  and       brainstorming  on  ways  to  shake  up  the  tradi/onal  format       to  stand  out  and  keep  visitors  coming  back  for  more   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 6. Here  are  some  ideas   Make  them  short  -­‐     20  minutes  instead  of  the  normal  45-­‐60       People  will  love  you  if  you  can  figure  out  a  way  to   deliver  valuable  content  while  also  taking  as  li]le  of   their  /me  as  possible.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 7. Here  are  some  ideas     Make  them  Q&A  sessions  only     Offer  an  opportunity  to  answer  ques/ons  on  a  topic   people  really  care  about  and  for  which  you  (or  the   sponsoring  speaker)  are  experts.     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com      |    Follow  &  Connect    
  • 8. Here  are  some  ideas     Brand  them  as  “educa0onal  opportuni0es”   where  you  can  teach       Share  meaningful  industry  research  and/or  trends.       Show  customers  how  to  use  the  latest  version  of  your   product.     Demonstrate  best  prac/ces  on  how  to  get  the  most  out   of  your  services.     ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 9. Here  are  some  ideas     Invite  a  customer  or     industry  guru  to  be  the  main  speaker       Use  an  interview  format  to  ask  the  speaker  ques/ons   for  15  minutes,  on  topics  you  know  are  on  people’s   minds.  Then...           Open  it  up  for  listeners  to  ask  ques/ons  for  20  minutes   or  so.   This  format  minimizes  the  /me  spent  on  designing  a  formal  presenta/on,  and  it  helps  you  target   the  content  to  business  problems  and  pain  points  common  to  mul/ple  people  in  your  category.     In  addi/on,  Q&A  is  olen  more  engaging  and  if  people  hear  valuable  discussion,  they  will  likely   come  back.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 10. The  point  is   It’s  noisy  out  there...       and  while  webinars  can  be  a  valuable  part  of  the  B2B   marke/ng  mix...     many  companies  deliver  a  me-­‐too  message  and   format...       Think  about  how  to  make  yours     engaging  and  interes/ng     so  that  they  get  no/ced  and  gain  trac/on       ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com  
  • 11. Let  me  know  if  I  can  help.     Visit     www.lydiamarke/ngconsul/ng.com       Contact  informa/on:     LYDIA  VOGTNER     lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870