Using Webinars as a lead-generation source is a great idea, but knowing where to start can be overwhelming. It's tempting to put all your eggs in one basket and host a one-time event that will determine whether Webinars will continue to be part of a corporate marketing plan.

1. Eight Ways to Integrate Webinars Into
a B2B Marketing Plan
White Paper
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2. Introduction White Paper
Using Webinars as a lead-generation source is a great idea, but knowing where to start
can be overwhelming. It's tempting to put all your eggs in one basket and host a one-time
event that will determine whether Webinars will continue to be part of a corporate market-
ing plan.
But remember, it takes time to understand how to devise the most compelling topics, and
even more effort in planning how to reach the target audience. The reality is B2B sales
happens over several months, not several days. Webinars are a great way to bring new
leads in the door as well as moving existing leads through the pipeline to a final contract.
For this reason, instead of a one-hit approach, decide where Webinars fit into the overall
sales cycle. Then review the next six months of the marketing calendar and see where We-
binars can coordinate with already planned campaigns.
When looking at the marketing calendar, consider these eight ways to integrate Webinars
into a B2B marketing plan .
Product Launches
Hosting a Webinar on how a new product is designed to solve a current problem is a great
hook for a target audience. Just remember not to blatantly promote the new product, espe-
cially in the Webinar title and description. Doing this could turn off prospects and keep at-
tendance low.
Instead, focus the Webinar content on the industry and the problem at hand. If possible,
use a neutral outside expert. Doing this will make the presentation seem more educational
and less gimmicky. If the Webinar offers valuable information, prospects will naturally turn
to the Webinar-sponsoring company for solutions.
Capability Promotions
Between product launches, companies typically design campaigns focused on their key
characteristics. For example, if a company or service has an especially helpful customer
service team, integrating a campaign on that topic. Using a Webinar as part of the promo-
tion could be very effective.
Also consider combining a Webinar with a whitepaper. This can also lead to a substantial
audience draw.
Vertical Campaigns
Vertical marketing campaigns are perfect for integrating Webinars. Because of the specific
audience reach Webinar attendance seems to thrive. A great way to promote these types
of Webinars is through sponsored newsletters, blogs, social networks, tradeshows and lo-
cal meet-ups.
Industry Events
Major industry tradeshows or events on the schedule are a great opportunity of a Webinar.
These venues can be used to inform prospects about an upcoming Webinar specifically
related to the topic of the event. Use the tradeshow’s attendee list (if there is access to the
list) to promote the Webinar which should be hosted a week after the event.
If there isn’t access to the attendee list, promote heavily at the actual show. In this ap-
proach it would be more appropriate to hold the Webinar several weeks later so the atten-
dees have time to place the Webinar on their calendar.
Eight Ways to Integrate Webinars Into a B2B Marketing Plan
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3. Regulatory Changes White Paper
Anyone facing regulatory changes are already looking for more information about the
changes facing them. Having knowledge in the changes, gives a great window of opportu-
nity for hosting a Webinar on the topic as well as bringing in attendees.
Make sure to have a valued perspective or information to enhance the attendees under-
standing of the regulatory implementation.
Major Analyst Reports
Major analyst reports can appear annually and are another great opportunity for hosting a
Webinar. Once the report is published, the placement and positioning of who to invite will be
in place. Then simply schedule an appropriate time.
The topic can be centered around the theme of the report and offer a copy to participants if
applicable.
Channel/Partnering Programs
Don’t count out an already in place partnering program. This is an excellent way to increase
attendance and interest for a Webinar. Together, choose a broader more appealing topic
and use joint opt-in email lists can be used. The cost of the Webinar can be shared and it’s a
win, win situation.
Geographic Expansions
Webinars are a great way to introduce a company when interested in expanding to a new
geographic area. Understanding local customs for email, language translations, phone us-
age and time schedules are important before launching an international Webinar. Always
remember customs vary country to country.
Conclusion
After a few Webinars have run successfully, the bottom line business value they bring to the
sales cycle will be quickly seen. New ideas for additional Web events and ways to cross
promote with other marketing campaigns will definitely follow.
Webinars are a powerful way to impress prospects and add another dimension to marketing
campaigns. If titled and promoted wisely, they can result in more qualified leads to hand to
the sales team.
Eight Ways to Integrate Webinars Into a B2B Marketing Plan
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4. About ConferTel White Paper
ConferTel is a leading provider of fully managed webinar services, delivering educational
programming, training and lead generation webinars for corporations, associations, govern-
ment agencies and non-profits. In addition, ConferTel is a software developer of IVR and
web-based information services and communications solutions. Providing a range of event
driven communications applications, including telephone, web and video conferencing, on
demand record/replay, voice/fax broadcast, teleseminars, webinars, webcasting, online train-
ing, e-commerce, event management services, and other custom IVR and web-based appli-
cations.
ConferTel’s innovative products and application development capabilities have helped thou-
sands of clients save costs, generate income and increase productivity. We offer a consulta-
tive approach to assist you in developing the right solutions for your specific application and
budget.
Eight Ways to Integrate Webinars Into a B2B Marketing Plan
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