A B2B marketer’s Guide to Webinar Marketing

A B2B marketer’s Guide to Webinar Marketing

No better marketing technique demonstrates your expertise & thought leadership and generates quality leads for all funnel stages than webinars. Webinars help your business deliver tremendous value to your ideal audience, accelerating your pipeline while keeping the attendees engaged. This blog post will be your go-to B2B marketer’s Guide to Webinar Marketing work wonders for your brand.

Modern marketing works on one precept- to get value, give value. Webinar marketing has to be strategic. From the webinar topics to the distribution channels- you need to chart out the entire path to get a bang for your buck. Let’s dive in! Understanding the number of registrations will vary from topic to topic. It makes the decision-making process easier for them and skyrockets sales.

The Way Forward - Brainstorm topics your audience wants to learn more about and find intriguing. You may start by talking to your sales and customer success teams to gauge what questions the customers/prospects have. Study your social channels and figure out what your audience is most interested in, what questions they’re asking, and what they are seeking.

Pro-tip: Look for your most-read blogs and see if you can turn one into a webinar.

Webinar marketing isn’t all about driving registrations; it’s more about making it engaging for your attendees. Also, start your session with an icebreaker, ensuring your audience doesn’t hesitate to participate. Leverage conversation marketing so the audience can ask questions, raise hands, and chat amongst themselves. Include a quiz or a game that keeps them focused. The goal shouldn’t be to get more people to attend your webinar but get more people in the middle or bottom of the funnel.

Webinars are an excellent demand generation tool if used right. They help you build relationships with your prospects in real-time and solve their pain points. With webinars, things get personal- you do not remain another faceless brand in an over-saturated market. Sending reminder/ follow-up emails is crucial, so your attendees can add it to their calendars and make time for your webinar. You must keep your content refreshing, educative, and resourceful, or what’s the point?

Creating a webinar is one thing, but promoting and distributing it is a different ballgame altogether. You can market the webinar to your existing email newsletter subscribers. An email blast doesn’t require much time and reaches a high number of people in a short time. Try leveraging social with creative graphics and build buzz using the right content. If you don’t have the requisite bandwidth/ time, consider partnering with companies with an engaged audience base.

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