How Webinars are creating value for marketers during the crisis
Win Them Over With Webinars
75% of your total marketing budget will go towards digital marketing by 2021…
Many B2B marketers are having a “Who Moved My Cheese?” moment during the pandemic.
So if you’ve been relying on in-person events to drive B2B leads, what do you do now?
Better digital marketing not only drives leads, but it also nurtures those leads so they require fewer sales support to close.
And the best part?
Well, when things return to normal, your new digital capabilities will still be just as valuable.
B2B organizations have embraced new models for work during the COVID-19 crisis. They’re preparing to have far more remote workers.
They will look at leveraging various collaboration tools to set up communication. And this implies to all the B2B business functions of any organization.
B2B marketing is one such function. It has been traditionally utilising web conferencing services or webinars to connect real-time with their target clients.
Like everything else in the world, marketing also has gone digital. B2B marketers are now using webinars to streamline the purchase decision-making process.
Webinars are one of the most engaging and commonly consumed modes. They allow B2B marketers to make a personal connection at any stage of the customer lifecycle.
Industry stats further suggest that about 73% of marketing leaders use webinars to generate warm-qualified leads and prospects.
Apart from improving your marketing performance and client relationships of 95% of users, they gain actionable insights about their audience that ultimately drives business growth.
Webinars help about 88% of marketers nurture their current partnerships, turn prospects into clients, and retain them.
Why B2B Marketers Need Webinars?
Webinars are an innovative method of B2B digital marketing that is changing the way we connect with our audiences, yet many marketers are still hesitant to use them.
We thought we’d share our views and tell you why you should be using webinars to help your B2B marketing… Keep reading
How to use WEBINARS?
Promote your B2B products:
Webinars can give wide exposure to new B2B products or services that you are offering.
Even if the webinar is just for informational purposes, they increase your online exposure by a good margin.
2021 will see video marketing dominating the marketing sector & thus webinars are a great option.
Create seminars enrich with a visual appeal:
B2B webinar platforms offer the ability to use videos, images, PowerPoint, desktop sharing, polls, social media elements and much more.
They’re the premier choice when it comes to creating stunning visually appealing presentations that engage a wide variety of target B2B audiences with unique and interesting content.
Use webinars for training:
B2B webinars are great for training purposes.
Of course, B2B marketers are looking to sell products, but your prospects need to know how to use a product, or the benefits they get from the service.
Webinars offer the possibility to have live demonstrations with client feedback. Or they can be recorded and then streamed again later.
Longer recordings can be broken down. So offer these shorter videos as part of a training course when your company has purchased the product.
Use webinars to save resources:
It has been often said that “time is money”.
So the more time you can save, the more money you are saving.
B2B webinars can be used to reach a wide, even global, audience. They can be produced in an office or room. The technology that a host needs are becoming cheaper than ever
Use webinars to generate email lists:
Most webinars need you to sign up with an email address.
These can in turn be invaluable to expand email campaigns to a wider audience. Even if the webinar is free, get them to sign up for it.
Always, remember to let B2B registrants know that they will be added to an email list. It’s always helpful to let them know what kind of emails to expect.
Remember: if someone has taken the time to sign up for the webinar and watch it, then she or he will probably welcome more information.
1) They’re a great source for B2B lead generation
When you host a webinar, the attendees sign up through a custom landing page and registration form.
This means you have an opportunity to ask your prospects whatever you want to know, and later use this data to inform your B2B marketing and grow your email lists.
You will gain valuable leads as you now know that the people who signed up are interested in your brand and engaged with your content.
2) Webinars can increase your B2B brand awareness
Webinars not only help you to put your name out there but also help you to build a solid reputation in front of your clients.
Hosting an engaging session will help showcase what your B2B company does and position you as an expert in your field.
This means that your audiences are more likely to trust you as a company and thus consider your solutions.
3) Connect to a global audience 24*7
B2B conventions and summits are useful for gathering new prospects, but not everyone has the time to take days out of the office and travel across the world.
Your prospects are usually busy people, so use webinars to take your content to them. All they need is an internet connection and a browser to access your webinar, and they can sit and watch from the comfort of their offices, no matter where they’re from.
This can indeed be very useful to expand your influence into new markets, as B2B companies in countries that don’t attend the same events as you may be interested in what you have to offer.
Your prospects don’t even need to commit a certain hour of their time, as you can make your webinars available on-demand, anywhere or everywhere.
RELATED POST: How To Change Your Prospecting Tactics During Covid-19
4) You can engage with your B2B prospects
A lot of B2B marketing tends to be pretty one-sided, but webinars ensure your audience is listening to what you say.
By hosting a Q&A session and using interactive polls, you can get feedback from your prospects and better understand their needs. This will lead to more informed and effective marketing strategies in the future.
It also means that your prospects will be engaging with your content on a deeper level, and are more likely to be in the right mindset to consider your solutions.
5) It’s just so simple
Not only can your prospects sit in the comfort of their offices – so can you.
Hosting a B2B webinar all takes place in-browser and you can dial in on your office phone, meaning you never have to leave your chair.
All you need are just your slides and your speaker, and you’re good to go.
6) Webinars create opportunities for B2B partnerships
Webinars create great opportunities for joint marketing with other firms that have similar audiences.
Although you may be hesitant to share the spotlight at first, a B2B partnership can have big advantages.
By building relationships with organizations that complement your services, you can tap into their already established prospects, expand your reach, and improve brand awareness.
The expertise that you each bring to a B2B webinar means a better value proposition for attendees.
7) Help you establish your leadership and authority
You want prospective buyers to view your business firm as a leading authority in your industry.
A B2B webinar is a great opportunity to fulfil a need and showcase the knowledge you have to share.
8) Webinars help you gain valuable intelligence
By paying close attention to the questions or themes that pop up during your webinars, you can gain valuable information to drive your B2B content strategy forward.
What did your B2B prospects struggle with?
What did they find the most engaging?
The answers to all these questions can give you the insight you need to make your next content choices.
Your content marketing strategy needs diversity to keep B2B prospects engaged through each stage of the sales funnel.
B2B webinars provide a unique and engaging experience beyond typical content digestion. The mutual benefits for your clients and your firm make webinars an effective addition to your content strategy.
All B2B marketers should leverage webinars
B2B webinars are one of the most underrated and underused marketing tactics today.
With their amazing visual elements and incredibly effective personalized contact that beats contextual content, they’ve already improved the success of many B2B marketers.
In the coming years, they will be one of the dominant B2B marketing methods.
Our B2B Sales & Marketing Consultancy firm can help you identify the most practical offline and online B2B marketing tools your firm needs; delivering greater visibility, growth and profits.