Webinar Lead Generation: How to Get It Right

Is your company is pouring money into social media, online videos and other marketing techniques to generate leads?  If so, I recommend that you consider adding original webinars to the mix. You might be surprised by the effectiveness of a webinar lead generation strategy and the power of using webinars as a way to target and engage B2B prospects.

In the 2014 B2B Lead Generation Survey done by Chief Marketer, 44 percent of the companies responding used webinars as one of their principle ways to generate leads. Though businesses need to use multiple channels to make contact with potential customers, not all channels are equally effective. Webinars represent a valuable tool for generating leads and engaging with prospects, all while communicating your product and brand information within a unique setting.  

WEBINARS AS CONTENT MARKETING

One of the most used methods for generating leads is content marketing, which offers both important and entertaining information to prospective clients in an appealing way. Content marketing includes blogs, videos, reports, website copy and e-books. In my opinion, webinars stand out as one of the best forms of content marketing.

Many clients operating in the B2B space perceive a significant amount of value in a well thought-out and put-together webinar. It provides them with a way to access useful knowledge without digging in to their budget. In my experience, they will happily provide their contact information in return for the chance to attend a webinar on a topic that solves a current problem for them or helps explain industry trends.

LEARN THEIR QUESTIONS

The best webinars (i.e. the ones that result in interested prospects) are geared to specific audiences. In order to create a targeted webinar, I ask questions on the sign-up page that allow me to obtain up-to-date information about my prospects' current interests.

I ask what drew them to my product, where they first heard about it, what problem they need solved and what is the most pressing question they have about the topic right now. This helps me assess where they are in the sales cycle, as well as what content to put in the webinar.

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PRESENT IT RIGHT

Pick your topic based on current issues that are important to your target audience. Grab their attention with a catchy title. They won't investigate what you have to offer until you draw their focus. Titles are what they see first.

I always make sure prospects know there will be a live Q&A section as part of the webinar, which will give them a chance to ask the experts questions of immediate concern and get answers in real time. Many registrants I’ve talked to say the only reason they attend a webinar is to get access to experts.

Be sure to pack the webinar with information your attendees can use. Fluffy marketing-speak will only result in people logging out during the presentation. You need to prove the worth of your webinar if you expect people to stay. They expect you to offer a special deal of some sort during the webinar, but also that it be buffered by expert, practical, usable information and helpful resources.

In conclusion, a well-made webinar is a powerful tool to generate leads. When presented properly, it can provide your prospects with industry information that they might have been unable to find elsewhere, utlimately increasing their interest in your product.