The Value of Online Training

Business-to-business (B2B) marketers today realize the value of providing learning opportunities to those who purchase (or who are considering purchasing) their products and services, according to the recently released BNP Media’s “Webinar Attendee Interest Study.” (Download your free copy here.)

93% | The percentage of business professionals who, after attending a webinar, say they will attend another one in the future.

As revealed in previous BNP Media research into the value B2B customers place on training opportunities at live events, some customers view chances to learn how to use your product successfully as valuable as the product itself. In other words, webinars are viewed as an added-value to your products.

How valuable can online training be for your business customers?

Here’s an example of just how much value you can add to a product by training people how to use it. In 2002, the website began selling online courses on how to use software products sold by Microsoft and Adobe. For the next decade, millions of users purchased these courses from, preferring them over the training they received from the products’ creators.

On April 9, 2015, LinkedIn announced its purchase of for $1.5 billion. That’s $1.5 billion for teaching people to use products did not actually create or sell. Or, put another way, $1.5 billion in value left on the table by Microsoft and Adobe. (However, Microsoft later purchased as part of its acquisition of LinkedIn.)

The value B2B marketers place on webinars

How much value do business marketers place on webinars? According to BNP Media’s research*, here’s how participants ranked certain marketing activities (higher numbers indicate higher values):

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