Webinars’ Value as a Lead Generation Tool

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Countless surveys point to webinars as one of the best, most cost-effective ways for business-to-business (B2B) marketers to engage their customers. And one of the top reasons is lead generation. In “Measuring the Value of Webinars,” a 2016 survey of more than 750 industry professionals, more than half of the respondents said webinars generated lead counts that exceeded their expectations. And on average, they spent only $22 per webinar registrant.

The most qualified sales leads are engaged participants, and according to BNP research, B2B webinars are some of the most engaging to customers. Our survey found that:

92% | Percentage of B2B webinar attendees who download document presentations

81% | Asked the presenter a question

60% | Participated in a polling question

But webinars can’t be a valuable lead generation tool if all you’re doing is generating leads. In order for it to be effective, you have to convert those leads into sales and ongoing business relationships. To do that, follow these three rules of lead management:

1 | Identify your goal

What do you want your B2B webinar to achieve?

2 | Follow up quickly

BNP research reveals most webinar participants receive their first follow-up contact within 12 hours of the webinar.

3 | Use technology

A 2014 survey from Aberdeen Group found that nearly 70 percent of marketers

use a marketing automation platform (MAP) or are implementing one to help manage their lead engagement efforts. In many cases, your webinar software can be integrated into a MAP for seamless lead management.

It makes sense to invest in webinars as part of a multi-channel marketing strategy. Webinars are engaging, as we’ve already demonstrated, and they’re likely to draw repeat customers. The vast majority (93 percent) of B2B webinar attendees responding to our survey said they would attend one in the future.

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