Pros and Cons of Remote Events for B2B Lead Generation
“Remote” events such as webinars offer new options for reaching out to and educating buyers at all stages of the lead generation cycle.
Your choice to go live or remote will hinge on several factors, including the time needed to present the information, the needs of the customers or prospects you’re targeting, and the physical locations of attendees. Keep in mind these pros and cons when deciding how best to reach your audience.
When I say remote events, I’m talking about:
- Webinars / Webcasts
Pros of Remote Events
- Less time: It’s easier to get on attendees’ calendars if you’re only asking for 30-60 minutes.
- No travel: Your audience and can join in from their desks or home offices. In today’s marketplace, prospects are coming from different time zones and personal schedules. It’s also a big plus for presenters.
- Usually cost less. Webinars can cost less than 25 cents per minute or $15 per hour per participant. If you fly in presenters, renting a meeting space and equipment, and provide refreshments it can add up.
- Viral marketing: To put it simply, attendees can invite others easily and they’re more likely to because it’s easier to attend than an event you have to travel to.
- Record the event. If someone’s registered but doesn’t show up, you have an easy way of giving them a second chance at their convenience. Follow up by auto-responder email. You’ll get extra “bonus” attendance. And don’t forget, you can put it on your website as content to draw in web visitors.
- You can do live, interactive demos over the Web. You can use Web conferencing software or services to demonstrate your software right on participants’ own computers. They can follow along as you click through each step, or you can let them manipulate their own mice and keyboards.
- It’s easier to attract guest speakers. If a speaker can participate from his or her own home or office, they’re much more likely to rather than having to travel to the event. You could even save a few dollars because professional speakers usually charge more when they travel.
Cons of Remote Events
- Participants need the right equipment. Most people, but not all, have the high-speed Internet connection needed to easily view a webinar. And videoconferencing requires that both ends have compatible equipment.
- You may not have participants’ undivided attention. It’s easy for attendees to be interrupted by colleagues or staff, or to get distracted by phones or e-mail while your webinar or teleconference is going on.
- Time is limited. Webinars should last no longer than an hour. If your material requires more time, opt for a longer, live event instead.
Which event format should you choose? Most important is what your attendees prefer. Busy C-level and senior executives will likely prefer the convenience of a quick, one-hour webinar, whereas a user group may prefer the interaction of a live event such as a lunch-and-learn seminar. Give the audience your information in the way your audience wants to receive it. It’s much more likely your message will be heard, retained, and acted on.