Entries Tagged as 'Events & trade shows'

Pros and cons of Webinars for B2B lead generation

Webinars offer options for reaching out to and educating buyers at all stages of the lead generation cycle.

Your choice to do live, butts-in-seats events, or webinars 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.

Pros of Webinars

  • 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. 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 webinar. 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 Webinars.

  • 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. Shorter is even better.  If your material requires more time, perhaps break it into chunks that can be a series of webinars.

The Upshot

Busy C-level and senior executives will likely prefer the convenience of a quick 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.

 

Make the most of your marketing events

You may have a number of live seminars, workshops, webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.

– Leverage other marcomm tactics such as direct mail, email and telemarketing.
– Speak or exhibit at others’ events, saving the time and expense of running it yourself.
– Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
– For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or webinars.
– For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.

I go into more detail about this making the most of events in your marketing plan in my article What role should events play in your marketing plan?

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com