Why webinars have risen to the top as one of the most effective marketing tactics for B2B marketers
Strikingly, it’s taken just over a decade for online events to rise to the top of the pile as one of the most effective marketing tactics available to B2B marketers.
In a recent B2B Marketing Benchmark Survey conducted by leading US research firm Marketing Sherpa, 91% of B2B marketers judged online events/webinars to be the second most effective marketing tactic following on from the company website which sits in first place.
Webinars, to my mind, make total sense if you want to gently kick-start a two-way dialogue with your customers. They can act as a great precursor to a more in-depth conversation as they allow attendees to post questions to a live speaker. And of course, webinars also require your audience to provide their contact details, the absolutely essential element of any lead generation activity.
I also believe an investment in online events can reap even bigger dividends when you find ways to integrate their use across all sectors of your business.
In my previous role as Head of Online Marketing at Patersons Global Payroll, I found we could use webinars to support not only lead generation but thought leadership positioning, sales / support team training and sales-cycle support along-side media, partner and investor engagement.
To find out how we achieved this, I’d like to invite you to sign up for a free Kelso seminar I’m presenting next month : Using online events to propel national and international sales
During the event, I’ll present a case study that outlines the business challenges and opportunities I addressed when I instigated a twice-monthly webinar programme for Patersons (T-Mobile Fast Growth Company of the Year 2010). Following on, I’ll also explain how to develop an online events strategy that supports this more holistic range of business objectives.
This lunch-time event will take place Friday 4th November (Theale near Reading) and Friday 18th November (Holborn, Central London).
For full details and to register, please go to http://www.kelsopr.com/online-events-sales-seminar.
Polite Note: Make sure to register soon, as places are strictly limited to 25 places per event.