Eight Ways to Integrate Webinars Into a B2B Marketing Plan

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Using Webinars as a lead-generation source is a great idea, but knowing where to start can be overwhelming. It's tempting to put all your eggs in one basket and host a one-time event that will determine whether Webinars will continue to be part of a corporate marketing plan.

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  • 1.Eight Ways to Integrate Webinars Intoa B2B Marketing Plan White Paper2385 Camino Vida RobleSuite 202Carlsbad, CA 92011 www.ConferTel.net 866-930-4500866.930.4500 phmarketing@confertel.net

2. IntroductionWhite PaperUsing Webinars as a lead-generation source is a great idea, but knowing where to startcan be overwhelming. It's tempting to put all your eggs in one basket and host a one-timeevent that will determine whether Webinars will continue to be part of a corporate market-ing plan. But remember, it takes time to understand how to devise the most compelling topics, andeven more effort in planning how to reach the target audience. The reality is B2B saleshappens over several months, not several days. Webinars are a great way to bring newleads in the door as well as moving existing leads through the pipeline to a final contract. For this reason, instead of a one-hit approach, decide where Webinars fit into the overallsales cycle. Then review the next six months of the marketing calendar and see where We-binars can coordinate with already planned campaigns. When looking at the marketing calendar, consider these eight ways to integrate Webinarsinto a B2B marketing plan . Product LaunchesHosting a Webinar on how a new product is designed to solve a current problem is a greathook for a target audience. Just remember not to blatantly promote the new product, espe-cially in the Webinar title and description. Doing this could turn off prospects and keep at-tendance low. Instead, focus the Webinar content on the industry and the problem at hand. If possible,use a neutral outside expert. Doing this will make the presentation seem more educationaland less gimmicky. If the Webinar offers valuable information, prospects will naturally turnto the Webinar-sponsoring company for solutions. Capability PromotionsBetween product launches, companies typically design campaigns focused on their keycharacteristics. For example, if a company or service has an especially helpful customerservice team, integrating a campaign on that topic. Using a Webinar as part of the promo-tion could be very effective. Also consider combining a Webinar with a whitepaper. This can also lead to a substantialaudience draw. Vertical CampaignsVertical marketing campaigns are perfect for integrating Webinars. Because of the specificaudience reach Webinar attendance seems to thrive. A great way to promote these typesof Webinars is through sponsored newsletters, blogs, social networks, tradeshows and lo-cal meet-ups. Industry EventsMajor industry tradeshows or events on the schedule are a great opportunity of a Webinar.These venues can be used to inform prospects about an upcoming Webinar specificallyrelated to the topic of the event. Use the tradeshows attendee list (if there is access to thelist) to promote the Webinar which should be hosted a week after the event. If there isnt access to the attendee list, promote heavily at the actual show. In this ap-proach it would be more appropriate to hold the Webinar several weeks later so the atten-dees have time to place the Webinar on their calendar. Eight Ways to Integrate Webinars Into a B2B Marketing Plan 866-930-4500 www.ConferTel.netPage 1 3. Regulatory Changes White PaperAnyone facing regulatory changes are already looking for more information about thechanges facing them. Having knowledge in the changes, gives a great window of opportu-nity for hosting a Webinar on the topic as well as bringing in attendees. Make sure to have a valued perspective or information to enhance the attendees under-standing of the regulatory implementation. Major Analyst ReportsMajor analyst reports can appear annually and are another great opportunity for hosting aWebinar. Once the report is published, the placement and positioning of who to invite will bein place. Then simply schedule an appropriate time. The topic can be centered around the theme of the report and offer a copy to participants ifapplicable. Channel/Partnering ProgramsDont count out an already in place partnering program. This is an excellent way to increaseattendance and interest for a Webinar. Together, choose a broader more appealing topicand use joint opt-in email lists can be used. The cost of the Webinar can be shared and its awin, win situation. Geographic ExpansionsWebinars are a great way to introduce a company when interested in expanding to a newgeographic area. Understanding local customs for email, language translations, phone us-age and time schedules are important before launching an international Webinar. Alwaysremember customs vary country to country. ConclusionAfter a few Webinars have run successfully, the bottom line business value they bring to thesales cycle will be quickly seen. New ideas for additional Web events and ways to crosspromote with other marketing campaigns will definitely follow. Webinars are a powerful way to impress prospects and add another dimension to marketingcampaigns. If titled and promoted wisely, they can result in more qualified leads to hand tothe sales team. Eight Ways to Integrate Webinars Into a B2B Marketing Plan 866-930-4500 www.ConferTel.net Page 2 4. About ConferTel White Paper ConferTel is a leading provider of fully managed webinar services, delivering educationalprogramming, training and lead generation webinars for corporations, associations, govern-ment agencies and non-profits. In addition, ConferTel is a software developer of IVR andweb-based information services and communications solutions. Providing a range of eventdriven communications applications, including telephone, web and video conferencing, ondemand record/replay, voice/fax broadcast, teleseminars, webinars, webcasting, online train-ing, e-commerce, event management services, and other custom IVR and web-based appli-cations. ConferTels innovative products and application development capabilities have helped thou-sands of clients save costs, generate income and increase productivity. We offer a consulta-tive approach to assist you in developing the right solutions for your specific application andbudget. Eight Ways to Integrate Webinars Into a B2B Marketing Plan 866-930-4500 www.ConferTel.netPage 3