Every B2B marketer considers a well-planned webinar campaign an effective strategy to generate high-quality leads. These webinar lead generation statistics reveal the true potential and necessity of having an effective webinar campaign in your marketing strategy.
- Over 80% of individuals agree to share information in exchange for an informative webinar session.
- Over 60% of marketers have hosted a webinar session, and around 90% of these marketers consider it to be a highly impactful marketing strategy specifically for B2B businesses.
Remember that sales-qualified leads (SQLs) don’t just turn into sales independently by just having them onboard your webinar survey. Marketers need to set strategies in their practices to ensure an effective webinar lead generation process.
This blog post will showcase effective ways and strategies to produce hot leads using webinar campaigns.
Effective Webinar Lead Generation Strategies
- Creating a correct buyer’s persona
- Prepare Informative Content that Addresses Prospects’ Expectations
- Promote your webinar on different platforms
- Follow a lead scoring process to identify quality leads.
1. Creating a correct buyer’s persona
The most vital step to ensure quality leads begins with evaluating your ideal webinar prospects. Who do you want to sign-up for your webinar sessions? Experts can address this vital aspect by creating buyer personas.
In simple terms, a buyer persona is a portfolio containing your ideal buyer’s behavioural, professional, and economic attributes. Buyer’s persona enables marketers to invite and engage prospects interested in the webinar and have a high potential to become sales.
To attract more sales-qualified leads, buyer personas must incorporate the necessary strategy or a roadmap for every stage. Leverage data and useful insights to determine:
- Target audience
- Webinar topic or conflict that needed to be addressed
- Horizontal and vertical depth of the topic you are going to cover
- The duration of the webinar
- Subject or field experts and hosts
- Platforms used to promote the webinar
- Data and time of the live stream
- Fundamental aspects and learning outcomes of the session to advertise on the webinar registration page
2. Prepare Informative Content that Addresses Prospects’ Expectations
You need to evaluate which stage of the lead generation funnel your target prospects are. It’s an essential aspect to optimise your webinar lead generation process. Do not overestimate your audience. Attending your B2B webinar doesn’t mean they’re ready to become your customer.
That’s why it’s necessary to design and plan your webinar content to target those who are qualified enough to become a customer. Keep a strict check on your prospects’ pain points. Then, plan your webinar session accordingly and showcase your product as an effective solution to their conflict.
Just getting several people onboard your webinar session is not the end goal. You must ponder over product sales and the RoI you’re going to produce as an outcome.
When you decide the topic, you will elaborate, and which pain points you’re going to target, it’s easier to engage your ideal prospects. Better engagement and relevant content mean a higher conversion rate.
You can choose from various content formats that address your ideal prospect’s expectations. Below are three types of effective webinar content domains you can opt for:
Educational webinars:
The educational webinar is the most common type of webinar as it leads to purchase by offering solutions to a prospect’s pain points. According to the research webinar, subject lines containing the words like “how-to” or “why you need” attract more audiences. It reveals the opportunity of practical implementations to generate and nurture hot leads.
Case studies:
What makes case studies an impactful webinar format? Sales-qualified leads want a comprehensive account of products or services. That’s why case studies provide empirical evidence of what your product can deliver. According to the research, over 40% of B2B customers consider case studies as valuable content in the late stage of their buyer’s journey.
Product Tutorials:
Further down the funnel, your potential customers need more detailed information about your product or services. Product tutorials allow you to showcase the practical solutions to your prospects’ problems by introducing your project.
3. Promote your webinar on different platforms
If you structured the previous stage perfectly, the outcome would be a highly impactful and directed webinar session. But, it’s not an absolute strategy.
You need to optimise your webinar funnel and spread your webinar to your ideal prospects. Below are some channels or mediums that you can leverage to promote your webinar effectively:
Email marketing:
Fetch a list of email subscribers who can be regarded as qualified leads to attend your webinar. Compare the content or problem you will address with your subscribers’ job titles, niches, and demographics. Filter the qualified ones and develop a creative email strategy to outreach these prospects.
Paid advertising:
The budget you are ready to invest in advertising your webinar depends on your overall objective and priorities. For instance, if you’re going to arrange a webinar to upsell existing customers with a new service, product, or utility, it’s an absurd idea to spend your budget advertising for people who aren’t your customers.
But, if you’re gearing up to launch a new product for new customers, advertising might be an effective way of webinar lead generation.
Social media:
You can make your Lead generation webinar campaigns more effective by leveraging social media. Take your design team on board to create aesthetic social media banners to promote your webinars. Focus on the channels where your ideal prospects spend most of their time. For instance, if you want to engage B2B leads, webinar LinkedIn ads are the right choice. But, do not abstain from trying other social media platforms like Facebook. I prefer webinar Linkedin ads or promotional posts for B2B customers and Facebook ads to effectively engage B2B and B2B audiences.
Affiliate marketing:
If you are looking for an affiliate or influencer to promote and host your webinar, don’t be lag behind in leveraging their audience to promote your webinar. 2-3 weeks before going live with your webinar, send event hashtags, promotional banners, and subscription links to your partners.
4. Follow a lead scoring process to identify quality leads.
Always remember webinar data offers high-value insights and patterns about hot leads. Before passing your leads to your sales team, you need to deploy an effective webinar-qualified lead scoring process.
Lead scoring allows you to figure out the set of patterns or data attributes to declare a lead as sales-qualified. It is followed by attributing numerical values to these leads based on their quality and tendency to become a sale. When scoring webinar-qualified leads, include these important factors in the frame:
Registration data:
The webinar subscribers’ data showcases basic details about prospects such as job roles, organisation scale, niche, and demographics.
Behavioural data:
Behavioural data – also known as engagement pattern, reveals the way prospects interacted with your webinar. This information showcases the intensity of each prospect’s interest in your webinar content. Behavioural data includes different aspects like:
- Questions asked during a Q/A session
- Engagement time
- Content download and rewatch frequency
- Audience feedback
- Shares or views on social media posts etc.
Miscellaneous data:
Include other attributes that correlate with sales qualification, such as purchase history. Remember to check your buyer’s personas to ensure that you do not forget any important thing.
If you have already set up lead scoring, start implementing a lead scoring system-centric around lead generation webinars. It will give more meaning to your data set and offer your B2B sales team more relevant information to lock the deals effectively.
How to Nurture Webinar Leads Effectively?
As discussed earlier, not every webinar lead will convert into sales after watching your webinar for lead generation. In fact, some of the subscribers won’t even attend the session. That’s why it’s mandatory to set up effective post-webinar lead nurture and promotional strategy to push your leads further down the sales funnel.
Offer on-demand recording or highlights of the event
Around 30% of all webinar leads just watch the on-demand webinar session. Keeping this stat in mind, always promote an on-demand video of your webinar to engage the leads who somehow missed the live event but are eager to watch the recorded event or highlights.
Provide relevant content post-event
Leverage feedback from live Q/A sessions and surveys forms to produce more relevant content that precisely addresses your prospects’ needs. Always remember, your content doesn’t necessarily mean to be brand new. Consider transforming your trending webinar content into an ebook or PPTs. Most people appreciate the availability of webinar content in the form of easily accessible PDFs. Promote your content via emails to nurture leads throughout their journey with your brand.
Email Follow up
Once your webinar ends, send a soft gesture email to thank the prospects who attended the session. You can also use this email for feedback about your webinar for lead generation.
Conclusion
Webinar for lead generation is a well-tested and effective digital marketing strategy. You can produce and nurture your leads at every sale funnel stage by leveraging webinar lead generation strategies. Test the webinar lead generation tips discussed above to generate and nurture leads more effectively.
