How Can Your Webinars Help Lead Generation and Qualification?
Lots of different methods exist today to generate leads - white papers, trade shows, paid search and so on. But did you know that your webinars were also a great way to acquire new business leads? It is also an opportunity to qualify them and integrate them in particular to your nurturing strategies.
Why create webinars?
For them: it allows to learn for free on a subject, to interact directly with you to have more details, clear points on the subject.
For you: this allows you to collect valuable information about your leads. This will also help you in your Nurturing strategy , feeding your leads with interesting content for them.
What is the best moment?
8 - 9 pm: the day begins, so there is very little risk of having a meeting that has overflowed and you lose listeners.
2 pm: early in the afternoon, there is usually no break at this time.
However, depending on the geographical area you want to reach, take care to take into account the time zones. The best way is to do several webinars depending on the location of your leads to touch them at the right time.
What actions and why?
Use Marketing Automation to qualify your leads
For already registered webinars, Marketing Automation can represent a real added value for your lead generation :
- Score the leads according to the time spent on the webinar: This allows to know the interest that we last for the subject presented. The same score will not be assigned to a person who watched 25% of the video as a person who viewed the totality.
- If your webinar focuses on one of your solutions, you can, according to the time spent by each on it, segment your leads. This will allow the sales teams to know their degree of qualification and to intervene more easily behind.
- Watch which parts of your webinar were the most watched and which ones were most popular. This will allow you to have axes of improvement , to know what worked, if your video is too long etc.
- If you want to communicate on a solution with an ABM (Account Based Marketing) strategy , a webinar dealing with a similar subject will allow you to detect key accounts . For example, people who viewed more than 50% of your webinar will be considered qualified enough to be targeted with a personalized message.
You might also want to look at partnering with another company to help widen your audience and reach new prospects.
How and where to communicate?
Through your blog
This will allow you to reach your loyal readers, customers as well as leads. In addition, thanks to the social sharing buttons , your publications will see their visibility be increased tenfold.
Make a calendar
Seeing the next webinars on your site or via targeted social networks will allow you to have more signatures.
Communicate on your Linkedin groups . Linkedin is not only a social network to build its network but also a real tool for promoting B2B. The groups give you the opportunity to increase your lead nurturing and lead generation strategies . Whether it is through notifications or emails, you will be able to keep your members informed.
Emailing your campaign
Be sure to restart your segmented listings to get a better return rate.
A first salvo 2 to 3 weeks before the date, to allow time for your target to consider the possibility in relation to their schedule. 1 week upstream to revive undecided or forgetfulness. Finally a third batch in the 72 to 48 hours before your presentation. Tuesday, Wednesday and Thursday are usually the best days to send your invitations.
Your email must be attractive while remaining as simple and clean as possible so as not to lose the user with too much information. One CTA (Call to Action) is enough and must redirect to a landing page . It must have a short presentation and above all a form to obtain information on your leads (email, name, function etc.).
It must be responsive so that the CTA button is identifiable and clickable.