BusinessMojos, recently held a webinar on what businesses can do to leverage their webinars for lead generation success, in association with LeadSquared. The guest panelist was Jerry Jose – the co-founder and Director of BusinessMojos who ran the session and talked about the importance of webinars in the marketing process, its value addition in the marketing funnel and presented relevant case studies of businesses that have benefited from it; ending the session by mentioning few best practices to do the same.
The agenda of this webinar revolved around the value webinars offer and the significance of making it a part of your marketing strategy.
Jerry, very practically stated the significance of a webinar from the attendees view-point, in a few simple line:
1.The irrationality of FREE – The psychological push.
It creates a psychological push for the attendees, which is a big advantage of webinars in itself. 99% of webinars are free and over that you get valuable information, ideas, expert advice etc. in just a single session. What more can be valuable in the scenario where nothing is free!
2.The knowledge or information
The knowledge or information imparted along the lines of your subject area and interest, through these webinars are no doubt very valuable.
3.The secrecy it offers
The secrecy offered by webinars, the freedom from being seen, judged, questioned or monitored while attending the session, is a great ingredient in making it valuable
Thus, webinars have become valuable due to the advantages it provide to its participants from a business perspective, i.e, from the marketers’ view-point.
1. The participant can be a prospective buyer or a learner or even a competitor;
2. It gives you the ability of mass outreach and real time interaction;
3. Besides its cost-effective and eliminates almost every formality involved in organizing a conference, event or seminars
Besides everything else, the real deal that makes webinars so important for marketers likes us is the wealth of information that is received, the learning that can be deduced and incorporated. The lead information that is gathered pre, post and during the webinar. The passive information that is generated through form fills and registrations. The image below explains well how webinars can help you nurture leads through the marketing funnel.
To understand the significance of webinars in the marketing funnel, you really have to listen to the webinar recording to hear how subtly Jerry has explained about the same.
Moving forward, Jerry presented three case studies of organizations that effectively implemented webinars as one their marketing channels for lead generation and were quite successful at it. It consists of the strategies that worked, the plans that did not succeed, the optimization that did wonder for the businesses in terms of lead generation.
Jerry presented the following information in the case studies:
In Case Study 1: He explained how a leading Technology e-learning provider, had implemented webinars into their marketing strategy, but did not garner much results in terms of attendance.. This is where he and his team came into place and revamped the whole webinar strategy resulting into increased form fills, attendance, interactions and finally more closures; resulting in 70% increase in lead acquisition from webinars.
In Case Study 2: He talked about a long established software vendor who in order to revamp their marketing strategy for increased lead generation and closure. They implemented webinars to create thought leadership by bringing in leading personalities, thereby making it their main selling point. The result was 45% increase in lead acquisition from webinars
In Case Study 3: This is about a leading e-commerce player in the B2C scenario. This organization leveraged webinars to educate the sellers on how to use the platform, the to-do’s and about the various seller services which can benefit the sellers in improving their online sales. The result was 25% increase in seller interaction and 40% increase in up/cross sell of seller services thereby having and overall impact on the revenue pipeline of the organization.
Although the names of the companies were not revealed by Jerry, it was quite relevant and interesting to listen as to how he and his team implemented webinar as a major game changer for marketing in these companies.
So, without further adieu, let’s listen to the webinar below and see if this strategy proves game changer for us too.
Click Here To Watch The webinar
Here is the deck used in the webinar.
