Why B2B Webinars Work: The Guide to Effectively Reaching Your Market Online

Developing an effective business-to-business (or B2B) marketing mix requires careful planning, strategizing, and execution. This is also true for B2B webinars.

Organizations that promote directly to consumers (B2C) only have to convince an individual that their services and products deserve attention. However, successfully marketing to another company (B2B) often means establishing brand recognition and credibility within several job functions and throughout multiple departments.

Fortunately, the return on investment (or ROI) is often well worth the additional efforts. Total quantities purchased in a B2B model often far exceed those in a consumer-based setup as companies often buy in bulk to fulfill large contracts.

Because the sales process in a B2B approach can often prove far more intricate and time consuming than direct selling to consumers, it’s critical to implement a thorough marketing plan that drivers brand recognition and delivers results.

For entrepreneurs in virtually every industry, this means incorporating B2B webinars into corporate online promotional initiatives.

 

Understand the Benefits of B2B Webinars

B2B webinars grant companies an opportunity to target and educate a specific audience on the benefits and advantages of their specific corporate offerings. If you’re not currently utilizing video conferencing to extend the reach and recognition of your brand, it may be time to start.

Using B2B webinars in your marketing strategy offers several invaluable advantages including:

 

Streamlined and Affordable Production

The first thing many entrepreneurs notice when utilizing b2b webinars in their marketing strategies? Just how easy and affordable they are to produce.

In-person meetings definitely bring a distinctive and comprehensive range of advantages; however, coordinating the logistics of a face-to-face appointment can prove challenging at best.

Getting time on everyone’s already-busy schedules can seem an impossible feat. Additionally, live meetings bring with them a relatively expensive price tag, particularly when it comes to travel expenses.

Webinars can quickly minimize costs. Hosts only need webinar software and a few other items to go live at any time and from any place.

 

Connection with a Broader Audience

As already mentioned, in-person meetings and appointments are often highly sought after, but not always possible due to time and expense. Also, face-to-face engagements can have limited audience reach.

B2B webinars instantly eliminate restrictions on how many people you can reach at once.

A single session allows you to connect with as many prospects as you’d like; attendees simply have to log in at an appointed time wherever they’ll have access to a computer.

Not only can you promote your business directly to several organizations at the same time, B2B webinars also allow you to connect with multiple locations of the same company simultaneously to streamline the purchasing decision-making process and ensure everyone receives identical information.

 

Dialogue with Interested Participants

Some marketing resources, such as printed materials and emails, only allow businesses to talk at an audience. Webinars grant a chance to talk with an audience.

During your B2B webinars you’ll be able to pitch your products and create a dialogue with anyone tuning in.

Beyond general discussions, a well-appointed session also offers designated question and answer segments to enhance attendee engagement and participation.

 

New Lead Cultivation

Webinars that focus on a specific topic or industry trend not only boost audience attendance, they also offer a relatively effortless way to generate new leads and prospects within your organization.

As the host of the webinar, you can ask interested guests to register for your event in advance. Customize your registration form to ask for the most relevant lead information such as contact information, job title, and other critical details for follow up at a later date.

Customize Webinar Registration

 

Strengthened Current Partnerships

B2B webinars aren’t only beneficial when cultivating new prospects; this online resource can also be used to nurture and strengthen the professional relationships you already have.

Offering exclusive webinars to existing clients can help you nurture your current partnerships and further develop brand loyalty within your consumer base.

Also, B2B webinars can be used far beyond the sales pitch; many business owners actually use webinars as a powerful resource to train customers on how to use products or even troubleshoot solutions with clients as needed. Your clients will appreciate knowing that they have access to you and your organization whenever they need it.

 

Establish Industry Authority

Many businesses claim industry authority; however, few have the fortitude to prove it on a consistent level.

B2B webinars allow you to do just that; you can host as many webinar as you’d like on a slew of hot industry topics and trends. You’ll have the opportunity to connect with, inform, and educate your audience on what’s up and coming in your designated field, instantly establishing your brand as in-the-know experts. In no time, you’ll become a Thought Leader in your industry.

 

Live Demonstrations

Why simply tell consumers how great your products are when you can use your webinar session to show them. Unlike other marketing materials that only offer static lists and outlines, B2B webinars provide a dynamic forum for live product launches and demonstrations.

Why simply tell customers how great your products are wen you can use your webinar session to show them

Sustainable Marketing Impact

Most importantly, the impact of B2B webinars lasts well beyond the event itself.

B2B webinars can be recorded and filed for use at later dates, allowing your business an opportunity to connect and engage with other businesses in the future without having to regenerate new content.

 

Tips To Reach Your B2B Market Online

Once you’ve made the decision to leverage the power of B2B webinars, it’s critical to create an initiative focused on reaping optimal return on investment.

When developing your webinar, include a few proven tactics to ensure you maximize results and overall impact, such as:

 

Determine Preliminary (But Important) Logistics

The logistics and details are just as vital as the content of your B2B webinars. There are a slew of items to consider when putting together your hosting plan.

  1. Choosing a Topic: First on your details checklist? Picking a topic. What you will discuss will play a major role in generating attendee interest. Think about your targeted audience demographic and select a topic that will solve a relevant problem for them.
  2. Webinar Agenda/Speakers: Now is the time to think about if your webinar will be a solo act, or a group collaboration. Once you’ve zeroed in on the topic you’d like to explore, you should consider whether you’d like to invite guest panelists to participate in your discussion with you. Having guest speakers can add dimension to your presentation, diversity the discussion, and encourage more businesses to tune in to hear what you have to have to offer.
  3. Scheduling Details: You will also want to consider scheduling details during the planning phase. Yes, it’s easy for key members at various companies to tune into a webinar. However, you will still want to think about the best time host your event so as not to overwhelm everyone’s already full daily agendas. Avoid Fridays and Monday sessions whenever possible and consider morning time slots to boost your potential audience turnout.
  4. Webinar Time: Finally, when coordinating the details of your B2B webinars, pay careful attention to length of your overall presentation. Limit your webinar to 60 minutes or less to maintain attention with your guests from start to finish.

 

Create Original Content


Once you’ve decided what you’ll talk about, you’re ready to begin crafting together your marketing message for the masses.

Don’t simply regurgitate old promotional missives and slideshows. Instead, pique interest and maximize impact by creating original, thought-provoking content for your B2B webinars.

Effective B2B webinars seamlessly blends visual and audio components. As you create your event, consider utilizing a combination of compelling graphics, statistics, live product demonstrations, and written slides to deliver a multi-sensory experience to your listeners.

Also, don’t miss out on an opportunity to connect directly with your audience when developing your presentation. Always set aside specific times to host question and answer segments. Knowing that they will have time designated for inquiries will help hold their attention throughout the entire session.

 

Promote Your B2B Webinars

Effectively promoting your upcoming B2B webinars will ensure overall event success.

Many attendees will often signup on the actual day of your session. It’s important to start marketing your efforts early and continue them right up until you go live.

Use all resources available to you including social media pages, email invitations, blogs, and even a registration-landing page specifically designed to log attendees as well as their contact information for future lead follow up.

 

Rehearse Your Delivery

Never go into live B2B webinars without practicing beforehand.

Webinars are user-friendly and intuitive; however, you will still want to go through the hosting process to ensure you know exactly what to do on event day. Additionally, you and any guest speakers you may have will also want to rehearse individual sections of the presentation to gauge duration of event as well as to identify if there are sections that may need some tweaking to ensure you make the best impact possible on listeners.

 

Follow Up

Remember all the leads you collected during the event registration process? It’s important to follow up on every single one of them.

Reach out to every contact (even multiple contacts at the same organization) to keep the conversation going with prospects.

Additionally, following up allows you to connect with businesses contacts may have registered for the event but didn’t have the chance to actually tune in furthering the reach of your online marketing efforts.

 

Repurpose B2B Webinars

Once you’ve hosted your webinar, be sure to file your B2B webinars in an easily accessible location.

As a marketer or sales representative, you are constantly directing new potential customers into your sales funnel.

Recreating relevant B2B webinars with each new prospect can prove a major waste of time and resources. Repurposing recorded webinars as needed to connect with other businesses as a way to maximize results while minimizing expense.

Put easily accessible versions of your demonstration on your social media pages, blog, and website to ensure you get the most mileage possible out of this effectively online marketing tool.

 

Start Hosting!

To facilitate amazing B2B webinars, you’ll need powerful webinar software. BigMarker is a modern webinar platform that offers a full stack of marketing tools to help you maximize your ROI. Start your 14-day free trial today or send us a message if you’d like help getting started.

Resources

http://www.chiefmarketer.com/4-reasons-b2c-marketers-use-webinars-lead-gen/
https://hingemarketing.com/blog/story/why-should-webinars-be-apart-of-your-b2b-content-marketing-strategy

How to Effectively Drive Webinar Registrations and Conversions

If you’re planning to host webinars in the near future, you’re probably pretty excited about their potential. Companies from all over the world and in countless industries have used webinars to increase their reach, build their authority, and, of course, turn viewers into customers.

However, that doesn’t mean you’re guaranteed the result you want. While there are plenty of important parts to virtual presentations, if you don’t know how to drive webinar registrations and conversions, the actual session you host won’t do a whole lot.

A brief primer on webinar registrations

Before we go jumping into the nuts and bolts of driving webinar registrations and conversions, let’s make sure everyone is on the same page about this topic.

After all, if you’re new to webinars and/or marketing, you may not understand why having people register for your webinar is so important. Some have even worried that putting a step like this between viewers and webinars may actually be counterproductive.

Webinar registrations are important because they help you build a target market. Registration data teaches you about the people signing up for your webinar, including how they heard about it.

That’s not all. Webinar registrations provide email addresses, allowing you to contact the audience about new programs and opportunities.

All things considered, you ultimately want to drive conversions. Webinars are great for countless reasons, but if they don’t lead to revenue, what’s the point?

Conversions are ratios of how many webinar attendees become customers. It may not happen immediately and it may take you several programs, but it’s still important to drive this number.

Now that we’ve covered webinar registrations and conversions, let’s move on to talking about how you can increase both.

Understanding the relationship between webinar registrations and conversions

Understanding the relationship between webinar registrations and conversions
On the left we have registrations and on the right we have conversions…but how are they related?

The first thing you need to understand about webinar registrations and conversions is how the two are related.

You might think this is obvious: Without registrations, there cannot be conversions.

That’s true, but it doesn’t tell the whole story. If you only get that far in your understanding of how the two are connected, you’re going to be very disappointed by your webinar’s results.

The people registering for your webinar will have a direct effect on your conversion rate because of the types of people who are registering.

Take this example…

Let’s say you’re a fitness coach and you specialize in coaching men older than 40 in weight loss. In an effort to sell books, courses, and more to clients, you decide to use a webinar where you cover basic topics, answer questions, and engage your audience.

After your webinar, you see that you hardly converted anyone. With a bit more digging, you learn that the vast majority of people actually dropped off early on into the webinar.

What went wrong?

It turns out your registration process set you up to fail. It didn’t mention that you were only focusing on men 40 and older. All you talked about was weight loss, six-pack abs, and easy diet plans. By trying to market to everyone, you ended up converting no one.

That’s an extreme example, but it illustrates how webinar registrations and conversions are related.

With that established, let’s dive into how to drive conversions.

Know your audience and how to target them

know and understand your webinar audience to drive webinar registrations
Different people – different goals and motivations!

Never assume you know everything about your market and your customers. It’s easier than ever before to learn more about them, so it’s worth researching which sites they visit, who they follow on social media, what their goals are, and more.

Truly understanding your audience helps you craft a message that resonates with readers and drives registrations.

At some point, you’ll have a large email list you can use for this heavy lifting, but right now, you may have to rely on ads or social media to promote your webinar.

Use ads to drive webinar registrations

It’s important to know where your audience will be and to craft an ad that will resonate. The more time you spend researching and testing this, the more effective your ads will be.

Video ads are one of the best ways to advertise a webinar and build interest. They give viewers a great idea of what to expect when they join your webinar.

So what kind of first impression should you make?

First, the audio and video must be perfect. This communicates to registrants that they will be able to see and hear the webinar.

Second, presentations must be polished. They don’t need to have expensive graphics and features, but they need to be delivered smoothly, succinctly, and confidently. This conveys that you are a trustworthy expert, and attendees will be more likely to register for future webinars.

Third, your audience should receive compelling information. Ideally, this is actionable advice that they can use right away. If you’re able to give them concrete help in an ad – even if it seems small – they’ll be incentivized to attend your webinar for more information.

Video ads are easy to run on YouTube, but what if your audience prefers Facebook or LinkedIn?

On sites that use static ads, you can redirect your audience to a shorter, teaser ad video on a landing page.

Earn webinar registrations through email

Over time, you’ll grow a reliable email list to attract registrants every time you host a webinar. If your content is always amazing, one email should be enough, right?

Unfortunately, that’s not usually how it works. Webinar experts with great content still struggle to keep attendance high.

To avoid this problem, first and foremost give prospects plenty of time. Instead of emailing them for the first time a few days before the webinar, help them plan for it by announcing it ahead of time.

For best results, use a three-week period when following up with prospects. You can always make it longer, but on average, 91% of registrations happen three weeks before the webinar.

Now, what kind of email are you going to send?

To drive webinar registrations, you will want to mix it up. For example, if you were to send three invitations, you might start with an HTML email, then a plain text email, then an HTML email again.

You should also vary the promotional message you use. It’s important to understand your audience, but in this case, we’re referring to the tone and verbiage. In one message, you might be formal. In another, you might be more personable.

When you create variety in your emails, your recipients can’t predict what you’ll send next. This piques their interest and makes them more likely to register.

Before we move on to conversions, we’ll leave you with one piece of advice about the copy you use to drive webinar registrations: Promise something big.

People take the time to attend webinars because they are looking for something impactful and they believe they will gain something valuable. It is important to give them a sense of certainty that the webinar will change their lives or businesses in an important way.

The art of turning webinar registrations into conversions

improve webinar registrations and conversions
Ramp up your ratios!

As discussed earlier, if you have a strong foundation of webinar registrations, it should be manageable to convert quite a few. This will be especially true if you follow our advice from the previous section and excite people about what you have to offer. They will show up ready to convert before the webinar even begins.

You might be wondering, “What is a good conversion rate?” The truth is that there’s no way of generalizing this number across industries and product lines. All you can do is look at the ratio between registrations and conversions and continuously improve it.

Give an exclusive offer

One way to increase conversions is with an exciting and unexpected offer during your webinar. Even if your goal is to sell at the end of the webinar, it is key to provide exclusive, obligation-free offers. This will excite them and they will want to reciprocate.

It’s important to hype this exclusive freebie. Instead of simply stating the offer, build up to it for a natural yet attention-grabbing moment.

Save the sales pitch for later

Keep the product or service out of the spotlight until the very end. Again, your webinar needs to add value, even if attendees do not convert. Webinar registrations improve when you not only promise value, but you deliver. Failing to deliver, or only delivering after you sell, can negatively impact conversions.

If you jump right into a sales pitch, it’s almost guaranteed that you will sell absolutely nothing. Avoid the sales pitch, and conversions will likely improve.

Use scarcity

Finally, you can use scarcity to your advantage. This is a powerful sales technique, and a webinar is a great time to leverage it.

Scarcity works one of two ways:

  • You can tell your audience that you have a limited quantity, or that you can only accommodate a certain number of people
  • You can make a limited time offer (e.g. After the webinar ends, they have until midnight to convert)

Of course, in order for your webinar marketing to be effective, your audience ultimately needs to be exicted about what you are offering.

Final thoughts

More than anything, each webinar you host is a learning experience. If you knock it out of the park on your first try, that’s amazing! However, don’t be discouraged if that’s not the case. The more you host, the more you learn, and your results are bound to improve.

Even when you see positive registrations and conversions, keep improving. These two components make all the difference, so the better they are, the better your overall results.

Start hosting!

To drive webinar registrations, you’ll first need a webinar software that allows you to design an amazing landing page. BigMarker is a modern webinar platform, offering a full stack of marketing tools that help you capture leads and maximize the impact of your webinars.

Start your 14-day free trial of BigMarker today, or send us a message to get in touch.

 

 

Sources:

https://blog.hubspot.com/marketing/how-to-increase-webinar-registration#sm.000011dwb1h6t8epau77f3bhms60v

https://www.thebalance.com/increase-webinar-registrations-with-landing-pages-2531490

7 Ways to Improve Your Webinars (and Conversion Rate)

The Pros and Cons of Hosting an Automated Webinar

When it comes to hosting a webinar, you have two main options: you can do it live or you can record it and play it for viewers later. Before you make a selection, keep reading about the pros and cons of the latter version, an automated webinar.

What Is an Automated Webinar?

Before we jump right into things, let’s make sure everyone is on the same page about the definition of an automated webinar.

Simply put, an automated webinar is a webinar that is prerecorded. Therefore, it’s not “live” when people see it. As you can then continue playing it whenever you like (e.g. based on actions from another person), it’s referred to as an automated webinar.

Pro: You Can Use It Again and Again

This leads nicely to our first pro of using an automated webinar, which is that once you have yours done and recorded, you never have to go back and do either again. You’ll always have this great evergreen content on hand.

Companies that utilize live webinars have to host them over and over. This means that someone has to take time out of their day to stand in front of a camera for 30 to 60 minutes. If there are graphics involved or any other part of their presentation, those have to be synced up and played, too.

With an automated webinar, that’s not the case.

 

automated webinars evergreen content 2

 

Pro: Automated Webinars Can Be Viewed 24/7, 365

It’s because of this that your company can use an automated webinar around the clock and around the year.

Another drawback of the live version is simply that you’re leaving out a whole lot of people who would like to attend but can’t because of scheduling conflicts.

This includes people who may have prior obligations, but we’re also talking about whole countries in other time zones for whom it might simply be too inconvenient to attend your webinar.

By recording an automated webinar, people can watch yours whenever it makes the most sense for them. Never again lose viewers because of timing issues.

Pro: There’s No Need to Be Around

This is similar to the last point but worth bringing up by itself, too. Some of you may be small business owners or entrepreneurs who are pretty much going at it alone.

Among other things, this means you’re solely responsible for doing the work it takes to keep your company afloat.

If you have a webinar recorded that you can play whenever it’s needed, all of a sudden you have some serious time freed up. You could use it for any number of productive activities.

Pro: You Can Make It Absolutely Perfect

The biggest fear most people have before hosting a webinar is that they will screw up. This isn’t hard to believe given that the majority of people’s greatest fear is public speaking. Just because they’re not directly in front of an audience doesn’t necessarily make things any easier.

Some people definitely do screw up, too. While no one’s perfect, you don’t want to have your company poorly represented because the host of your webinar isn’t able to deliver when you go live. This could make your business look amateur, especially if competitors are doing much better with their webinars.

An automated webinar not only erases this problem but actually gives you quite the advantage, too. You can take all the time you need to create the perfect webinar. You can even edit the best shots from multiple versions so you get the most impressive version possible. Obviously, this would be impossible to do live.

Pro: Your Sales Funnel Just Received a Valuable Component

Some companies use webinars as standalone solutions. Others use them as a source of revenue (more on that in a moment).

Still others rely on webinars as part of their sales funnel. When qualifying potential customers, a webinar can be an attractive method for moving customers from one step in the funnel to another.

If you only ever do recorded seminars, this can be a bit trickier. They’re still helpful but because you need to make your prospect wait until the next time you’re giving one, you run the risk of losing them.

With an automated webinar, the moment they make the qualifying decision, you can send them the next webinar.

Pro: Automated Webinars Can Mean Automated Incomes

As we touched on a moment ago, an automated webinar could also mean a reoccurring source of revenue for your company.

After all, as you’re probably aware, lots of companies charge viewers to watch their webinars. Just because yours is automated doesn’t mean you need to charge any less. Although you definitely want to be honest with them about this, if you have some powerful testimonials to advertise from people who gained a lot from your webinar, this won’t be a problem.

Pro: You Can Produce Them Whenever You Want

Finally, just because you record a webinar doesn’t mean you have to keep using it for the remainder of time. Although one of the strengths of automated webinars is definitely the fact that you can use them over and over, this doesn’t mean you can’t create new ones whenever you want.

Look at people with YouTube channels who regularly create new content. They don’t let their preexisting library limit how much content they create going forward. You shouldn’t let this stand in your way, either.

As time goes on and you get better and better at recording webinars, it will become that much easier to launch a new one whenever you like. If you have an email list, it will also be easy to put these webinars in front of people who have already enjoyed your earlier efforts.

Now, that being said, automated webinars aren’t perfect, either. There are some serious potential drawbacks to think about, too. Let’s look at them now.

Con: No Urgency

One very powerful way to get people to sign up for your automated webinar is by emphasizing a sense of urgency. Many companies do this by letting people know they will only let attendees sign up until a certain day or up to a certain amount of people. After that, no more people will be allowed to attend.

As you can imagine, this can make a webinar “sell out” quickly, even if the sense of urgency created is completely artificial.

This is difficult to do with an automated webinar. It’s not impossible, necessarily. You could say that you want to keep attendance to a minimum to make it easier to answer people’s questions afterward, but you’d have to make a pretty good case for this.

Otherwise, it will look suspect. People will also know that you’ll most likely be offering your webinar again later, so what’s the point of rushing?

Con: Lack of Interaction

One big drawback you really can’t overcome when hosting an automated webinar is that you can’t count on the same level of interaction as you would get during a live version. There’s just no way for someone to ask you a question while a recorded webinar is playing.

If you were to somehow allow this, it would just make more sense to do the webinar live in the first place.

This is no small drawback, either. Many people look forward to webinars because they know they’ll get a chance to ask questions of an authority figure.

Other times, someone might be a bit confused by a certain point and now have no way of asking for clarification. You’ll most likely lose these people even if they were originally quite enthusiastic.

Con: They’re a Lot of Work

Any webinar is going to take a lot of work. The difference is that, as we just touched on, during a live one, you can answer questions, ad lib and roll with the punches as necessary to create the best possible experience for your attendees.

With an automated webinar, you need to do your best to anticipate what people may be thinking as they watch your program. You also have to do your very best to limit the questions someone could possibly have.

After you launch your first one, you should receive sufficient feedback for making necessary changes that result in a better product. Nonetheless, this can be a bit frustrating and definitely requires a lot of work.

Con: If You Don’t Do Them Well, There’s No Point to Doing Them at All

Along the same lines, your automated webinar needs to be perfect. The people on the other side can usually tell that your program was prerecorded so they won’t have much patience for anything other than a flawless delivery.

If you mess up a word or screw up a line even a little bit, you’ll have to start over. No matter how small the mistake may be, it must be redone.

Otherwise, your viewers are going to feel like you don’t really care. Even when the automated webinar is completely free, remember that they’ve set aside 30 minutes or more to listen to you, so you have to make a sufficient effort.

Con: You Can’t Reference Time-Sensitive Events

Depending on how dynamic your industry it is, you may have to stay away from references to time-sensitive events during your prerecorded webinars. Otherwise, they’ll quickly become outdated, which definitely will not help your cause.

For example, say you mentioned a certain regulation that plays a big role in your industry, but it is repealed or otherwise modified within a month or so. Your webinar is now going to confuse people or, again, make your business look out-of-date.

Con: They Can Come Off as Cheap

Finally, there are a couple of reasons your automated webinar may come off as cheap, which is just about the last thing you want.

We’ve touched on these to some extent or another, but we’ll summarize them here.

First, the lack of engagement can make it seem like you weren’t concerned about your viewers and just wanted to put something together. As live webinars continue to grow in popularity, this will increasingly become the case. Someone who attended a webinar last week where audience members could ask questions will be shocked to find they can’t at yours.

Also, as engagement continues to be seen as a premium, not having it will look like a rip-off.

Second, being able to access a webinar 24/7 is great, but it also makes it look less valuable. Unfortunately, humans tend to correlate exclusivity with value. Therefore, by trying to be helpful and make sure people can watch your webinar whenever you want, you’re actually hurting your chances of impressing them a lot of the time.

How to Have the Best of Both Worlds

We’re going to end with this final section about how you can have a webinar that benefits from both versions.

To begin with, if you’re nervous about recording, either have someone else do it or practice until you get it right. Also, as we’re going to recommend you do a live version, don’t expect too much from yourself at first. Know that you probably will make a mistake or two, but that it’s okay because you’re going to be improving.

Once you have the live version done, you’ll then take the recording and offer it to people. Just like with an automated webinar, this can be incredibly helpful for those who can’t attend when you hold the live version.

Don’t keep it up indefinitely, though. To ensure you leverage the power of urgency, only leave it up for a week or so, depending on your market.

Also, make sure you’re gathering emails in exchange for access. This introduces a certain amount of exclusivity but is also just great for building that all-important email list.

If you have the time to put out new webinars regularly, continue using this formula. Your list will make it easy to keep bringing in new viewers.

Overall, as long as you put time into your automated webinar and understand your market, it should be a major asset for your company. To start hosting effective, amazing automated or live webinars, check out BigMarker to get started. Or send us a message if you have any questions.

 

 

 

 

 

 

Sources:

https://www.linkedin.com/pulse/9-benefits-using-automated-webinars-kevin-o-connor?articleId=7962487576932234805

http://www.automationcore.com/pros-and-cons-of-automating-webinars/

https://s3.amazonaws.com/ewlaunchcontent/6-Money-Making-Features-And-Benefits-Automated-Webinar-Platform.pdf

5 Best Practices For Creating a Killer Automated Webinar

The Best Webinar Tactics For Hosting Software Demos

Web conferencing has unearthed an entirely new world of sales opportunities for software demos. Before the onset of webinars, business owners promoting any type of product often had to rely on an in-person appointment to ensure consumers had an authentic product experience. This proved especially true for software products. Technology consumers often required a live, hands-on immersion into the application in order to gain a genuine understanding about capability and functionality as well as how it could enhance their internal operations.

Fortunately, video conferencing has completely changed the promotional blueprint for software demos. An authentic product experience is still paramount to closing the deal. However, sales executives no longer have to waste invaluable time, money, and resources traveling back and forth from client sites to endorse a particular product or product line. Instead, account reps can simply schedule a user-friendly, intuitive webinar to effectively and efficiently grant prospective and current clients alike a realistic user experience in a virtual environment.

Online Software Demos: Create A Webinar That Delivers Maximum Audience Impact

While online software demos offer a host of undeniable advantages, it’s important to remember that it is still, at its core, a product pitch and will require some of the same selling techniques utilized in successful face-to-face engagements. However, unlike in-person meetings, using webinars for software demos brings the added nuance of not being in the same room as your audience.

In order to successfully combat distraction (and potential boredom), it’s critical to go into your conference prepared with proven best practices that both command attention and pique listener interest. Following a few simple tips can ensure you incorporate strategic webinar tactics for hosting software demos that yield maximum audience impact and, most importantly, help you close the deal.

Know Your Client

A successful pitch means performing all necessary client due diligence before everyone logs onto the session. In short, do your homework. Familiarize yourself with key details such as what the organization does, specific software needs, existing program applications, and how your product can solve an existing problem (or problems) they consistently encounter. Current client information is vital; however, you should also find out details about the organization’s expected growth objectives and anticipated trajectory. These facts will help you develop a webinar that addresses how your product offers a solution for present requirements as well as identifies how it evolves with them as their broaden their corporate scope.

Customize Your Presentation

You may be able to use a standardized template for in-person presentations (although, you probably shouldn’t). However, webinars eliminate the opportunity for eye contact, body language and other personal touches, making client-centric software demos are a must. Up your game by creating a one-of-a-kind, customized webinar experience for your audience. Use all the information garnered during your research phase to create a distinctive session that truly resonates with them as an organization.

Get To The Point

Saving time is a major webinar benefit, both to you and your client. No travel hours required – Users simply log in from the comfort of their own office. Don’t squander an opportunity to show your audience that you value their busy schedules by taking the long road to the big picture. Your prospect has probably already done their homework on you and your company and already knows enough about what you have to offer; kicking things off with extended introductions and long-winded company credentials/accolades will only bore (and possibly frustrate) them. Make the intro brief and delve into your message as soon as possible.

Dodge The Data Dump

You will also want to keep things concise with the actual software demo as well. Yes, it’s tempting to show your captive audience everything your product does. But how much of it will they actually find relevant? Wasting time with bells and whistles they can’t apply to their internal operations immediately can feel off-putting to your listeners. Plus, droning on about irrelevant functionality makes it seem like you’re out of touch with their specific needs. Avoid the product data dump at all costs. Instead, focus on the features that offer a solution to their existing problems. This instantly lends value and credibility to the session, proves you understand their needs, and demonstrates how much you value their time.

Show Don’t Tell

Once you’ve pinpointed relevant product features and capabilities, create a presentation that allows you to show your audience how they work, rather than simply telling listeners about it. Online software demos offer you the ability to connect with your attendees on an audio and a visual level; it’s important to tap into both for an optimal sensory experience that informs and captivates your crowd. Rather than simply listing product features, create a compelling story with your slide deck that clearly:

  • Identifies your clients’ biggest obstacles
  • Illustrates the significant impact of these issues
  • Explains how your software delivers an ideal solution

Highlighting scenarios where your product provides value in their day-to-day routines has a more significant affect then simply listing its benefits.

Discuss Key Differentiators

Also, when developing your narrative, you should always showcase your software’s unique selling points. Chances are, you aren’t the only option available to consumers. What makes your product stand out from the competition? What do you offer that others don’t? Your slide deck should illustrate your biggest differentiators for enhanced audience influence.

 

webinars and video conferencing for training

 

One critical factor that you should always highlight? Your company’s ability to offer remote support. Remind your customer that webinars aren’t just for sales demos. You can also utilize video conferencing for staff training on your products after a purchase has been made.

Additionally, you should also reinforce your ability to use webinar hosting anytime there’s a functionality enhancement or system update so their team receives the support they need to perform their jobs as effectively as possible at all times. This helps sets your business apart from the competition as a company who values convenience, affordability, and efficiency. It also allows your clients to view your organization as a long-term partner who provides ease of use with all purchased products.

Practice, Practice, Practice

Yes, web conferencing eliminates any in-person sales presentation jitters. However, while a webinar may not be in-person, it’s still a live session. Additionally, you’re not just speaking about your product; you are actually incorporating a real-time demonstration into the webinar. Before your session you will want to rehearse three key features:

  • Webinar services: Test the functionality of the webinar software you’ll be using
  • Talking points: Create a clear list of agenda topics you aim to cover during your demo
  • Software demo: Run through the demonstration you plan to perform during the webinar

Any glitches in your software demos will reflect poorly on your salesmanship as well as your product line itself. It can make your organization look incompetent as well as make your audience feel like they weren’t worth the time needed to iron out potential hiccups.

Practice each component in advance to ensure a seamless execution when you go live. Work with your internal team to smooth out any possible technical difficulties. Also, don’t underestimate the value of dry runs with your demo. Gather up colleagues and go through your entire demonstration from start to finish. Finally, always check in with your client before the session to understand their specific technology setups and determine if you can assist them with any logon questions/concerns before the webinar.

Adapt and Adjust

As a salesperson or marketer, you already know that there’s just no predicting where your sales session will go. Creating an outstanding client story and relevant demo is mandatory, but it doesn’t mean that your client will want to stick to the script throughout the duration of your meeting. In fact, chances are, they won’t…and that’s a good thing.

Don’t get frazzled and flustered if your clients try to change the direction of the meeting. Instead, adjust as needed to maintain the natural flow of the discussion. Allowing your audience to redirect the session shows your adaptability to change and acknowledges the customer is ultimately in charge. Also, their involvement in the presentation instantly makes it less of a monologue and more of an interactive exchange. Stay flexible during the webinar to encourage an extensive collaboration with the audience.

Allow for questions during online software demos and webinars

Allow For Questions

Even if your clients seem more than happy to let you lead them through the session without interruption, you should still make an effort to include them in the discussion as much as possible. Allow for spontaneous inquiries at any time. Also, consider using designated Q&A sessions throughout the demonstration to get the conversation going. Their questions can provide added insight into how your company can enhance its value in a professional partnership. More importantly, interaction enriches the attendees’ experience, increasing the odds that they will want to make a purchase from you.

Stick To The Facts

When using webinar tactics to highlight product solutions, it’s important to stick to the facts. Don’t over-promise with deliverables or embellish on capabilities. Also, if you don’t know an answer, say so. While you may not want to end your videoconference without answering every question, sometimes you may have to. Your webinar audience will appreciate your honesty and it can build trust in your relationship even after the demonstration has ended.

Close The Deal

No, it isn’t a face-to-face sales call, but it’s still a sales call. It’s always important to offer informational sessions to prospects, but your ultimate goal is always to close the deal. If the webinar has gone smoothly, and you feel like all questions have been answered, look for an opportunity to ask for the business. If you feel like the timing isn’t right, at least create a call-to-action at the end of the videoconference. Send follow up questions, setup a trial session, or ask to schedule the next webinar to keep things continuously moving towards the sale.

Start Hosting Software Demos!

BigMarker offers powerful webinar software and robust marketing features that will maximize the ROI of your software demos. Start your 14-day free trial today or send us a message if you’d like to learn more.

 

 

 

 

 

 

 

Sources:

http://venturebeat.com/2012/05/14/10-tips-for-killer-sales-demos/

http://hsm.typepad.com/inspiringideas/2009/05/5-benefits-of-adding-webinars-to-your-learning-and-training-options.html