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:
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.
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.
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.
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.
- 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.
- 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.
- 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.
- 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.
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.
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 7-day free trial today or send us a message if you’d like help getting started.