How to Make Webinars a Powerful B2B Sales Tool

Margo Ovsiienko
5 min read
Sep 12, 2018
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How many webinars have you attended in your whole professional life? How many of them were a good value for time spent on watching?

You may have noticed a lot of companies, also your competitors, have been organizing live events. Webinars is a perfect way to generate new leads and build trust.

In the digital era, it’s extremely easy to organize one, but it has never been so difficult to bring up an outstanding live event that would attract the right audience and cut through the informational noise.

Even though webinars may seem a demanding, time- and energy-consuming activity from the organizational side, they have proved to be a highly effective sales tool.

So are you ready to learn how to run webinars to bring your leads down the funnel and close more deals?

Webinar as a part of a broader sales strategy

If you have previously mapped out your sales funnel content, webinars will find their place in the middle-of-the-funnel layer.

Once you have attracted your website visitors with the top-of-the-funnel content, e.g. articles, infographics or shorter videos, you are ready to go with webinars.

You may want to target your audience and website visitors with webinars right away.

You may consider writing a blog post or create a short teaser video prior to the webinar that would spark interest of the webinar topic. Blog posts and short videos are pieces of content that are a good choice for the top-of-the-funnel content. If you are using paid ads to drive traffic to the webinar page, you could consider targeting your audience with an article or a teaser video that would contain links or banners to a webinar landing page.

If you ask yourself a question why doing webinars and why is it better than ebooks or longer video content, you may come upon a few arguments that stand for webinars.

73% of marketers consider webinars the best way to generate high-quality leads.

Second, webinars have a human touch – you are being heard and seen, but they also allow attendees to interact with you and give you a response from “the other side of the screen.”

It creates a more sustainable dialog and rapport. We tend to buy from companies we know well, and with whom we have created an emotional connection, not just through automated emails you set through a marketing automation platform.

You are probably already asking yourself this question: “How should I organize a webinar in the right way?”

Give them the reason to watch

There are a few reasons why your potential client would sign up for a webinar. Let’s dig deeper!

#1 The topic should be relevant for a lead at the point of a sign-up

At this point, you may want to draw a brief empathy map of a potential client at the point when he is ready to join you live event.

The reason behind using landing pages instead of typical web pages is the idea to focus page visitors on taking just one action and sign up for a webinar.

Callpage hubspot webinar signup page

On a typical web page, your visitors would wander off the main action and check out your menu tabs, e.g. blog, about us section and other. Make sure taking the main action – signup – is easy.

You may have previously heard of a grandma test that is being used by product owners to prove user-friendliness of their products.

The mechanism behind the test is simple. You ask yourself a question: “Is it so user-friendly, that even your grandmother (optionally, a ninth grader) would use it?” It doesn’t refute the fact you may ask your real grandma to test it out.

Test your landing page and see if older family members can easily take up an action and sign up. Successful completion of the test would prove your webinar page is logical, clear and user-friendly.

People tend to forget. If you don’t follow up with a reminder, chances are high they won’t turn up for a webinar.

That’s why it would make sense to set up reminders one day, 1 hour and 15 minutes before the start. You may want to work out your own system of reminders. The best option would be to A/B test and rely on a test outcome.

Make it easy to add the event to the calendar. There are some tools, such as Addevent that make it super easy to add the event to the Google, Outlook, calendars.

Add to calendar webinar
Callpage webinar call to action

You may place this call to action on your thank-you page. In Addevent you may also track how many of those who signed up have put the event down in their calendars.

Callpage tracking number of downloads

At Callpage, we use WebinarJam, but you may also check out ClickMeeting. The most important points you have to take into account are, for example, how big the webinar rooms are, how easy it is to use the software, what are the capabilities offered for the presentation and the scope of analytics in particular.

After you have already prepared your presentation and invited the guest for the webinar (or ready to be a webinar host yourself), you need to take care for one more key aspect: to properly promote a webinar through your social media channels.

Once you have carried out the webinar, you should try your best to stay in touch with your attendees even weeks or months after the webinar is over.

Some leads need more time to convert into paying customers and you have to be ready for a deep lead nurturing process. It can be achieved by designing actionable workflows in the marketing automation platform or even inviting for a webinar once again.

What are your experience with webinars? Share your thoughts.

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