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In today's fast-paced digital landscape, webinars have become an essential tool for demand generation. They're a great way to attract potential buyers and introduce them to your product or service. But with over 60% of B2B marketers reporting reduced or stagnant budgets, marketing teams are feeling the pressure to find more uses and ROI from their tech-stack or risk losing them completely, including tools like webinar platforms. This makes it imperative for marketers to use webinars in many more ways in the buyer journey. Let's dive into how tools like Webinar+ help attract qualified leads into your funnel, convert them to SALs, drive more sales meetings, and beyond.
Webinars can be a great way to fill up your pipeline.
This top of the funnel (aka ToFu) tactic is the most common webinar use case for a reason. These help in attracting greater MQLs. You can even analyze your content’s performance. For instance, how many people watched your webinar, how engaged they were during the session, and so on. All of this information can help you fine-tune your webinar strategy and make sure you're putting out content that resonates with your target audience. These typically bring together demand gen and events teams to showcase your brand’s expertise for target audiences through thought-leadership sessions, expert panels, fireside chats, or AMAs.
So you've managed to get people interested in your product - nice work! Now it's time to give them more solid, trustworthy content. The idea here is to build up your credibility with potential customers and keep them engaged as they move further down your sales funnel. Doing so not only helps in greater MQL to SAL conversion (that's "Marketing Qualified Leads" to "Sales Accepted Leads"), but also helps in closing greater demo requests from your webinars.
There are a lot of different topics that can work well at this stage. Client success stories show people how your product has helped others in similar situations. Use case examples give prospects a concrete idea of what your product can do for them. And if you really want to impress audiences, you can host webinars that showcase the latest and greatest developments in your industry.
Of course, you'll want to make sure all of this content is actually working for you. Look at the engagement analytics to see if your audiences were truly engaged, did they chat, participate in polls, ask questions, and so on.
Now we're getting to the really important stuff: conversion! This is the stage where you want to give your prospects a taste of what it's like to be a customer of yours. One great way to do that is through product demos that are specifically tailored to their interests and goals. Speaking to their needs ensures faster deal acceleration, pipeline generated, and sales meetings closed.
Putting these demos together is a team effort. Your field marketing and sales teams will work together to tell relatable and compelling stories in an engaging way.
A signed contract is just the beginning! You can keep customers are happy and satisfied with their experience, too, which translates to lower churn, higher retention, and greater brand advocacy, and loyalty. That's where the field, client experience, and product marketing teams come in.
At this stage, you can give and get more love from your customers by unlocking more benefits to your product, answering their questions, and gathering feedback. Best practice content that highlights excellent customer service can also be really helpful here.
To go the extra mile, you can build a customer advisory board and get their input on key product questions which builds loyalty and keeps your customers engaged with your brand. Happy customers are loyal customers, and loyal customers are your best brand advocates!
Working the entire marketing funnel or customer flywheel can be overwhelming, as it involves various cross-collaborations and critical performance metrics. That's why it's so important to have the right webinar tools for the entire team to help plan and track it all.
Webinar+ not only lets you build out strategies for every stage of the buyer and customer journey, but it also helps you track and measure your success along the way.
Contact us today to get a demo, and learn how Webinar+ can fit into your marketing stack.
Hubilo is the event professional’s event platform for live, hybrid, and virtual events. Founded over 5 years ago to revolutionize engagement at in-person events, the company makes it easy to bring people together anywhere, anytime. Hubilo’s powerful engagement features, personal client experience team, and custom branding tools have helped create over 12K events and counting. Headquartered in Bangalore and San Francisco, Hubilo’s nearly 400 employees are dedicated to co-creating the world’s most important events: yours.
