Why B2B Marketers Should Use Webinars at All Stages of the Customer Journey?

By Danni White - Last Updated on September 10, 2019
Webinars for Customer Journey

Webinars might seem like something you use just to gain attention, but they can be used for so much more. Using webinars throughout the entire customer journey is a sure way to increase your sales if they are used correctly. As 76% of B2B buyers used webinars to make a buying decision in the last 12 months, the success of the webinar can greatly impact the success of your business.

The following are five ways in which webinars can be useful through the entire customer journey.

Webinars Provide a More Personal, Engaging Type of Communication

Webinars, especially those that involve some type of action from your audience, will make your potential customers feel as though they are engaged in a one-on-one conversation with you. That is very beneficial for you, as your consumers want to feel involved.

Additionally, the actions you have your audience take can give you insights into your target audience that you may not gain in any other way. By using polls, surveys, games, and similar interactions, your audience will feel more valued and you can use the information in future B2B marketing campaigns.

Webinars Gain a Bigger Audience and More Attention Than Most Other Content

According to research, webinars are one of the most preferred content formats among professionals. In fact, webinars rank in the top 3 of both the most engaging and the most commonly consumed types of content. This means that webinars gain bigger audiences than most other content. With such popularity, using webinars for marketing through the entire customer journey should be a large part of your B2B marketing strategy. The key here is to keep that attention, so be sure you have an engaging speaker and engaging content.

Webinars are an Excellent Tool in Lead Generation

With many people, an email address is as private and privileged as their home address. If you want to gain access, you have to be providing something of value. Webinars are a highly valuable thing that most people will trade their email address for.

Even better, those that provide their information are most likely very open to what you are covering in the webinar. If they were not, they would probably not agree to spend an hour listening to you speak about it. This means that not only do webinars generate leads, but they generate high-quality leads that are more likely to become buyers.

Webinars Can Help Turn Leads into Buyers

If you could speak directly to each of your prospective buyers, you would most likely see a huge difference in your sales. Fortunately, webinars give you a chance to do just that. You can give deeper explanations and demonstrations. Additionally, potential customers can ask you questions live, and you can answer them right away. This can help overcome any objections and confusion immediately.

Webinars are a Great Way to Retain and Nurture Customers

A purchase should not be the last time you engage with your buyers. After the sale, it is important to remain available and engaging. While keeping in touch through email is effective, providing training webinars on the purchased item is even better. For instance, if your product is CRM software, create videos that show your buyer how to use each section of the software efficiently. Customers appreciate being shown how to get the most out of the product they have purchased, and they will feel valued since you care about their success.

Webinars can provide limitless opportunities to B2B marketers. With so many tools and software available to create and present webinars, including GoToWebinar, there really is no excuse to avoid them. When you decide to use webinars, do not haphazardly throw it together. Consider your audience and their needs to make the content relevant. Put your team to work adapting your marketing strategy to include this very valuable tool and watch your efforts be rewarded.

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of OnlineWhitepapers.com, BusinessWorldIT.com, List.Events, and TheDailyPlanIOT.com.

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destin...

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