Getting quality leads in the B2B space is no small feat. Qualified leads must have a clear understanding of their business problem, a relatively urgent desire to solve it, and both the budget and institutional will to implement the solution.
The best strategy for quality B2B leads might just be interactive webinars.
In fact, 73% of B2B marketing leaders in a recent survey listed webinars as their #1 method for generating high-quality leads. B2B decision-makers are hungry for sophisticated, long-form content: 67% of registrations are for 60-minute webinars.
Here’s how to do it right:
1.Promote Your Webinar Early and Often
Most of your attendees won’t sign up the very first time they hear about your webinar. Many of them won’t even check out your landing page. The sweet spot for promoting a B2B webinar is 2-4 weeks from the date it launches. Be sure the webinar has a complete, conversion-oriented landing page that communicates the value attendees will receive.
2.Leverage Your Email Subscriber List
Email is hands down the best way to promote a webinar, driving more than half of all registrations. Social media is the next best option, adding about 15% of all registrations. Sending out an email once or twice a week with a direct registration link can substantially raise sign-ups.
3.Time Your Webinar Correctly
Wednesdays and Thursdays stand out as the best days to hold a webinar, attracting more than a quarter of all attendees. In terms of hour, 10 a.m. and 11 a.m. PST do best – perhaps because some attendees can tune in at lunch. Experiment with your local area to optimize your timing.
4.Use the Right Length and Pacing for Your Audience
Webinars of 30 minutes capture only 8% of registrations, while those of at least 60 minutes net two-thirds of all sign-ups. The optimal way to divide your time is with 30 minutes of presentation and 30 minutes of Q&A, a format preferred by 92% of attendees. A Q&A gives attendees the chance to clarify questions, overcome their own doubts, and see your expertise in action.
5.Focus on the Right Metrics
First-time webinar organizers might be concerned about attendance. Research shows that 78% of B2B webinars have 50 or fewer attendees. While this seems worrying at first, it simply reflects a time management strategy: 25% of registrants will watch the recorded webinar replay later on. Be sure it is available to them.
What are the key takeaways for webinar success?
- With appropriate planning and lead time, webinars are a great source of qualified leads
- Webinars should showcase your expertise with 30 minutes of Q&A at the end of the event
- Don’t simply read out a presentation – have an interactive discussion with your audience
Depending on attendance and the technologies used, a webinar can cost anywhere from $3,000 to $5,000. However, many B2B brands can recover those costs with a single sale. With practice, a quarterly webinar can be one of the major lead generation engines in your business.
Calculate Webinar Revenue
Now it gets interesting! Use the following calculator to understand what it could all mean to your bottom line.
Replace the numbers in the tool below with your own.
|Estimated Value of New Client ($)|
|Desired Closed Deals from Webinar||X|
|Based on your Estimated Value of New Client and your Desired Closed Deals From Each Webinar, you can estimate $20,000 revenue to be generated from each webinar|
|Avg Webinar Closing Rate*||10%||Avg is around 20%. Conservatively, we have set it at 10%|
|Attendees Needed to Reach Your Desired Number of Closed Deals||20|
|Avg Attendate Rate**||20%||Avg is around 40%. Conservatively, we have set it at 20%.|
|Registrants Needed to Reach Your Required Number of Attendees||100|
|Avg Registration Page Converstion Rate***||15%||Avg is around 30%. Conservatively, we have set it at 15%|
|Audience Needed to Reach to Drive Required Registrants||667|
To find out more, contact AIMG.