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For Sales Enablement Professionals

How To Make B2B Webinars Deliver Better Leads

Planned Pre-Show And Follow-Up Communications Are The Key

August 25, 2008

By Laura Ramos with Bradford J. Holmes, Christina Lee, Zachary Reiss-Davis

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Why Read This Report

As technology and business-to-business (B2B) marketers replace traditional offer-response strategies with community marketing practices to embrace adopter community issues and values, Webinars will become a key plank in the B2B marketing platform. Technology advances in Web conferencing and Webcasting make it much easier to engage prospects in a social dialog around the challenges they face and the solutions they seek. But a quick survey of common Webinar results shows that B2B marketers need to improve how they communicate with the attendee community before, during, and after the show to better cull the interested buyers from the bystanders.
Tags: Acquisition Marketing, B2B eCommerce, B2B Marketing, eCommerce, Enterprise Collaboration, Information Management, Interactive Marketing Strategy and Process, Lead Management, Social Marketing, Social Media, Technology Product Strategies, Web Conferencing
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TABLE OF CONTENTS

  • Webinars Attract Too Many Tire-Kickers, Not Enough Leads
  • Four Key Steps To Boost Webinar Results And Lead Quality

  • RECOMMENDATIONS

    Tie Webinars Tightly To Community Marketing
  • Supplemental Material
  • Related Research Documents
 
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