For Technology Product Management & Marketing Professionals (Length: 14 pages)
August 25, 2008
How To Make B2B Webinars Deliver Better Leads
Planned Pre-Show And Follow-Up Communications Are The Key
by Laura Ramos
with Bradford J. Holmes, Christina Lee, Zachary Reiss-Davis
Executive Summary (This is a document excerpt)
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.
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As part of a joint study with MarketingProfs, Forrester surveyed 212 B2B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion and that met our minimum criteria for marketing spend and mix. Related Research Documents
May 7, 2008
December 12, 2007
June 6, 2006 |
Webinars Attract Too Many Tire-Kickers, Not Enough Leads
Step One: Use Webinars to Educate, Not Sell To, Your Target AudienceFind Documents In Related Categories |
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Original air date: Wednesday, October 29, 2008
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