Best Practice Report

How To Make B2B Webinars Deliver Better Leads

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

August 25th, 2008
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Bradford J. Holmes , Christina Lee , Zachary Reiss-Davis

Summary

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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