Webinars continue to be a staple in many B2B demand gen strategies, with studies show that webinars are one of the most useful content formats for generating positive engagement with prospective customers. Findings from Demand Gen Report’s annual Content Preferences Survey show that close to half (47%) of respondents find webinars valuable at the early and mid-stage of their buying process. Also, close to two-thirds (64%) of B2B buyers are willing to spend 20 to 60 minutes watching a webinar — more than any other content format.
Webcast series have become popular in the marketplace, aiming to provide a “binge-worthy” content option for target audiences while offering a different format that is more engaging and valuable. We here at Demand Gen Report, as well as all our brands under the G3 Communications umbrella, believe that the key to a successful webcast series lies in first defining production and promotion processes that are scalable, repeatable and flexible.
2017 may have been dubbed the "year of video marketing," but video has yet to reach its full potential. In 2018 and beyond, B2B marketers are and will be taking greater steps to deliver authentic and just downright cool video content that engages buyers on a human level.
This special report will dive into new trends in video and share how B2B companies are humanizing their brands by creating unique video experiences for customers, prospects and even general audiences, including:
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Today’s B2B buyers are really specific when it comes to content consumption. Demand Gen Report’s 2018 Content Preferences Survey found that buyers are becoming more discerning and selective in the content they decide to consume. In addition:
Webinars have been firmly established as a go-to tactic to drive top-of-funnel leads over the past decade. The ability to present thought leaders on hot topics to a wide audience has been a successful format for many B2B brands. However, many marketers are now realizing they need to refresh that tried-and-true model with more creative applications that can effectively engage more targeted audiences at all stages of the funnel.
The ON24 Prospect Engagement Profile is a set of data analytics designed to translate webinar engagement into actionable insights via the company’s webinar platform. The solution aims to help marketers better understand a customer’s buying intent and automatically deliver those insights to accelerate the buying cycle, improve customer experience and unite marketing and sales.
While Canvas has hosted educational webinars in the past, the company didn’t invest a lot of time into the content. “It was just becoming routine and people weren’t showing up to them as much,” said Keith Bateman, Digital Marketing Specialist at Canvas, in an interview with Demand Gen Report. “We were getting three to four registrations and only one or two people would show up. We kind of lost our own interest and investment in them. People weren’t showing up because they knew the content wasn’t there anymore, so we decided to stop investing any time in them and come up with a new strategy.”
With help from the Canvas customer success team, Bateman and his team decided to create quarterly webinars to help educate its existing client base and prospective clients about the company’s newest offerings and capabilities.
Instead of marketing and promoting the webinar the week of, the teams developed a complete marketing plan around their needs and began an email campaign two to three weeks out. “A big part of it was implementing Sigstr, which allows us to use the signature space on our emails and advertise in them with attractive banners,” said Bateman. “Our customer success team would then put the banners in emails to let everyone they’ve been interacting with know there was stuff they may have missed and that the webinar was happening.”
Canvas later began implementing different Sigstr banners for various occasions and topics. Bateman would create the banners for different departments, including account managers, customer success groups and marketing groups. He also changes them every couple of weeks. “Each department has a different message they’re pushing to prospective clients,” he said.
For the company’s first webinar after implementing Sigstr, one email from the customer success team received more than 70 registrations and a 4.01% click-through rate to registration.
“All together we got over 154 registrations and an attendance rate of 63%,” said Bateman. “It was incredible. It was the biggest webinar we’ve done times 50. That signature got over 102 clicks in just seven days. It just shows you that if you put the right content with the right marketing and put it in front of the right people, you can succeed in this no matter how small the company is.”