Lead generation webinars are meant to deliver educational content about a topic in which your business has expertise to an audience that is likely experiencing a problem in this area. The primary goal is to acquire new contacts (or leads) with whom you can follow up after the webinar. If you establish enough thought leadership and credibility during the presentation, you might just convince them that they are a good fit for your solution.
While lead gen webinars are marketed on multiple channels, it’s best to home in on a specific buyer persona that represents your ideal type of client. Of course, these webinars should be promoted to leads already in your database, but it’s important to advertise your virtual event on channels where you can target qualified prospects (LinkedIn or Facebook advertising, industry publications, etc.)
That being said, lead generation webinars are nearly always a win-win situation. When your event registrants gain access to your valuable content, you collect their precious contact information (name, email address, job title, and so on). But another reason they’re useful is because they serve as a talking point for your sales team during important conversations with prospects in the funnel.
On-boarding is one of the most important processes you have with a new customer because it sets the tone for the rest of the engagement. Research from Deloitte reveals that customer experience is a key differentiation for 62% of business buyers, which points to why so many companies—particularly in the SaaS industry—are funneling money into customer success programs.
This phase of the buyer’s journey is a critical tipping point. Your customer has made the decision to partner with you, and they’re likely excited to be doing so. So the last thing you want is for the buyer’s remorse to set in! You can avoid that by helping your customers understand how to take full advantage of your product or service. What’s one effective way of doing this? Hosting a webinar.
New customers want to learn about how a product or service works beyond the simple instructions. Using a webinar platform, you can schedule training or demonstration sessions with customers to give them more value for their investment. Instead of conducting training on a one-to-one basis, you can also invite several of your customers to the same webinar to save time and leverage any relevant polling, survey or Q&A functionality.