Seasoned marketers understand the value of good enterprise webinar platform. You see, a well-executed enterprise webinar is usually a goldmine for generating sales leads. In fact, 73 percent of marketers consider webinars one of the best ways to generate high-quality leads.
Getting the right enterprise webinar platform is only the first step to creating sales-ready leads. But leads don’t start pouring in the minute you decide to host a webinar. You have to take a strategic approach.
Here’s how to approach lead generation for your webinar.
Create a Buyer Profile
The first step to lead generation is understanding your audience. For this reason, you need to create a buyer persona. A buyer persona is simply a profile that contains the characteristics of the ideal customer. By creating this profile, you attract attendees interested in both the webinar and the products or services you’re selling.
Use the data in the buyer persona to determine:
- Who you should invite
- The webinar topic
- How deep you should go with the topic
- Length of your webinar
- Guests presenters and speakers
- Channels for promoting the webinar
- The time and date of the event
- What issues you should highlight on the webinar landing page
Create Content that Resonates with the Audience
Just because someone wants to watch your webinar doesn’t mean he or she will purchase your product or service. Even so, it’s important to leverage the content of your webinar to appeal to sales-ready leads. To do this, you have to consider your buyer persona’s pain points. Now, use your webinar content to position your service/product as the solution to the problem.
Remember, getting people to register for the webinar is not the end goal. You must also think about sales and revenue. Consequently, you should develop your webinar content before you can start attracting attendees.
Get a firm grasp of the topic you’ll cover during the webinar and the pain points you’ll address. Doing this makes it easier to appeal to the ideal attendees and convert them into customers. You also need to consider the webinar format that will resonate most with your audience. Examples include educational webinars, case studies, and product demos.
Promote Your Webinar
After executing the two previous steps correctly, you’ll end up with a highly targeted and strategic webinar. However, you still need to publicize and promote the webinar to get to your ideal audience. This is what you should do:
- E-mail Marketing
Compile a list of e-mail subscribers who match your buyer persona. Next, develop e-mail codons and creative promotions for this list of people.
- Paid Advertising
Paid advertising is perfect if you’re looking to target audience members who are not currently using your products or services. Advertising will lead to many leads and registrants who would have otherwise never known about your organization. You don’t have to run ads if you’re targeting the webinar at existing customers.
- Partner Marketing
If you’re partnering with a company or influencer to host your webinar, you need to leverage that company’s audience. Start promoting your event several weeks before the webinar by sending images, registration links, and hashtags to partner. Your partner should have the necessary information to share with its audience members.
Develop a Lead Scoring Process
The data you get from enterprise webinar platforms provide invaluable information about lead quality. Before passing these leads on to your sales team, use your business-specific lead scoring model to qualify the leads.
Here’s how lead scoring works:
Start by determining the criteria or data points indicating a qualified lead. After that, assign numerical point values to each criterion. The result is you now have a score that determines the sales readiness of a lead.
Consider the following when scoring webinar leads:
- Registration data
The information a lead uses to sign up reveals basic details, such as job title, department, company size, and industry.
- Behavioral data
Also referred to as engagement data, behavioral data show how attendees interact with the webinar. In short, the data reveal the interests of each lead in the topic matter. The data include viewing history, questions, content downloads, viewing duration, social media engagement, and survey results.
- Miscellaneous Data
You should consider alternative data points that help determine the sales readiness of your audience. This data includes firmographic data, technographic data, and purchase history. Always consult the buyer persona data during this process. After all, you don’t want to forget to include critical data points in your organization’s lead scoring model.
What if your organization already has a lead scoring model in place? You should implement a lead scoring system that’s specific to your webinar attendees. Doing this incorporates a more robust data set. It also provides your sales team with the insights it needs to close better and bigger deals.
Nurture and Follow Up Leads
Not every attendee will be willing to purchase after the live event. In fact, some registrants won’t even bother attending the webinar. Consequently, you need to come up with post-webinar promotion tactics to nurture and engage unqualified leads.
Do the following:
- Offer on-demand access to the event, so those who missed it can catch up.
- Provide relevant content post-event. You can use the feedback you got from live Q&A during the event and surveys to create content that resonates with your leads.
- Follow up. Send out e-mails thanking attendees for their time. You can also ask for feedback about the experience during the webinar.
Webinars are a tried-and-true lead generation strategy. But you need to use the right enterprise webinar platform and the right execution. Webinar.net provides everything you need to set up a successful webinar.