Figure out webinars.
That’s a challenging task, especially when you’re the only marketer in the company, or when you’re leading a small marketing team. Things get even more difficult when your goal is to generate consistent leads with webinars.
- “Where should I start?”
- “What results should I expect?”
- “Do I even have the resources to create webinars that will bring new leads?”
These are some of the hard questions you may be asking yourself.
But the good news is you don’t need a large marketing team or a huge budget to launch webinars.
In this blog post, we’ll break down how you can leverage the resources you have to build a webinar machine that drives consistent leads. All you need is to set up a smart and results-driven B2B webinar strategy.
Your B2B Webinar Strategy
A B2B webinar strategy is the framework that will help you define your goals and align your actions with the resources you have.
Although it may sound sophisticated, your strategy doesn’t have to be a 50-slide PowerPoint — it can be a small document that incorporates the most important elements and the direction you want to take.
Your B2B webinar strategy should include some of the following components:
- Your webinar goal
- Webinar formats
- Your audience profile and its segmentation
- The type of content you’ll cover
- The speakers you’ll invite
- Ways to promote your webinar
- The best webinar platform
In other words, your B2B webinar strategy is your go-to document in case you have any doubts about the structure, content, and goals of your webinars.
With this in mind, let’s discuss some rules that will help you design a powerful B2B webinar strategy and get leads consistently, even if you’re a small marketing team.
Rule #1: Don’t Overcomplicate; Keep It Simple
When it comes to webinars, there are lots of ways to design and run them. However, when you try to do too much, you run the risk of producing poor results.
To prevent this, work on your B2B webinar strategy with a clear mindset, and…
Keep it simple!
Here’s what we mean:
Set Up One Webinar Goal 🎯
We get it.
You’re eager to achieve as many positive results as possible with your webinars, and you want to make the most of them.
However, by pursuing multiple goals — especially if you’re running a small marketing team — you won’t be able to focus and fine-tune your work to get the results you want.
Instead, concentrate on one goal.
For example, you can kick off your webinar plan with a yearly goal to increase the conversion rate by X%.
You can diversify this goal by the type of conversion. Maybe you want to get a specific number of top-of-the-funnel leads to increase brand awareness, and a different number of bottom-of-the-funnel leads that can be contacted by your sales team.
Then, you can tweak the format and content of your webinars, along with their landing pages, and experiment with ways to increase the conversion rate each time.
Just keep it simple, and stick to one global webinar goal.
Choose Your Webinar Format(s) 🗺️
Now that you have your webinar goal, you can consider which webinar format will best achieve that goal.
For example, if your goal is to increase brand awareness and establish yourself as a brand authority, you can run interview webinars with industry professionals.
This webinar format will help you attract people who are at the top of the funnel, meaning they’re interested in the webinar topic and have a similar challenge, but they aren’t sure yet about purchasing a tool.
But if you want to increase the conversion rate and get high-quality leads for your sales team, you’ll want to launch a weekly demo series for people who are at the bottom of the funnel and are searching for a great tool to solve an issue they have.
➡️ Remember, the GOAL of your webinar should influence the format you choose.
Refine Your Audience and Apply Segmentation to Your Webinars ✂️
Okay! You have your goal, and you’ve matched that goal to a webinar format. Next, you’ll want to define your audience profile.
The secret to a successful webinar is to identify and refine your target group. You need to know your audience and have a clear understanding of who they are and their main challenges.
But don’t overcomplicate things.
Many brands have tried to chase different types of leads, only to end up diluting the message of their webinars or marketing campaigns.
Don’t make the same mistake.
Start with one audience profile and craft the webinars for its needs. Subsequently, you can segment your target group and create super-niche webinars.
Let’s say, for example, your audience is made up of SaaS founders. You can segment your webinars depending on their geographical location and run different webinars for SaaS founders who live in Europe, and those who live in North America.
You could also segment the SaaS founders depending on the type of platform they’re creating (marketing software, sales software, CRM software, etc.).
With this information, you can later craft themed webinars based on the activity type.
You could also segment your SaaS founders depending on their goals. Maybe some of them want to reduce churn, while for others, exponential growth is a priority.
So, remember the rule: Start with one ideal audience and narrow it down by segmenting it for better webinar content.
Decide the Type of Content You’ll Cover✍️
Finally, after deciding your webinar goal, matching that goal to a webinar format, and defining your ideal audience, it’s time to think about the content you’ll provide during your webinars.
Design content that educates your leads. Remember that no one wants to be sold. The easiest way to turn your leads away is by using webinars as promotional content. For example, you might want to create a webinar dedicated solely to the objections your sales team is hearing.
Focus on making your webinars as useful as possible. Be sure to solve a specific challenge your leads have and show your commitment to helping them achieve their desired results.
To do that, you need to have a very clear understanding of the main issues your leads have. Moreover, you’ll want to know the exact wording they use to articulate their challenges. The best way to get this information is to talk to your leads directly.
You can also ask your sales and customer success teams about the main doubts and questions leads and customers have.
Another option is to conduct social listening and see what your leads are saying on social media, YouTube channels, and forums.
These actions will help you get a better understanding of your leads’ needs and allow you to craft the right content.
✅ Main Takeaways
- Decide what goal you’ll pursue with your webinars, but don’t overcomplicate it. Choose one goal and fully dedicate yourself to it.
- Webinars have different formats. Instead of trying them all, just focus on one main format. For example, you may use a format that aims to attract leads at the top for brand awareness.
- Go deep on that content — the more specific you can make your webinar for your audience, the more interested and engaged they’ll be. To do that, know your target group. Again, keep it simple and focus on one type of audience only.
- Design content that educates and guides people from their current state (nonbelievers) to the future state (“I need that product”). But do all that without selling. Aim to provide value first and build a connection with your leads.
No matter what, start small!
Rule #2: Leverage What You Have, Even if It’s Not Much
As we mentioned previously, you don’t need lots of resources to run webinars and generate leads consistently. Just start with what you have and leverage everything.
Know Which Speakers To Invite 📧
Not sure who to invite as guest speakers? Invite your prospects!
Running webinars is a great opportunity to connect and engage with your potential leads, aka deploy a full-fledged outbound strategy.
Think about it: You’ll invite industry professionals and stakeholders who have no idea about your brand or product. Your webinar is the perfect opportunity to introduce your brand, build strong connections with them, learn more about their needs and pain points, and, subsequently, convince them to purchase your platform.
➡️ Quick trick: If you want more people to agree to speak on your webinar, don’t ask them to prepare a presentation. Tell them the webinar is based on questions and conversations and work with them on what those will be. This will increase the likelihood they’ll say yes.
Get Your Speakers To Promote Your Webinar 🔊
Don’t have huge resources to promote your webinars? No problem. Leverage what you have. Apart from activating your community, get your guest speakers to help promote your webinars.
But again, make it easy for them, and prepare the visual assets and social media copy they can use easily to let their audiences know about the webinar.
🚀 Try Demio
One thing that may keep you from running webinars is the fear of setting up everything. After all, managing webinar technology isn’t always easy, but with Demio, it is.
With Demio, you invest in an easy, seamless webinar platform that you can learn quickly and set up to your liking. Using Demio is so easy, you’ll start to enjoy running webinars. We promise.
✅ Main Takeaways
- If you don’t know where to start, invite your ideal leads as webinar speakers. By inviting your leads to be webinar speakers, you’ll have the opportunity to get them interested in your platform, and maybe have them purchase your solution.
- Apart from deploying a marketing campaign to promote your webinars, ask your speakers to reach out to their audience and let people know they’ll be guests at your webinar.
- Finally, to make production easy and reduce technological hassles, make sure to try Demio. It’s a robust, yet easy-to-use webinar platform you’ll enjoy. It’s a small investment that will be the main support of your B2B webinar strategy.
One more thing…
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Rule #3: Rinse and Repeat To Improve Your B2B Webinar Strategy
Now you have the formula and can start running webinars. However, one last rule to remember is that launching a series of webinars and then forgetting about them is not the way to generate leads. You’ll want to be consistent with your B2B webinar strategy and make it better every time.
Perfect Your Webinars and Your B2B Webinar Strategy 🔔
You may encounter plenty of unexpected things when you run your first webinar. For example, you may get different questions or even objections from your attendees that you didn’t prepare to answer.
Or, you may run into an engagement issue and have no interaction with your leads during the event. If this happens, you’ll be able to improve next time and try new things.
For example, you can incorporate jokes, run different live polls, or tweak the content. The point is, your webinars will require consistent improvements and adjustments. The needs of your leads may change. Your product may change. That’s why your content will have to change along with it, so make sure to achieve the alignment between your goal, your content format, the needs of your audience, and the message you want to deliver.
Look at Your Webinar Analytics 📊
A great way to improve your webinars is to look at the data and see at which point people fell out, and when they were the most engaged. By using Demio, you’ll have access to all sorts of data to learn how your webinars performed, and see what you can do to make the next one better.
Integrate Your Webinars Into Your Overall Inbound Strategy 🧭
Webinars are awesome because you can do more with less. For example, you can launch your webinar and then offer it on demand as a lead magnet. If you’ve worked its content and it’s truly evergreen, you can store it on your Resources page for a long time and continue to generate leads.
Webinars can also help you score your leads. Depending on the webinar content, engagement, and audience, you may be able to determine the level of interest or intent from your webinars — and pass them to your sales team.
Furthermore, you can repurpose your webinar content by creating videos, podcasts, FAQs, and more.
✅ Main Takeaways
- Don’t be discouraged if your first webinar doesn’t turn out exactly the way you wanted. Be prepared to tweak your webinars and experiment with different elements to make them as engaging and interesting as possible.
- To improve your webinars, you shouldn’t go with your gut feeling — look at the analytics and learn more about the behavior of your leads. When did they decide to turn you off? When did the engagement rates increase? The answers to these questions will help you to improve your future webinars.
- By integrating your webinars into your overall inbound strategy, you can do more with less and end up with a wide variety of content marketing options that will continue to increase brand awareness and generate leads for a long time.
You got this!
Even if you’re the only person on your marketing team, you can craft your B2B webinar strategy today.