Posts Tagged ‘webinar’

With Webinar Events, Timing Is Everything

Posted in B2B Email Marketing on May 25th, 2009 by admin – Be the first to comment

Webinars are one of the most effective offers to generate high quality leads.  Making the content unbiased and delivering it in a concise agenda, usually never more than 30 minutes is key.  Guest speakers and brand name company representatives are always helpful in boosting attendance.  Timing for promotion of a webinar is everything.  Remember – typically only 50% of those registered for a webinar will actually attend.  And for those who do attend, not more than 50% often stay to the end. You need to have a different follow-up strategy for each segment of responders, and non-responders.

Webinar Promotion Timeline Best Practise

2-3 weeks prior to the event

1st opt in e-mail list rental to gather new prospects
1st internal email deployment to existing clients

1 week prior to the event

2nd e-mail list rental and internal mailing (back out those already registered!)

2-3 days prior to the event

Mail all those registered with a reminder of date/time of webinar

Day before

Send a reminder e-mail with date/time and agenda

2-3 days after

Follow up with 2 e-mails:
1) E-mail presentation link and product info to registered attendees
2) E-mail a “sorry to have missed you” message to those who registered but didn’t attend with product info and dates for next webinar(s)

HOT TIP: Often publishers offer remail discounts on 3rd party lists from 10% to 25% off or even free during non-peak times of the year.

In a recent survey, b2b marketers were asked, “Which offers are ‘very effective’ for generating high-quality leads?”  Their top five picks, ranked in order, were:

  1. Free trial demo or download – 54% of software marketers and ASPs ranked free demos as highly effective B2B lead generation tactics, compared to 28% of hardware marketers and 24% of those marketing services calling them ‘very effective.’
  2. Webcast or webinar – 41% of business software marketers and ASPs ranked webcasts as highly effective, compared to 31% of business-to-business hardware marketers and 33% of those marketing business services.
  3. White paper – All business technology marketers rated white papers as highly effective B2B lead generation tactics, with 35% of software marketers, 36% of hardware marketers, and 31% of those marketing services calling them ‘very effective.’

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