Webinar Marketing 2020: Learnings from our State of Webinar Marketing Survey

By Jerusha Shah

Overview of the state of webinar marketing 2020 video


This webinar is part of our Business Skills series in which we deliver business-oriented webinars. We aim to create informing, educating and inspiring webinars to improve your business skills. This webinar is presented by Sara, an expert in webinar marketing, and Tim Johnston from On 24.



The goal of this webinar is to discuss the shift in webinar usage in the last months following the coronavirus outbreak. This survey was conducted on 128 organisations across Australia and New Zealand. The survey was a mix of in-depth qualitative research and also quantitative so we could uncover as much information as possible about people running their webinars. Download the State of Webinar Marketing 2020. If you don’t have the time to read through all the content, access the subtopics here:


What are the learnings from the survey?


The biggest learning from this webinar marketing survey 2020 is that webinar marketing is a medium that is growing. People are seeing them work and they’re actually becoming a lot more successful for organisations that are running them properly. 84% of people surveyed consider webinars to be a key part of their marketing efforts and that’s up from 70% in 2019.


Marketers are also planning to spend more on their webinar programs as well and we see an 34% increase since 2019. This shows that organisations are starting to take webinars seriously as a lead generation channel. Almost 70% of marketers consider webinars to be highly effective or effective which is also a difference to our 2019 survey.


Some of the respondents will spend up to 20% of their marketing budget creating and producing webinars which is a huge jump compared to 2019. In this video you will also learn about tips and some tactical advice to make sure that you can walk away from this webinar and implement it straight away.


What are our tips following this survey?


The first tip is to consider webinars as part as your overall marketing strategy. Marketers need to think about which stage webinars are going to play in the funnel. It is therefore vital to think about the content that you’re producing when it comes to webinars and how that compliments not only with your outcomes and what you want to achieve but your other webinar content.


You also need to make sure that you have a concrete planning for your webinar content. Webinars need to be well thought out and they need to be consistent. The content doesn’t always have to be specific to your organisation, to your customers or to your prospects. We can be more creative with webinar content. A very important factor to get registration is traction.


Why is a webinar a powerful marketing channel?


Webinars can also be a medium to build a strong community through longer webinar series. Webinars can become a series with every episode stimulating your community. It’s important to find ways to seamlessly transition people make it easy for them to access the content. Some webinar providers link to a centralised place that makes it easy for customers to binge the content.


Webinars are a powerful medium to reach customers across border, especially considering the actual travel restrictions. 58% of respondents want to use webinars to reach international markets. Webinars are also mainly used to reach existing customers to provide training or thought leadership on important topics. The event marketing costs savings can be very important if we compare to physical events and this will be interesting to see in the 2021 survey.


Another aspect here to focus on mundane and repetitive business processes that can be made available through on-demand video and dedicated webinars. This can make your business more streamlined and more efficient. Onboarding processes for example can be optimised into a webinar series.


80% of all surveyed agreed that webinars do help lower the costs of lead generation which is important for a company. 55% of respondents are designing webinars specially to nurture people right through their sales funnel. You can design a large variety of different webinar programs whether it’s a demo program at the bottom of the funnel or maybe it’s a customer interview series in the mid funnel where you’re educating around how your solution solves the problems that they have.


We hope that this webinar will help you for your next digital event. If you have any questions regarding this content or about webinars in general, don’t hesitate to contact the Redback Connect team –
1800 733 416


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