Lead generation is the most common reason organisations run webinar programs — and it’s on the increase, according to the State of Webinar Marketing study we conducted in March this year
More than one in three respondents (35%) nominated lead generation as the main objective of their webinar programs this year — up from 24% last year — as marketers get a better understanding of the value of webinars for attracting and engaging prospects and customers.
Marketers also value the cost-effective nature of webinars and other virtual events: four out of five respondents (80%) say webinars “lower the cost of leads” in their organisation.
We’re not talking about unqualified leads, either. Those leads are top-notch, with more than four in ten (43%) considering webinar leads to be better than average.
Webinars are not only great for lead generation and nurture, but users overwhelmingly appreciate the cost-effective nature of webinars and webcasts, which are seen as a significant benefit in a recessionary environment.
“Webinars are low-cost and high engagement,” one respondent to the study says.
“I love the reach you can get!” says another. “How cost-effective and simple it is to reach all these people you would normally never have the chance of connecting with.”
This is the second year Redback has conducted the State of Webinar Marketing study in partnership with webinar platform ON24 to identify and share best-practice when it comes to the use of webinars in marketing and education programs.
The reason we do this is to promote awareness across the industry of the best use of webinars and virtual events, and to help raise standards.
Of course we use webinars ourselves in our own marketing program, so we know first-hand how a well-run webinar can attract, nurture and convert prospects into customers. Not only that, webinars can be used to educate and inform customers, transforming them into experts and advocates.
Almost two in five (37%) respondents to our study use webinars for customer retention, while 19% use them to communicate with staff, 12% for brand awareness and a further 10% to help scale marketing, and for internal communications.
Marketers are aware of the flexible nature of virtual events with 55% of respondents to our survey saying webinars play a full-funnel role in their marketing program, used at every stage from acquisition to nurture and conversion.
Webinars are informative by nature, with one in five (20%) saying they use them for education purposes. Other popular reasons to host webinars included to share thought leadership (18%) and for training purposes (17%).
As the business community at large adapts to remote working practices and social isolation policies designed to help prevent the spread of COVID-19, we expect companies will explore more ways to use webinars to communicate with and train their own staff, as well as for external communications.
We’re also finding a lot of customers are looking to use webinars to convert physical events into virtual ones — everything from conferences to seminars and roadshows.
“Webinars offer the ability to engage with customers anywhere and anytime,” one respondent to the study says.
“I love the data and insights, and the ability for customers to feel like they have a personalised experience, hearing directly from the speakers,” says another participant.
Read the full State of Webinar Marketing 2020 report.
Or reach out to one of our sales consultants to find out how Redback can help you with your webinar program.