why and how to include webinars in the content marketing mix

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Shelby Britton

Why and how to include webinars in the content marketing mix


What will be covered:

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Criteria to determine when to deliver content via a webinar

Mapping webinars to the customer engagement cycle

Tips for using webinars to accelerate the sales cycle

Strategies for using webinar content to qualify leads


Why are we here?

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62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to a free research report by the Content Marketing Institute (CMI).

Additionally, marketers rate webinars as the 3rd most effective tactic of all.

58%58%59%59%60%60%61%61%62%62%63%

2012 2013

Use of webinars as a wayto deliver B2B content

http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/

http://www.contentmarketinginstitute.com/


Why are webinars so effective?

Immersion leads to memorability

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Real-time content delivery

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Behavioral scoring

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Cost-effectiveness

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Convenience

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When to use Webinars to deliver content

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Interaction with prospects is desired and beneficial



You want to increase the memorability of your content via an immersive content experience

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Providing content or adjusting content on the-fly based on interest is advantageous

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Your product or service is complex and is best demonstrated or explained live

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Decision makers at the end of the buying cycle will benefit from receiving live answers and resources to their remaining questions

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You need to move a marketing event online and maintain a rich and engaging experience

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Webinars Types

Thought Leadership

Education

Solution Demonstration

Training


Example: How the customer engagement cycle maps to content and content channel delivery

Customer Engagement Cycle

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Problem Research best practices for

solving problem

Develop solution plan

Research technology

Compare options Test technology

Engage sales Purchase Implement solution


Channels

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Whitepapers Thought

Leadership Webinar, Blog Series

Case studies

Virtual Tour Webinars, Solution Brief

Comparison Webinars,

Chart on Website

Trials with training webinars

800# on Website eCommerce, direct sales Tutorials

Example: How the customer engagement cycle maps to content and content channel delivery



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Example: Planning webinars in the marketing funnel:

Best Practices Whitepaper

Thought Leadership Webinar

4-Minute Case Study Video

Demonstration Webinar

Trial

Daily Training Webinar Series

Purchase


Use webinars to accelerate the sales cycle

Real-time conversations accelerate the process

Conversations via chat accelerate sales by providing information immediately

Seamlessly continue conversations offline after the webinar

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Tease out shoppers at the top of the funnel

Offer a product demo breakout session after your thought leadership webinar

Track downloads of a solution brief

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Provide resources on-the-fly to current shoppers

Bring in files to share or post links to resources for one or more attendees

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Use behavior to pinpoint sales-ready leads regardless of webinar content

File downloads, chat participation, questions asked, duration of attendance

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Clear call-to-action at the close of the webinar

Direct attendees to the next step in your customer engagement cycle

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Call now!

Download the whitepaper

Join the webinar

Register now!

Inquire here!



Webinar content maps to buyer’s stage

Determines when lead is ready for sales

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Content indicates solution of interest

Clearly understand solution of interest for products with more than one, regardless of demographics

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Interest is not all about attendance

Registration alone indicates interest in content

Recording views tell a bigger story

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Track further voluntary content consumption

In-webinar resources – which files were downloaded?

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Overall engagement in webinar content points to interest level

Using an engagement score or built-in engagement meter, determine level of overall interest in the content

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Sample webinar program content strategy for lead qualification

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Demo Webinars Solution A Solution B

Thought Leadership Webinars Solution A Solution B

Target Audience A Target Audience B

Competitive Comparison

Webinars

Breakout Demo Breakout Demo

Sales Sales