Friday, September 4, 2009

Best Practices for Webinars and Online Events

Online events, such as webinars, are one of the top techniques used by B2B marketers focused on demand generation. The reasons are clear:

  • they are effective at generating interest and attendance
  • they are not expensive, compared to in-person events or tradeshows
  • a recorded webinar can be re-used as a content asset for many months
  • thought leadership can be established through events that feature in-house or industry experts
  • prospects appreciate the ability to attend from their desk and drop off if the content is not of interest

However, there is a difference between doing online events, and doing them well. In this video, Rhonda Wunderlin discusses the best practices for promoting the event, minimizing the registrant/attendee drop-off rate, and maximizing the effectiveness through great follow-up.

(if this does not load, please click here for the best practices for webinars and online events video)

Online events and webinars are great for lead nurturing, as they are generally non-salesy, and thus more appropriate in the early stages of a buying process. Registration and attendance also for key indicators of interest and are often used as components of lead scoring programs.
Many of the topics on this blog are discussed in more detail in my book Digital Body Language
In my day job, I am with Eloqua, the marketing automation software used by the worlds best marketers
Come talk with me or one of my colleagues at a live event, or join in on a webinar