There’s been a lot of noise about the falling participation rates in lead generation webinars. The inference is that these programs may not work for your business. Like most strategies, the success or failure resides in the implementation of it.
Are there lead generation webinar programs that fail? Absolutely!
Are there lead generation webinar programs that succeed? Absolutely!
Again, success resides in the implementation of your lead generation webinar strategy. As I’ve delved into hundreds of lead generation webinar programs, I’ve found one major flaw that kills live webinar attendance figures. That flaw resides in one sentence in the webinar marketing materials.
"Recording will be sent to all who register.”
That statement screams... "Don’t come to our live event!" One may argue that you want people to register, even if they won’t attend, to grow your database. My response to those with that argument is, "How many webinars have you enrolled in, didn’t attend, but viewed the recording later?” I’ll bet you’ve watched less than 10% of them. So, what did you really gain by having them sign-up for the webinar?
Let’s come back to the core purpose of lead generation webinars. It’s not to grow a mailing list. If you want a mailing list, go buy one. The core purpose is to surface hot prospects. What makes them hot prospects? By someone participating in a webinar whose topic relates to the solutions you offer, that individual has virtually raised their hand in earnest about your product.
For example, if you are a job board company and you put on a webinar on how to find top talent, the attendees have virtually expressed interest in your job board solution. I didn’t say they will buy it, but they will certainly be receptive to a conversation about finding candidates which is a solution your job board offers.
The offering of a webinar recording should never be in the marketing tools for the event. It also should never be auto-sent to registrants who do not attend. The strategy is to send a follow-up email to no-shows which asks if they are still interested in this topic. Those who respond affirmatively have virtually raised their hand again and are back in the hot prospect category.
See you next time on the Sales Management Minute!