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How to Conduct Webinars in B2B 

In B2B, Webinars are a good source of quality leads. Webinars need to have high quality content which can generate interest in the product marketed. If the key target segments and key decision team profiles are identified, then marketers can source additional contacts from it.

 

 
 
Tags:  marketing automation software  lead nurturing  lead generation  lead management  lead scoring 
Views:  37
Published:  April 30, 2012
 
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Slide 1: How to Conduct Webinars in B2B In B2B, Webinars are a good source of quality leads. Webinars need to have high quality content which can generate interest in the product marketed. If the key target segments and key decision team profiles are identified, then marketers can source additional contacts from it. LinkedIn, Facebook and Twitter company accounts should be used to promote the upcoming webinar. Also, it is important to find groups on LinkedIn that relate to the specific topic or that are in the same industry domain. It is important to also make sure that marketers join as a member of the group, participate in conversation and then post a link to the webinar. ● Send an internal message to colleagues in the company with suggested copy they can use to promote the webinar. ● Include the suggested text and a link for Twitter, a longer more personal message and link for Facebook, and a short professional message for LinkedIn. ● Also, it is important to encourage all the marketing company employees to list webinar information in the signature line of their e-mails. ● There should be a guest speaker, who can promote the webinar on their social media profile and to their followers as well. Promoting Webinars through Social Media Marketers can also add webinar as a LinkedIn event. They can track number of corporate visitors that come from different URL’s within LinkedIn or Facebook using marketing automation software. They can also promote their webinars on social bookmarking sites like Digg, Stumbleupon, Buzz Up and others. The key is to ensure an interesting headline and that appropriate and actively searched tags are only selected. Scribd, DocStoc and SlideShare have good sized audiences coming to their sites looking for content in their research areas. So uploading webinar information on these and similar sites will help spread the word to an interested audience. This helps in lead nurturing as well. Create a banner with a ‘Call to Register’ and place it on the corporate home page. This will entice any first time visitors to the website to attend the webinar to learn more about the company and its offerings. This will also ensure that the website looks more dynamic to the repeat visitors. This helps in accelerating the lead generation process.
Slide 2: Reach beyond the corporate website to a wider audience by doing a press release announcing the webinar. It is important to include the key area addressed and benefits of attending the webinar. Conducting regular webinar is sure to fill in the sales pipeline with hot leads in the long run. Also read on - lead management, lead scoring

   
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