Companies conducting Webinars for more than 3 years rate them as more effective than those conducting them less than 1 year.

Over time, companies find that Webinars are better able to deliver results across a broad spectrum of objectives:

•Generating leads
•Increasing awareness
•Building loyalty
•Growing internal database

Companies new to Webinars are more likely to see them as more effective in driving traffic to the Website, perhaps due to lower expectations stemming from inexperience with online lead generation, Webinars, or both.

Companies conducting 6+ Webinars per year find them more effective in generating quality leads than those who conduct fewer Webinars.

Once a company starts running Webinars, they view them more favorably as “effective” in generating quality leads.

•44% of respondents who conduct 3-5 Webinars per year reported that Webinars were “effective” in generating quality leads. In contrast, 59% of companies conducting more than 6 Webinars per year reported that Webinars are “effective” in generating quality leads. Just 26% of respondents who conduct 1-2 Webinars per year report them as being effective in generating quality leads.

Over time companies who conduct Webinars recognize they deliver leads AND have the ability to double to meet other marketing and business objectives.

•66% of companies who have been conducting Webinars for less than 1 year say they do so to generate leads, while 75% of those conducting Webinars for more than 3 years do so to generate leads.

•61% of companies who have been conducting Webinars for more than 1 year see them as a way to build loyalty (meaning repeat visits, reaching out to customers, etc.) while only 51% of those conducting Webinars for less than 1 year use them to generate loyalty.

Long sales cycles or short ones, million dollar transactions or deal sizes under $1000, there is little difference as to what these companies say make a successful Webinar. Regardless of size, companies find Webinars to be versatile and cost-effective and rely on them to generate leads, retain customers and nurture prospects.

Excerpted from 9 Management Practices for Exceptional Webinars