As marketers, leveraging webinars as a lead generation tactic, we sometimes forget that it is also a crucial content marketing strategy as well. Without a plan for how to leverage that content in marketing initiatives, the outcome of a webinar can be reduced to chaos. Chaos doesn’t stick, content does.
In enterprise technology sales, with a longer more complex purchasing cycle, a webinar is an essential tool. It’s generally not a bottom of the funnel tactic, but one that’s used to help drive top of the funnel traffic.
A good friend of mine makes 7 figure enterprise software purchasing decisions for a Fortune 1,000 company. He uses webinars as an early vetting tool. It affords a certain amount of anonymity while he is learning more about the solution and getting a feel for the way the company operates.
He attends them for a couple of major reasons:
• General Purpose: Keep up with the technology landscape
• Specific Purpose: Understand the specific technical approach of a particular solution
Enterprise sales require a much more comprehensive mix of brand and sales touchpoints, but without a webinar component, it’s like a toolbox without a wrench. A webinar is one of the pivotal sales touchpoints, but what are some planning and delivery aspects you should be paying attention to when dealing with a more complex sales cycle?
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Post written by Kim Lloyd of Rock the Deadline