B2B Marketers Continue to Point to Webinars as a Critical Demand Gen Tactic

15Mar '22

B2B Marketers Continue to Point to Webinars as a Critical Demand Gen Tactic

This article was published originally on Marketing Charts in March 2022.

In a new report from Demand Gen Report and ON24, B2B marketers view webinars are one of the most successful tactics in generating leads at the top of the funnel. 

The survey of more than 100 B2B marketing practitioners reveals that 45% of respondents cited webinars as one of the most successful engagement tactics in 2021 when it came to generating qualified leads for the top of the funnel. Half of the respondents were in the technology industry.

When looking at channels that are considered the most effective at driving leads into marketers’ pipeline, email (49%), websites (36%) and social media (34%) sit at the top of the list.

 

Most Popular B2B Demand Gen Tactics

Find the full report here.

About the Data: Findings are based on a survey of 116 B2B marketing practitioners, almost half (47%) of whom work in the software/technology industry. 

Our Take

  • We previously covered the 11 Secrets of Webinar Success, and this latest survey demonstrates that webinars remain an effective B2B marketing tool.
  • Webinars have always been a part of the content mix, but they became an invaluable tool during the pandemic with more people working remotely and from home.
  • The best webinars typically feature a third-party expert or customer representative. When presenting the results of a case study, for example, having a customer co-host is marketing gold!
  • Webinar replays become valuable content assets to help drive nurturing campaigns or ABM initiatives.
  • The Q&A session tends to be one of the most valuable elements of a webinar. Here is where marketers can learn more about the real world problems faced by buyers.
  • In our experience, approximately 50% of those who registered generally show up to the actual event and represent the best Marketing Qualified Leads.
  • One often overlooked aspect to planning and managing a successful webinar is promotion – that is, getting butts in virtual seats! Audience development (i.e., building a list) is key to making sure you have the right people show up.
  • Webinars are particularly effective for building Thought Leadership and for introducing new offerings (product launches).

Let’s Talk! Schedule a free 30-minute Digital Marketing consultation to discuss how we can help you plan, organize, promote and manage a webinar that Tells a Story That Matters.

 

About Prism Group

Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Technology, Energy, Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business. 

Contact

James Constas
President
Prism Group
JConstas@1PrismGroup.com