September 24, 2018 Michael Mayday
By Paula Morris, Senior Director, Pi Marketing Solutions
This article was originally published on pi-marketingsolutions.com. Syndicated with permission.
Picture the scene … on a surprisingly warm and pleasant autumnal day in central London a room full of almost 400 B2B marketers were spending the day talking about webinars! ‘Surely it isn’t possible to fill a full day just talking about webinars!’ I hear you cry but as ON24’s global #WebinarWorld event came to London last week that’s exactly what happened!
And as Mark Bornstein, ON24’s Chief Webinerd (more on #webinerd later) mentioned in the opening address it really is time that we aren’t shocked about this anymore as the rise of ‘The Webinar’ in the B2B marketing space is truly upon us.
We are all trying to grab people’s attention in a very noisy and crowded space but, if used creatively and effectively, webinars can become a critical part of your marketing outreach allowing you to drive significant engagement not only within your account-based marketing activity but also within a larger target audience or segment.
As we continue to learn and analyse our prospects and customers digital body language the more we understand that these days the buyer journey isn’t necessarily linear, and that we can’t control at what stage of the buyer journey certain types of content are consumed. And this is where webinars come in to play…..buyers now want to receive content on their terms, on their time and in any order. People want to view easy to digest material when and where they want.
During the opening session at #WebinarWorld London the audience were asked: ‘How many of you have downloaded a whitepaper in the last 6 months?’ – the result, a few half-raised hands, however we are all pre-disposed into thinking that this is the type of content that we should be producing. Yes static white papers have their place but a webinar can bring them to life by turning traditionally passive content into rich media interactive experiences. For example a quick 10 minute webinar on the ‘Top 3 Findings’ of said industry white paper is a perfect webinar for a C-level audience to consume whilst at an airport lounge, or a more in depth 3 part series could be created for those subject matter experts – the key point is that ‘the webinar’ is now an essential part of our marketing mix and a fundamental medium that should be leveraged across all marketing activity and not used as a tactic in isolation. Therefore, if done well, it really is a case of ‘build it and they will come’ – but only if relevancy and authenticity are achieved.
And so on to the notion of the #webinerd (Web-i-nerd web-e-nərd noun: a person who loves webinars so much they made an urban dictionary definition). An official rallying cry was sent out to all the attendees of WebinarWorld to join the #webinerd movement and by judging by the length of the queue for the complimentary #webinerd branded t-shirts (which incidentally were printed with your choice of colour before your very eyes leaving Joel Harrison, Editor-in-chief at B2B Marketing almost lost for words) social media was awash with pictures of attendees donning their new attire declaring that they ‘have now got their #webinerd on’ – it is safe to say that the modern #webinerd is not shy about stepping forward to declare their inner marketing geek.
With great content presented, shared and discussed in the Genius, Best Practices and Execution theatres it was more than apparent that this is an area of marketing that deserves the focus of a dedicated event. The future leaning, thought provoking and insightful content really highlighted how impactful a well-executed webinar programme can be in delivering a wealth of customer insights and actionable data.
So if you are looking at how to drive customer engagement with scale, come join the #webinerd movement……the only decision you now need to make is whether you want a blue, green, red or purple #webinerd logo on your t-shirt!
About the Author
With over 20 years B2B marketing experience Paula has a proven track record of leading successful strategic marketing campaigns in the enterprise ICT space. With a focus on delivering ROI her experience includes developing and aligning marketing strategy, full persona and solution based programme delivery, behavioural based nurture programmes and leading successful teams across a broad range of projects.