What Is Webinar Marketing?
First, let’s discuss what a webinar is. A webinar is any online event where a speaker, or group of speakers, can deliver a presentation to a receptive audience. Typically, they are a one-to-many lead generation tactic that marketers can use to promote, explain and contextualize brand messaging and products.
A good webinar is engaging and interactive for attendees. It is also a data-rich opportunity for marketers. Done well, webinars can accelerate purchasing decisions with interested prospects and nurture attendees as necessary.
Webinar marketing, specifically, is any marketing activity organized and facilitated through a webinar. These can include top-of-funnel thought leadership events, live and on-demand demos, customer advocacy studies, deep-dive panel events, sales pitches and more.
Webinar marketing stands apart from other channels because of its interactive nature with audiences. Attendees can ask questions of a presenter, respond to polls and surveys, download resources and send strong digital signals of how interested they are in your services and when they’re ready for a talk with sales.
For marketers, webinars are particularly powerful tools thanks to the in-depth analytics they provide. Sufficiently advanced webinar platforms can also empower sales teams and directly contribute to closed-won deals.