The Role of Webinars in the Buying Cycle
Today, 65% of buyers self-educate before they ever engage with a salesperson, doing their own industry research, comparison shopping, and checking online reviews. Thanks to this trend, the buying cycle has become less dominated by the sales pipeline and more driven by the marketing pipeline.
Now more than ever, marketers are searching for a lead generation strategy that appeals to prospects at every stage of the buying cycle — and that means content. And not just any content will do. It has to be relevant, accessible, and engaging to wow customers who are more knowledgeable than ever before. So how are today’s marketers meeting the challenge of creating more content, reaching across more channels, speaking to a broader range of customer concerns to drive the marketing pipeline? In a word, webinars.
- How to create webinars for each stage of the buying cycle
- How to integrate webinar data with marketing automation platforms
- How to increase webinar ROI