B2B Lead Generation Results
B2B Webinar Best Practices – Follow Up
B2B Webinar Follow Up “Done Right” Delivers Results
The numbers above speak for themselves – following up with the prospects who attend your webinars makes sense. And don’t forget about the prospects who register and don’t attend. The qualified lead rates are the same between attendees and those who register but cannot attend. Which makes sense when you think about it.
So what is the “right way” to follow up with prospects who attend your webinars? Respectfully, professionally, and focused on delivering value not getting what you want. In most high-tech industries, like life science, biotech, medical devices, etc., webinars are a necessary part of the buying process. Gathering information. Getting a feel for what it might be like to do business with a company. That’s why your follow up needs to be respectful and professional. More than automated email. But not intrusive and self-centered. We need the prospect to think “I’m glad they called” not “I’ll never attend another of their webinars”.
Connecting the human touch of a conversation with email and digital follow up makes the most of your B2B webinar investment. When you are already investing heavily in webinars, why not invest in an approach that quantifies the value of marketing’s contribution to the sales pipeline? Give us a call at 636-695-4106, or click here to start the conversation.
Content and the B2B sales process
Maximize the value of content
B2B marketers have invested heavily in content for years. Especially in the industries we work a lot in – life science, biotech, medical devices, and even traditional industrial segments like manufacturing. This has created a fundamental shift in the B2B purchasing process that has been well-documented. A 2018 survey by Showpad found “on average B2B buyers will spend up to 20 hours researching before they contact a sales rep”. In fact, on purchases worth more than $100,000, buyers will research (both online and offline) for more than 40 hours. With all the investment in the content that fuels this research process, why would a company choose to sit back and WAIT for the prospect to contact them instead of their competition? In the push for B2B lead generation results, there is too much at stake to simply hope – after all, hope alone has proven to disappoint as a strategy. At the same time, stalking prospects and jumping on the phone as soon as they open a web page can be equally ineffective. So where is the balance? It comes from understanding the way prospects interact with your content, and reaching out with a well-timed professional, human phone call. No one likes a pushy sales person, but everyone likes someone who can add value to their research process. Sometimes simply being able to connect the interested prospect with their local sales rep is enough. Other times, answering a specific question early in the game can help your company stand out from the competition. The goal is to leave the prospect thinking “I’m glad they called”, which is often overlooked when it comes to measuring B2B lead generation results.
Connecting the human touch of a conversation with the value of online content delivers results more than double traditional outbound lead generation campaigns. The graphic above was compiled from actual B2B lead generation results for our clients in aggregate…from more than 30,000 outbound phone calls over eighteen months . And when you are already investing heavily in content, why not invest in the assurance that comes from knowing the value of marketing’s contribution to the sales pipeline? Give us a call at 636-695-4106, or click here to start the conversation.
You have to have a conversation to build a relationship.
A well-placed phone call cuts through the digital clutter like a handwritten note. B2B buyers are not going to spend $100,000 with your company without a conversation. And when success is based on our ability to represent your brand in conversation, that creates the foundation for your sales team to build a relationship. There is no relationship without the conversation.
Our approach isn’t based on gimmicks or secret formulas, but it works. And we stand behind it. Before every campaign, we’ll define explicit metrics and tell you exactly what you can expect for your investment. If we fall short of our own goal, we make more calls until we deliver. It really is that simple.