Alphabet's webinar for customer relationship management and lead generation
Alphabet used a webinar to increase engagement with customers and generate leads. By using webinars, Alphabet wants to be visible to potential customers who are in the awareness and consideration phase within the customer journey.
Alphabet is the leading provider of business mobility solutions in Europe. Thus, Alphabet enables companies to manage their business mobility efficiently and sustainably. Other channels used by Alphabet to reach their target audience include email marketing, social media, and their own website.
However, webinars offer another important advantage for Alphabet: sharing their knowledge and expertise. Alphabet comments: “You can act as an organisation on current issues and take an advisory role.” In addition, another important advantage is that the webinar is on demand. This gives extra flexibility for the broadcaster and viewer.
Direct contact moments
By using webinars, Alphabet has succeeded in generating instant contact with existing and potential customers. The interactive features of the webinar enable the participants to show interest in new products. The webinar was therefore well-liked by the viewers. At the end of the webinar, viewers were able to judge the webinar by means of a survey and the webinar was rated very well.
Participants were particularly interested in the vision of Alphabet. In addition, the interaction was experienced as very pleasant, the speakers could offer valuable answers to questions, the webinar provided a clear structure and the story was complete and informative.
The webinar was promoted via mailings and social media. Personalised emails turned out to be the most effective way to recruit participants.
Positive impact on the image
Another important achievement with the webinars was to create a positive image of the brand: “Because as an organisation you can show your core business interactively and because the webinars are flexible with a possibility to view them on demand.” A nice touch was the announcement of a future launch a week later.
We asked Alphabet if they had tips for other organisations that would like to work with webinars: “Webinars are ideal for the objective of sharing of news and knowledge, but it’s not an advertisement! A story line and a supporting presentation, including varied sources, are essential.”
When talking about the collaboration with Company Webcast, Alphabet commented: “Nice cooperation, professional studio and landing page appearance and detailed evaluation of the results achieved.”