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Best practice: BinckBank about generating leads

Company Webcast > Knowledge base > Best practice: BinckBank about generating leads

Successful customer cases are inspiring for both beginners and more experienced webinar users. Below is the story of BinckBank, an organisation that is very experienced in organising webinars. They share best practices with regard to lead generation, an important step in the follow-up after the webinar, working with the collected data and the resulting leads

Start with the basics

Formulating clear objectives is the basis of every good webinar. Based on this, polls, call2actions, the registration form on the landing page and the survey can be set up. These deliver a huge amount of relevant information about participants and potential leads relatively quickly. This is information that can be acted upon, and it is important that this is done in the right and most effective way.

Personal contact

Getting in touch with the customer on a personal level is one of the main advantages of the webinar. According to Hans Oudshoorn, investment trainer at BinckBank, this can be done, for example, by addressing the participant’s questions:

Hans: “When the phone is ringing off the hook with questions about the same subject, we pop into the studio to make a short film containing the answer. We then place this online and you soon notice that the telephone does not ring as often. That means the film is a success”.

According to Hans, the response to this is enormously positive: “The customer feels valued and is subsequently much more active with us.” So a personal follow-up can work wonders.

Webinars can also be used to address the target group in a targeted manner and inform them about a product or service in an interactive way. Hans already indicated that people who are satisfied because of this personal contact are a lot more active than others. According to him, this personal contact has also been a way of generating more leads: “You know who has been present. By approaching these people and answering their questions, it is possible that they become customers.

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Content is king

One way of answering questions is by offering extra content. For example, you can choose to write articles on the same topic as the webinar. Send this to all relevant leads, which ensures that the organisation presents itself as a reliable news source. Keep an eye on when and how often the article is viewed and if there is a lot of feedback. If this is sufficient, the content may be used to create other content.

Binck also uses customer feedback to create more content. For example, they have their own studio, which they use to record videos that address specific customer issues.

Hans: “When the phone is ringing off the hook with questions about the same subject, we pop into the studio to make a short film containing the answer. We then place this online and you soon notice that the telephone does not ring as often. That means the film is a success”.

Tip:In the knowledge point ‘offering extra content: give more and get more‘ you can read all about how you can get more out of (existing) content.

Use date for successful lead generation

The advantage of data is that it provides insight into the wishes and needs of the customer. This information can then be linked to a CRM system, allowing the participants to be tracked and categorised into lead nurturing and sales-ready leads. With this insight, the needs of the customer can be personally addressed. At Binck, according to Hans, this has helped enormously in increasing customer confidence: “The average rating for the ‘Binck’ product has risen enormously. Customers have confidence in us and customer satisfaction is also satisfactory. In short, the use of webinars has worked out extremely well for Binck.”