According to the renowned Content Marketing Institute, a webinar is the most cost-effective way of getting in touch with potential customers, also known as lead generation. This is also one of the most important results of a webinar with marketing purposes. A description of the different types of leads, how to handle them and some interesting statistics and guidelines are discussed below:
The moment someone registers for a webinar, this person is registered in the database. The details that are known about this person depend on the questions in the registration form and any previous contact moments. Thanks to the webinar, this profile can potentially be supplemented with information from profile enrichment questions asked in polls, the survey and call2actions. When additional content is offered around the webinar, this also creates an opportunity to collect data via an associated registration form.
Depending on the ‘lead profile’ that this person has built up, the next steps need to be decided. Leads can be divided into three categories:
- Non-qualified leads, do not belong to the target group;
- Leads to whom additional content must be sent (lead nurturing);
- Leads that are ready to buy (sales ready).
Marketing and sales usually deal with the follow-up of lead nurturing and sales-ready leads. Non-qualified leads fall outside the established target group. No special attention needs to be paid to these individuals, as they are of no interest to the organisation.
Usually, the marketing department is responsible for lead nurturing. Lead nurturing is done when someone shows interest in the product but is not yet ready to buy it. A good way to provide leads with information is by emailing valuable and substantively relevant content. Do this after the webinar and at regular intervals until the lead is sales ready.
Sales then deals with the follow-up of the sales-ready leads. The moment when a person moves from lead nurturing to sales ready is difficult to determine. Nevertheless, it is crucial that this is done and that it is done accurately. Companies where marketing and sales have well tuned this moment, achieve about 20% more turnover according to the American research agency ‘the Aberdeen group’. This increases the sales chance and moreover it saves time and about 33% in costs. There are 5 steps to determine when someone moves from lead nurturing to sales ready:
- There is a need for the product and the person is aware of it;
- The person has decision-making power;
- A short-term decision is desirable;
- There is enough trust in the organisation offering the product;
- The person is prepared to divulge relevant information and wants to get in touch with the organisation.
The more the lead meets the above qualifications, the more sales-ready they are. Sales ready leads should be approached personally. As far as participants in a webinar are concerned, it can be said that they are often further along in the sales process, since they have actively registered for a webinar and are prepared to invest time in a specific subject. It will not often happen that a non-qualified lead participates in a webinar, as the ‘what’s in it for me’ principle does not apply to them.
Research has shown that it is most effective to follow up with webinar participants within 24-48 hours. For example, send them a thank you email or additional information and do this also for on-demand viewers. Furthermore, it is worthwhile to include no-shows in the follow-up, as this group has indicated to be interested in the topic but could not attend for some reason.
On average, 12 contact moments are needed with a lead until it is ready for sales. A webinar is just one of those contact moments, which needs to be supplemented with the right follow-up, including extra content. When someone from the lead nurturing phase is sales ready, it is time to call this person. In principle, do not leave a voicemail message until at least four attempts have been made to speak to this person in person. Furthermore, research has shown that 80% of new sales take place after the 5th or 6th phone call, so don’t give up too soon.
Check out our infographic: Marketing Webinars as Lead Generation Machines why webinars are great for marketing and why they are so effective for marketing purposes.