Research from InsideSales.com shows that 73 percent of sales leaders say webinars are one of the best ways to generate high-quality leads. The trick is making the most of them and not letting them languish in post-webinar purgatory. Here are four steps to convert more webinar leads into sales from Amber Tiffany, a content marketing manager at LogMeIn, which provides cloud-based remote connectivity services for collaboration.
Send a post-webinar survey – Surveys are a great way to see if your content resonated with attendees, capture additional insights and gauge attendee interest in your product. You can use survey responses to segment your webinar attendees and tailor your follow-up marketing messages.
Involve your sales team in the webinar – Reps can even help run the webinar and answer attendee questions. At the very least, make sure your reps know what webinars are on the calendar. This will help them prepare more thorough follow-up communication with webinar leads and keep your marketing efforts aligned with your company’s sales goals.
Retarget webinar leads – You can segment your audiences based off of their responses, interest level and previous marketing engagement. Retargeted ads should complement your other marketing tactics. You don’t want to email webinar leads with a discount offer and retarget them with an awareness ad at the same time.
Empower leads to take action – Even if your leads aren’t ready to become customers, give them the ability to keep learning with additional resources and ways to engage. Whether it’s during the webinar or in your follow-up emails, including a clear call to action and highlighting its benefit will entice your audience to take the next step with your business.
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