In the realm of B2B Tech and SaaS marketing, live webinars are revered as a tried-and-true method of audience engagement. But in an era of instant gratification, their time may have run out.
Hot Take
Waiting for a scheduled live webinar is no longer acceptable in our on-demand world. This dated method strains both the audience’s patience and the marketing team’s resources, while providing no additional value.
What You Should Be Doing Instead
It’s high time to pivot to an on-demand-first webinar model, peppered with strategically integrated interactivity.
- Immediacy: Offer your webinars on-demand, making them accessible at the viewer’s convenience rather than at a pre-set time.
- Strategic Interactivity: Facilitate engagement by incorporating ‘temperature check’ questions at relevant points, mediated by a Field Application Engineer (FAE).
- Data Utilization: Harness interaction data to continuously refine and strike the perfect balance between delivering content and fostering audience engagement.
- Private 1:1 Chats: For in-depth discussions, enable a live private chat feature with an FAE, ensuring sensitive business information remains confidential while providing direct and specific engagement with your audience.
The crux of the strategy is simple: respect your audience’s time, enhance their learning experience, and eliminate needless stress for your team.
Expected Results
Embracing on-demand webinars can drastically improve your engagement rates and streamline your marketing process:
- Increased Conversions: The immediacy of on-demand content boosts landing page conversions.
- Improved Learning Experience: Viewers have the flexibility to pause, rewind, and rewatch, facilitating a better understanding of the content.
- Resource Optimization: The stress associated with coordinating live events is eliminated, leading to better use of your marketing resources.
- Deeper Engagement: Private chats and scheduled interactions allow for meaningful 1:1 engagement, offering personalized value to viewers.
Summary
The winds of change in content consumption are strong. By adopting an on-demand webinar model underpinned by data-driven interactivity, we can provide a more effective, efficient, and audience-friendly approach. Webinars should prioritize immediacy, convenience, and personalization over tradition – an approach that ensures the time of your audience and team is valued and utilized optimally.