Webinar Benchmarks – BrightTALK

Every year BrightTALK shares Webinar benchmarks to help marketers evolve their programs. The interest to webinars as a channel is strong, which is reflected in BrightTALK content growth.

One of the most interesting insights BrightTALK shares is the rank of reasons why professionals attend webinars:

and what types of content they find useful:

Interesting: keeping up with industry trends is the top reason to participate in webinars, but tips, tricks and best practices is the most valuable content. The best is probably to share industry trends, and also give advice on how to take advantage of these trends in the most ‘tactical and practical” way.

We know that series of webinars are attractive for webinar attendees and efficient to promote. And again, “tips and tricks” was the most popular choice of content for webinar series.

A few interesting points from the presentation:

  • The content of the webinar (a title and an abstract) are the most important factor in the decision to attend the webinar, however the source of the content and the speaker also play a role.
  • Though use of live video is growing, the event attendees were questioning the ROI on the investment needed to produce a good quality video. A recommendation to experiment with video without a significant investment might solve this problem.
  • Majority of on-demand views occur within 3 weeks after the live event. To extend the value of the webinar, replaying recorded webinars as live events gaining popularity and generates good results.
  • Attendees are not quite “bringing” on webinars as marketers would like to see, but cross-promotion of additional content is beneficial. “On average, 50% of viewers will return to watch another piece of content, and 33% for a third.
  • Best time for a live webinar is 8:00 am local time, but the difference in live attendance during morning hours is not as significant.

As usually, useful content!

MarTech Conference

“Expo+” pass for MarTech conference was quite remarkable! It gave us access to the Expo and one free session of our choice. Thursday Keynote was an excellent choice! 🙂

Scott presented major trends he observes while attempting to maintain the list and classification of marketing technologies.

  • Interesting to see that platform ecosystems allow us to combine “best-of-breed” with platform capabilities. Real Story Group also mentioned that in some cases platform tools are not as well integrated; integrating a different tool might require as much efforts – then… why not chose the best?
  • Blended models of software and service make sense! If the software is powerful, it is fairly complex and requires expert help to generate business benefit as soon as possible.
  • It was a pleasure to know that build vs. buy buttes were over. Now we can have our cake and eat it too with custom apps 🙂

MarTech landscape did not significantly changed. At the same time, the creators of the document we were watching over the years admitted that not all tools were included. (MarTech 2019 with downloadable list)

MarTech tools in local markets/languages? CRM specifically designed for health clubs? And an ability to create “citizen martech” with no coding expertise? Note to self – check https://airtable.com/

Real Story Group gave excellent advice on how to select vendors in the Expo theater:

  • We are at the greater risk of over-buying of technology than buying insufficient technical capacity. Trying to compare features lead to over-buying.
  • We should evaluate usage scenarios which are important for our business.
  • Eco system of the tool is important; particularly user eco-system (user conferences, user events).
  • Never buy technology before trying (I should have asked for clarification – how can you try a tool which needs to integrate with other business systems… before integrating the tool with other business systems, which can be a serious commitment in itself?)

Ann Lewnes made the most profound point during the Fireside Chat: “Customers struggle the most with people and process, not the technology.” Ah, we are human after all… no matter how much we love to talk about AI 🙂