BrightTALK Local events are becoming a part of “marketing habitat” across US and the world. I attended 3 of about 50 events (one in San Francisco and two in Mountain View), and looking forward to the next one!
Interesting: a webinar platform company is running in-person events to “bring professionals together” and discuss how we can use webinars to help our companies grow. Brilliant idea! Delicious food! And a pleasure to chat with industry friends 🙂
Observations from the panel and comments from the audience highlighted marketers’ concerns and offered tips for solutions of every day challenges.
- Webinars are one of very productive channels for generating business; comparable with paid search (most event attendees are marketing to IT and cyber security audience, where BrightTALK created a sizable professional community)
- “People want to know how others solve their problems” – companies typically start from a company-centric webinars and then proceed to a more customer-centric
- Qualification: companies typically start webinar program from MQL-ing all attendees and sending them to the SDR queue. After a period of time following this approach, companies realize that it is a “waste of SDRs time,” and start to follow up only with webinar attendees who either raised their hand or qualified to be an MQL based on additional activity. (Presenters at other events were using Conversica to follow up with all non-qualified attendees and found this approach very successful)
- Webinars are used in GDPR territory to promote content (through BrightTALK offering)
- Interesting: promotion of on-demand webinars convert better (what could be understandable, as only about 30% of typical registrants join live webinar)
- Companies like to use pre-recorded webinars, but lose interactivity (may not be the case depending on the platform setup)
- What to do with boring speakers? An energetic moderator can save the show and make the webinar more engaging.
- Marketers highlight webinar value: changing title “Product Marketing Manager – Solution X” to “Security Solutions Manager – Solution X”
- Two approaches to content creation:
- Starting with a “Big Rock” content: creating a 15-20 page e-Book, which will become a source of content for a webinar, a couple of blog posts, multiple social promotions, etc.
- Selecting a topic and creating multiple pieces of content (a few blog posts, a webinar, etc.) and then combining the materials into a thoughtful 15-20 pages e-Book
- Customer case studies can become webinars. This type of webinars are also popular with sales, as reps can send a link to a prospect with a case study of the company in the similar situation.
- Does a product release warrant a webinar? Panelists indicated that they run product release presentations on different platforms and make them available only for customers, however, a product release webinar could be an interesting options to try. “IT folks want to know how their peers are using the technology…”
- Attribution and measurement: most measure pipeline, and also engagement. “We can buy inquiries, but not engaged…” Typical webinar measurements are marketing sourced and accelerated. MQL is “soft” metric, “I can make more of MQLs now by changing scoring…” Another interesting metric: “Closeable pipeline in the next quarter.”
At the event BrightTALK celebrated a 10 year anniversary of its platform and also the launch of new iteration of the BrightTALK platform with video content.
BrightTALK is trying to “kill” the term “wbinar” and replace it with something more inspiring, such as “talk;” it will be entertaining to watch this development.