034 - You could be deterring people from your “webinar”
1* You could be deterring people from your “webinar”
Goldcast, one of the leading event software platforms has shared data that indicates a 5% drop off in registering for an event, to attending it, simply by referring to the event as a “webinar”.
This data, to me at least, is reinforcing the toll lockdown has taken on the webinars we have all succumbed to at some point.
Every company seemed to jump on the webinar bandwagon throughout lockdown, as such, many of us attended stuffy, boring and generic webinars that provided no value.
Those “webinar” experiences are now associated with unengaging presenters with repurposed generic content with no thought given to their audience.
“Webinars” or the concept is not dead.
People are happy to sit through an hour's worth of slides and presentations if the content is good, provides value and generally resonates.
Providing content for content’s sake will have a more negative brand perception than doing no content at all.
Find out for yourself, A/B test any of these alternatives
Workshop session, live event, brainstorming session, expert discussion.
A 5% drop off against your effort content strategy is a huge swing, given the resource put behind the presenter's time, the designer's time, the marketing team's time and the ad budget, which means a lot of dollars could be saved!
2* Outdated B2B vs. Changing B2B vs. Modern B2B
This post attracted over 1.5k likes and nearly 300 comments.
There is so much value in this post, I’m not sure where to start!
Modern Day B2B marketing is here, it’s happening, and the 300 comments reinforce not only good behaviours, but the behaviours brands NEED to have to be successful in the future, and now.
The “playbook” has evolved, and brands leaning into these new behaviours are the ones who will win in the future.
Take a note, take a lot of notes and see how many of your growth initiatives reflect outdated, changing or modern-day B2B marketing tactics.
3* Shifting to a demand gen strategy? This is how to get sign off from senior management
Overhauling your marketing strategy will raise eyebrows from senior management.
Especially, when that strategy doesn’t bring in “results” in a week or two.
Shifting from a strategy that doesn’t show instant gratification from historical success indicators, such as “leads”, will make that transformation a lot harder.
This is a simple framework that will enable your team to present to senior management, on their terms, what the current path looks like, the structure in place to measure the process, and what success will look like in the future.
Conversations / Articles You Should Read
LinkedIn is sunsetting reach and frequency metrics
Hitting a point of predictable growth is great, but how do you stack growth to continue to scale?
Why B2B Marketing's a Long Game, Not a Hit-and-Run SaaS Play
If it seems like content about 'dark social' is everywhere these days, that's because it is
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
Something a bit different this week, I posted 24 talented B2B marketers you need to follow, check them out here and here.
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