Follow the 5 “Rs” of B2B Webinar Success


Webinars – a virtual learning session for audiences worldwide, started out as a great way of presenting continuing education classes to employees. You remember, right? Sitting around a conference table watching a certified expert give you the history and breakdown of emotional intelligence and how you should implement it into your career.

Today, webinars provide an excellent opportunity to connect with your business prospects and potential customers. More and more companies are now using webinars to expand their position in their industry and to reach their prospect on a different level. This ranges from high-level executives sharing their journey to the c-suite and offering tips to follow in their footsteps, to sales teams using webinars to pitch a product or service to entire teams of prospects at one time.

Think the sales idea sounds promising? It is. As we all know, the “salesperson” title often meets great skepticism from consumers and business professionals alike, whereas the term “thought leader” lends itself to a more open reception. However, by showing expertise on a certain subject, you become less of a salesperson and more of a trusted thought leader. All of a sudden, the walls of objections and rejections begin to crumble, and you and your team begin to look like business allies instead of villains.

Also, as mentioned above, sales webinars provide an increased opportunity for efficiency. So long are the days of making the same sales call three or four times to speak with the final decision maker. Now, that hassle is eliminated because you have the opportunity to share your entire, polished presentation the entire decision-making group, all at once.

Thinking of incorporating webinars into your digital marketing and sales strategy? Follow the five “Rs” of webinar success:

Research your audience

Think about it: Your best sales calls are not calls where you sit and preach a generic script to the person on the other end of the line. No one likes to be talked to for an hour without feeling like they’ve been heard or that they can respond. Same goes for webinars – the best ones are interactive and customized to the audience.

Therefore, knowing your audience – and how to speak to them – is an important factor in determining if your webinar is successful. By taking the time to research the person or company you’re presenting to, you show that you not only respect who you are talking to, but that you understand the ins and outs of their business and the problems they face each day.

The more you focus on your audience and their problems and the less you focus on how great your product is, the better off you’ll be.

Remember: You are trying to solve the customer’s problem

No, there’s no point in utilizing a webinar if you can’t pitch your product at some point. The key is to set up your understanding of your customer’s problem and then lead them to your solution. Once you have them hooked and relating to the problems you’ve presented, you’ve created the perfect opportunity to show them how to embrace your product to solve their problem. This process creates trust, and trust leads to transactions.

Run through your presentation

Even the most experienced veteran salesperson can stumble through a presentation, and while some buyers find that endearing, others see those stumbles as uncertainty or possible dishonesty. This means, while you’re stumbling along through your presentation thinking you have the green light, your customers are taking that time thinking of reasons why they shouldn’t buy what you are selling.

That means rehearsal of your presentation is key! Write your presentation, memorize your presentation, practice it at least three times all the way through on your own or in front of your peers, and at least once in front of your superior. If, and only if, you can get through your presentation without hiccups or long pauses, are you ready to present in front of paying customers.

Remind prospects to attend the webinar

This one is pretty simple. A webinar with zero attendees provides zero ROI. Imagine wasting valuable time and energy preparing a flawless presentation only to realize you’ll never get any of it back because you left out one simple step: Remind your customers and prospects to attend your webinar.

You can utilize tools already in your arsenal – email, social media and phone calls – to send these reminders. Generally, it’s best to send email reminders starting about three weeks out – more than that and your message runs the risk of getting completely lost in the shuffle. After the initial email, you’ll want to follow up with at least a “one week away” reminder.

In between those emails, you need to hit your social media pages (Facebook, Twitter, LinkedIn and Instagram) with similarly-branded reminders at one week out, three days out, one day away and 30 minutes prior to going live. This all but guarantees that your prospects and customers will see and act upon your webinar reminders.

Record the webinar for those who cannot attend the live session

Let’s face it – we’re all incredibly busy. I mean, who hasn’t signed up for a webinar or a live video only to find themselves too busy to join in at the actual time? Seriously, it happens to the best of us. So, as a smart and prepared professional, be sure to record your webinar so those who cannot attend have the opportunity to hear your pitch at their convenience. Bonus: By creating a specific landing page for your webinar, you can drive traffic to your site and track the results, creating yet another opportunity for ROI.

By utilizing the power of webinars, and following the five Rs of webinar success, your company can create a new avenue for new revenue.

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