1,000+ Leads/Month through B2B Webinars
Matas Pranckevicius
Project Manager
Copywriter
Script Writer
Contentful
Google Slides
Zoom
Outcomes at a glance:
1k+ B2B leads/mo
1-3 webinars/mo
16% avg. rate of conversion to MQL
Webinars are one of the most powerful B2B content assets, as they give you an opportunity to demo software at scale. But they’re also hard to do well. Here’s how we built a webinar program that consistently generates leads at Relay.
Sample
Landing page:
Why webinars
Webinars accomplish a lot of B2B demand generation goals in a very short timeframe—and are nearly unbeatable compared to other strategies. That’s because:
✅ Putting real humans (your team) in front of B2B buyers creates trust
✅ Webinars afford time to explain complex products to a captive audience
✅ Attendees are more willing to fill out forms with MQL information
✅ Webinars are a great co-marketing vehicle with built-in promotion
✅ Webinar content is highly “repurposable” for other mediums
“From day one of our partnership, you made Relay my favourite content partner to collaborate with.” —Talia @ Bench Accounting (Webinar Content Partner)
Steps to the perfect webinar program
The are 4 core steps to running a successful webinar program: 1) Partner and Speaker Sourcing, 2) Promotion, 3) Prep, and the actual 4) Webinar Run. Here’s what our process looked like at Relay:
Post-webinar, we transcribe the recording + cut up short video clips for social media—increasing the content lifespan and value further.
Post-webinar social clip examples:
Outcomes
In addition to regularly surpassing 1,000+ monthly webinar registrations and building a consistent pipeline for the sales team, we achieved other strategic wins:
🚀 High quality webinars allowed us to forge better connections with the audience and build brand affinity.
🚀 We were able to build relationships with speakers and partners, leading to future opportunities for collaboration.
🚀 Having a consistently engaged webinar audience meant we could use it as leverage in future partnership conversations.
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