Content comes first. One of the biggest disappointments for webinar viewers is a thinly veiled sales pitch parading as industry content. Go down this dead end road, and not only will your attendees refuse to purchase what you’re selling, they will be aggravated. Your webinar will have created more problems for your company and brand than it solved. Rather than being seen as a value center, you’ll be seen as, well, the opposite of a valuable use of their time.
Most of the organizations The Borenstein Group works with are B2B and B2G services firms and/or enterprise software providers. They realize how critical it is to deliver value in their marketing programs in order to generate leads and move prospects through the pipeline.
Of course, the webinar is a sales tool. Otherwise, why should your company do them? But to make your webinars most effective, step back and view them from the perspective of your prospects. What are they taking away? How can they better do their jobs, better understand their customers, be more profitable, etc? What’s in it for them?