How to drive leads for sales and build pipeline with a webinar

event blog article author
Team Univid
2022-05-27

Converting leads into sales is all about building loyal customers- like that movie The Godfather, only the mafia family is replaced by customers. Webinars are an effective yet simple format to generate sales through entertaining and educating your potential customers - something which could not have been effectively used only a few years ago! Webinars may sound old-fashioned, but they’re the future of content marketing. In this article, we will give you the exact lowdown on how this works, and how you can use lead generation to increase sales, help you provide value to your target audience while providing a memorable experience for your webinar attendees, and help develop a compelling presentation that generates additional interest in your products or services. All of which- you guessed it- will nurture your leads towards becoming loyal customers.

Converting leads into sales is all about building loyal customers- like that movie The Godfather, only the mafia family is replaced by customers. Webinars are an effective yet simple format to generate sales through entertaining and educating your potential customers - something which could not have been effectively used only a few years ago! Webinars may sound old-fashioned, but they’re the future of content marketing. In this article, we will give you the exact lowdown on how this works, and how you can use lead generation to increase sales, help you provide value to your target audience while providing a memorable experience for your webinar attendees, and help develop a compelling presentation that generates additional interest in your products or services. All of which- you guessed it- will nurture your leads towards becoming loyal customers.

What is lead generation?

You’re undoubtedly familiar with the term ‘lead generation’.

Lead generation, the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline, allows companies (you) to nurture targets (your webinar guests) until they're ready to buy.

The website Pipine wrote that, “79% of buyers say they will share information in exchange for webinars and 44% of marketers have hosted or participated in a webinar.  87% of those marketers found it to be an effective strategy”.

How webinars convert leads into sales

Hosting a webinar establishes brand trust and authority, supplements your content marketing, and pulls in more qualified leads.

The Center for Sales Strategy online blog did the research so you don’t have to: 73% of B2B marketers and sales leaders say a webinar is the best way to generate high-quality leads.

This is due to many factors:

  • Webinars are engaging

  • They are memorable

  • Each webinar registrant/webinar guest is more willing to give up their information when your brand is humanised/personalised

  • It gives your sales pitch a spotlight

Who in your organisation should host the lead generation webinar - sales, marketing, or a specialist?

Well the answer depends on a number of factors.

Obviously some people in your organisation, probably in marketing and sales, are used to hosting and participating in webinars - making them good candidates to be part of the next webinar. But, also make sure to include specialists in your organisation that can share valuable insights and knowledge in their field, relevant to the target group attending.

It also depends on how early in the funnel are you patient to work. Generally, webinars are a great way of demand generation, quite early in the funnel, where you educate and give a lot of value to your potential customers, specialists, or influencers in your field. By leaving out the sales talk, and clear call-to-actions to buy from you, the audience will feel that the intentions are genuine - they get real value and will be much more likely to check you out on their own, recommend their friends to attend your next webinar, etc.

By not even explicitly mentioning your product in detail in every webinar, you will be trustworthy and seen as a source of value. However, starting with a brief intro about you and the company hosting, with an elevator pitch can also be a great way to highlight what you do, so the (hopefully) very relevant target group of attendees can be intrigued to check you out on their own. Either way, you should brand and make it clear that you are the organiser bringing valuable content to the audience.

As you are most likely aware - people in B2B make buying decisions differently today. People love making their research, talking with their peers, attending value-driving webinars, and discussing solutions in communities - rather than having some old-fashioned sales pitch on why this o

Tips for you to start generating leads through webinars

We have compiled some of the best ways to generate leads that will be converted into sales - using the power of the webinar.

1. Know your audience.

If the goal of your webinar is to sell a product or a service, then you need to first determine who’s going to buy it. That means you have to know exactly who you want to be attending your webinar.

To clearly define your audience, create a buyer persona map.


You can create this by undertaking pre-webinar surveys; research through social media profiles, publications, and other websites; looking at customer data by finding customers who have purchased the same or similar products as you’re promoting in the webinar. You can also gather information through your email subscribers, on the phone, and via social media.

Your buyer persona should cover the pain points, frustrations, and desired outcomes of your target market in relation to the product or service you’re promoting.

2. Don’t use your salesperson hat.

Personalise your message to each person you speak to. 

Webinars are a great way to provide additional information to webinar attendees and shouldn’t be focused too heavily on selling something during the webinar. Tell a story and make it a compelling one-don’t pressure your guests!

3. Think visually.

Use graphics that tell your story rather than relying on a lot of text on the screen. Even if you plan on using a script with your notes, nothing is more boring than a PowerPoint with bullet points and lots of text that the presenter is reading. Don’t make the audience do the work for you!

Spending a little more time choosing graphics that can tell your story can help keep your presentation interesting and stimulating for attendees.

4. Align your target audience’s needs and desires with your need to generate leads for your specific product line or service.

If you can create a cohesive narrative/story that ties together your prospective customers' challenges and how your product or service can solve that challenge, it’s a win-win for everyone. You can design the webinar around the topic of the challenges, different approaches to go about address the challenges, and possibly hint that you have an alternative solution to these in the end - leave the audience wanting to know more - don't oversell and make sure that your webinar addresses a specific need!

Use these tips as a handy guide and you’ll become the lead generator pro in no time- sales will be flying through the roof and you’ll wonder why you didn’t utilise the magic power of a webinar before!

They’re easy to use, implement and host- so what are you waiting for? Those leads don’t generate themselves.

Looking for the most beautiful, interactive and easy-to-use solution for your next event, webinar or digital meeting? Let us show you Univid!

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