As a demand gen marketer, I sure do love me some webinars. They are great for getting your content out to the masses in a super engaging way that drives leads through the funnel. With Account-Based Marketing on the rise, I’ve been thinking about how webinars can play a role in a targeted personalized ABM strategy. Webinars are convenient, affordable, and flexible in the way of personalization with a little bit of creativity.
In this post, we’ll go over three ways to generate targeted web event experiences for your target accounts.
Online Lunch and Learns That Scale
An on-site field event is a great tool to have in your ABM kit. Face-time is a proven deal accelerator, and sales reps love the opportunity to build relationships with prospects. That said, if you have a group of accounts that are based far away or if budget is tight, it may make sense to launch an online lunch and learn!
Invite an audience from one or a few select accounts to join a webinar personalized for their industry, company size, or job function. What problems does this unique group face? Craft a presentation addressing the problem and providing a solution. Offer to send the teams a participation lunch in the office while they watch the webinar! This provides a unique experience for the account and an additional incentive for them to watch and participate in your online lunch and learn. It also provides another touch point for SDRs to reach out ahead of the time to confirm food orders, so you can keep attendee numbers up!
*Pro tip: If possible, identify a champion from that account or group of accounts that can co-present. The more incentives for people to show up at an online event the better. The B2B buyer is busier than she’s ever been.
Now you have gone from an expensive and time-consuming field event to an easier more scalable event that can accelerate pipeline!
Craft a Webinar Presentation to Learn More About Your Buyers
I know what you’re thinking. Don’t you put on webinars so your buyers can learn about you? Hear me out.
Every good ABM practitioner knows that personalization is the key to accelerating sales cycles. But most marketers don’t have the same touch points as sales to be able to collect insights about prospect’s favorite sports teams, what college she went to, or articles he published on Linkedin.
A great way to get to know your prospects and understand the problems they face is by utilizing the information they give you during a webinar. A lot of webinar tools will allow you to track engagement data like questions asked by attendees, poll questions answered, and how an audience member reacted to your content. The best webinar tools will integrate directly with your marketing automation and CRM systems so this information can easily be pulled into reports or made into tokens to drop into follow-up materials. Put some meaningful questions and polls into your webinar and use the answers to craft relevant content.
*Bonus: Your sales team will love using this data to create more relevant follow-up content and have more strategic conversations relevant to the pain points of a specific prospect.
Host Targeted Web Events for Your Unique Audiences
As demand gen marketers, we are used to inviting large segments, or sometimes even our entire database to our webinars. But to get the most from your webinar program, you need to build unique presentations for your different target audiences.
If you have a predictive marketing platform, it can help you narrow your audience and gain insights based on tens of thousands of signals. Don’t know who to invite? Just search by keyword, or companies similar to a company you know you want to invite. Tailor your presentation to that audience. Use predictive insights to help you understand what is going to resonate.
*Pro-tip: We all know creating content is time-consuming, but as little as a 30-second intro that personalizes the content for a specific audience, can make all the difference. Additionally, many webinar vendors will allow you to run your webinars as simu-live, so that you can use pre-recorded content or have a speaker jump on to answer questions at the end, allowing you to run more customized webinars more frequently. This way you can continue to get value from that ultra-personalized content you created for a specific audience.
If you would like to learn more about different techniques to jump start your ABM program, you can check out our resources page here.