Why Webinars Are Critical to Your B2B Product Marketing Plan

Posted by: Leidy Restrepo

B2B Product Marketing PlanOrganizations that succeed and thrive in competitive industries have one thing in common: they invest in technology. That, of course, comes to no surprise to anyone; we've known for a while that we live in a rapidly changing world where today's gadget is tomorrow's old news. However, with so many different technologies to choose from, it can be hard to decide which to adopt and which to leave behind. One thing we know for sure is: video has claimed the future and if your marketing plan doesn't involve video content, you may already be behind. Here's why:

Webinars have come to be "one of the most powerful formats in the content marketer’s arsenal, used by 46 percent of B2B marketers" today (CMI). This statistic shows that a significant amount of marketers agree that webinars are an effective approach--mainly because webinars address many issues that other forms of content can't easily unravel. For example, the issue of 'shorter attention spans': people now want their information in 140 characters or less. Unlike whitepapers and ebooks, webinars can share a lot more information in a shorter amount of time, increasing the likelihood of getting through to the reader. 


Though the cost of video production has been commonly known to be a hefty one, there is clearly something changing that's making it more approachable and accessible or otherwise we wouldn't have seen the "use of video [rise] from 52% in 2011 to 70% in 2012" (CMI). That change is the popular adaptation of webinars; with webinars, you can create quality video for a fraction of the price. Give people the ease of convenience and content accessability and the demand for your content will continue to grow. 


Lastly, one of the most important reasons to use webinars in your B2B marketing plan is, webinars are interactive--leading to an increase in networking opportunities with your audience. "Think about it, you have a group of people (your webinar attendees) who registered for an event that covers a very specific topic in your industry; clearly, they have something in common with each other" (Kissmetrics). Shouldn’t you be tapping into that common interest to help them build their network and your own? Absolutely. Learn more about how you can use webinars to network with your audience here


The next time you are considering whether or not webinars deserve a spot in your B2B product marketing plan, consider why webinars are outperforming many other forms of content out there. The benefits speak for themselves and the creation of new video content is undeniably important. Learn more about "The New Rules of Webinar Presenting in 2015" by watching our OnDemand webinar.

Read: 7 Types of Webinars


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