Marketers across the globe are tasked to generate leads, nurture them, and feed their sales team with high-quality potential contacts to generate new business. However, especially in the B2B space, sales cycles can take months depending on your product and adoption risks.
Many marketers focus on top-of-funnel content to generate buzz at the cost of neglecting the end of the buyer’s journey since there are fewer individuals engaging with those efforts.
Strategic marketers are always balancing the constant needs of sales representatives, whether it’s for acquiring net new names vs. or helping close existing pipeline. It can be hard for marketers, particularly at smaller companies, to step back and invest bandwidth in late-stage content that may not draw larger engagement numbers that broader thought leadership pieces command.
However, it’s critical for marketers to remember that more product-specific content is essential to help marketing’s impact on the business. Here are the top seven types of late-stage webinars you can run to push prospects across the finish line and ultimately close more business.
7. Product specifications. These are great sessions to assure the prospect that your solution fits their needs and is the right solution to help address their challenges.
AWS example:
6. Case studies. Real-life examples are a phenomenal way to connect with your audience. Buyers want to hear the success of another company before they invest time and money into your offerings. Leverage these presentations to generate confidence with knowledge and proof points.
NewVoiceMedia example:
5. Product updates. This one is pretty simple to implement. Whenever there is a new update, make sure to communicate this with your audience, as perhaps it solves their most critical needs. Depending on the velocity of your growth, you can always make these a quarterly update to align smaller updates to the big-picture theme. Buyers want to understand your investments in the product evolution.
Cradlepoint example:
4. Quarterly updates. Unlike the product update, quarterly updates are extremely popular with larger companies or industries where market trends are quickly evolving. Either focus on strategy updates, financial situations or next quarter’s roadmap. Creating a consistent presentation creates a rhythm for buyers to trust you and regularly engage with you.
Standard Life Investments example:
3. Solution integrations. Another great way to drive higher engagement numbers while remaining very product centric is hosting sessions with one of your partners. This highlights how your solution integrates with other key products and services that your target buyers are using.
Uberflip & Marketo example:
2. Demos. Some companies will host three or more live demos a month to make sure they’re addressing the buyer’s questions when they’re ready to buy. These sessions strive to answer lingering questions or uncertainties about the product or implementation of the product.
LogRhythm example:
1. FAQ. These sessions are great to help level set any buyer. Depending on the structure of the session they can be more focused on a specific subset of FAQs to really hone in on the needs. You can quickly turn the content into static collateral or a video to be leveraged for future outreach.
Cradlepoint example:
No matter the presentation, success comes through engaging presentations that connect with your buyer. Join Prezi and BrightTALK at 9am PT on May 18th as we discuss the science behind engaging webinar presentations.