Webinars are often talked about as a potential marketing métier for generating new leads. But that’s not it. Webinars are also an excellent platform for lead nurturing and keeping in touch with leads acquired previously.

Consider this. Through a unique lead nurture program conducted by HubSpot using webinars, the company was able to rekindle large number of lost opportunities from previous years. In an interesting blog post, Prashant Kaw summarizes how HubSpot leveraged webinars to invite new and rekindle old leads over a period of four weeks.

The results of this program are impressive. Prashant writes that on average they “re-awakened” just over 300 cold leads and 47 lost opportunities per webinar! And they achieved this through engaging Q&A during webinars to learn how the needs of old leads had changed and starting relevant new conversations.

Now, while you might be ready to pounce back with the reply that your webinar invitations go out to ALL your leads, the basic challenge lies in here itself! A new client would certainly anticipate a basic introduction about your company, products and services. However, sending the same introductory messages to old leads, who might have seen it previously, may simply put them off. Therefore, what you need is unique content and pitch to engage old and new leads. While new customers may be attracted by introductory messages, old leads would look for advanced or detailed material to give your company reconsideration.

This differentiation should be a part of your webinar invites itself so that you strike the right note at the very beginning. While inviting old leads for a webinar, you may talk about advanced features or details about your products/services and mention that this information is specially designed for people who are already familiar with the company. Ensure them that the webinar will offer greater value and benefits to them, and leverage the Q&A session to recognize their needs and providing relevant solutions.

Nurturing old leads through webinars is a unique way to rekindle the fizzled out old conversations. You never know when a closed lead will re-open — and you can only find out by re-trying in different ways.

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