The digital age is upon us and having a powerful web presence is no more an option for businesses, but a mandate. Marketers are continually exploring novel channels for a breakthrough in their web presence and two of the strongest mediums for achieving quick success in online branding are webinar lead generation and white paper lead generation. Not only the two mediums help establish a company as an authority in that industry, but also capture relevant information on targeted prospects. The end result is focused lead generation coupled with significant brand promotion online!

 

Marketers not only recognize the success of webinars and whitepapers in lead generation but also for customer retention in cross-promotion and upgrading opportunities. While webinars offer you the opportunity to establish a direct touch point with your prospects, white papers help you capture and distribute information that is relevant to your audiences.

 

According to Elissa Miller, Hoffman Marketing Communications, ‘White papers offer unique value to potential customers by providing unbiased information and analysis regarding a business problem that they may be facing. Decision makers are more likely to read a high-quality white paper in detail than a brochure that simply pitches a product’s features and benefits, even if the white paper is several pages longer than the brochure.’

 

A well written, comprehensive white paper helps you educate your prospects before they actually talk to your sales person. It adds a context to your sales pitch. Also, it’s easier to close a deal with an educated prospect that already has an idea about your offerings.

 

 Through white paper lead generation you can reach out to a vast audience and then filter targeted prospects directly into your sales funnel. By asking readers to register for downloading your whitepaper, you can drive interested prospects directly to the sales force.

 

Similarly webinar lead generation drives targeted prospects to your sales funnel. Loved for cost effectiveness, webinar lead generation is a preferred choice over in-person events for sharing knowledge, promoting a new product/ service, or just about anything. In terms of technology, webinars are a far cry from the stereotypical large-screen TV meetings that did not yield any tangible output.

 

Let’s take a look at some popular reasons that drive marketers towards these two marketing avenues.

 

• Promoting webinars and whitepapers gets more website traffic.
• Webinars/whitepapers can be integrated with various email marketing campaigns.
• Webinar/whitepaper lead generation opens a dialogue with prospects, as well as current or lapsed customers)
• Webinars/whitepapers deliver relevant and topical communication and engage and build rapport with attendees
• Help position your company as relevant, current, and as a source of useful information
• Ensure a continual influx of targeted leads in your sales pipeline!!

No comments yet.

Comments RSS TrackBack Identifier URI

Name (required)

Mail (will not be published) (required)

Website