Webinars: Conferences cancelled by COVID? Get a lead magnet that takes prospects back to the classroom

This week we’re starting a rundown of the top 6 (and 2 worst) B2B marketing strategies for generating sales leads. When we’ve covered all eight strategies we’ll reveal which have proven to be the best in order of effectiveness and which ones, well, haven’t. 

We’ve helped our clients including Nasdaq and IBM build partnerships with companies like Apple, Disney, Gap, eBay, Deloitte, Ford, Google and countless other big names. We’ve gotten an unparalleled grasp on how lead generation is done as a result. 

Today, we’re going to be looking at the pros and cons of webinars, but over the course of the next couple of weeks, we’re also going to be looking at:

  • Events and conferences
  • Referrals
  • Talking on stage
  • Telemarketing
  • Email
  • General content marketing


I know how it is, you’re getting nervous about your pipeline because so many of those events and conferences you rely on for B2B marketing have been canceled. With the world as it is right now, that strategy has been completely shut down and you’re thinking, “I need another way to fill my pipeline.”

That’s why webinars are a hotter topic than they’ve ever been. Like events and conferences, they get important people together in one place, at least virtually. They’re easy to put together and you can run them from anywhere – social distancing or no social distancing. 

Crucially, they’re educational and education is exactly what you should be focusing on when you’re looking to attract c-suite leads in the B2B space, just one of the ways it differs from B2C. Check out our article on the difference between B2B and B2C lead generation. 

If you already have, or buy, good data on your target market, finding people who should be attending your webinars is cheap. 

They can be excellent for generating B2B, engaging executives, building awareness and nurturing leads towards a sale. That’s if they’re done right. 

Here’s the catch, unless you combine them with other lead generation strategies webinars can end up a dud.  

Actually getting people to attend webinars is incredibly tough, especially execs. C-suite people are busy a-type personalities. Unless the subject of your webinar is highly relevant or timely to them, they’re not going to attend. Even then, it’s going to be low on their list of priorities and if something else crops up, they’ll bail. 

That’s why webinars are incredibly hard to scale. To offset that, you’ll need a way to engage execs first and gradually push them towards webinars. Email marketing can be a great way to drip content through to prospects and get that done, so why not have a look at our blog post on the subject.