Buyers’ Online Event Fatigue

By: Matt Sonnhalter, Vision Architect In 2020, companies and businesses turned to online events as an alternative to in-person events due to COVID-19. With those who previously held face-to-face events, 4 in 5 or 78% of people converted to online. Although online events were successful, people are starting to feel burnt out from them. According to Activate Marketing Services in partnership with MarketingCharts, 9 in 10 or 90% of Demand Gen marketers agree that buyers are becoming fatigued with online events. We all had to pivot last year to replace in-person events (tradeshows, association and industry meetings) … and most of us tried to fill the gap by replacing them with some sort of online/virtual event. With buyers becoming fatigued, and that will only be growing, companies are starting to redirect their focus. Instead, high-quality lead programs have risen up the ranks when respondents were asked to choose their top 3 options. That being said, companies are starting to focus more on content and engagement with their audience. This doesn’t mean virtual events are going away anytime soon. Although I don’t know about you, but most of the online events I attended were pretty much busts. What does your company have planned for the remainder of the year? Any in-person events? I know I’m scheduled to attend at least half a dozen trade shows between now and the end of the year and I can’t wait to continue to see people “live” and in person!read more >

Making the Most of Your Upcoming Webinar

by Matt Sonnhalter, Vision Architect As more companies are utilizing webinars as part of their overall marketing strategy, there are some critical steps to help maximize success. ON24 has some great resources on their website, including their step-by-step webinar best practices guide. Here are some key highlights from their five steps:  1) Planning and Strategy: This includes setting your goals and identifying your audience, developing your team and creating killer content. 2) Driving Registration: It’s important to plan ahead. Email is essential. While other marketing tools help widen your reach, 80% of webinar registration is generated by email promotions. Don’t forget to simplify the registration form. Only ask for the basics and don't scare registrants off by asking for too many details. 3) Before Your Webinar: Design a presentation that resonates. Keep slides clean with no more than three bullet points per slide. Make sure your team is equipped with the appropriate audio and video technology. 4) During Your Webinar: Your presenter should be well-rehearsed, energetic and engaging. Also, invite your audience to get involved by using polls and surveys and take advantage of feedback during a Q&A. 5) After Your Webinar: Having the right “on-demand” strategy will ensure your webinar lives on. But, also make sure you follow up with the attendees and have an effective post-webinar strategy in place. There are a lot of moving parts that go into putting together a great webinar. It takes planning, people and technology, all working together to create the perfect event. What are some of your webinar best practices? Want more content on the topic of webinars? Visit these blog posts. Marketing Minute: Preparing for a 2021 Without In-Person Events 10 Tips to Ensure a Successful Webinar Targeted at the Professional Tradesmen Webinars are an Option for Continued Learningread more >

Marketing Minute: Preparing for a 2021 Without In-Person Events

While we wait for the return of trade shows and other in-person events, join Matt Sonnhalter for a Marketing Minute to learn about some of the ways your company can utilize the latest digital technology to effectively reach your customers, distributors and employees in 2021. He outlines three tactics to consider--social media, virtual training and webinars--and offers some tips for success when using virtual platforms.   To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.  read more >

Webinars are an Option for Continued Learning

If you’re interested in learning about a particular topic related to your profession, many publications, groups and associations offer webinars, or webcasts, for free or for a minimal charge, or they are included in association membership fees. Some may also be eligible for CEU credits.read more >