Loading ...
Interactive Event encompasses several different terms: web casts, webinars, eSeminars, virtual trade shows, etc. In terms of content marketing directed to B2B buyers these interactive event platforms are some of the most effective strategies available. They allow marketers to present compelling, useful content to their current customers and prospects, they also lend to reliable ROI measurement.
Interactive events rely on the power of content rich permission-based marketing. Prospects actually choose to spend their time engaging with your content and message. Self selection of the subject matter is a critical component because it is the first of many steps in qualifying the prospect. Once someone has chosen the topic and committed up to an hour of their time, they are highly qualified to buy your product or solution. If you follow a few smart steps you can further qualify the lead, fill your sales pipeline with high quality prospects, and shorten your sales cycle. Relevant and compelling content is what will drive the prospective buyers to your door.
The first step in nurturing your leads is to devise a lead scoring mechanism for your registrants. The purpose of lead scoring is to assign weight and rank, as well as prioritize incoming leads, so that you and your sales team are all on the same page. High priority leads will include those that have either asked to be contacted or have demonstrated they are further along in the buying process. Low priority leads are prospects that are clearly in info gathering mode, or have no purchase authority.
The prospect list that is generated via interactive events has given you permission to send them content and has shown a willingness to invest time in learning about your company. This prospect needs to be nurtured and communicated with via relevant content. From there, you can diversify your communication tactics and customize the message depending on where they are in the buying process. After qualifying the prospect with a web cast, you can invite them to a live event to better educate them about your products or solutions. And, interactive events are not just for new prospects. Content rich web casts are also a great tool for cultivation and customer care.
When you know where each prospect ranks in the buying process, you can send them relevant messages via email marketing, live events and your sales team. If you build an ongoing interactive and customized dialog you have a much better chance of turning them into customers– that is the true final test of ROI. Interactive events are a great tool for getting qualified prospects into the beginning of your sales pipeline. However, it is not the whole job; to really see a return on your investment you must build a permission based, content-rich relationship private media channel to eventually turn them into a sale.
