Digital Body Language (the phrase coined by Steve Woods of Eloqua) has become a key principle of B2B Digital Sales & Marketing. This involves using web behavior around content consumption to learn more about customers – their issues, interests, stage of the buying process and more. With automated lead management programs, it is used to score prospects and to deliver relevant content based on their interests and stage in their buying process.
Webinars are a key component of nearly all B2B sales & marketing organizations’ lead generation programs. But companies are missing a significant opportunity to learn more about their audiences when they employ the generally practiced webinar format.
When you conduct a webinar, what do you really know about your audience? Hopefully, you know their name, email address, perhaps organization and maybe role. You know they have a general interest in the topic, but not much more.
How can we apply the principle of Digital Body Language to webinars – or other lead generation campaigns?
1. We recommend to our customers they conduct webinars targeted at specific audiences (e.g. CXX, technical, line-of-business, financial), specific buying stages (early, mid, existing customers) and other profile critical criteria. This is in keeping with the principle of content relevance. But it also helps you know more about the audience to which you are speaking.
2. By pre-producing 20-minute webinars along with supporting content, programs are tighter, more professional, and less stressful to deliver than most webinars. This avoids any wasted time wandering into content areas that are less interesting to target audiences. As a practical manner, this makes it possible to conduct the volume of webinars this approach requires.
3. By preparing a marketing automation enabled microsite of on-demand content, organized by sub-issues, personas, buying stages, industry examples, and material that is easy to forward to colleagues, you will learn considerably more about your audience than the traditional webinar. And, you will encourage expanded interactions.
Your audience will appreciate this approach for multiple reasons. Our customers have told us:
- For those who “connect” with the topic directly, they can move right from the webinar to the microsite – and dive deeper into the topic with other on-demand content including vignettes, other webinar excerpts, articles and resources. There may even be a call to action to “speak further about this issue” which connects to a tele-nurturing rep at the company to speak to (and further qualify) the individual.
- For those who are screening the webinar for a colleague or boss, the microsite becomes an information resource that they can use to guide their internal follow-up communications.
- For those with limited time the day of the webinar, they get a high level understanding in 20 minutes or less, and then they can explore the topic further on their own time.
Each of the above scenarios (unlike traditional webinar viewing activity) is highly measurable through the principles of Digital Body Language.
We recently ran a webinar on jumpstarting your content marketing and nurturing with a content audit & assessment. We tightly produced the webinar including setting up the issue, reviewing the approach, sharing a customer’s perspective and a review of the available tools and resources – all tightly edited into 20 minutes. We backed this up with acontent-rich on-demand microsite.
As the webinar broadcast, we tracked specific viewers moving to the microsite, and both their and their colleague’s activity as the day and week progressed. And we were able to best tailor our follow-up communications and activities based on the microsite content that was consumed and what it indicated about the prospects.
Webinars are too important of a marketing activity to not follow the proven principles of modern marketing success.