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B2B Web Seminars - Stats?
When using Web Seminars for demand creation efforts, what are you seeing as average number of registrations to invites, and does this change based upon your promotion techniques? And then, what percentage attend, drop out during, etc.? Just looking for general trends. Thanks!
Answers (4)
There are a variety of important factors to consider:
1) The quality of your list (poor quality = poor # and quality of responses). This is THE most important piece of the equation. Poor list = poor results.
2) The quantity of the list (you will see diminishing rates of return for larger lists... typically once you get past 10k-20k contacts)
3) The offer (is there an associated offer like a starbucks gift card, etc.)
4) The content
5) The medium in which you communications
That being said... using e-mail as a communications method is getting diminishing rates of returns as compared to integrated DM/email/phone campaigns.
E-mail alone will get you .3%-.8% response if all variables are average or better with a 40-50% dropoff rate of registrants to attendees. If you add in direct mail, you can usually double to triple the results. With a good offer, you can even increase it further and at minimal costs. If you incorporate phone as well, you can use it for both webinar reg and for lead gen and kill two birds with one stone. It is not cost effective to solely use telemarketing though.
Best regards,
Dennis Totah
President
Catapult
www.catapultdirect.com
Sorry to answer with a question, but I am evaluating webinars too. What i need to know is how many registrations and attendees I would expect from 3rd party webinars such as TechTarget, etc
Howard S
President, Connect Direct - 15+ years in direct marketing and demand generation
Best Answers in: Lead Generation (1)
Hi Linda,
I'm sorry to say I don't think there's a good answer to your first question. It's rather like asking: is 2% a good response rate? Truth is: yes or no, depending on the type of campaign. I've seen Webinar campaigns generate anywhere from 0.2% on the very low end to 3.0% and up, and where you fall in that range depends on any number of variables - most notably 1) your list (and audience in general), and 2) the content and topic of the event itself (i.e. the offer).
As for "drop off "rate - 50% has always been the norm, and that seems about par in the market even today. That is, about half the people who register will actually attend the Webinar.
One last comment - the trend we see in the marketplace is clients using Webinars more and more for lead nurturng (i.e. as follow-up offer to an existing database) than as a way to generate new leads. All things being equal, there are offers that work far better than Webinars for lead generation to a cold list.
Good luck!
Howard J. Sewell
President, Connect Direct
"Top 100 Agency 2008 - BtoB Magazine"
Links:
Mac M
B2B sales lead generation and sales lead management expert (marketing consultant)
Best Answers in: Lead Generation (1)
Howard is generally correct. Another variable is the title and promotional copy. I've found that a compelling title can cause a big increase in registrations and attendance. And providing plenty of "you get" bullets helps them decide it is worth their time to attend.
One other note: No-shows are often as good of leads as those that do. They just got called into a meeting or knew they wouldn't be able to attend but were hoping they would be sent a link to the recorded version for on-demand viewing.