Why your sales team must care about webinars

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Webinars have become staples in B2B marketing these last few years. They are much easier to organise and run than in-person events, not to mention they keep costs low. 

Webinars are more than an activity for sharing thought leadership and educating your target market; they are an excellent tool for salespeople to engage prospects. Here are three reasons why webinars matter to your sales team…

Webinars support the buyer journey

Webinars are an excellent way to support the buyer journey and keep buyers engaged throughout the process. By providing valuable information and insights, they can help buyers make informed decisions and move forward in their journey with confidence.

A webinar sits at the Consideration Stage of the buyer journey, so your prospect is ready for an in-depth look at your products and services. However, they do not want to spend an hour of their time on something that does not address their precise concerns. Sales can help with getting the right people to register. They can contact the people at this stage of the sales cycle and encourage them to register and participate. Perhaps the webinar also explores some specific queries that a buyer had and the salesperson can refer the prospect to it for more information.

If you record webinars and upload them to your website, your salespeople can use the recordings as supporting material when guiding prospects through the customer journey so that the webinar material reaches more than its initial audience.

Your sales team have a role in promoting the webinar

You might think that getting registrations is one of the most difficult parts of planning a webinar, but the real challenge is ensuring that your registrants attend. Marketing can send event reminder emails and post on social media, but more is needed to encourage some people to put the time aside. Sales can pick up the phone and call the registrants to remind them about the event the day before. They can even call their prospects and encourage them to register and attend.

Making it easy for salespeople to share the webinar details with their contacts can encourage them to get involved in the promotion. Marketing can assist salespeople with promoting an upcoming webinar by providing clear talking points and highlighting the key benefits of attending.

The Sales team can also become your consultants in driving the webinar content and angle. Perhaps your sales solutions team has had conversations with prospects relevant to the webinar. They will know the most common questions buyers have about the business, what the selling points are in your products or services and whether the topic is particularly relevant to any of the prospects they have been speaking with.

The attendee list becomes a source for prospecting

After the webinar, you have a new list of people that are genuinely interested in your product or service. They have not just registered for your webinar but have shown up. Salespeople can use webinars to collect contact information from attendees and follow up with them after the event.

There are a few reasons why they should do this:

  1. It allows them to follow up with any questions attendees might have after the event.
  2. Salespeople can build relationships with potential customers and nurture leads. 
  3. It will enable salespeople to offer additional information about the product or service featured in the webinar. 
  4. If someone is ready to move on to the next step in the sales cycle, then the salesperson can take it further.

By calling attendees after a webinar, salespeople can ensure that they provide the best possible customer experience and increase their chances of making a sale.

Resonate can align your Sales and Marketing teams

At Resonate, we specialise in enabling the success of B2B sales organisations. We guide you throughout the sales process. We help develop the sales strategy and an associated plan that converts the strategy to execution so your organisation can get predictable revenue over the coming quarters and years.

We also provide ongoing advisory and consulting services to ensure your strategy and plan become a reality. We focus on helping the sales organisation achieve its quota and meet targets predictably and consistently.
Resonate act as external advisors and consultants to Australian leaders building their sales function. Our sales solutions incorporate strategic advisory, and ongoing consulting that turns a plan into execution and revenue.

RK is the CEO & Co-Founder of Resonate.

RK is Resonate’s chief strategist, thought leader, and IT industry veteran. Our clients depend on RK to advise on their business strategy, channel strategy, and sales strategy. 

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