Yesterday, MarketingSherpa released a case study on our own webinar program that we have been running for Adobe Connect since 2008. It reviews the evolution of the program while sharing lessons learned and methods that led to success.
SUMMARY: Webinars can be effective, yet challenging, content marketing.
So, we were intrigued when we learned even a webinar platform company faced challenges with using webinars for marketing. Adobe wanted to use webinars as guided product tours, which would have been difficult to present in a “one sheet brief,” as the senior product marketing manager described it.
Learn from the team’s impressive turnaround — a 500% increase in conversion to sale through its new webinar strategy — to see how you can improve your own webinar marketing. READ MORE.
Or WATCH THE INTERVIEW REPLAY.
In preparation for my interview with MarketingSherpa, I also prepared a case and a review of our program for this blog on why I think one-off webinar for lead generation are a waste. Here is the start of that review:
One-Off Webinars for Lead Generation are a Waste
A bold statement perhaps, but allow me to present my own case study and I bet you’ll end up agreeing with me.
Many a marketer, including myself just a few years ago, will spend a great amount of effort and budget on promoting and producing webinars about their product which are held sporadically throughout the year. More often than not these webinars are not part of an integrated strategic plan… READ ON