Webinars are a powerful B2B content asset: they give you the opportunity to showcase the human side of your brand at scale. But they’re also logistically intense and hard to do well. So when it came to building a webinar program at Relay, we knew it would take some trial and error. Here was our approach.
Jump straight to samples:
Why webinars
Webinars accomplish a lot of B2B demand generation goals in a very short timeframe—and are nearly unbeatable compared to other strategies. That’s because:
- ✅ Putting real humans (your team) in front of B2B buyers creates trust
- ✅ Webinars afford time to explain complex products to a captive audience
- ✅ Attendees are more willing to fill out forms with MQL information
- ✅ Webinars are a great co-marketing vehicle with built-in promotion
- ✅ Webinar content is highly “repurposable” for other mediums
“From day one of our partnership, you made Relay my favourite content partner to collaborate with.” —Talia @ Bench Accounting (Webinar Content Partner)
Steps to the perfect webinar program
The are 4 core steps to running a successful webinar program: 1) Partner and Speaker Sourcing, 2) Promotion, 3) Prep, and the actual 4) Webinar Run. Here’s what our process looked like at Relay:
Post-webinar, we transcribe the recording + cut up short video clips for social media—increasing the content lifespan and taking the opportunity to stay top-of-mind with our audience.
Post-webinar social clip examples:
Outcomes
The webinar program regularly surpasses 1,000+ monthly webinar registrations, with about half coming in as new contacts and half as reengagements. On top of providing a consistent pipeline for sales, we achieved other strategic wins:
- 🚀 High quality webinars allowed us to forge better connections with the audience and build brand affinity.
- 🚀 We were able to build relationships with speakers and partners, leading to future opportunities for collaboration.
- 🚀 Having a consistently engaged webinar audience meant we could use it as leverage in future partnership conversations.
