Updated May 2020
The C&EN Media Group presents another white paper in a series designed for marketers looking to reach a niche scientific community. This paper focuses on implementing webinars as a lead generation tool, with helpful tips and best practices for this essential marketing vehicle.
As capturing and keeping the attention of scientists can be the most challenging tasks for marketers in the industry today, you need a smart, customer-focused strategy that positions you as a reliable source of needed information. Webinars are an important tool to consider as you seek to accomplish these goals, and as the event marketing landscape shifts drastically, it can easily make up for lost leads from tradeshows and conferences.
The white paper, How to Harness the Power of Webinars to Win Business Leads, is broken down into five steps, each outlining critical areas faced in science marketing. Learn how to:
1. Set the Stage
2. Promote the Event
3. Tell Your Story
4. Evaluate to Qualify Leads
5. Follow Up and Convert Leads
In Promote the Event, you’ll find clues as to where scientists spend their time online and how to focus on the benefits of attendance in marketing materials. In Tell Your Story, we present the top five reasons why people leave a webinar, and in Evaluate to Qualify Leads, we break down audience behavior to help you get the most out of your webinar experiences. We hope these tips, and others, get you started on the right path with this excellent marketing tool.