Webinar Benchmarking: Just Do It

Webinar Benchmarking: Just Do It

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First of all, just sign up for the upcoming 2016 Benchmarks Webinar right now. Here is the link. Just do it. Why? Because it will make you money…no, really.

Look, webinars have become the most important tool we have to generate leads and drive pipeline. For most demand generation teams, it’s their most reliable tactic. But are you getting the most value from your webinars? For instance, are you delivering your webinars at the best possible time? Are you dropping your email promotions on the best days? Which interactive tools perform the best? In order to optimize your webinars, you need to understand what is working and what isn’t — and the best way to do that is to compare your webinars to your peers and industry-wide standards.

Each year we look at thousands of webinars from companies of all sizes and industries to create a benchmark of webinar performance. This is no fake “marketing research study,” this is real data from A LOT of webinars. This year marks the 5th year we’ve done this study, and the results are always incredibly enlightening and sure to impact your webinar strategy.

As we compile the data for the 2016 report, I am struck that the year-over-year data continues to show that webinars are growing in size, frequency, and importance. Webinar audiences are growing too; further proof that our prospects are self-educating online before engaging with sales teams on the phone or in person.

One of the most interesting sections of the report surrounds trends in driving webinar registration. Without giving away the results, there are clear signs that marketers are designating more of their email drops for webinars, and that each webinar is getting more dedicated drops. This has resulted in higher registration numbers and larger audiences.

Another set of telling statistics is the growth of on demand viewing. Every year we see the slow but steady rise of audience members that choose to view a webinar after the live event has passed. This rise in on demand viewing will become increasingly important for marketers looking to create content with a longer shelf life that can also be repurposed for multiple audiences.

What will this year’s report tell us? A lot. Data is truth and the truth is out there. It confirms what parts of our strategy work and don’t work rather than what our gut feeling tells us. As I wade through the hundreds of thousands of data points for the 2016 Webinar Benchmarks Report, it becomes clear to me that there are a lot of best practices and actionable insights that can have a huge impact on our webinar success. If you’re waiting for a sign that you should start benchmarking against your competitors, than this is it.

I am super excited to reveal the results of the report. You should be there. Just sign up now. Trust me, it will be the gift that keeps on giving.


Mark Bornstein