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Media analysts predict an increase of 3.2% in overall B2B ad revenues by 2022. Meanwhile online B2B publisher ad media revenues are predicted to increase by almost 25%. A shocking difference in stats for some, maybe, but not for those who have felt the benefit of running sponsored webinars.
Some publishers fondly refer to webinars as their "cash cow." Many larger B2B publishers are selling hundreds of webinar sponsorship packages and expecting 20%-30% year-over-year growth. In fact, events - including online events - are the single largest revenue stream for many publishers.
So, when you consider the above responses as to why people attend webinars, it’s easy to see why webinars are an important feature in the selling process.
“We’re not just promoting the webcast when we talk to our advertisers, we’re talking about the whole package and the campaign,” VP, Interactive Sales Cygnus Business Media.
To justify ad spend (and pull spend away from the other channels such as paid advertising), sponsors want their webinar package to hit four distinct goals:
That’s why every effort to generate an audience for your webinar is an opportunity to promote your sponsor's brand. With a well-constructed campaign, the sponsor gets more than just sales leads - they get multiple opportunities to build brand awareness over a period of weeks and months, which is something that’s harder to replicate with any other type of communication.
These multiple touches are the key to driving clicks, registrations and viewers, as well as meeting your sponsor’s requirements. So, a strong webinar sponsorship package needs a great plan for squeezing value out of every aspect of your webinar.
How? We've laid out the steps to help you get started:
Making sure that all these stages are on-brand and reflect the publication, subject matter and sponsors brand are vital for driving leads. Research has shown that 73% of marketers say webinars are one of the best ways to generate quality leads, with almost 40% saying they plan to host at least one webinar in 2019.
This is a proof of the success of webinars, but it also means that those involved in B2B media need to ensure that their webinar promotion stands out and engages the potential registrant.
As many Publishers have seen, webinars are not only an effective means of communication, but a lucrative one; with an average charge anywhere from $15,000 to more than $30,000 for webinar sponsorship.
That said, you shouldn’t underestimate production costs (just because it's online doesn't mean it's ultra-cheap.). However, these costs can often be worked into your pricing strategy, allowing you to manage an effective webinar campaign. Some variables to consider when finalizing pricing costs are:
With all that considered, it’s clear to see why sponsored webinars continue to develop in popularity. Perhaps it’s time you begin running some of your own.
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