Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?” that appeared online today. The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read.

As always, however, only a fraction of my original conversation made its way into the final piece, so here are some additional thoughts on the topic:

In the interview, I suggested that many companies rely too much on Webinars, often for the wrong reasons: 1) because Webinars don’t require the tedious content creation process that a white paper demands, and 2) because their salespeople demand Webinars on the assumption that they generate “better leads.”

However, in my view, relying too heavily on Webinars as a lead generation tool is simply setting the proverbial bar too high, and doing so can eliminate a large subset of prospects who may have a genuine interest in your product or service but just don’t have the time or the inclination to attend an event.

When are Webinars a fit? The two scenarios where I think online events make most sense are: Read More »