Center >> Webcasts
Webcasts the New Wave in B2B Marketing?
Here’s why your peers are raving.
from AICPA Custom Media Solutions
going through its second coming. As the economy has B2B marketers
tightening their belts, they are seeing the light in Webcasts. For
one thing, they don’t have to spend money on their staff traveling
to and from conferences. For the other, B2B marketers have at their
fingertips a niche audience that is tuned into their brand of advertising.
Yes, you can have your cake and eat it too.
Vice President of Marketing Innovation at Eloqua Corporation, a
company that helps marketers, believes that with Webcasts B2B marketers
can reach almost anyone using extremely targeted programming. “We
target people who would be interested in a particular topic, and
they're going to get something out of [our Webcast]. It's valuable
to them and it's easy", said Gershik to BtoBonline.com.
“It allows you to engage in a conversation at a deeper level
with customers,” he added.
Principle Analyst from Frost & Sullivan, a global growth consulting
company, seconds that emotion. “Webinars allow us to change
the way we think about qualifying leads. We can get very detailed
and do it around specific information points that go well beyond
industry and size of company, explained Turek. “We can poll
and see which way different people vote, [and] then sell along a
particular issue,” she added.
Keeping the economy in perspective, SAP drew a niche
accounting crowd via AICPA. They recently conducted a Webinar, Going
Beyond Just Surviving a Difficult Economy, that brought in
expert panelists to help small and midsize businesses maintain momentum
in a weak economy. About SAP-sponsored AICPA’s Webcasts, Steve
Ernst, notes, “The CPAs participating came from all the segments
of the profession and those in public practice came from firms of
sponsoring AICPA Webcasts, Ernst says, “SAP is pleased to
be associated with and sponsor the AICPA-produced Webcasts. They
have consistently included solid and timely content that is of interest
to CPAs in public practice and in the private sector." See
story in this issue.