Webinars are gaining immense popularity among B2B SaaS audiences. 95% of marketers recognize their significance. If you’re not using webinars in your B2B SaaS marketing strategy, you’re overlooking a crucial tool.
Want to get started with webinars for B2B SaaS? Wondering how to? We tell you how to in this guide.
What are B2B SaaS webinars?
Webinars are online seminars. Participants and facilitators engage in live communication through shared platforms like Zoom. This enables real-time interaction and synchronous engagement over the Internet.
Webinars resemble virtual conference rooms equipped with multimedia tools (presentation, whiteboard, screen sharing) and interactive features (polls, surveys, Q&A, CTAs). Webinars can have hundreds or thousands of participants, overcoming geographical constraints.
Webinars for B2B SaaS are designed for sales conversions. They can include formats such as lectures, lessons, courses, training, or product demos.
Recommended read: Complete Guide to BoFu Content in B2B SaaS Marketing (2024)
How do B2B SaaS webinars help businesses?
Webinars for B2B SaaS offer many benefits for B2B SaaS businesses. Here’s how they can positively impact businesses:
1. Customer acquisition
Most marketers include webinars in their content marketing strategy. Webinars’ high adoption rate underscores their effectiveness in reaching and acquiring potential customers. Also, 73% of B2B marketers claim that webinars generate high-quality leads. This indicates webinars are not only a popular tool but also impactful, generating valuable leads.
2. Connect and engage with customers in the virtual world
The conversion rates from webinars are noteworthy — statistics show webinars convert between 5% and 20% of viewers into buyers. This highlights the ability of webinars to drive meaningful interactions and conversions.
3. Spread awareness around a topic, solution, or your company
The webinar market is expected to reach $4.44 billion by 2025, indicating the rising prominence and investment in this form of virtual communication. Webinars are an effective tool to showcase expertise, address industry challenges, and promote the unique value propositions of the SaaS offering.
4. Engage prospects with industry trends, pain points, and solutions
Webinars are a powerful tool for B2B SaaS businesses to engage with potential customers. Businesses can use webinars to discuss industry trends, pain points, and provide solutions. This live and interactive format helps capture target audiences’ attention. It also helps establish the company as a knowledgeable authority within the industry, building trust.
5. Teach customers and users to optimize your SaaS product usage
Webinar sessions can delve into advanced features, offer tips for efficient usage, and troubleshoot common issues. You can also showcase best practices, real-world use cases, and different business models associated with your SaaS products. Thus, enhance customer satisfaction, loyalty, and ensure customers derive maximum value from your SaaS solution.
6. Know your customers better
The interactive nature of webinars, often featuring Q&A sessions or polls, Ask Me Anything (AMA), facilitates direct communication with participants. This allows businesses to address concerns and gain insights about customer needs and preferences.
How to organize webinars for your B2B SaaS company?
Follow this step-by-step guide to create and organize webinars for your B2B SaaS business.
Before the webinar
1. Brainstorm webinar ideas
For organizing effective SaaS webinars, begin by understanding your target audience’s needs, interests, and pain points. Consider their industry, roles, and challenges they may be facing. If you have an existing customer base, analyze feedback, reviews, and support queries to identify common questions or areas where customers may seek more guidance. This will provide you with a variety of engaging SaaS webinar topics to begin with.
2. Choose a webinar format
The format may vary based on the goals of the webinars for B2B SaaS and your target audiences’ preference also helps choose the right format. Select a webinar format that suits your objectives. Some of the common webinar formats for B2B SaaS are:
| “How-to” sessions | Q&A or “Ask Me Anything” webinars | Research report reveals |
| Tutorials | Expert panels | Product demos |
| Expert-led discussions on industry trends | Product showcase webinars | New features |
Once you’ve chosen the webinar format, develop a detailed content plan based on the chosen format. Create an agenda or script that covers key points, transitions smoothly between topics, and aligns with your objectives.
3. Pick a webinar tool
Choose a reliable webinar platform that aligns with your requirements. Consider these factors before making a choice:
- User-friendliness
- Interactive features
- Reliable and stable infrastructure
- Integration options
- Scalability
- Pricing structure
đź’ˇPro tip: Some of the best webinar platforms are Crowdcast, Demio, Zoom, BigMarker, and eWebinar.
4. Produce the content
Keep your target audience in mind throughout the creation process of the B2B SaaS webinar content. Follow these steps
- Tailor your language and examples to resonate with your target demographic
- Design visually appealing slides that complement your spoken content
- Use multimedia elements such as videos, graphics, or animations
- Includes interactive elements like Q&A sessions or polls
đź’ˇPro tip: 60-minute webinars attract more attendees than 30-minute webinars.
5. Choose the best time for the webinar
Consider the geographical locations of your target audience and select a time that accommodates the majority of your participants.
The optimal times for webinars for B2B SaaS tend to be 11 AM, with the highest attendance rates at 16.1% of total registrants, followed by 2 PM at 14.6%, and 1 PM at 12.9%. Research also shows that webinars hosted on Tuesdays, Wednesdays, and Thursdays attract the highest attendance.
6. Promote your webinar and get sign-ups
Implement a comprehensive marketing strategy to promote your webinar and maximize attendance. Leverage various channels such as email marketing, social media, and your company’s website to communicate the value proposition of attending the webinars for B2B SaaS and provide easy registration options.
7. Create a contingency plan for your webinar presentation
Prepare for unforeseen technical issues or emergencies by developing a contingency plan. This plan should include backup equipment, a secondary internet connection, and a protocol for handling unexpected disruptions.
đź’ˇPro tip: Make sure to assign specific roles to team members to address technical glitches, handle participant inquiries, or provide support during the live event.
8. Create a landing page for your webinar
Communicate the webinar’s value with a landing page that highlights key topics, and includes a call-to-action for registration. Keep the content on that page super concise and focused to entice visitors to sign up for an insightful and valuable webinar experience.
đź’ˇPro tip: Make sure to use eye-catching visuals, incorporate attendee testimonials or speaker credentials, and ensure an intuitive registration process.
9. Practice your webinar before the event
Practice delivering the content within the specified timeframe to avoid rushing through or exceeding the scheduled duration. This helps maintain audience engagement and adherence to schedules.
Run through any interactive elements, such as Q&A sessions or polls, to identify and address potential issues. Practicing the entire webinar with your team can help refine the flow, iron out any logistical issues, and enhance overall delivery.
During the webinar
10. Assign roles to your team members
Roles may include a host or presenter, a moderator to handle Q&A sessions, technical support for troubleshooting issues, and a marketing coordinator to promote the webinar. Clearly outline responsibilities, and conduct rehearsals to iron out any potential issues before the live event.
11. Share valuable links and resources
Provide relevant articles, whitepapers, or case studies that deepen understanding. Include links to your website, product demos, or additional educational materials. Sharing resources enriches participants’ learning experience.
After the webinar
12. Follow up with participants
Here are some ways to follow up with your audience post-webinar conduct:
- Share recorded sessions, presentation slides, or any additional resources discussed during the webinar
- Gather feedback through surveys or polls to understand what worked well and where you can improve
- Express gratitude to participants and invite them to future webinars and events
- Utilize the data gathered from the webinar platform analytics to refine your future webinar strategies
13. Repurpose webinar content for marketing
Extend the life and reach of your webinar by repurposing content. Extract key insights, quotes, or visuals to create social media posts, blog articles, or email newsletters. By sharing snippets across various channels, you amplify the webinar’s impact, attract a wider audience, and reinforce key messages through different mediums.
Recommended read: Repurpose Video Content: How To Increase Your Reach Across Channels
B2B SaaS webinar best practices and tips
Here are some tips and Saas webinar best practices to enhance your strategy.
- Avoid sales pitches in webinars for B2B SaaS and prioritizing audience engagement
- Encourage participation through Q&A
- Narrow your webinar focus to address just one specific problem
- Evaluate the success of your webinar using key metrics such as attendance, retention, engagement, leads, conversions, or revenue to determine performance and ROI
- Leverage various platforms to promote your B2B SaaS webinar
- Collaborate with your network and partners, include influencer marketing, or invite guest speakers to expand your reach and enhance credibility
- Enhance engagement by utilizing short-form content for video marketing
Want to plan your webinar strategy?
Webinars are effective for B2B SaaS companies to drive engagement, establish thought leadership, and accelerate business growth.
At Contensify, we have helped several B2B SaaS companies to craft webinar strategies to help them meet their specific goals.
Whether you need assistance in webinar marketing for SaaS, creating compelling webinar content, or developing overall content marketing strategies, Contensify is here to help.
Our success stories speak for themselves—our content receives love and drives results.
Reach out to us today to create content that engages, educates, and converts!
