DIGITAL MARKETING: Webcasting for lead generation

How to use webinars for lead generation in B2B

In an age where most of us have become desensitised to the sales process, patience is increasingly a virtue when it comes to marketing communications. In B2B especially, where a sell can be a long, drawn-out affair, marketers are having to take a softly-softly approach as they navigate their way through the buying process.

An increasingly popular means by which they are doing this is through webcasting or webinars. Most of us are familiar with webinars that are, in their purest form, live meetings or presentations conducted over the Internet that can be accessed via a standard browser.