Webinar Wire

Webcasts As A Sales Enabler

Posted by Ken Molay April 6 2009 8:16 PM EDT

1 comment

Larry Kilbourne published some commentary on an IDG study from late last year. The study is available for free download after registration on their site.

The study came from a survey of 600 IT buyers, asking them what types of vendor information they prefer and find most valuable as they move through five IDG-defined stages of the purchase process.

Larry got IDG to republish a key graphic in the study when he pointed out that the one used in the original report didn't make sense when compared to the report text. You can see the new chart on his blog post.

The chart looks at six types of information delivery vehicles: Audio Clip, Document, Podcast, Tool (calculator, widget), Video, and Webcast. Strangely, webcasts are reported to have the highest influence of all categories during two stages: Implementation Scenarios/Evaluations and Shortlist Creation. Their reported value drops significantly during the beginning and end phases: General Education and Final Decision.

IDG does not publish the specific questions they asked, nor commentary from respondents that can help us understand their thinking.

I wonder if IT buyers are used to viewing vendor webcasts mainly as product demonstrations? This would help explain perceived value during the evaluation and shortlist process, as they concentrate on features/functionality.

The low marks for usefulness in general education make me think one of three things might be at play.

1) Respondents viewed the question as asking about webcasts as a tool for learning about a new field, a new class of technology, or an overview of the industry. These are hard to find as webcasts and common in document format.

2) The surveyed IT buyers don't get involved in introductory marketing webinars. By the time they get brought into the purchase decision, an end user has already viewed the intro webcast and asked the buyers to get involved - immediately vaulting them to the second stage.

3) The chart accurately reflects a failing on the part of most IT vendors to supply the right content at the right time. If you promise a general education webinar and then fill it with a bunch of marketing fluff trying to sell attendees on your product, you reduce the perceived value (and trustworthiness) of your company and your content.

It's nice to see that webcasts are perceived as high value during parts of the investment decision process. Now our next communal challenge is to work on developing content that raises value at other stages. There is no reason the medium should be any less effective in those phases. It's a question of using it appropriately.