This channel is the #1 driver of qualified leads in climate tech

Are you doing it?

Hello friends,

Do you know what the #1 driver of qualified leads is in climate tech?

According to our conversations, it’s webinars.

Many are doing them; few are truly capitalizing on their full potential.

Today, we’ll look at how to capture the most value out of your webinars and turn them into your #1 lead-driving machine.

How to capture the most value out of your webinars

1 — Get specific

Make the topic of your webinar highly specific. Maybe you pick a particular problem faced by just one of your customer avatars, or dive really deep on a complex technical topic. Whatever it is, keep the scope narrow. If your webinar promises to answer a very specific question, rather than give vague updates or generalized information, you’re much more likely to get signups.

2 — Replace facts with insights and opinion

Too many webinars become a snooze fest because they simply lecture the audience about the latest facts and information, which they can find much faster (and without the obligatory ‘backgrounds and introductions’) through a quick Google search. People sign up to webinars to hear takes from experts they don’t normally have access to, so aim to make the focus of your webinar sound more like “our experts’ take on X” rather than “an introduction to X.”

3 — Promote through paid channels

Webinars may be ‘inbound’ marketing, but there’s no reason you can’t attract a wider audience through paid channels. Any valuable content asset deserves a budget for paid media, and webinars are no exception. Focus on LinkedIn and consider adding some Google Ads if your topic hits a hot-button keyword.

4 — Follow up

So few companies are getting this right. If you’re capturing the right information in your signups, then a lack of follow-up (or lumping your leads into an email list featuring occasional, generalized updates) means you’re not capitalizing on the true value of the lead you’ve captured. This is the point where marketing and sales collide. Marketing teams can help sales set up automated, industry- or problem-specific nurture sequences from your sales reps to turn these lukewarm leads into… well, hot ones.

5 — Use questions for future content

If in-person events are the best place to interact directly with prospects and gather intel on your target market, webinars are a close second (and much cheaper). An easy place to start is to use any questions submitted to the Q&A as inspiration for future content, but you can also go the extra mile with pre- and post-webinar surveys and questionnaires. (This is what we tell clients who don’t know what their audience want to hear: just ask!)

Wrapping up…

Webinars are the #1 driver for the companies we surveyed in our annual B2B Climate Tech Marketing report, and yet, when we look around, we see so many missed opportunities in the way most companies approach their webinars.

Any webinar is better than no webinar, but checking these five boxes can help turn your webinars into lead-generation machines.

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