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In a world where digital communication is crucial, the market for web conferences is booming. Bertrand Breysse and Laurent Simon from Webikeo, a leading French webinar platform, shed light on this trend. They discuss the evolution of the market, strategies for integrating webinars into B2B marketing, and the benefits of a format like the “Brand content web show.” Discover how to optimize your communications and achieve your business goals with their valuable insights.
Could you introduce yourselves in a few sentences?
Bonjour,
We are webinar consultants for Infopro Digital Group and Key Account Managers for Webikeo, a leading French web conference provider. We support the sales teams of Infopro Digital Group as specialists in Web TV products.
What is the current state of the web conference market?
After a period of growth marked by market evangelization before the COVID-19 pandemic and an increasing structural need post-COVID, the webinar market has now matured and become integrated into most multichannel marketing strategies within B2B marketing departments. This evolution has led to an improvement in the quality of presentations, with a real editorialization of content, thereby enhancing these formats. Today, we speak more about a webinar channel rather than just a single format, with multiple variations in both form (webcam, remote production, studio) and strategic approach (awareness webinars, acquisition webinars, loyalty webinars).
When a company wishes to integrate a speaking engagement into its strategy and contacts you about it, what would you propose?
First and foremost, it is crucial to identify and quantify the initial objectives (Branding, Awareness, Nurturing, MQL Acquisition, SQL) as well as the expectations and performance indicators (KPIs) that the client will use to evaluate the effectiveness of the campaign. Based on the distribution of these objectives (e.g., 70% Acquisition, 30% Branding) and the available budget, we will guide the client towards the most appropriate product.
For example, a WebTV package with webinars will be more relevant for a small to medium-sized enterprise (SME) focused primarily on generating qualified leads and using cost per contact as a key performance indicator, as described earlier. In contrast, a large account looking to strengthen its brand and establish itself as a market leader would opt for a “Brand content web show” Web TV package, which would emphasize its premium positioning and expertise, featuring a TV studio presentation hosted by a specialized journalist and supported by content guidance.
In all cases, our client will benefit from personalized support throughout the contract, aimed at achieving both quantitative goals (number of registrants, KPIs) and qualitative goals (editorial advice, optimization of the chosen format for the Live event).
What is a “Brand content web show”?
A “Brand content web show” is a Web TV show that allows a company to showcase its brand expertise through a 45-minute to one-hour presentation. This show, which serves as a premium platform for the advertiser and potentially their partners, is filmed in a professional TV studio. Before the event, our internal content agency, “Stories,” works with the client to co-create the presentation, ensuring high-quality content both in substance and form. On the day of the show, a specialized journalist hosts the program with the experts selected by the client. The show benefits from a robust, multichannel communication and promotion plan, primarily focused on display advertising and recruitment email campaigns, to attract a qualified and targeted audience based on the personas defined by the client.
What is the added value of a “Brand content web show”?
For me, it’s the combination of several key elements:
- Support from an agency;
- Association of the brand with a reputable media outlet (such as Usine Nouvelle, Usine Digitale, Gazette des Communes, Argus, Moniteur, LSA);
- A multichannel communication plan (Infopro Digital data, Emailing, Display, Newsletter, Social Media);
- Premium TV-quality production.
Additionally, the client receives 100% of the audience data for registrants, unlike webinars where only the contact details of participants are provided.
What are, in your opinion, the best practices for delivering an engaging B2B presentation?
Engagement is truly what drives us all. Content should be both humble and ambitious, aiming to address a specific issue. It should be presented with humility, offering thoughtful insights into the topic.
This begins with a compelling title and, on the day of the event, a clear “thread” that is easy to follow, with expert-level content that is detailed enough to provide meaning and stimulate thought.
Today, with the market being more mature, it’s important to get to the point and delve into specific content and topics (though this should be done sparingly). Additionally, there is a trend towards shorter formats (20-30 minutes) depending on the audience, though this remains relatively niche and should be validated.
To further engage and interact with the audience, it is crucial to implement several “Call to Action” prompts that allow for more direct interaction with the presenter and help identify the most interested contacts.
At the end of each live session, a rating system that allows the audience to provide feedback and comments is the best way to measure the success of the presentation and identify potential areas for improvement.
What criteria set you apart in the competitive market?
By combining Webikeo’s technical expertise, Stories’ team for content, the media power of Infopro Digital Media’s specialized outlets, the Data department, and the Customer Success team, we have managed to create a product unmatched in the French market. Over the years, a highly valuable collective expertise has emerged within the group, allowing us to offer a product with exceptional value.
This enables us to provide a 360-degree client experience that is unparalleled. We continuously optimize our processes to maintain and enhance this competitive edge.