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A Competitive and Easily Measurable ROI, a format suitable for all budgets, and a powerful driver of leads, visibility, and expertise. This triptych explains the unprecedented enthusiasm of B2B for WebTV.
Contrary to expectations, the appeal of video conferencing and webinars has not waned with the end of the pandemic and distancing measures. According to the 2024 Marketing Investments study by Infopro Digital Média, 50% of companies plan to invest in webinars this year.
In parallel, the overwhelming majority of B2B buyers consume video to refine their decisions, a trend that shows no signs of weakening with the influx of millennials into decision-making roles.
In this report, we offer a series of exclusive content about WebTV: its origins, the current state in French B2B, its impact on revenue, and our 7 immediately actionable tips to harness this lever starting today.
WebTV, from a backup solution to an essential business tool
WebTV emerged at the same time as the Internet. At the end of the 1990s, it was a backup communication solution, plagued by bugs, latency and a video resolution capped at 280 pixels.
A quarter of a century later, this tool has become substantial in the business, initially thanks to technological advances: broadband internet, more powerful audio and video codecs, the boom in VoIP, etc.
In the second half of the 2010s, WebTV was already part of the corporate toolbox, but use remained sporadic, except perhaps in tech, higher education and multinationals.
It was the pandemic that propelled videoconferencing into orbit. Zoom, a historical player in this segment, for example, closed the year 2021 with a growth of +169%.
Unprecedented.
Since then, the growth rate of WebTV solution providers has logically levelled off, but enthusiasm has never truly waned for at least five reasons:
- In France, 30% of the salaried population works from home, and 76% of remote workers use WebTV daily (video calls, meetings, webinars, remote training…);
- The latest generation of WebTV solutions are designed for business: automatic resolution adjustment based on bandwidth, advanced screen sharing functions, real-time interactivity, breakout rooms, etc.;
- Seven out of ten B2B buyers say that video is “the best format for discussing business issues or learning about complex topics”;
- Seventy-three per cent of B2B marketers believe that webinars are “the best way to generate quality leads”;
- The corporate event industry has adopted WebTV to extend its reach and smooth out the costs of in-person events.
🔗 To learn more, you can read our article “WebTV: from a supplementary solution to a powerful performance driver“.
WebTV addresses the majority of sales and marketing challenges faced by B2B departments
The continued relevance of WebTV beyond the pandemic is due to its direct contribution to overall business performance.
The interactive nature of WebTV makes it easier to measure return on investment (ROI). You get immediate and direct quantitative data, conversions can be easily attributed through tracked links, and post-event surveys facilitate qualitative evaluation and support a continuous improvement dynamic.
Beyond ROI, WebTV proves useful throughout the entire sales funnel:
- It’s a powerful driver of brand awareness. In 2023, the average webinar recorded 457 registrations, which is a significant audience in a B2B context. Web conferencing also allows you to put a face and voice to a brand, humanizing it;
- It’s an excellent generator of qualified leads. Webinar conversion rates range between 6% and 50%.[i] Therefore, an average webinar generates between 27 and 228 qualified leads, providing decisive information, including contact details for nurturing or closing, as well as insights into needs and interests;
- It’s a format that demonstrates your expertise. The average webinar lasts around forty minutes. It allows you to develop reasoning, demonstrate your added value in depth, spend quality time with your prospects, and interact with them to create a strong bond.
🔗 To learn more, you can read our feature “WebTV, a solution to B2B decision makers’ challenges“.
The ultimate guide to B2B webinars: 7 tips for generating qualified leads
To help you integrate webinars into your marketing arsenal and leverage them for your company’s commercial performance, we’ve compiled the seven golden rules of this format into a Playbook.
Contents:
- How to choose the topic of my webinar?
- The Time Factor: how to define the duration and timing of my webinar?
- How to plan my webinars?
- How to attract attendees to my webinar?
- How to present my webinar?
- What data to exploit before, during, and after the webinar?
- The webinar doesn’t end with the live session.
If you don’t have the time to read and apply our Playbook, start by adopting the best practices summarized in our infographic: View the infographic.
