Survey reveals the majority of B2B buyers consumed webinar content last year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2020, 6:33 PM UTC

ClickMeeting has published an annual State of Webinars report that highlights how webinars work “up, down and beyond” the sales funnel.

Marketers should consider webinars as a useful marketing and sales tool as they work well throughout the buyers’ journey. A majority of B2B marketers (73%) found webinars to the “best” lead generation method and 77% leveraged webinars as an essential part of their marketing strategy.

Webinars work along all stages of the buyer’s journey and three-fourths of B2B buyers consumed webinar content previous year. 36% of webinars work at the awareness stage of the buyers’ journey while 17% of webinars work at the last stage.

47% of them work well at the middle stage, and buyers seem to agree. 48% of B2B buyers said webinars provide the most-valuable content at the middle-stage of the buyers’ journey. 

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