How A Multimedia Hub Answers New B2B Buying Behaviours

Webinars aren’t anything new—The Streaming Network has been leveraging webinars for at least 10 years now. The technology itself hasn’t changed much either, but the way customers use them has transformed. Let’s talk about the solution offered by the versatile and ease-of-use multimedia hub.

As customers, all of us research possible solutions before buying anything claiming to solve our pain points. B2B companies do the exact same thing. They are more likely to educate themselves about your product before even speaking to a sales representative.

So how can B2B sellers adapt their marketing and sales funnel to leverage that behavioural pattern of self-education?

They use webinars, both live and on-demand. The rise of video marketing has turned the webinar into the go-to tactic for B2B companies with integrated sales and marketing funnels. They can be used to fully educate a buyer about your service. That is why webinars have become so prominent lately.

Businesses Need a Multimedia Hub to Curate Informative Content

Facilitate your future customer’s purchasing behaviour by creating product demos, or “deminars,” that explains what your product or service is and how it solves your target customer’s problem.

How do you capture leads to watch your webinars if they don’t sign up to begin with? Simple: create a multimedia hub that invites leads to browse through your content on their own time.

Let’s think about Netflix for a moment. The best (or arguably the worst) feature of Netflix is being able to consume as much content as possible in one location.

That’s exactly what a multimedia hub should do. It’s a webcast portal that allows individuals to publish their webinars in a single space where leads can sign up to watch any webinar of their choosing. The data shows that on-demand webinars perform better alongside other types of content, so include everything in your library inside that hub.

YouTube can make playlists out of videos—and it’s a good place to start with webinar hubs—but your organization will need a hub that accommodates more than just video recordings as it grows. Your team will need something that houses these kinds of media:

  • Case studies
  • E-books
  • Podcasts
  • Lead magnets
  • Whitepapers

You need to measure success with tracking capabilities, or else you won’t be able to tell if your multimedia hub is successful. Keep track with these metrics:

  • How many webinars do prospects usually watch?
  • What is the average watch time?
  • Which lead magnets are they downloading?

This data can determine if a lead belongs in the marketing funnel to learn more about your service (a Market-Qualified Lead), or if the lead belongs in the sales funnel who’s ready to buy (a Sales-Qualified Lead).

You Don’t Need an Internal Video Crew to Start

Not everyone has the budget for videographers, and that’s fine.

The ELITE platform’s Multimedia Hub lets us repurpose any webinar made through The Streaming Network to create an enterprise-grade library from a single piece of webinar content. Take snippets of your existing webinars to create snackable, searchable content that answers specific questions your prospects have.

Don’t spend time trying to reinvent the content wheel for every new asset you produce. You can then publish your new video into your portal or directly to your social media to generate content. This aggregation strategy allows you to get more viewers coming to your site.

This is the backbone of an evergreen content strategy.

Take a few snippets from your webinars and other video content that succinctly explains what problems your business solves. Put them together in the Multimedia Hub and now you have an evergreen video for your homepage where new viewers can learn everything they need to know about your service.

The key is to allow leads to consume your content consistently, moving from an MQL to an SQL.

Check out last week’s blog to learn how to leverage data-driven marketing in order to generate leads into your sales funnel.

Stay tuned for more updates on how to leverage your webinars to convert viewers into buyers.

Matthew Ley

Matthew Ley

Matt Ley is the current President and co-founder of The Streaming Network. Starting his career in virtual events in 2007, Matt is an industry veteran that is passionate about helping customers stand out in their industry with compelling virtual events that people want to attend. The driving ambition for Matt is that virtual events are not a utility for information distribution but an opportunity for firms to create a competitive advantage. Matt is an accomplished speaker, moderator and a sought-after thought leader.

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