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Had to choose between a white paper and a webinar for a lead gen campaign
Last quarter I had to pick between spending $5k on a white paper or $3k on a webinar for a cybersecurity SaaS launch. I went with the webinar because our audience seemed to like live demos. Turned out only 12 people showed up and half of them were my own team. Has anyone else had a content format totally flop on them?
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jamesf411mo ago
What if the real problem wasn't the format but when you ran it? Most B2B buyers won't give up a weekday afternoon for a live webinar unless it's solving an urgent problem right then. Maybe try recording the webinar first as a demo, then gate the replay as a download like a white paper.
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roberts951mo ago
Recording first and gating the replay like a white paper" is exactly what turned things around for me too. It takes the pressure off the live day and lets people consume the content on their own schedule. Have you found that the download numbers tend to be way higher than live signups?
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bennett.jana1mo ago
Oh man, 12 people and half were your own team... that's brutal, I've been there. My first big webinar I was so excited, prepped for weeks, and then my cat walked across the keyboard during the live Q&A. Turned out the recording was more popular than the live event ever was, so now I just film everything ahead of time and gate the replay like a white paper. Live audiences are just too unpredictable for my blood pressure.
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