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Fellow Marketers, How are You Avoiding Webinar Fatigue?

AJ Traver

Covid-19 brought on a lot of change. In-person events were suddenly digital, and marketers started analyzing the content they were producing. Was it what the customer base needed right now? Was it helpful and resourceful? Was it addressing the customers' needs? I recently wrote a blog on how marketers can rethink embracing technology to put customer experience first, but I'm curious to hear what others are doing. With the multitude of virtual events and special webinars, how are you handling webinar fatigue and keeping your customers engaged?

  • Hi AJ,

    Being a Sugar Partner for more than a decade, Integros suggests webinars that address the target audience challenges, sharing both ideas and practical solutions that are based on Sugar ecosystem tools.

    We try to avoid general informing agenda in our webinars series since we share the vision that repetitive infotouches with the same topic and from via the only one channel makes people tired fairly fast.

    I will ask my marketing teammate to share the experience.

    Best,
    Dmytro

    Best Regards,
    Dmytro Chupylka

    integroscrm.com
    We make work in Sugar CRM system faster, more convenient and efficient

  • Sugar Employee Badge in reply to Dmytro Chupylka

    Hi Dmytro, thanks for your insight. Avoiding corporate messaging that can be repetitive is a great point, that way customers are getting the most out of their time invested in attending a webinar. I'd be curious to hear your marketing colleague's experience with covid-19 and addressing marketing fatigue as well. 

  • in reply to AJ Traver

    Hi AJ,

    I enjoyed reading your article. As my colleague Dmytro said, we are trying to limit repetitive messaging, both at the webinars and during promotional campaigns. Our experience also shows that very long campaigns result in higher opt-out rates and lower attendance for early registrants, so we reasonably shorten our invitation cycles. Very often, people continue to show interest in the webinar when it’s over, that’s why we provide easy access to on-demand webinars on our website. Related content and useful posts generate leads for on-demand webinars over time as well.

    We believe that targeted and fast follow-up is also important to make customers stay engaged. We use an automated solution for Sugar and GoToWebinar to personalize follow-ups for customers based on their profile and activity during webinars. I wrote more about it here: https://integroscrm.com/sugarcrm-gotowebinar-3-steps-to-a-perfect-automated-follow-up/

    Surely, webinars are a great tool, especially in the current situation. Yet, we are trying to mix it with other types of content to avoid webinar fatigue.

  • Sugar Employee Badge in reply to Zlatyslava Topchyi

    Hi Zlatyslava, thanks very much for your input. You make an excellent point about reducing the number of invites over a longer period of time. We traditionally send email invitations three weeks in advance, but the majority of registrants seem to funnel in at the last minute. Your blog is interesting, you seem like super users! I'll have to pass this along to my counterpart to share your method