Logically, the threshold to register for a webinar is low and done quickly. When the moment of the webinar approaches, the choice is quickly made not to log in, because you will receive the recordings afterwards (and be honest: how often do you really watch them?). If you do choose to log in, you often have at least 1 or 2 other activities at that moment. You check your mail and you may also be working continuously, while the webinar continues in the background.
The use of online events is therefore not denmark telegram data comparable to that of live events. In marketing terms, you could say that online events are more top-of-funnel events , while live events are often used in B2B in the bottom-of-the-funnel . You can create a nice mix of them, but it remains difficult to trigger leads that are almost in the purchase stage to purchase via an online event. Adobe did this well via a virtual wine tasting. You can listen to that approach in our podcast .
The step towards hybrid events
A next step that you will see in 2021 is the organization of hybrid events . Here you combine the advantages of online with the personal approach of a live event. With this type of event you also have 2 types of visitors: online and live. Especially in a time when there is still uncertainty about corona, a hybrid event is ideal for, for example, the following types of visitors who may not be able to come to the location, because:
The participant is not allowed or able to travel for health or safety reasons
The participant's employer prohibits him or her as an employee from attending an event
You have limited capacity in the physical location of the event
So this is definitely something that will take off in 2021! A nice blog about organizing hybrid events can be found on the Cvent site .
Trend 3. Use of personal video in sales and marketing
Because we all made the switch to online meetings in 2020, the acceptance of low-threshold videos for marketing and sales has increased enormously. Marketers and sales professionals also find it easier to record such a video. When do you use a low-threshold video, for example?
