Both the techniques can help marketers engage with potential and repeat customers.
This article recommends B2B marketers to use webinars (pre-recorded or live) and events to engage their target audience in a “different capacity than a content offer”. Though events require time and monetary investment, they can help marketers bring audiences into the sales funnel.
The author suggests recording these webinars for future on-demand offerings. Marketers can spread the message of an upcoming event through various channels including email, cold-calls and paid social ads.
To move leads through the funnel, marketers should set up a nurture funnel. This can also be coupled with account based marketing and one-click lead generation forms. Marketers should use these forms to gather user data easily, engage with customers and identify their stage in the funnel.
[6 minute read]