Commercial webinars – your road to B2B leads

The increasing use of webinars is a growing trend across a variety of sectors. Our commercial manager John Wheaton takes a look at how they have been utilised for one of our clients, the British Parking Association.

How would you like to speak to a captive audience of decision-makers who are actively interested in what you have to say, and build long-term relationships using the contact details and data provided…?

Thought so.

Communicating directly with B2B customers and contacts in your industry, wherever they are in the world, is a strong, simple and cost-effective way to increase your brand awareness or positioning as a thought leader, generate new leads and strengthen interest in your products and services.

Communicating directly is a strong, simple and cost-effective way to increase brand awareness, generate new leads and strengthen interest in products and services

Webinars: a marketer’s dream

Our growing commercial and media sales team has been using partnered and sponsored webinars for a variety of clients in the past few years. In particular, the British Parking Association (BPA) has been very positive about their impact and outcomes.

The BPA is the leading authority on parking in the UK, and has run three webinars in the past six months on topics including:

  • Electric vehicles (with E.ON’s renewable energy team)
  • General Data Protection Regulation (with JMW Solicitors)
  • Smarter parking to future-proof our high streets (with the Department for Transport)

The beauty of these webinars are the captive and engaged audiences – they have shown an active interest in the subject and want to take part in the discussion or learn from the insight.

Caron Fassetta, Head of Membership and Information Management at the BPA:

“I’m delighted we have been able to add such an exciting marketing tool to our online platform, further extending the suite of benefits that we hope people will enjoy when they come into BPA membership. While the first broadcast of the event is open to everyone, we then add the webinar to the members’ area of our website, which further enriches the knowledge bank of content available to the parking community.”

How do the webinars work?

There are two options – a pre-recorded webinar or a live event. CPL fully manages the entire process from start to finish, creating, promoting, preparing and hosting your webinar – helping you to deliver results from the comfort of your own office.

Our commercial team works with you to create the objectives, strategy and content; finds and books a suitable independent third-party supplier or provider to co-sponsor the webinar; provides a co-ordinator or moderator; checks and collates the slides (ensuring the webinar flows, is full of the required insight and is on brand); and undertakes technical rehearsals with your presenters to make sure the content is engaging and relevant.

We help promote the webinar to the people you wish to reach on social media, including LinkedIn, in your magazine or on your website, and through e-marketing. We also collate the registration data.

Then we host the webinar on a secure, specially created webpage and give support during the event. After the webinar is over, we share the full presentation, audio recording and additional questions (and from whom, during the recording), as well as the attendees contact details.

The results

The first BPA webinar, with E.ON, was a resounding success with 320 registered parking industry attendees and 98% of the 214 attendees remaining on the webinar until the end.

Some 98% of the 214 attendees remained on the webinar until the end

E.ON was so pleased with its webinar in 2018, it has already booked two more for 2019/2020.

Think about it – isn’t it much more powerful to have up to 100 senior decision-makers actively engaged with the topic for up to an hour, supplementing your advertising and marketing campaigns, which don’t always get the detailed results and engagement you are after?

From the data we provide post-webinar, you can select specific potential prospects to speak to individuals, and host the recording on your site for further engagement opportunities.

Want to know more about our webinars? Please get in touch with me directly at or 01223 378042.

John Wheaton commercial manager at CPL
John Wheaton
is commercial manager
at CPL

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