It’s never a good idea for B2B marketers to project our own personal opinions and practices on the B2B audience to which we market. How we like to receive information, our work patterns, and our preferences are not likely to mirror the people who buy our company’s B2B products or services.
Not long ago I wrote a blog about “Four Rules for Communicating with the Crazy-Busy Prospect,” which focused on how to organize and present B2B marketing copy so the heart of the message could be comprehended with a quick scan.
Then, a few days ago, I learned another powerful way to use time to gain an advantage in B2B marketing. What I learned from one of my technology clients is that she’s cut back all of her Webinars to 30 minutes. Not only has this measurably boosted attendance, but it has generated emails from customers and prospects thanking her for this time-saving way to learn.
Like me, many people feel they can spare 30 minutes but not an hour. How often have I attended a one-hour event only to have to leave early because of a more pressing demand? In fact, I would attend more Webinars if they were only 30 minutes.
I hear push-back from many B2B marketers like, “Oh, we can’t cover the subject properly in 30 minutes.” I’d recommend they find a way to edit the presentation down to its core and make it work. One approach might be to create a Part I and Part II presentation of the materials for two separate events.
If this tactic would mean increasing attendance and getting attendees to stay for the entire presentation, it may be well worth testing.