Complete guide to generating SaaS leads via virtual events in 2021

Sanchi
• December 22, 2020
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D

igital marketing has become the norm for businesses over the years. It has proved to be economical and easy to run; however, it is just as easily overlooked by the target audience. A unique opportunity presents itself in the form of virtual events which help humanise the client interaction.

For SaaS companies, virtual events are a perfect alliance, offering many benefits. Since SaaS company clients mostly use the service remotely, online events provide the ideal way to interact with the clients. Virtual events are economical to host, and the right technology can expedite an immersive and unique experience for all stakeholders. 

A SaaS company can leverage these events to generate high-quality leads and form a relationship with clients through every stage of their buying journey. Let’s explore how this can be achieved.

To begin, we examine what is a SaaS company client looking for from the virtual event. Surveys indicate that besides networking, education is the most significant benefit attendees anticipate from these events. 

A virtual event lets you showcase your product to a broad audience. Cool features like share-screen let you give a live demo of the product. You can answer any client queries immediately and keep the audiences’ interest going. The experiential marketing lets you keep your leads invested.

There are different formats of events you can host to offer both networking opportunities and education to your attendees.

Webinars are a very effective way to communicate with your audience. Any individual that is willing to commit a certain amount of time attending your webinar is a high-quality lead. Case in point, Bizom – a retail intelligence SaaS company effectively hosted a series of interactive webinars to educate their clients.

Bizom could leverage Airmeet to their advantage because Airmeet offered all the features they were looking for. All the interactive features on Airmeet like the Social lounge, Raise Hand, Polls, Q&A session etc. allowed Bizom to host winning, high-value events that had repeat attendees. A great platform lets you attract as well as nurture the right audience.

Read: Case Study – BIZOM

Read: Webinar guide to increase B2B lead generation

A panel discussion or fireside chat offers an excellent opportunity to bring in thought leaders to share their experiences and insights. When you rope in industry stalwarts as speakers, you add credibility to your event. When your audience sees you have the mettle to bring in thought leaders to your event, your respect in the industry is boosted.

Bizom hosted Panel Discussions on Airmeet and appreciated the ease of use and superior quality that was offered. Attendees can make a personal connection with you, and it allows you to nurture that lead.

Acumen: A virtual event gives you an exclusive opportunity to garner a keen understanding of the issues your clients are facing. You can directly interact with your prospective leads and solve any pain points. Q&A sessions and the Social Lounge allow you to have a one-on-one with attendees. Polls may be easily leveraged to gather first-hand information from interested clients. Such activities, along with the appropriate follow-up, help to build trust and form a rapport with attendees who will be most likely to convert eventually.

The data you gather at your virtual event also forms the basis for excellent content creation. Videos and images from such events can be effectively utilised on your company website. Insights that you gain from interactions with the experienced speakers, as well as potential leads, can be leveraged and used on your various communication platforms.

This makes potential leads sit up and take notice even long after your event has ended. The buzz you can create with this content cements your position in the industry and inspires confidence in eventual clients.

If the platform you use has the capability to live-stream your event, you can reach a much wider audience easily. Airmeet lets you live stream events to Facebook as well as YouTube seamlessly. While attendees share relevant details at the time of registration for your event, those that watch the live-streamed event are an equally viable lead pool that can be tapped into easily.

Another feature to consider is recording of your event sessions. You can extend the life of your event by making recordings available for view. Any potential leads or interested clients that may have missed the event can access the recording and benefit from the content.

A virtual event brings you a curated audience. Most often, attendees for events hosted by SaaS companies are decision-makers in their organisation. You can structure your content with a focus on these high-quality leads. Chargebee has hosted Conferences, Webinars as well as Round Tables with Airmeet. They were able to attract “C-level” attendees to these events. The excellent networking opportunities using the Social Lounge allowed organic conversations. It was a win-win for all stakeholders involved.

Read: Case Study – Chargebee

A well-executed event can prove extremely rewarding for any SaaS company helping it build and boost its brand.

A well-executed event can prove extremely rewarding for any SaaS company helping it build and boost its brand.

Conclusion

Virtual events let you build a strong community for your business. The benefits these events offer are an enticing proposition for any SaaS company to gain exposure at a low cost. The ROI is enormous as you can attract worthy leads and nurture existing interest. A well-planned event can prove extremely rewarding for any SaaS company helping it build and boost its brand.

Virtual Events & Community Building Insights
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