• Educate and engage with an active and qualified audience
• Build brand awareness, trust, and thought leadership
• Showcase your company as a leading industry expert and solution provider
• Drive faster product adoption by advancing buying decisions
• Obtain complete contact details of all who register
• Gain additional visibility with a year of hosting

If you’re new to using webinars as a marketing tool, you already have experience with the most important skills you need, namely, presenting to attendees and fielding questions. We do the rest. We handle the technical details of hosting and moderation and guide you through every step of the process including content delivery and promotions to register attendees (and leads).

As a media and custom marketing organization, Informa Markets – Engineering (IME) offers a choice of webinars. These include editorial multi-sponsor webinars and custom single-sponsor webinars. There are similarities and differences between these offerings, and we’ll discuss them below. First, here are the common features of all webinars in the IME ecosystem, no matter which you choose:

• Promotions to attract attendees to register, either before the event (live events) or after publishing (on-demand)
• Your brand logo and information in various promotional and informational elements
• The ability to provide a white paper or other asset for download from the webinar player screen
• A year of web hosting for additional viewing after the live or on-demand publishing date
• Full contact information for all registrants — including name, title, company, state and zip code, work phone, and email

While webinars are primarily a brand-building marketing tool vs. a lead-generation campaign, the leads gathered are of the highest quality and provide complete information (as shown in the last bullet, above). 

Live editorial multi-sponsor webinars are viewed as highly credible because they are planned and moderated by trusted editorial leaders. They let you position your brand and message alongside other sponsors in a respected editorial environment. These events and Q&A sessions focus on topics chosen to reach a larger audience than other webinar types. Caveats: The editor controls the topic, content, and scheduling; Sponsoring companies share the spotlight and leads, which may not all apply to your solutions.

Live, custom single-sponsor webinars provide similarly high engagement to editorial webinars. You control the topic, messaging, and scheduling to suit your needs. The live, moderated format, Q&A session, and additional real-time exchanges add meaningful opportunities for interaction specific to individual attendees/leads. Caveats: Engagement can vary when not associated with the gravitas of an editorial webinar. To attract and retain your audience, it’s imperative that messaging, from promotions through presentation, focus on thought leadership, not on sales promotion.

On-demand, custom single-sponsor: These are client-provided prerecorded presentations, unlike the above webinars. They eliminate worries about technical difficulties or presenter mistakes while giving you control over content and scheduling. Leads are delivered when the presentation is published online, eliminating weeks of waiting for promotion before a live event. Cost is typically lower than live events. Caveats: They usually yield fewer leads and less feedback than a live, moderated event with a Q&A. There are, however, upgrade options available.