Are webinars worth it?

Educational webinars are not fun to run. They take a lot of effort, and a lot of things have to go right to make them work.

I didn’t get into running live events because I thought webinars were a great marketing channel.

I fell into running them because they solved a massive problem for selling advisory services.

The first time I ran a live event, our sales team needed to start new conversations fast. So we planned our first in-person event. We ran promotions for it, and the right people showed up.

After the event, our sales team left with people to talk to and conversations on their calendar.

Nothing else we had done to that point had gotten us meetings so quickly.

Then another advisory firm asked me to promote their event, and it worked for them too.

So I started doing more of them, because they worked.

With educational webinars, you get the perfect storm of outcomes for selling advisory services:

That combination is hard to replicate with most marketing channels.

And that’s why I think webinars are worth mastering even though they’re difficult to run. The complexity that makes them hard is also what makes them so valuable.

Your list grows. You start new conversations. And you build a repeatable way to sell to people who have never heard from you before.