Webinar Attachments: How and Why to Use Them

 In B2B Engagement Marketing, Content Marketing, Uncategorized, Webinars

As a marketer, it’s challenging enough to get your content seen by your best buyers. But once you’ve earned their attention, how can you keep them engaged and further nurture them through the buyer’s journey?

If you’re running webinars, strategically including attachments is one of the simplest ways to distribute additional content and continue the conversation with prospects who are already highly attentive and engaged.

Last year on BrightTALK, there were a total of 664,657 attachment downloads (an average of 50 per presentation) — yet only 14% of all webinars included attachments. Here’s how and why to leverage this underrated promotional tactic.

Why should you include attachments with your webinar?

While the average viewing time of a webinar is 37 minutes, 51% of your viewers are working or otherwise distracted while watching. Attachments provide an alternative opportunity to capture your audience’s attention, whether they’re watching your content live or on demand.

Including related educational content with your webinar, like blog posts or infographics, helps early-stage prospects who are still in the learning process. Attaching more bottom-funnel items, like case studies or product demos, speaks to later-stage prospects who are closer to making a purchase decision.

Here are some ideas for what to include when uploading your attachments:

  • Blog posts
  • Videos
  • Company website
  • eBooks/Guides
  • Infographics
  • Product demos
  • Solutions page
  • Upcoming/on-demand webinars
  • Upcoming events you’re sponsoring
  • White papers

According to research from Frost & Sullivan, these are the top 3 assets that buyers consistently reference when evaluating a product, after initially engaging with a vendor’s webinar:

  1. White papers
  2. Supplier website
  3. Additional webinars

How should you organize your webinar attachments?

Marketers should consider the user’s experience when selecting the arrangement of their attachments.

One of the most requested webinar attachments is a PDF version of the presentation deck.   Tweet this

While it may seem counterintuitive at first, this provides a unique opportunity to place the deck as the last attachment. Including your slides further down encourages your attendees to scan through all of your attachments to find what they want, and you can leverage the top 3 spots for content that’ll push them further down their purchasing journey.

Here are two ways you can structure your attachments:

webinar attachments order

These are just examples; you can try experimenting with the number and order of attachments and to see what resonates best with your audience. You can also make adjustments depending on the target audience for a specific webinar and where they are in the funnel.

For marketers running webinars, attachments are a secret weapon to help push prospects further down the buyer’s journey. Using a webinar and video platform with the option to include multimedia attachments is key to driving higher audience engagement and maximizing the impact of your message.

To learn more about leveraging this important promotional tool, including how to pass this valuable attachment data to your sales team, download our complete guide.