Key Insights from EMEA Webinar Benchmarks Analysis
The digital landscape for B2B marketing, selling, and buying has become increasingly complex over the last decade, particularly with the COVID-19 pandemic. However, EMEA marketers have been leveraging digital experiences, such as webinars, custom landing pages, and content hubs, to enhance connections with their audiences and boost their sales pipeline through a digital engagement strategy.
According to the EMEA Digital Engagement Benchmarks Report, these strategies had a positive impact on digital engagement in 2022, resulting in more engaged audiences with greater buying intent and higher conversion rates. Here are some statistics from the report that highlight the impact of these strategies:
EMEA region audiences have shown a 25% boost in interactions per participant in live events and webinars, with an average of 130 people participating.
EMEA viewers spent an average of 53 minutes interacting with a live webinar, indicating a heightened level of engagement. On-demand content is becoming increasingly popular, with 43% of webinar viewers engaging in this format in 2022. Moreover, engagement duration increased by 12%, implying that people are spending more time with on-demand webinars.
Global marketers are using different experience types, with 57% of them being live webinars, 17% pre-recorded, and 26% simulive webinars. Additionally, the usage of breakout sessions has doubled from the previous year.
There has been a 20% shift in behavior compared to previous years, with people waiting until the day of the webinar before signing up. EMEA area audience registration behavior returned to pre-pandemic trends, with 41% of viewers signing up for an event either on the day or in the week prior, allowing marketers to plan campaigns further ahead of time and develop a balanced promotion mix.
In 2022, all digital experiences that include higher-intent calls-to-action, such as “get a demo” and “request pricing,” saw the biggest climb in buying intent. Chatbot involvement with webinars saw a remarkable surge of 143%, and requests for demos went up 77%, representing a noteworthy hike in conversion rate.
The EMEA Webinar Benchmarks Analysis also indicates that B2B purchasers anticipate engaging with businesses more, seeking captivating and interactive experiences that are always accessible and offer a chance for human interaction. These findings can help marketers in the EMEA region leverage digital engagement trends to create more meaningful connections with their audiences.
In conclusion, the EMEA Webinar Benchmarks Analysis provides valuable insights for EMEA marketers to enhance their digital engagement strategy and boost their sales pipeline. By leveraging the trends in on-demand content, diverse experiences, and long-term campaigns, EMEA marketers can create meaningful connections with their audiences, resulting in greater engagement and higher conversion rates. It is also important for businesses to consider the impacts of climate change and take action to reduce their carbon footprint.
Also Read: APAC Webinar Benchmarks Analysis Insights