Like many other digital experiences, the webinar has traditionally been viewed as a means to an end: Create something that seems valuable to your audience, and use it as a vehicle to acquire contact information for lead generation purposes.
But marketers like Mark Bornstein take a different angle: What if we view the webinar itself as an end — an extremely valuable marketing tool on its own? What if we’re just muddying it up with all these mandatory form-fills and sales-y follow-ups?
“You need the name once, you need the demographic information one time,” he observes. “But why do we keep putting forms together again and again? What matters is the experience.”