THE EFFECT OF INTERACTIVE WEBINARS ON B2B LEAD GENERATION: A STUDY OF A SOFTWARE SOLUTIONS COMPANY IN ENUGU.
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Background of the study:
Interactive webinars have emerged as an innovative approach for business-to-business (B2B) lead generation, particularly for software solutions companies seeking to demonstrate product capabilities and industry expertise. In Enugu, software firms are increasingly utilizing webinars to engage potential clients by offering live demonstrations, Q&A sessions, and expert panel discussions (Chukwuemeka, 2023). These interactive sessions provide a dynamic platform for companies to showcase innovative software solutions and address real-time customer queries, thereby building trust and credibility. Webinars also facilitate direct engagement and personalized communication, which are crucial for nurturing long-term business relationships (Ifeanyi, 2024). By leveraging digital platforms, companies can capture high-quality leads and streamline their sales funnels, contributing to enhanced conversion rates. Despite the promising benefits, the effectiveness of webinars in generating qualified B2B leads is influenced by factors such as content quality, presentation skills, and post-event follow-up strategies. This study aims to evaluate the impact of interactive webinars on B2B lead generation, examining both the opportunities and the challenges involved in this marketing approach (Nwosu, 2025).
Statement of the problem:
While interactive webinars have gained popularity as a lead generation tool for software solutions companies, challenges remain in effectively converting webinar attendees into qualified leads. Many firms in Enugu struggle with maintaining attendee engagement throughout the session and ensuring that follow-up strategies translate into actionable sales leads (Chukwuemeka, 2023). Additionally, the lack of standardized metrics for evaluating webinar success and the diverse expectations of B2B audiences complicate the measurement of lead quality. These challenges hinder the optimal utilization of webinars as a consistent channel for B2B lead generation. This study aims to identify and address these obstacles by analyzing the factors that affect the conversion of webinar engagement into tangible business opportunities (Ifeanyi, 2024).
Objectives of the study:
To assess the effectiveness of interactive webinars in generating B2B leads.
To identify challenges in converting webinar engagement into qualified leads.
To recommend strategies for improving webinar-based lead generation.
Research questions:
How effective are interactive webinars in generating B2B leads for software solutions companies?
What challenges impede the conversion of webinar attendees into qualified leads?
What strategies can improve the lead generation process through webinars?
Significance of the study:
This study is significant as it offers actionable insights for software solutions companies in Enugu to optimize interactive webinars for B2B lead generation. The findings will enhance understanding of engagement metrics and lead conversion strategies, providing a valuable resource for refining digital marketing approaches in competitive B2B markets (Nwosu, 2025).
Scope and limitations of the study:
The study is limited to examining the effect of interactive webinars on B2B lead generation for a software solutions company in Enugu, Nigeria, and does not extend to other marketing channels or industries.
Definitions of terms:
Interactive Webinar: A live, online seminar that encourages audience participation through real-time interaction.
B2B Lead Generation: The process of attracting and converting business prospects into potential customers.
Software Solutions Company: A business that develops and sells software products and services.
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