The goal of filtering leads is to define your Ideal Customer Profile (ICP) using relevant criteria. More marketers are using detailed filters in their webinar campaigns — covering industries, job titles, company size, location and more. In fact, 54% of the webinars we produced in February included filters. But does adding too many filters limit your opportunities?
Potentially. Here’s how to find the right balance:
Remember: Job Titles Don’t Guarantee Buying Influence
Many marketers target senior roles like directors or VPs, thinking those professionals hold the buying power. However, in B2B purchases, Gartner research shows that six to 10 decision-makers are typically involved, and many do not have a weighty title. While directors or VPs may have the budget, the real decision-making often involves people further down the chain. And many companies use “head of” titles instead of traditional director roles. Limiting your filters to specific job titles risks excluding key influencers and potential future leaders.
Skip the State Filters
Filtering by state is difficult. Webinar attendees usually provide personal info, not the location of their company. With remote work becoming more common, it’s hard to filter by state effectively. If location is important based on legal or regulatory issues, focus on broader geographical filters, such as national or regional levels, to capture the right audience without excluding the targets you need.
Prioritize Content Over Filters
Thought leadership and brand awareness naturally attract the right audience. In fact, a survey by Bain & Co. published in Harvard Business Review found that 80% to 90% of buyers already have vendors in mind before conducting research, and 90% end up choosing one of those vendors. By consistently creating valuable content, you’ll build trust with your audience and ensure you’re on their shortlist. The Content Marketing Institute’s most recent trends report suggests brand awareness is the main goal B2B marketers achieve from content marketing.
Creating a Program That Delivers
When filtering webinar leads, it’s important to find the right balance between targeting your ICP and optimizing your filters. Focus on what matters — relevant content and an understanding of your buyer’s journey — and you will reach the right decision-makers. Avoid relying too heavily on job titles or restrictive filters like state-based criteria. Instead, prioritize building trust and raising brand awareness through valuable, thought-leading content. A strong brand and compelling content will help you connect with the right prospects and drive better results.
