Know-How Exchange : Other

Why are you targeting the business owners and C-level? Shouldn't it be Network Admin, IT and perhaps CTOs?

I think this is a hefty challenge and you are exactly right: "C-level execs don't have the familiarity, time or even comfort level of making technology decisions." Period.

In short, I think you need to rethink your target or, if you are convinced the target is right, you need to rethink the channel. Webinar is not the answer IMO.

What size companies are you targeting? If it's really small companies, then your C-suite is not only your decision-maker but probably also the end user.

What about targeting the people who already provide IT services to small businesses and solopreneuers? I'm thinking about the people who specialize in meeting the IT needs of small business owners--individuals or small companies that set up networks, handle servers, or provide web design. Small businesses often outsource all of their IT or a good bit of it to these consultants, who would be tech savvy enough to attend a webinar.

Even if you target the tech consultants, make the webinars focused on solving a problem for them or for their clients, not on selling. What makes them lose sleep? What worries their clients? Make it possible for them to solve their clients' urgent problems and you win a sale.

As someone who teaches a lot of webinars, I am coming to believe that shorter is better. Start off with a 30 minute program and include handouts. By providing a series on a high-value topic, you position yourself as the industry expert. Be accessible, be as helpful as possible, and provide great value. Good luck!