Virtual Roundtable Questions: What to Ask to Get Senior Buyers Talking

Question examples and guidance for moderating a virtual roundtable with senior buyers.

Why the questions matter more than the topic

A virtual roundtable lives or dies on its questions. The topic gets people to register, but the questions decide whether they speak. A good question is specific, open and about something the guests have actually faced. A weak question invites a speech or a silence.

What makes a good roundtable question

• It is specific. "How are you deciding where to invest next year?" beats "What are your priorities?"
• It is open. It cannot be answered with a yes or a no.
• It asks for experience, not opinion alone. "What have you tried?" gets better answers than "What do you think?"
• It does not lead to your product. If the answer is obviously what you sell, guests notice.

Questions to open the session

• What is the one problem in your area that takes up most of your time right now?
• What has changed in the last twelve months that you did not expect?
• What would you do differently if you were starting this project again?

Questions to keep the conversation moving

• Where did that approach work, and where did it not?
• How did you get your team or your board to support it?
• What did you measure, and what did that tell you?
• Who else needs to be involved, and when do you bring them in?
• What would make you change your mind?

Questions to close the session

• What is the one thing you will do differently after this conversation?
• What would you like to hear about at the next session?
• What is one question you would put to this group if you had another hour?

How to use the questions in the hour

Prepare three or four questions, not ten. Open with a question every guest can answer from their own experience, so that everyone speaks early. Move to the harder questions once the room is warm. Keep the last ten minutes for a wrap-up that names the main themes and the next step. Our guide to running a virtual roundtable sets out the whole hour.

Common mistakes

• Asking too many questions. Three or four are enough for an hour.
• Asking a question and answering it. Pause, and wait for a guest.
• Choosing questions that suit the sponsor. Guests notice and stop talking.
• Cutting off the quiet guests. Invite them in by name, and give them time.

How ELN runs virtual roundtables

ELN builds the guest list around your ideal customer profile, helps you choose the question, and provides the moderator. See our B2B virtual roundtables page for how the service works, and our guide to virtual roundtables for US buyers if your guests are in the United States.

Frequently asked questions

How many questions should a virtual roundtable have?

Three or four for an hour. That leaves time for the guests to talk and for follow-up points.

Should we share the questions in advance?

Share the main question in the invitation so guests can think about it. Keep the follow-up questions for the session.

What if the guests are quiet?

Ask each person for a first view in turn, then open the discussion. A short example from a similar company can also break the silence.

Who writes the questions?

The moderator, with input from the sponsor. ELN can draft them with you.

Next step

If you would like ELN to build a virtual roundtable around your target accounts, get in touch and we will talk through the audience, the question and the date.