Webinar Wisdom - Webinar Expert Strategies

Webinar Wisdom – Expert Webinar Strategies

Anita Wehnert Director of Strategic Partnerships

ReadyTalk

Mathew Sweezey Marketing Automation Evangelist

Pardot, a salesforce.com company

Speakers

Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert

Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey

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§  Why  Webinars?  §  Planning  §  Promo2on  §  Content  §  Engagement  §  Follow-­‐Up  §  Repurposing  

Agenda  

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Webinars  are  a  Top  Tac2c  

 59%  of  respondents  to  a  2013  CMI  study  are  using  webinars  as  a  tac2c  in  their  B2B  content  

marke2ng  strategy.  

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Webinars  are  an  Effec2ve  Tac2c  

 Per  CMI,  B2B  marketers  rank  webinars  as  the  #3  tac2c  for  content  marke2ng,  with    61%  calling  it  effec2ve.  

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Webinars  are  a  Vehicle  

 People  don’t  want  boxes,  they  want  what’s  inside.  Think  of  

webinars  as  a  delivery  vehicle  for  your  compelling  content.  

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§  What  are  your  biggest  webinar  challenges?  –  Planning  and  project  management  –  Effec2ve  promo2on  for  driving  registra2ons  –  Developing  compelling  content  –  Keeping  my  audience  engaged  –  Capturing  webinar  data  in  Pardot  –  Timely  and  effec2ve  follow-­‐up  –  Connec2ng  webinars  to  sales  success  –  Other  

Poll  Ques2on:  Mul2ple  Select  

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Tip  #1:  Invest  in  Planning  

Task   Timing  Develop  project  plan   6  to  8  weeks  prior  

Finalize  topic,  2tle,  abstract  and  speakers   6  weeks  prior  

Setup  registra2on  page   4  to  6  weeks  prior  

Begin  ongoing  promo2on   4  to  6  weeks  prior  

Send  email  invites   2  weeks  &  1  day  prior  

Draa  slides   2  weeks  prior  

Full  rehearsal  and  event  dry-­‐run   1  week  prior  

Final  slides   2  to  3  days  prior  

Send  reminders   24  hours  &  1  hour  prior  

Pre-­‐conference  with  speakers   30  minutes  prior  

Edit  recording   Within  24  hours  aaer  

Send  follow-­‐up  emails  and  begin  sales  outreach   Within  24  hours  aaer  

Promote  on-­‐demand  recording   Ongoing  

 Don’t  leave  the  success  of  your  webinar  to  chance  –  take  2me  up  

front  to  plan  for  content,  promo2on,  follow-­‐up  &  reuse.  

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Tip  #2:  Target  Your  Content  

Role?  

Geography?  Industry?  

Problems?  

As  with  any  content,  tailor  your  webinar  by  persona  &  buying  stage!  Knowing  who  you  are  

targe2ng  =  priceless.  

Buying  Stage?  

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• Deliver  Value  • Build  Credibility  • Gather  Qualifying  Data  

Prospect  

• Stay  Top  of  Mind  • Develop  the  Opportunity  • Demo  Your  Product  • Share  Success  Stories  

Nurture  

• Train  New  Users  • Cross-­‐Sell/Up-­‐Sell  • Expand  Usage  Onboard  

Tip  #3:  Tailor  to  Buying  Stage  

 Webinars  play  a  role  throughout  

the  funnel.  Top?  Thought  leadership.  Mid?  Demos  &  case  studies.  Bojom?  Onboarding.  

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Tip  #4:  Think  Beyond  Email  Invites  

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Easier  to  Repurpose   Harder  to  Repurpose  

Individual  capsules  w/  discrete  ideas   Complex  ideas  that  build  on  each  other  

Mul2ple  speakers   Single  speaker  

Tips  &  best  prac2ces  that  can  stand  alone   One  long  PowerPoint  presenta2on  

Content  with  natural  breakpoints   A  45-­‐minute  diatribe  

Tweetable  statements   No  clear  takeaways  

Different  formats  like  panel  discussions   An  hour-­‐long  chunk  of  content  

Tip  #5:  Design  with  Reuse  in  Mind  

 Think  about  reuse  from  the    

get-­‐go.  Discrete  ideas  that  can  stand  alone  make  it  easier  to  repurpose  webinar  content.  

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Tip  #6:  Go  Beyond  Boring  Bullets  

 Don’t  bore  webinar  viewers  with  endless  bullets.  Use  images,  video  

clips,  mul2ple  speakers  to  communicate  your  message.  

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Tip  #7:  Leverage  Engagement  Tools  

Polls,  chat,  surveys  =  more  than  engagement.  Learn  

more  about  prospects  &  use  data  to  score,  nurture  &  

follow-­‐up.    

Polls,  chat,  surveys  =  more  than  engagement.  Learn  

more  about  prospects  &  use  data  to  score,  nurture  &  

follow-­‐up.    

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Tip  #8:  Follow  Up  Fast  

“Firms  that  tried  to  contact  poten2al  customers  within  an  hour  of  receiving  a  query  were  nearly  7x  as  likely  to  qualify  the  lead  …  as  those  that  tried  to  contact  the  customer  even  an  hour  later—and  more  than  60x  as  likely  as  companies  that  waited  24  hours  or  longer.”  

-  Harvard Business Review, 3/2011

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Tip  #9:  Repurpose  Webinar  Content  

 Treat  webinars  as  a  rich  source  of  

content  to  mine  for  ongoing  programs.  Think  SlideShare,  blog  posts,  e-­‐books,  transcripts,  etc.  

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Tip  #10:  Do  More  with  the  Recording  

 Drive  more  ROI  from  your  

webinar  recordings  by  sharing  on  YouTube,  embedding  on  blogs  &  including  in  nurturing  emails.  

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Questions

Anita Wehnert - Director, Strategic Partnerships ReadyTalk

@anitawehnert

Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company

@msweezey