Download pdf - 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

3 @anitawehnert #ADDHASHTAG

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

Agenda


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.


Webinars are an Effec2ve Tac2c

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


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.


§  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


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.


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?


• 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


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.


Tip #6: Go Beyond Boring Bullets

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

clips, mul2ple speakers to communicate your message.


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


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.


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