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Using Webinars for Lead Generation
Ideas & Considerations
Today:Webinars Are Hot!Metrics We GetPromoting Webinars for Lead GenQuick Success Story
Webinars are HOT!Great Lead Gen
5 Elements that Make Webinars Great for Lead GenTaste What You OfferValue ExchangeEasy to MeasureIdentifies Where You Are in Buyer’s JourneyEntry Point to Follow Up
Taste Before You Try• Authenticity• Legitimacy• Sets Expectations• Increases Brand Trust• Increases Word of Mouth• Allows for Benchmarking • Decreases Buyer’s Remorse
Value Exchange• Fill Out a Registration Form• Get Email Address• Understand Initial Area of Interest• Allows Association Brand to Start Personalized
Dialogue
Easy to Measure How many people are interested in the topic When people registered How many people reached out for help, login, etc prior How people found registration site (referral source) How long people stayed within the webinar How people responded/participated within the webinar Ratings of the webinar How responsive people were to post-webinar follow ups Revenue Cost per lead/ Cost per acquisition
Where You are in the Buyer’s Journey
• Just Learning the Topic• How to Apply Topical Knowledge• Best Practices• Alternatives to What You’re Doing• Comparisons between Solutions• What to Expect/Prepare Post-Purchase
Entry Point to Follow Up
• Automate a personalized follow up based on their behavior
• Ask further questions about preferences for how they want to:• Interact• Learn more• Get involved• Be addressed • Etc etc
Metrics From WebinarsCreate a Complete Profile
Typical MetricsDate registered & price paidEmail registration confirmation, open, CTR, conversion to other CTA
(cross-sell)Social profile (with marketing automation)Converting campaign (with marketing automation) & sourceEngagement with materialsFollow up conversionLifecycle movement through opportunity funnel
Promoting Webinars for Lead GenCan’t Email People You Don’t Know
Promoting Webinars Paid advertising
Linked InGoogle AdWordsPaid banner ad placementTwitter & Facebook
Social mediaSEO Direct mail Affiliates
Quick Success Story• Free Webinars• Live & On-Demand• Packages• Display Based on Time, Format & Topics• Uses Discounts to Increase Registration
CFMA ResultsGreat lead funnelSo much dataUnderstand hot topics & positive feedback loop for new webinarsCreate demand for speakersCreate demand for CFMA brandCreate new customersCreate complete digital profile