I'm Ready to do a Webinar, Now What?
 

I'm Ready to do a Webinar, Now What?

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From topic selection, scheduling and promotion to hosting, recording and sharing content, lots of time and preparation go into creating a successful webinar. Need a little help? Well, you're in the ...

From topic selection, scheduling and promotion to hosting, recording and sharing content, lots of time and preparation go into creating a successful webinar. Need a little help? Well, you're in the right place!

Join Mathew Sweezey, Marketing Automation Evangelist at Pardot, and Mike McKinnon, Sr. Demand Generation Manager of ReadyTalk for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me - these guys really know what they're talking about!) Please join us for an information-packed hour of valuable webinar process magic.

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I'm Ready to do a Webinar, Now What? I'm Ready to do a Webinar, Now What? Presentation Transcript

  • I’m Ready to do a Webinar, Now What? Webinar Best PracticesPresented by:Mike McKinnon, Sr. Marketing Operations Manager, ReadyTalkMathew Sweezey, Marketing Automation Evangelist, PardotOctober 17, 2012
  • Agenda• Setting Objectives• Metrics• Details• Process• Promotion• Presentation Day• Webinar Follow-Up• Q&A
  • Setting Objectives
  • Objectives Demand Generate $XX in closed revenue within Generation 12 months of webinar dateGenerate 500 downloads of Webinar research brief in 6 months Thought Online Leadership Training Reduce support burden by 25% for product X in 2012
  • Metrics Primary & Secondary Primary •Closed Won Demand Secondary Generation •Net New to database •Attended/Registered •Hand raisers •Opportunities CreatedPrimary•Downloaded WhitepaperSecondary•Attended/Registered•Social media activity• Inbound traffic spike Webinar Thought Online Leadership Training Primary •Support reduction on product X Secondary •Net New trained •Attended/Registered •Total trained •Increased usage of product X
  • Details • Lead hand-off • System integration • Lead follow up Process • Hand raiser process • Lead scoring • Sales Enablement • Speaker • AssetsWebinar Content • Abstract • Title • Train speakers • Dry Run Technology • Practice Sessions • Interactivity tools
  • Process Process must support objectives Objective Process
  • ProcessIntegrated webinars = Less Manual Work  Where are invites coming from?  Where are you accepting registration from?  Where are reminders and post event emails coming from?  How are you routing to the sales team?
  • Choosing a Speaker• Reach• Experience• Area of Expertise• Name Recognition
  • Title & Abstract Clever Concise Cute
  • Assets
  • Technology• Training • Tools • Speaking • Content• Dry Run• Practice Session
  • TimelineTask TimingDevelop event plan 6 to 8 weeks priorFinalize event topic, title, abstract and speakers 6 weeks priorSetup registration and begin promotion 4 to 6 weeks priorSend email invite 2 weeks priorDraft of slide presentation 2 weeks priorFull rehearsal and event dry-run 1 week priorFinal version of slide presentation 2 to 3 days priorSend reminder email #1 24 hours priorSend reminder email #2 2 to 3 hours priorPre-conference with moderator and speakers 30 minutes priorEdit recording (if needed) Within 24 hours afterSend follow-up emails and begin sales outreach Within 24 hours afterPromote on-demand recording Ongoing
  • Webinar PromotionKeep the lead in play
  • Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
  • Landing Page / FormWeekly Webinar Signup
  • Thank You Page
  • Invitation Email
  • Other Ways to Promote• Social posts• Email signatures• Hello Bar
  • Webinar Follow-UpKeep your content evergreen
  • Post Video to Your Blog
  • Recording Email
  • Keep Posting the Video
  • Then Share It!
  • Questions
  • Contact InformationMike McKinnon Mathew SweezeyReadyTalk PardotSr. Marketing Operations Marketing AutomationMgr. Evangelistmike.mckinnon@readytalk.com mathew.sweezey@pardot.com@RTMike @msweezey ReadyTalk Pardot 1900 Sixteenth Street 950 East Paces Ferry Road Floor 6 Suite 3300 Denver, CO 80202 Atlanta, GA 30326 800.843.9166 404-492-6845