How To Drive Qualified Leads With Webinars F I N A L Share

How to Drive Qualified Leads with Webinars and Live Events
A Bluebird University Webinar
hosted by Rosanne Kinder, VP

About Bluebird University
Rosanne Kinder
Oversaw the Institute for Educational Excellence organizing 250 seminars and 10,000 registrants a year
Instructional Designer at ADP
M.A. from Montclair University; Senior Professional Human Resource Certification (SPHR)
Aimee Kessler Evans
15 years online/offline marketing experience – including dozens of webinars and events
Former marketer for companies including MarketingSherpa, Zeta Interactive (f/k/a DigitalGrit) and Premiere Global, among others.
Bluebird University
Bluebird University produces customized, high quality seminars and webinars to drive targeted leads for your company, retain and educate current customers, or deliver dynamic training programs for staff or clients.

Webinars at every stage of the sales cycle
Webinars for training, introducing new product features, etc.
Webinars are awareness-raising events.
Customer
Because they work:
Generate leads and engage them
For traditional B-to-B's, they're the online equivalent of the free sample
Webinars for lead gen, prospecting.

Agenda
Listening
Choosing a great title
Outbound communications
Registration Form
Speaker
Content
Technology
Follow Up

Targeting starts with listening
Read blogs in your target's space
Sites like Technorati search for relevant blogs and other media on a keyword basis
Services like Radian6, Techrigy and TrackUR
Set up Google Alerts
Read industry trades, know what their pain points are
scruss.com

Identify your target's specific pain point …
… there's your topic!
“Any suggestions on preparing for a flu pandemic?”
“We don’t have a social media policy for our company!”
“What else can we do to green our office?”

The Power of a Title….
http://imageburn.blogspot.com/2007/12/pirates-movie-marquee.html
Your title can not only entice your audience to register, it can also filter out the wrong prospects.
PA's Electricity Deregulation: How to Save Money with Electric Choice– This Bluebird University webinar targeted energy managers at Pennsylvania-based companies
Insider Secrets of SEO for Global Companies – The term “global” will deter smaller companies
How Today's HR Departments are Preparing for the Flu Pandemic – “HR Departments” are generally only found in medium/large companies

Targeting in your outbound communications
A moment to get back to basics…
Choose the right list: House, rented, or sponsored email
Press release: Target the right publications - and ONLY the right publications
Share your event with relevant LinkedIn groups/Industry calendars
Don’t forget the low-hanging fruit – your email signature, LinkedIn and Facebook status
Make sure you’re tracking an measuring performance! Use tracking code if you have a full analytics suite…otherwise try a tool like http://bit.ly, which shortens URLs and delivers basic traffic source info.
www.mouseholdinfants.com

Use your registration form
Too much!
You can't sift out all the small fish (but that’s OK!)
Add a few filtering form fields
Don’t neglect best practices…
Just right.

Target with your speakers
Pick an industry hero (ex. Rich Costello)
Can speak WITH your representative, if appropriate as a co-facilitator
Attracts the right audience
Proves your credibility

You can even target with your technology
Targeting early adopters and tech-types? Walk the walk by using cutting-edge presentation tools.

Use your content
Always, always demand great content
NEVER sell
OK to include one slide that introduces your company
Content should address a pain point that is highly specific to your niche audience - and offer solutions (but not solve it completely)

Follow up
Thank everyone.
Just because a fish is small today, doesn't mean they won't move on an become a bigger fish someday. Make a friend now - they will want to work with you later!
Create follow-up opportunities – more webinars, a transcript or webinar slides…
Remember your manners!

Questions??

Thank you!
Rosanne Kinder Aimee Kessler Evans
rkinder@bluebirduniversity.com aimeekessler@gmail.com
908.500.4732 973.568.8411

How To Drive Qualified Leads With Webinars F I N A L Share

by Aimee Kessler Evans

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