Using webinars and seminars for lead generation? There are many ways to target prospects for your event, from search engine marketing to email marketing and social media marketing. In this deck, we'll go beyond the basics to uncover the hidden tools that can help you drive the leads you want - and filter out the ones you don't. You'll walk away with tips and tactics you can apply to the channels and services you're already using, without increasing your budget, but with amazing results.

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

2. 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.

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

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

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

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

7. 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

8. 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

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

10. 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

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

12. 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)

13. 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!

14. Questions??

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