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Lead Gen Webinars
 

Lead Gen Webinars

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Learn How to Generate Quality Sales Leads ~ Using Webinars ...

Learn How to Generate Quality Sales Leads ~ Using Webinars

Webinars are a low cost way to generate qualified sales leads. Delivered as educational marketing, they also position you as an authority in your field, creating respect and instilling trust in your audience. Bottom line, it gives your sales efforts a running start.

Get your sales people closing rather than cold calling. Focusing on prospects with a declared interest will allow them to increase their customer acquisition rate by up to 300%.

What You Will Learn:
What is a webinar is and how it works

The steps required to host a webinar

Options for reducing your effort

Tips to fix your cost per lead

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  • Welcome everyone and thank you for spending a few minutes with me learning about webinars and how they can be very effective for generating sales leads.
  • My presentation will run about 30 minutes, and then we will have a Question & Answer session for as long as you have questions. And the nice thing about webinars is you can drop off anytime you need to. As we get started there is one thing I want to be clear about, this presentation focuses on B@B marketing, NOT on marketing to consumers. I’m going to give you a brief overview of the effectiveness of a number of common lead generation methods. Then we’ll look at why webinars are effective for generating leads, as well as understanding all the various steps in putting one on. I’ll also let you in on the best kept secret in the webinar business – something WebEx, Adobe, Go-To-Meeting and all the other web conferencing providers don’t want you to know… so stay tuned for that in just a couple of minutes. And, as I mentioned, we’ll have a Q&A session at the end where you can get your individual questions answered.
  • Lead generation is all about ROI…. How much are you spending - and what’s the return. On your screen are some of your traditional lead generation methods. There are others such as trade shows and offering white papers, of course. What may be surprising to some of you is that White Papers are considered one of the top methods of generating leads by most B2B marketers. And something that is absolutely incredible to me – did you know that more money is spent on direct mail than all other lead generation methods (including TV and magazine advertising) combined! Alright, let’s do a quick POLL to see what the lead generation preferences are of you folks in the audience. CONDUCT POLL For those of you that answered “other” – would you use the chat window to tell us the main method you use for lead generation
  • This graph shows how these various marketing tactics compare relative to REACH and to IMPACT. Personally I was surprised at the impact of direct mail – but I guess that goes hand-in-hand with the fact that so much money is spent there. I also would have guessed that Pay-Per-Click would have had more impact, since people are - at least theoretically - farther along in their buying cycle when they respond to an online ad.
  • Now let’s see how the sales conversion rates for some of these lead generation methods compare. We need to be aware that these are averages based on thousands of data points and that there are a lot of variables that can sway the results of any particular campaign. For instance, if you tightly focus your marketing, you’re gonna have fewer leads – but they should be higher quality, resulting in a higher conversion rate. You’ll note the difference in the conversion rates between organic search and paid search – which I found interesting…. but not totally suprising.
  • OK – let’s look at what happens at a lot of companies that rely on cold calling. We’re going to do the math using some industry standard assumptions. Let’s say your average sales person averages 40 calls per day and has a “hit” rate – that is, they actually have qualifying conversations with 5% of the people they dial. This would mean they have 2 productive calls per day. Now I know this doesn’t sound like a lot – but those are the numbers – on average – across multiple industries. This means 44 good conversations per month (for a 22 day month). When we look at the average cost of a sales person, including not just salary but benefits, work space, phone, etc. it comes in around $3000 a month. Divide $3000 by 44 and you get a cost of $68 per lead. This is a number which you can then use as a benchmark for your other lead generation methods.
  • Alright – that’s a high-level look at traditional lead generation and specifically a peek into the costs of generating leads through ‘cold calling’. Now let’s take a quick look at the 4 main reasons for conducting a webinar. Obviously we’re here today to talk about generating leads. However, other reasons for putting on a webinar include: Education – delivering information on new topics or best practices on existing topics. There are also a lot of folks out there with valuable information which they charge for – this is similar to Educational webinars – but the main motivation is a bit different – these people are principally in it for the money, and webinars can be a great way to generate revenue if you can bring the audience. Positioning or Awareness webinars are often used by companies to launch a new technology or enter a new market. The magic of webinars for attendees is that there is no fuss, no muss, no travel, no traffic – you can just sit there, have a coffee and relax. Same goes for the presenter – they can be any where in the world. And nobody needs anything other than their phone and computer. As a matter of fact I am on the road in Vancouver, Canada as we speak ….and it’s just as easy as being in my office.
  • Next let’s take a look at the components of putting on a webinar. If you haven’t put one on before this can be a bit of an eye-opener . I’m not going to go through each of these in detail, so if you have questions on any of these steps please bring it up in the Q&A session. Now this is where I let you in on the best kept secret in the webinar industry (drum roll please). It has to do with which web conferencing technology you should choose. Should it be WebEx? Go-To-Meeting? how ‘bout Adobe? or Microsoft’s Live Meeting? or how about ConferTel’s i-Present ? Are any of you lying awake at night wondering which one you should go with? Well don’t …. and I’ll tell you why. .. and this is the secret that no one wants you to know: The fact is - they’re all the same. Each of these Companies is trying to tell you that their technology is better than the others … but the fact is, if all you want to do is push Power Points – it isn’t. They have the same functionality, they cost about the same, and they’re all pretty simple to use. It doesn’t matter which one you choose. Now if you’re going to incorporate video, do a software demo or have fancy animation in your presentation, then some will work better than others and you need to do your homework. So the question is NOT what technology to use - but rather … Do you want to handle all of the details yourself? -or do you want some help? Obviously putting your presentation together is something you have to do on your own. The rest you can decide whether you want to handle them internally … or get help with them..
  • OK – so let’s focus in on lead generation webinars specifically. Now listen up because this is important. A lead generation webinar is NOT a sales pitch for your product or service. No one wants to listen to a product pitch. If that is what you’re promoting, people won’t register and they won’t attend. The best approach is to educate on the issue that your product or service is design to solve, and only at the very end do you do a tie in to your solution. Let’s take a quick look at a couple of examples so we’re clear on this concept.
  • The first example is a company that sells software that tracks and measures Court House process efficiency - like how many staff are required to process 100 uncontested divorce cases. Courts were facing staffing cuts and were being required to justify their head count. This company offered a webinar on what metrics should be tracked and what level of efficiency was being achieved by various staffing levels in courts across the country. They also provided a suggestion for a manual method for tracking efficiency - in Excel. They closed by mentioning they had an automated software solution They then followed-up after the webinar, introducing their software and moving into ‘sales mode’ with everyone that had registered.
  • Now, it’s no secret that in most parts of the country there are a lot of houses for sale. In our 2 nd example, a real estate services company held webinars in San Diego county focused on identifying potential home buyers – both first-time and investors. The webinar had a lot of statistics showing that there had never been a better time to buy, and then explained several financing options which are available from the federal and state government – disspelling the common belief that there was no credit available. They provided details on gov’t backed programs that could provide up to 97% financing. Through the webinar they identified over 1750 potential house buyers – and then provided the leads to their agents around the county. The program was hugely successful.
  • Alright – let’s take a closer look at why webinars can be really effective in identifying qualified leads. First – people are giving you their time and choosing to hear what you have to say 2 nd – you have your best presenter using both oral and visual elements. Interestingly, there have been numerous studies that show retention rates increase 2 – 3 times when there is a visual element to a presentation. And 3 rd is audience interaction . With webinars, that includes polling questions, the question & answer session and a post event survey. And you’re going to have a chance to experience how each of these works today. Now I’ve used the term “qualified leads” and everyone has their own definition of what “qualified” means. But let me explain why I feel that people that register for a webinar are ‘qualified’ sales leads. Very simply, these are people that are prepared to spend an hour listening to what you have to say. If you have a narrow topic – very on point to your product or service, then these folks should be very good prospects.
  • And what’s more, you’ve established yourself as knowledgeable about the subject, which will result in you gaining their trust and respect. And in the process, you position yourself for a consultative sale. In essence the webinar allows you to more quickly establish rapport with the prospect – which is required before you’re going to make just about any sale.
  • The measure of success for a webinar is simple: How many people registered and how qualified are they? How many people register is a function of (i) how big a group you’re marketing to and (ii) how compelling the content is for them To maximize attendance its important to ‘know’ your audience. You need to deliver something they want, something they will spend their time on. Providing information and a potential solution to a problem they’re facing certainly qualifies. Having said this, you don’t want to attract people that are NOT good prospects for you – they’ll simply cost you money and waste your sales staff’s time. My advice is to keep your topic fairly narrow and focus your invitation toward your target audience. The results may surprise you: you get more people to register and they will be better prospects. As far as when to hold the webinar – most presentations targeting office workers are delivered mid-day. The experts will tell you not to hold them on Mondays or Fridays, though I’ve seen many companies enjoy great attendance on Fridays. The best practices people will tell you mid-day Thursday is your optimal time
  • Who you market to – and how - is the most important element in the process. There are 2 main marketing options you have (i) email marketing, and (ii) social media marketing. If you don’t have a list of prospects – with email addresses – then you need to get one before you can market via email. You can build it yourself or there are hundreds of list brokers around with a variety of lists. If you’re stuck I can provide you with a handful of suggestions on where to get one. You should also look around and try to find a marketing partner. This could be a trade organization or publication in your industry –or basically anyone who has a connection with your target market. The other main marketing channel is social media sites such as Linked-in, Facebook, and others ….. and this can be done without the use of an email list. As a matter of fact most of you here right now were invited in this manner. Now this is new stuff and not something most people know how to do currently. As part of its turn-key solution, ConferTel (the sponsor of this presentation) can deliver the audience to your event through social media marketing. If you have an interest in learning more about this we can cover it during the Q&A session. For this webinar 72% of you registered through social media.
  • Another key factor in getting the most number of registrants possible is your invitation. It needs to jump out with the benefit to the reader right up front – first line or two. The headline needs be attention grabbing. If it isn’t people won’t read the details. Tell them who should be attending and what benefit they’ll get from it. Looking at the sample on your screen, you see a list of take-aways. And do it with bullets – not boring looking text. Oh, and by the way, you need to send this email out more than once – I’ll get to that in a minute.
  • Let’s talk about promotion. The popular belief in advertising is that you need at least 7 impressions before an advertiser really registers with a consumer. I’m not recommending that you go that far with your webinar promotion – however if you’re using email, a minimum of 2 emailed invitations is necessary for success. I can say unequivocally – you will not succeed if you don’t send it to your list at least twice. And here is the interesting thing – almost ½ your attendees will register in the last couple of days. So, counter-intuitively, don’t start your marketing too far in advance. As a general rule, 10 days before your event is sufficient. And, I can tell you for a fact, that this webinar was no different. A full 32% of you registered within the last 24 hours.
  • OK – so you’ve managed to get a lot of people to register. Here’s the thing – on average, only 50%, will actually show up. That’s right 5 – zero % won’t show up. Now this is really important. Just because someone doesn’t show up, it doesn’t mean they’re not interested. After all, they took the time to register and intended to spend the better part of an hour with you. It simply means they couldn’t make it for one reason or another. However it is important to understand they are just as valid a prospect as those that attended. You don’t want to be ignoring people that were prepared to spend an hour with you simply because they got caught up doing something else at the time of your webinar. Alright – so let’s talk about qualifying the people that actually attend. Polling questions are a great way to qualify the interest of your audience. I don’t recommend making the questions too intrusive – remember this is NOT a selling opportunity. And certainly I wouldn’t recommend more than 2-3 questions.
  • Popping a simple survey immediately after the webinar is also great for qualifying. The key is to keep the survey very short … it shouldn’t take more than 15 - 20 seconds to answer. I’ll pop one to you after this presentation so you can see what they look like and how simple it should be to respond.
  • OK – you’ve had a bunch of people register and say they are interested in what you’re doing, however its only after the webinar that the sales efforts start. Now its not within the scope of this presentation to get into sales methods and techniques. I’ll only say that your follow-up should be planned and communications created in advance. An initial email should go out thanking people for attending – and attaching some additional educational information. But don’t forget the non-attendees. As I mentioned, they are every bit as important as the people that actually show up – they are just a step back in the process – but by registering they have told you they are interested. The email to them should say you’re sorry they missed it and include a link to a recording of the presentation. Using the polling and survey results, as well as the Q&A discussion, your sales people can rank the leads and focus on those attendees that have the most immediate interest.
  • So, let’s summarize what we’ve just heard. If you want to generate leads using webinars, you have 3 basic choices. If all you want is the technology, and you’re going to handle all of the details on your own, then there are lots of options. I’m showing some of the more common names – but there are dozens more. Just write a small check and fly at it. You can license the screen sharing technology for about $100 per month. However, you need to make sure you cover all of the aspects (registration, reminders, presenter training, etc) – not just the screen sharing piece..
  • On the other hand, if you decide you want some help pulling it all together, you can go with a fully managed approach. Under this approach the vendor handles every aspect of delivering your webinar, including having a webinar specialist on your call handling all of the details – including the technology. Depending on who you use, there may or may not be any upfront costs. As an example, ConferTel, the sponsor of this presentation, charges $9 per lead (after you receive your leads) – so calculating your ROI is simple (we’re going to get to the ROI in a minute) I am aware of one vendor that gives you a 3 rd option, which is that they will not only manage the event …. but market it as well. For an additional fee of $10 per lead, they will deliver the audience. It’s something to consider if you’re getting your feet wet with webinars, since all you have to do is create your presentation. Any time you want to take on more responsibility – you can. Let’s do another quick one – and see what your thinking about whether you want help conducting your webinars. < Conduct Poll > Let’s see how many of you feel comfortable going it alone and how many of you would like some help either delivering or marketing your webinar.
  • In marketing, and specifically lead generation, knowing your ROI is critical. Calculating the ROI for webinars is pretty straight forward…. Just multiply the number of sales by the avg. lifetime value of a customer - then divide by the cost of the webinar.
  • Here are some sample numbers to help you see how the ROI is calculated with a fully managed webinar. There are 2 sets of numbers: in the blue column is where you market the event yourself, and in the green column where you pay a marketer $10 per head and have the audience delivered. In this example the average value of a customer is $4000 over their lifetime. Obviously, if you’re in a business where the lifetime value of a customer is not at least a couple of thousand dollars, the ROI doesn’t add up and you shouldn’t be using webinars to generate leads. Achieving an ROI of more than 1 means you’re getting a positive return on your marketing dollar. And as you see above – either way you end up with a great ROI. In the first example you’re getting back $22 for every marketing dollar you spend. And, even if you out-source all the work AND the marketing of the webinar, you get a 10 to 1 return. Don’t you wish you could go to Vegas and get those results.
  • As I wrap up this presentation I want leave you with some nuggets that you can walk away with and actually start to plan your first webinar using the quick tips I have outlined here. These tips are brief, and there is work involved in each step, so you really should allow yourself 4-6 weeks from concept to event to really put on a first class webinar that is successful and achieves your goals. We are working on a timeline here and you will start your 4-6wk process by identifying your topic and getting your speaker lined up. Then start working on your email invitations, you will want to send 3 starting around 10 days to 1 day before your event. Hopefully the platform you choose will automatically setup your email reminders to the registrants, you should send 2 reminders, one the day before and one 1-2 hrs before the webinar Create a PowerPoint that will be visually pleasing to your audience, you don’t want to bore them with lots of text
  • Keep your audience listening by having them answer polling questions during your event. Polling questions can also double as qualifiers in addition to the post event survey For lead gen webinars you should keep your webinar to 30 minutes plus Q&A to a max of 60 minutes. The most important part of the whole process is to follow-up with attendees and non-attendees. Remember non-attendees are just as important as the attendees. Well that’s it in a nutshell, we have lots of information to help you make your event a success. If there is something specific you are looking for, just put that on the survey comments and we would be happy to send you what you need.
  • As I mentioned, later today I will send you a white paper on How to integrate webinars in a B2B marketing plan which covers not just lead generation – but other reasons to conduct webinars.
  • OK - I’ve prattled on long enough. Now we’re going to open this up to questions. Heather– please give instructions on how our guests can ask questions – including using the Chat Function. Just before we get on to your questions, we did receive a number of questions in advance via email. I dealt with the answers to many of these questions in my presentation – however some were quite specific and wouldn’t be of general interest to the group. I’ll will deal with those questions one-on-one over the next couple of days. Sample Questions: What is the optimal length for a presentation? - 45 minutes 15 minute Q&A How many slides makes a good presentation 1 per minute Can I get a vendor to help market my event through social media even if I’m doing it myself? (move to next slide )
  • I want to thank everyone for joining us today . I hope you felt your time was well spent and that you’re leaving with the basic information on webinars and how they can be used to generate qualified sales leads. As you head off, here are some specific things to remember: Do not ‘sell’ in a Lead gen webinar The narrower your topic the more people will register and the higher the quality of the prospect Screen sharing technologies are pretty much the same so don’t drive yourself crazy looking for material differences Decide if you want help or not pulling it together – that’s really your most important decision Market via email and/or social media – those are your 2 choices As I mentioned earlier, a survey will pop onto your screen as soon as we sign off here. Please take a moment and give me some feedback on what you have just heard, and anything I didn’t cover that you wish I had. If you’re interested in generating sales leads through webinars, either on your own or with assistance, please chat with us – we’d be happy to guide you through the process. Thanks again for your time

Lead Gen Webinars Lead Gen Webinars Presentation Transcript