Best Practice Webinar Process Flow Lee Anne Wimberly http://www.linkedin.com/in/leeannewimberly http://www.twitter.com/lwimberly

This is a process developed over several events that have resulted in more than 1000 attendees to each session and many closed deals. Key learnings are: Content is king. Share something people want to hear about. Keep in mind key take-aways and learning. Make sure content supports your key value. You can contact a webinar register before the event, just do it with class so they don’t feel hounded. Survey data related to the guest speaker’s content can lend credibility to the event and can round out holes in guest speaker’s experience. Survey and polling data can provide qualification information as well as enhance content if done well. Preparation is important. Timing of presentations, key points covered and speaker interaction should be planned and practiced . Enough lead time is essential. Automation enables immediacy. It provides the ability to send confirmations immediately, add to calendars, send reminders, etc. Take advantage of these best practices that online event vendors have built into their products. Follow-up. Webinars are a lot of trouble if you do them well. You throw away all that effort (and money) if you don’t follow up promptly.

This is a process developed over several events that have resulted in more than 1000 attendees to each session and many closed deals. Key learnings are:

Content is king. Share something people want to hear about. Keep in mind key take-aways and learning. Make sure content supports your key value.

You can contact a webinar register before the event, just do it with class so they don’t feel hounded.

Survey data related to the guest speaker’s content can lend credibility to the event and can round out holes in guest speaker’s experience.

Survey and polling data can provide qualification information as well as enhance content if done well.

Preparation is important. Timing of presentations, key points covered and speaker interaction should be planned and practiced .

Enough lead time is essential.

Automation enables immediacy. It provides the ability to send confirmations immediately, add to calendars, send reminders, etc. Take advantage of these best practices that online event vendors have built into their products.

Follow-up. Webinars are a lot of trouble if you do them well. You throw away all that effort (and money) if you don’t follow up promptly.

Webinar Content Flow Define Topic Get Customer or Expert to Participate Send Speaker Event Brief with Expectations 1 on 1 Meeting To Set Up Participation Content Review Meeting Dry Run Create Poll Including Qualifying Qs Live Event Post Archive Along with Other Materials Post Q&A Determine Lead & Support Roles Create survey On topic including qualifying questions 8 weeks prior 6 weeks prior 4 weeks prior 2 weeks prior 1 week prior 1 week post Success Criteria : Case study best. If case study not possible, share real-world learning. Not theory, not product. Speaker identified with 2 week lead time to promotion beginning Survey results included Tightly scripted event Well-prepared guest speaker Speaker view in line with value prop. Key Tasks : Developing theme in line with competitive advantage Creating abstract Developing survey Creating/gathering draft content Scripting event Managing creative/technical resources

Success Criteria :

Case study best. If case study not possible,

share real-world learning. Not theory, not product.

Speaker identified with 2 week lead time

to promotion beginning

Survey results included

Tightly scripted event

Well-prepared guest speaker

Speaker view in line with value prop.

Key Tasks :

Developing theme in line with

competitive advantage

Creating abstract

Developing survey

Creating/gathering draft content

Scripting event

Managing creative/technical resources

Lead Generation Flow Create survey on topic including qualifying questions Create registration page with link to survey Send 1 st Invite Follow-up to set meeting prior to event Registered? Attend? Remove from next invitation list Follow-up to Get registration & Demo set up Send 2 nd invite Send last chance Send 24-hour & 1 hour reminders Send Sorry Email Send Thanks Email Click-through? Y N Y N Leave in Database Y N 4 weeks prior 4 weeks prior 4 weeks prior 2 weeks prior 2-5 days prior 2 days post 2 days post Success Criteria : Timely and appropriate level of follow-up Targeting of message Email testing Clear lead distribution rules Auto-confirmation with attendance info in ICS format (add to calendar) Reminders Attendance details set before 1 st invite sent Data resource scheduled in advance Key Tasks : Registration back-end set up Frequent registration list updates Writing/list building/testing emails Follow-up via Phone to Qualify Depending on your timing, you can do invites weekly.

Success Criteria :

Timely and appropriate level of follow-up

Targeting of message

Email testing

Clear lead distribution rules

Auto-confirmation with attendance info

in ICS format (add to calendar)

Reminders

Attendance details set before 1 st invite sent

Data resource scheduled in advance

Key Tasks :

Registration back-end set up

Frequent registration list updates

Writing/list building/testing emails

Data Flow (Using Salesforce.com) Pre-Event Agreed Upon Registration Reports Frequency to Sales/Lead Gen Leads Imported into SF.com Add Survey Data to SF.com Add Qualifying Questions from Polling to SF.com Add Questions From Webinar Q&A Post Event Add Attended/ Registered Status via Attendee Report Prioritize Follow-Up Based on Qualifying Info If Qualified, Create Opp. In SF.com Report on Progress Success Criteria : Data rules determined in advance Sales/Lead Gen access to all qualifying info Key Tasks Lead assignment Process leads into SF

Success Criteria :

Data rules determined in advance

Sales/Lead Gen access to all qualifying info

Key Tasks

Lead assignment

Process leads into SF