Webinar Wisdom - Webinar Expert Strategies
 

Webinar Wisdom - Webinar Expert Strategies

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Join us as Pardot's (a salesforce.com company) own Marketing Automation Evangelist, Mathew Sweezey, and ReadyTalk's Director of Strategic Partnerships, Anita Wehnert, take us through successful ...

Join us as Pardot's (a salesforce.com company) own Marketing Automation Evangelist, Mathew Sweezey, and ReadyTalk's Director of Strategic Partnerships, Anita Wehnert, take us through successful webinar strategy, execution and fulfillment processes step-by-step. You will learn:
- How to identify your audience and present relevant content
- How to effectively plan and promote your event
- How to successfully deliver the webinar and engage your audience
- How to follow-up after the event and repurpose content to drive more leads

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Webinar Wisdom - Webinar Expert Strategies Webinar Wisdom - Webinar Expert Strategies Presentation Transcript

  • Webinar Wisdom – Expert Webinar Strategies Anita Wehnert Director of Strategic Partnerships ReadyTalk Mathew Sweezey Marketing Automation Evangelist Pardot, a salesforce.com company
  • Speakers Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey
  • 3 @anitawehnert #ADDHASHTAG §  Why  Webinars?   §  Planning   §  Promo2on   §  Content   §  Engagement   §  Follow-­‐Up   §  Repurposing   Agenda  
  • 4 @anitawehnert #ADDHASHTAG Webinars  are  a  Top  Tac2c     59%  of  respondents  to  a  2013   CMI  study  are  using  webinars  as   a  tac2c  in  their  B2B  content   marke2ng  strategy.  
  • 5 @anitawehnert #ADDHASHTAG Webinars  are  an  Effec2ve  Tac2c     Per  CMI,  B2B  marketers  rank   webinars  as  the  #3  tac2c  for   content  marke2ng,  with     61%  calling  it  effec2ve.  
  • 6 @anitawehnert #ADDHASHTAG Webinars  are  a  Vehicle     People  don’t  want  boxes,  they   want  what’s  inside.  Think  of   webinars  as  a  delivery  vehicle  for   your  compelling  content.  
  • 7 @anitawehnert #ADDHASHTAG §  What  are  your  biggest  webinar  challenges?   –  Planning  and  project  management   –  Effec2ve  promo2on  for  driving  registra2ons   –  Developing  compelling  content   –  Keeping  my  audience  engaged   –  Capturing  webinar  data  in  Pardot   –  Timely  and  effec2ve  follow-­‐up   –  Connec2ng  webinars  to  sales  success   –  Other   Poll  Ques2on:  Mul2ple  Select  
  • 8 @anitawehnert #ADDHASHTAG Tip  #1:  Invest  in  Planning   Task   Timing   Develop  project  plan   6  to  8  weeks  prior   Finalize  topic,  2tle,  abstract  and  speakers   6  weeks  prior   Setup  registra2on  page   4  to  6  weeks  prior   Begin  ongoing  promo2on   4  to  6  weeks  prior   Send  email  invites   2  weeks  &  1  day  prior   Draa  slides   2  weeks  prior   Full  rehearsal  and  event  dry-­‐run   1  week  prior   Final  slides   2  to  3  days  prior   Send  reminders   24  hours  &  1  hour  prior   Pre-­‐conference  with  speakers   30  minutes  prior   Edit  recording   Within  24  hours  aaer   Send  follow-­‐up  emails  and  begin  sales  outreach   Within  24  hours  aaer   Promote  on-­‐demand  recording   Ongoing     Don’t  leave  the  success  of  your   webinar  to  chance  –  take  2me  up   front  to  plan  for  content,   promo2on,  follow-­‐up  &  reuse.  
  • 9 @anitawehnert #ADDHASHTAG Tip  #2:  Target  Your  Content   Role?   Geography?   Industry?   Problems?   As  with  any  content,  tailor  your   webinar  by  persona  &  buying   stage!  Knowing  who  you  are   targe2ng  =  priceless.   Buying   Stage?  
  • 10 @anitawehnert #ADDHASHTAG • Deliver  Value   • Build  Credibility   • Gather  Qualifying   Data   Prospect   • Stay  Top  of  Mind   • Develop  the  Opportunity   • Demo  Your  Product   • Share  Success  Stories   Nurture   • Train  New  Users   • Cross-­‐Sell/Up-­‐Sell   • Expand  Usage   Onboard   Tip  #3:  Tailor  to  Buying  Stage     Webinars  play  a  role  throughout   the  funnel.  Top?  Thought   leadership.  Mid?  Demos  &  case   studies.  Bojom?  Onboarding.  
  • 11 Tip  #4:  Think  Beyond  Email  Invites  
  • 12 @anitawehnert #ADDHASHTAG Easier  to  Repurpose   Harder  to  Repurpose   Individual  capsules  w/  discrete  ideas   Complex  ideas  that  build  on  each  other   Mul2ple  speakers   Single  speaker   Tips  &  best  prac2ces  that  can  stand  alone   One  long  PowerPoint  presenta2on   Content  with  natural  breakpoints   A  45-­‐minute  diatribe   Tweetable  statements   No  clear  takeaways   Different  formats  like  panel  discussions   An  hour-­‐long  chunk  of  content   Tip  #5:  Design  with  Reuse  in  Mind     Think  about  reuse  from  the     get-­‐go.  Discrete  ideas  that  can   stand  alone  make  it  easier  to   repurpose  webinar  content.  
  • 13 @anitawehnert #ADDHASHTAG Tip  #6:  Go  Beyond  Boring  Bullets     Don’t  bore  webinar  viewers  with   endless  bullets.  Use  images,  video   clips,  mul2ple  speakers  to   communicate  your  message.  
  • 14 @anitawehnert #ADDHASHTAG Tip  #7:  Leverage  Engagement  Tools   Polls,  chat,  surveys  =  more   than  engagement.  Learn   more  about  prospects  &  use   data  to  score,  nurture  &   follow-­‐up.     Polls,  chat,  surveys  =  more   than  engagement.  Learn   more  about  prospects  &  use   data  to  score,  nurture  &   follow-­‐up.    
  • 15 Tip  #8:  Follow  Up  Fast   “Firms  that  tried  to  contact  poten2al   customers  within  an  hour  of  receiving  a   query  were  nearly  7x  as  likely  to  qualify  the   lead  …  as  those  that  tried  to  contact  the   customer  even  an  hour  later—and  more   than  60x  as  likely  as  companies  that  waited   24  hours  or  longer.”   -  Harvard Business Review, 3/2011
  • 16 @anitawehnert #ADDHASHTAG Tip  #9:  Repurpose  Webinar  Content     Treat  webinars  as  a  rich  source  of   content  to  mine  for  ongoing   programs.  Think  SlideShare,  blog   posts,  e-­‐books,  transcripts,  etc.  
  • 17 @anitawehnert #ADDHASHTAG Tip  #10:  Do  More  with  the  Recording     Drive  more  ROI  from  your   webinar  recordings  by  sharing  on   YouTube,  embedding  on  blogs  &   including  in  nurturing  emails.  
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  • Questions
  • Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey