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

1. Webinar Wisdom –
Expert Webinar Strategies
Anita Wehnert
Director of Strategic Partnerships
ReadyTalk
Mathew Sweezey
Marketing Automation Evangelist
Pardot, a salesforce.com company

2. Speakers
Anita Wehnert - Director, Strategic Partnerships
ReadyTalk
@anitawehnert
Mathew Sweezey - Marketing Automation Evangelist
Pardot, a salesforce.com company
@msweezey

3. 3
@anitawehnert #ADDHASHTAG
§ Why
Webinars?
§ Planning
§ Promo2on
§ Content
§ Engagement
§ Follow-­‐Up
§ Repurposing
Agenda

4. 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. 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. 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. 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. 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. 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. 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. 11
Tip
#4:
Think
Beyond
Email
Invites

12. 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. 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. 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. 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. 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. 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.

19. #PardotWebinar

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41. Questions

42. Anita Wehnert - Director, Strategic Partnerships
ReadyTalk
@anitawehnert
Mathew Sweezey - Marketing Automation Evangelist
Pardot, a salesforce.com company
@msweezey