The document provides instructions for joining a webinar about winning sales calls with webinar production. It explains that audio for the webinar will use the computer's microphone and speakers, and recommends using a headset. It provides call-in numbers and codes for joining by phone. It introduces Dawn Baron and Shelley Trout, who will be presenting on planning successful webinars that generate leads and opportunities.

1. Dawn Baron Shelley Trout
With: With:
TO USE YOUR COMPUTER'S AUDIO:
When the webinar begins, you will be connected to audio
using your computer's microphone and speakers (VoIP). A
headset is recommended.
Webinar will begin:
9:30 am, PST
TO USE YOUR TELEPHONE:
If you prefer to use your phone, you must select "Use Telephone"
after joining the webinar and call in using the numbers below.
United States: +1 (562) 247-8321
Access Code: 515-563-907
Audio PIN: Shown after joining the webinar
--
OR--
Win Sales Calls with Webinar
Production

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With a passion for pursuing dreams that make the world a better place, Dawn Baron
started Passion Profits Consulting to help people and organizations reach their greatest
goals. Dawn specializes in approaching a problem with an open mind, new ideas and new
energy.
B2B Marketing Zone is brought to you by Aggregage, the next generation of B2B media.
Aggregage uses machine intelligence, social media and audience-driven data to bring
the most relevant content to its 50+ content communities.

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Click on the Questions panel to
interact with the presenters

4. About Dawn Baron
Dawn Baron helps businesses and learning professionals find solutions to overcome obstacles in the
adult learning space. She is a consultant to learning solution providers and learning-focused
organizations and associations. In this role, Dawn regularly hears about the challenges employers
and learners are facing and works to facilitate these issues. She has spent the majority of her career
in corporate learning as vice president of marketing for the Association for Talent Development (ATD)
and president of her own marketing consultancy, focused on messaging education and technology
throughout businesses and associations.
About Shelley Trout
Shelley leads webinar production at Aggregage, the publisher of more than 40 B2B publications. She
has successfully produced hundreds of webinars featuring thought leaders, across a range of
industries, and delivering diverse and rich content and tens of thousands of targeted leads to webinar
sponsors. Shelley is a published author and writer, who previously worked as a director and producer
on the West End while studying Theater in London. After moving to the U.S., she majored in
Anthropology & Archaeology at UC Berkeley, worked at the Center of Digital Archaeology, and wrote
her thesis on digital representations of people and their stories.

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What’s Your Goal?

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Planning for Success
• You will get leads from a third-party webinar.
• Whether you get 5 leads or 5,000 leads, your
next step is critical.
• To convert those leads to opportunities, a plan
is necessary.

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You DON’T want 5
LEADS…You DO Want 5,000
BUT HOW?

8. First…this is not a one-person show.

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KEY ROLES
• Speaker
• Moderator
• Producer
• Tech support
• Audience /
Contributor
• Sponsor
• Marketing
• Creative
• Customers
• Sales Team
• Events Team

10. Second…webinars are NOT antidotes for slow sales.
You
Need
a Plan

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The Key Pieces of the Plan
• Goal Setting
• Topic and Content
• Speaker Selection
• Speaker Preparation
• Marketing Segmentation
• Engagement/Experience
• Takeaway
• Nurture Campaign
• Sales Conversations

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Aligning Your Content
• Work with the host/third-party to identify why doing
a webinar together is better than going at it alone
• Select a topic that differentiates you [You know
this] and satisfies the audience [Your host knows
this]
• Own your topics ---
○ where can you serve as the expert?
○ how/why does this content benefit the audience?

13. Creating Good Content: Be Relatable
Companies tend to
churn out webinars
that are thinly veiled
sales pitches.
What you want is real
thought-leadership
with heart and
authenticity.
Thought Leadership

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Choosing a Speaker
• Storyteller --- someone with data and experience
• A presenter AND a listener
• Virtual presenting isn’t a one-way communication
channel
• Authenticity goes a long way
• The audience will remember stories and link them to
your brand/offering.

15. “His talent is making the
listener feel like their story
is communal, a shared
history and that makes
you feel less alone.”

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SMARTLY Market Your GOOD Ideas
• Survey in advance and include the results in the webinar.
• Start a chat/dialogue in advance to “warm” the “room”.
• Ask registrants to send in questions ahead of time.
• Use “cliffhangers” in your marketing to get people to register ---
with context.

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Creating a Good Experience
• Open with casual conversation or a poll.
• Ask the audience to imagine that the "raise hand" icon is an LOL
an open up with a funny video to generate "laughs".
• Use your webcam.
• Use attendee names when possible.
• Ask questions and be ready to change the direction of the

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No one likes to be asked their opinion
and then have it go unheard.

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Send them away. Keep them forever.
• Bring them to a destination immediately as the webinar ends.
• Send attendees a thank you with a CTA to join a product demo.
• Include moments from the webinar as memorable connections.
• Every attendee who goes to your destination, should get a call.
• Add attendees to your nurturing program.
• TRACK! TRACK! TRACK!

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Nurture!
• Newsletters
• Event announcements
• Blog Digest
• Surveys
• Stories

22. Let’s go places together.
We’ll send you an email with access to the slides
and you can try these tips out for yourself!

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Q&A
President and Founder, Passion Profits Consulting
Linkedin page: in/dawnbaron/
Twitter ID: @DawnBaron
Website: www. passionprofitsconsulting.com
Webinar Producer, B2B Marketing Zone
Linkedin page: in/shelleytrout/
Twitter ID: @b2bmarketingz
Website: www.b2bmarketingzone.com
Dawn Baron
With:
Shelley Trout
Moderated by:
www.b2bmarketingzone.com/webinar-series/trends-in-b2b-marketing