8 Step Framework for Creating, Producing and Executing Lead Generating Webinars
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This is the second in a series of 4 webinars designed to teach manufacturing marketers how to generate quality leads for the top of the sales funnel.
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8 Step Framework for Creating, Producing and Executing Lead Generating Webinars
- 1. The 8 Steps of Lead GeneratingWebinar Production Part 1 Webinar 2 of 4: Lead Generating Webinars for Manufacturing Companies – a HowTo series
- 2. Speakers Bruce McDuffee Knowledge Marketing for Industry (KMI) Dan Levy Marketing Strategist and Writer 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2
- 3. Housekeeping 1. Will we get a copy of the recorded webinar? 2. Can I ask questions? 3. Will we be able to get a copy of the slides? 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 3
- 4. Agenda 1. Step 1 – Collaborate with stakeholders 2. Step 2 – Create the Concept 3. Step 3 – Choose the team 4. Step 4 – Choose the tools 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 4
- 5. Takeaways 1. Learn how to collaboratively develop the topic, audience, metrics and resources for a successful foundation. 2. Learn how to choose the best people for the webinar team. 3. Learn about the tools available and what to look for in the production, broadcast, promotion and conversion of your lead generating webinar series. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 5
- 6. Product marketing fails Educational marketing sails 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 6
- 7. Review of Webinar 1 ‘Getting Started’ • Using the webinar checklist to plan the webinar and keep all the moving parts on track • How to find your webinar sweet spot for high engagement • The intersection between the pain or passion of your target audience and your firms experts and expertise • How to tell your sales people and product folks why you are not focusing on products but are focusing on educational topics Go to webinars.knowledge.marketing for link to the recording and slides 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 7
- 8. Step 1 – Collaborate Collaborate with stakeholders - Sales, Marketing, Geo, Product, Business, etc. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 8
- 9. Collaboration – Discuss and Agree •Agree on the objective for the webinars • Leads? • Awareness? • Closed business? • Re-engagement? •Supporting metrics 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 9
- 10. Select theTargetAudience • Agree on the target audience • Database, association, periodical readers, conference attendees, etc. • Where and how can you reach them? • Email, outbound, inbound, post, phone, etc. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 10
- 11. Select theTopic • Find the webinar sweet spot to find a topic that will be relevant and useful • Resist the demand to make the topic about a product • Be relevant • Be useful • Help the audience be better at something that relates to your expertise 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 11
- 12. What Happens After theWebinar? • Agree with Sales on any post webinar activity • Call each attendee? • Email to each attendee? • Agree with Marketing on post webinar activity • Lead scoring? • Add to nurturing? • Email on behalf of sales? 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 12
- 13. Gain Commitment on Resources • Budget • SME time • Marketing time • Sales time 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 13
- 14. Step 2 – Concept & Face What face, image or brand will you present to the audience? 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 14
- 15. What image, voice, face, tone will you show? • Create a compelling name for the series • Choose the titles of each webinar • Create 100 word descriptions for each • Will you create a brand around the series? • Create templates for slides, emails, landing pages, other assets 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 15
- 16. Step 3 – Build theTeam Above all else, make sure to gain an iron clad commitment to the events. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 16
- 17. The Players • Webinar manager – owner – chairperson – project manager - leader • Subject Matter Experts (SMEs) • Speakers • Moderator • Expert 1 • Expert 2 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 17
- 18. Supporting Staff • Chat moderators (1 per 300 attendees) • Promotion manager • Post webinar manager 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 18
- 19. Step 4 –TheToolkit Owning the proper tools makes the job easier and more effective. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 19
- 20. Webinar Platform 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 20 • Do not try to use your meeting platform as a webinar platform. • Consider budget, features, contractual obligation. • Go for a free trial if possible • Pay attention to post webinar options
- 21. Promotion, Email, Registration, Metrics •Marketing Automation Platform • Allows for tracking outbound and inbound promotion • Automates the registration and follow up process • Incorporates email messages; invitation, reminders, follow up • Enables further nurturing and/or lead scoring 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 21
- 22. Promotion, Email, Registration, Metrics • Email service provider – if no MAP • CRM integration for ROI and feeding top of funnel 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 22
- 23. “ ” Insanity is defined as doing the same thing over and over again and expecting different results - Albert Einstein 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 23
- 24. Summary 1. Step 1 – Collaborate with stakeholders 2. Step 2 – Create the Concept 3. Step 3 – Choose the team 4. Step 4 – Choose the tools 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 24
- 25. Takeaways 1. Learn how to collaboratively develop the topic, audience, metrics and resources for a successful foundation. 2. Learn how to choose the best people for the webinar team. 3. Learn about the tools available and what to look for in the production, broadcast, promotion and conversion of your lead generating webinar series. 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 25
- 26. Questions & Answers Please type your questions in the chat window at the lower left of your screen. Or feel free to email your questions to: bruce@knowledgemktg.com 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 26
- 27. NextWebinar on January 29th 8 Steps ofWebinar Production (part 2) Proper planning is essential to the success of your webinar series. This webinar continues the discussion of the 8 Step Framework to help ensure your webinar success. In this webinar we discuss steps 5 to 8. After completing this webinar you will be able to: 5. Develop a promotion plan to get maximum engagement within your target audience. 6. Execute an interesting and compelling live webinar. 7. Leverage the webinar for maximum additional engagement after the live broadcast. 8. Measure and communicate your stellar results. Register here or go to webinars.knowledge.marketing 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 27
- 28. Get Started Generating Leads with Webinars! Get the toolkit at: http://knowledgemktg.com/do-it-yourself/webinar-toolkit/ Need help getting started with your own educational webinar series? • Set up a webinar strategy call with Bruce • Call 303-953-4361 • Email bruce@knowledgemktg.com 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 28
- 29. ThankYou 1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 29
Editor's Notes
- Bruce: Welcome – you’re signed on to the second webinar in a 4 part How to series designed for manufacturing companies to learn how to create and execute lead generating educational webinars. We’re going to go through the 8 Step Framework for Lead Generating Webinars over two webinars. This one is part 1 and we’ll go over the first 4 steps, then we’ll cover the other 4 steps in the next webinar. The webinar series is created and produced by Knowledge Marketing for Industry (KMI for short). If you attend or listen to all 4 webinars, you will be fully equipped to create, produce, execute and measure you own educational webinar series capable of generating hundreds or maybe even thousands of quality leads for your sales funnel. In a recent survey by CMI and Adobe, an interesting bit of information was that about 2/3 or B2B marketers have tried webinars as part of their marketing mix, but then quit because they were ineffective or less effective than expected. Of those 2/3 who tried and then stopped, 75% had built their webinars around the product; training or new product launch for example. This is not uncommon in my experience as well. I worked for an electronics mfg co a few years ago. This company made measurement instruments. Product managers tried webinars – poor results Look at it from a different view point Turned it around Educational versus product 1500 compared to 15 100x improvement in engagement! That’s what we’re going to teach you in this webinar series – how to engage deeper and broader with your target audience using educational webinars. This is not theoretical – we’ve had great success with manufacturing companies using this 8 step framework. You will have great success too!
- Bruce: Speaking today, my name is Bruce McDuffee, principal consultant for KMI bringing 20+ years in B2B sales and marketing primarily in the Industrial sector. One thing I’ve learned over the years is that educational or knowledge marketing outperforms product marketing by a significant margin every time when it comes to audience engagement. And Dan Levy as my co-presenter today - Dan has worked as a marketing strategist and content developer for 25 years for myriad industry segments. His career has been shaped by helping manufacturers find their stories and tell them in a way that engages, educates and enlightens customers and prospects alike. Now we’re going to jump start your learning curve as Dan kicks off one important aspect of lead generating webinars…
- Dan
- Bruce Planning for 45 minutes so we’ll end promptly at :45 past the hour.
- Dan
- Bruce
- When considering the objective or goals, keep in mind – how will you know if the objective is achieved, i.e. is it measurable? Objective can be supported by metrics such as registrations, attendees, lead scoring, etc.
- Remember – product marketing fails where educational marketing sails
- Dan
- Dan
- Bruce About half of those of you who registered have tried webinars in the past. According to a recent survey by Content Marketing Institute and Adobe, companies not currently using webinars as part of their marketing mix, but have tried them in the past, 75% used them for product demonstrations or training and not as a thought leadership or educational means. Many of you have tried webinars as new product launches and have been disappointed with the results. Tell the PDC story. Try a different approach – you’ll be amazed at the results. Interestingly, of the non-users who had tried webinars in the past, the vast majority (75%) used them for classic webinar purposes such as online training and education versus high-level content marketing activities (brand awareness or thought leadership).
- Bruce Planning for 45 minutes so we’ll end promptly at :45 past the hour.
- Bruce
- Dan
- Bruce