The educational webinar is the best tactic for a pilot program to demonstrate the power of the new way to market in manufacturing.

1. Webinar Pilot
an 8 Step Framework
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2. 8 Step
Framework
1. Collaborate with stakeholders
on concept and theme.
2. Create the overarching
message.
3. Choose the right team
4. Choose the tools for promotion,
setup, broadcast and
measurement.
5. Build a promotion plan.
6. Do the live broadcast.
7. Post webinar promotion
8. Measure and share results.
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3. 1. Collaborate with Stakeholders
 Agree on the objective.
 Agree on the definition of success.
 Choose the target audience
 Select a topic in line with your AFMS.
 Agree on what happens after the webinar.
 Gain commitment on budget, time and other resources.
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4. 2. Develop the Concept and Face
 Image, brand, voice
 Webinar theme title
 Webinar titles and descriptions
 Templates for emails, slides, landing pages,
etc.
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5. 3. Build Your Team
 Ensure you have an ironclad commitment
 Assign ownership to a project manager
 Find subject matter experts (SMEs)
 You’ll need at least 2 speakers
 Supporting team – chat moderators,
promotion manager, post webinar manager
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6. 4. Get the Tools
 Webinar platform
 Marketing Automation Platform
 CRM and ESP
 Outbound venues
 Inbound SEO tools
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7. 5. Promotion Plan
 Your house database is your best list.
 Use inbound and outbound channels.
 Make sure the process to register is super easy.
 Align the invitation/notice with the target audience.
 Be consistent with your value proposition.
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8. 6. Live Broadcast
 Use 2 or more speakers.
 Practice, practice and practice some more.
 Use interactive features like polls, chats, quizzes.
 Do live questions through the chat. (never open a line)
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9. 7. Post Webinar Promotion
 The gold is mined in post-webinar activities.
 Follow up with attendees and non-attendees.
 Follow up within 24 hours.
 Offer a recording and the slide deck.
 It’s ok to connect after the webinar.
 Debrief the entire team.
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10. 8. Measure and Share Results
 Metrics were agreed to in Step 1.
 Show meaningful metrics
 Registrants
 Attendees
 Time signed on
 Recording playbacks
 Qualified leads
 New opportunities created
 Other sales or revenue metrics
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11. Takeaways
1. Create a checklist to keep track of all the
details.
2. Ensure an owner/program manager is assigned
to keep things moving and on track.
3. Practice, practice and practice for the live
broadcast.
4. Leverage the post-webinar for the gold.
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12. Congratulations, you’re on your way to a New Way
to Market!
Join the Manufacturing Marketing Institute – MM Academy today!
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