7 Tips for Leveraging Webinars Throughout the Funnel


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How to utilize webinars to drive your prospects through the sales funnel.


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7 Tips for Leveraging Webinars Throughout the Funnel

  1. 1. 1 7 Tips for Leveraging Webinars Throughout the Funnel Anita Wehnert Director of Strategic Partnerships @anitawehnert
  2. 2. 2 @anitawehnert #EloquaTour Webinars are a Top Tactic of respondents to a 2013 CMI study are using webinars as a tactic in their B2B content marketing strategy.
  3. 3. 3 @anitawehnert #EloquaTour Webinars are an Effective Tactic Per CMI, B2B marketers rank webinars as the #3 tactic for content marketing, with 61% calling it effective.
  4. 4. 4 @anitawehnert #EloquaTour Tip 1: Don’t Be All Things to All People Role? Geography? Industry? Problems? As with any content, tailor your webinar by persona & buying stage! Knowing who you are targeting = priceless. Buying Stage?
  5. 5. 5 @anitawehnert #EloquaTour  Goal: bring new leads into the funnel  Tactics: – Promote broadly to cast a wide net – Focus on a top-of-mind issue – Deliver meaty and actionable content – Consider an expert speaker – Engage to gather qualifying data – Follow-up quickly  Avoid: – Pitching your product Tip 2: Deliver Value in Early Stage Prospect Nurture Close Onboard Fast follow-up is key. HBR says conversion rates are 60x higher with contact within 1 hour vs. 24+ hours.
  6. 6. 6 @anitawehnert #EloquaTour  Goal: advance late-stage prospects  Tactics: – Focus on the solution – Smaller, highly-qualified audience – Validate & deliver proof – Let happy customers tell their story – Showcase how you solve the problem  Avoid: – The old “bait and switch” Tip 3: Build Credibility in Late Stage Prospect Nurture Close Onboard It’s ok to demo your app in a webinar if you are targeting late- stage prospects & clearly set expectations in the abstract.
  7. 7. 7 @anitawehnert #EloquaTour  Goal: onboard and ramp new customers  Tactics: – Focus on your product – Very targeted audience – Train & empower new users – Engage to create a dialog – On-demand recordings for convenience – Cross-sell/upsell opportunity  Avoid: – Too big of an audience Tip 4: Onboard & Ramp New Users Prospect Nurture Close Onboard Live & recorded webinars can help new customers get up to speed quickly, driving usage & revenue.
  8. 8. 8 Tip 5: Capture & Use Qualifying Data Polls, chat, surveys = more than engagement. Learn more about prospects & use data to score, nurture & follow-up.
  9. 9. 9 @anitawehnert #EloquaTour Easier to Repurpose Harder to Repurpose Individual capsules w/ discrete ideas Complex ideas that build on each other Multiple speakers Single speaker Tips & best practices that can stand alone One long PowerPoint presentation 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 6: 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.
  10. 10. 10 @anitawehnert #EloquaTour Tip 7: Repurpose that Content! Treat webinars as a rich source of content to mine for ongoing programs. Think SlideShare, YouTube, blogs, e- books, etc.
  11. 11. 11 @anitawehnert #EloquaTour Anita Wehnert Director, Strategic Partnerships, ReadyTalk anita.wehnert@readytalk.com 303.209.1642 @anitawehnert www.linkedin.com/in/anitawehnert/ Questions? Want a free one hour consultation on your Eloqua webinar program? Enter “Yes” in the chat panel now!