I'm Ready to do a Webinar, Now What?


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From topic selection, scheduling and promotion to hosting, recording and sharing content, lots of time and preparation go into creating a successful webinar. Need a little help? Well, you're in the right place!

Join Mathew Sweezey, Marketing Automation Evangelist at Pardot, and Mike McKinnon, Sr. Demand Generation Manager of ReadyTalk for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me - these guys really know what they're talking about!) Please join us for an information-packed hour of valuable webinar process magic.

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I'm Ready to do a Webinar, Now What?

  1. 1. I’m Ready to do a Webinar, Now What? Webinar Best PracticesPresented by:Mike McKinnon, Sr. Marketing Operations Manager, ReadyTalkMathew Sweezey, Marketing Automation Evangelist, PardotOctober 17, 2012
  2. 2. Agenda• Setting Objectives• Metrics• Details• Process• Promotion• Presentation Day• Webinar Follow-Up• Q&A
  3. 3. Setting Objectives
  4. 4. Objectives Demand Generate $XX in closed revenue within Generation 12 months of webinar dateGenerate 500 downloads of Webinar research brief in 6 months Thought Online Leadership Training Reduce support burden by 25% for product X in 2012
  5. 5. Metrics Primary & Secondary Primary •Closed Won Demand Secondary Generation •Net New to database •Attended/Registered •Hand raisers •Opportunities CreatedPrimary•Downloaded WhitepaperSecondary•Attended/Registered•Social media activity• Inbound traffic spike Webinar Thought Online Leadership Training Primary •Support reduction on product X Secondary •Net New trained •Attended/Registered •Total trained •Increased usage of product X
  6. 6. Details • Lead hand-off • System integration • Lead follow up Process • Hand raiser process • Lead scoring • Sales Enablement • Speaker • AssetsWebinar Content • Abstract • Title • Train speakers • Dry Run Technology • Practice Sessions • Interactivity tools
  7. 7. Process Process must support objectives Objective Process
  8. 8. ProcessIntegrated webinars = Less Manual Work  Where are invites coming from?  Where are you accepting registration from?  Where are reminders and post event emails coming from?  How are you routing to the sales team?
  9. 9. Choosing a Speaker• Reach• Experience• Area of Expertise• Name Recognition
  10. 10. Title & Abstract Clever Concise Cute
  11. 11. Assets
  12. 12. Technology• Training • Tools • Speaking • Content• Dry Run• Practice Session
  13. 13. TimelineTask TimingDevelop event plan 6 to 8 weeks priorFinalize event topic, title, abstract and speakers 6 weeks priorSetup registration and begin promotion 4 to 6 weeks priorSend email invite 2 weeks priorDraft of slide presentation 2 weeks priorFull rehearsal and event dry-run 1 week priorFinal version of slide presentation 2 to 3 days priorSend reminder email #1 24 hours priorSend reminder email #2 2 to 3 hours priorPre-conference with moderator and speakers 30 minutes priorEdit recording (if needed) Within 24 hours afterSend follow-up emails and begin sales outreach Within 24 hours afterPromote on-demand recording Ongoing
  14. 14. Webinar PromotionKeep the lead in play
  15. 15. Webinar Deliverables• Form / landing page + thank you content• Invitation email• Cross-promo ads• Reminder emails (through webinar vendor)• Video• Thank you / recording email
  16. 16. Landing Page / FormWeekly Webinar Signup
  17. 17. Thank You Page
  18. 18. Invitation Email
  19. 19. Other Ways to Promote• Social posts• Email signatures• Hello Bar
  20. 20. Webinar Follow-UpKeep your content evergreen
  21. 21. Post Video to Your Blog
  22. 22. Recording Email
  23. 23. Keep Posting the Video
  24. 24. Then Share It!
  25. 25. Questions
  26. 26. Contact InformationMike McKinnon Mathew SweezeyReadyTalk PardotSr. Marketing Operations Marketing AutomationMgr. Evangelistmike.mckinnon@readytalk.com mathew.sweezey@pardot.com@RTMike @msweezey ReadyTalk Pardot 1900 Sixteenth Street 950 East Paces Ferry Road Floor 6 Suite 3300 Denver, CO 80202 Atlanta, GA 30326 800.843.9166 404-492-6845