The document provides best practices for producing informational webinars. It discusses 10 best practices:
1. Make your audience the top priority by understanding them and ensuring they get value from the webinar.
2. Develop a clear work plan with business objectives, roles, deliverables and an 8 week planning horizon.
3. Recruit the audience through identifying the target group, creating compelling messages, and using an informed invitation strategy.
4. Identify the target group to recruit from by profiling them and matching the value proposition.
5. Develop compelling recruitment messages by using the audience's language, exciting them without selling, and communicating value.
6. Broadcast recruitment messages through
This is a summary of the process to follow when creating and building websites and other such online media. It's a project process overview for thos in need of such a structure to help run their projects and for clients to get a better idea of how the whole process works. There ar of course other ways of running your projects but this is a good tried and tested stage by stage way of doing it. I've included responsibilities and example outputs as well as key things to do and watch out for each stage.
How to Use Experimentation to Optimize Your Product and BusinessOptimizely
One thing that separates great product teams from the rest is how well they use analytics and experimentation to make decisions. Product teams live in a data-driven world and the bar is rising.
Analytics increasingly offer greater transparency into understanding how your customers are using your product, what’s working, and what isn't. A strong experimentation mindset enables you to systematically drive improvement.
In this webinar, product management expert Dan Olsen shares his Lean Product Analytics Process: a methodical, step-by-step approach to improving your product with analytics and experimentation. Dan also shares advice from his book The Lean Product Playbook, illustrating the concepts with real-world examples and case studies.
Watch the recording to learn how to harness the power of analytics and experimentation to improve your product.
This is a summary of the process to follow when creating and building websites and other such online media. It's a project process overview for thos in need of such a structure to help run their projects and for clients to get a better idea of how the whole process works. There ar of course other ways of running your projects but this is a good tried and tested stage by stage way of doing it. I've included responsibilities and example outputs as well as key things to do and watch out for each stage.
How to Use Experimentation to Optimize Your Product and BusinessOptimizely
One thing that separates great product teams from the rest is how well they use analytics and experimentation to make decisions. Product teams live in a data-driven world and the bar is rising.
Analytics increasingly offer greater transparency into understanding how your customers are using your product, what’s working, and what isn't. A strong experimentation mindset enables you to systematically drive improvement.
In this webinar, product management expert Dan Olsen shares his Lean Product Analytics Process: a methodical, step-by-step approach to improving your product with analytics and experimentation. Dan also shares advice from his book The Lean Product Playbook, illustrating the concepts with real-world examples and case studies.
Watch the recording to learn how to harness the power of analytics and experimentation to improve your product.
Prospective buyers take a journey from awareness, through consideration, selection, and to purchase (and repeat purchase, we hope!). Learn how you can align your marketing programs to sales to help prospects take this journey. We’ll explore how messaging and medium selection impact the process, as well as how to develop a process that works in your selling cycle.
How can marketers respond to the rapidly changing marketplace today? Agile or Scrum methodology could be one of the answers. This deck describes agile and the way that the team at HubSpot uses it to make marketing fast, focused, prioritized and predictable.
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campa...mindfire.agency
Gershon Alon, Workflow Solutions Manager at HP Indigo and Joe Manos, MindFire's Executive Vice President, hosted an education session called, "How to Use Marketing Automation to Seamlessly Integrate Print into Digital Marketing Campaigns."
They presented information on how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
In this presentation Jive's Chief Strategy Officer, Chris Morace, discussed how Jive customers are driving real top-line revenue growth and bottom-line cost savings via Jive's collaboration platform.
We are helping our customers:
- Increase workforce productivity by 15%
- Reduce turnover by 24% and improve employee satisfaction
- Increase revenues 2-4%
Learn more about Jive Software: www.jivesoftware.com
Putting the Person into Personalization: Identifying audiences and their reac...Optimizely
Before you personalize any given digital experience, you obviously need to know who you’re personalizing it for. Effective personalization means defining, creating and developing the right kinds of audience groups. The ultimate goal? Providing the feel of a genuine one-to-one experience.
Join our webinar to discover the ingredients of a good audience. How to identify and reach them with relevant experiences. And why experimentation is the key to optimizing every different experience for each separate group.
What you’ll learn:
- Why you should only focus on ‘actionable’ audiences with high reach - and what that actually means.
- Key personalization use cases to target audiences across verticals.
- How experimentation helps to provide the best possible personalized experiences.
Learn more about creating impactful digital experiences in the Power of Personalization: https://www.optimizely.com/optimindset-personalization
Digital Customer Experience strategy & Marketing Automation for Philips Healt...Arjan Kramer
Presentation for the Business Circle Event Strategie Forum CRM & Vertrieb 2014
A presentation of the overarching Digital Customer Experience strategy setup for Philips and specific case study on rolling out Marketing Automation with Oracle Eloqua (Oracle Marketing Cloud)
http://www.businesscircle.at/marketing-pr-vertrieb/konferenz/crm-forum
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
How to Grow a Product with a User JourneyBrandon Owens
How to Grow a Product with a User Journey
Brandon Owens - http://linkedin.com/in/brandonowens
Mauricio Estrella - http://linkedin.com/in/mestrella
Too often growth is assumed to be a marketing problem but the overall pace of growth is frequently governed by how well the product converts new users into heavy users.
This presentation highlights how you can create a User Journey to identify the most important parts of a product experience that drive or inhibit growth.
i. How we related a User Journey to Growth
ii. 3 things to focus your teams on for Growth
iii. Then what? User Journey
iv. What is the “aha moment”
v. Things you can do to build a user journey
vi. Final recommendations
Presented at Barcamp Shanghai, Spring 2014
Maximizing Value and Consistency of Experiences with Design Systems - Centerl...Centerline Digital
A convergence of design and marketing has become a necessary means for managing a brand and its offering to consumers. It takes a combined effort to continually provide quality output while also delivering responsiveness at scale at a time when channels, screens, and constant interaction demand more from us as teams. By looking at the convergence through a systematic lens you can expose potential in your efforts, both creatively and organizationally. This presentation explores how a design system can benefit you, and where to get started in building your own design system.
Learn more at http://www.centerline.net
Marketing for Startups - Incubadora SinergiaRiley Maguire
This is the talk we give to new batches to establish basic principles and a framework for marketing. It helps analyze what assets a startup has to share, how channels are a function of their business model, and basics about acquisition costs and AARRR funnels. We end looking at landing pages, as a basic marketing tool that can put this all together.
Agile Marketing JESS3 & Mindjet Case Study Between The MindsJascha Kaykas-Wolff
JESS3 & Mindjet explore how they used agile marketing to create a wildly successful marketing campaign, a strong brand and agency relationship, and continue to innovate in the social marketing space.
Ten Key Insights from 15 Years of Customer Journey Mappingsuitecx
A set of 20 case studies from 15 years of experience conducting Customer Journey Maps, CX and Technology Vendor Assessments, Voice of Customer and targeted Contact Strategies.
Prospective buyers take a journey from awareness, through consideration, selection, and to purchase (and repeat purchase, we hope!). Learn how you can align your marketing programs to sales to help prospects take this journey. We’ll explore how messaging and medium selection impact the process, as well as how to develop a process that works in your selling cycle.
How can marketers respond to the rapidly changing marketplace today? Agile or Scrum methodology could be one of the answers. This deck describes agile and the way that the team at HubSpot uses it to make marketing fast, focused, prioritized and predictable.
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campa...mindfire.agency
Gershon Alon, Workflow Solutions Manager at HP Indigo and Joe Manos, MindFire's Executive Vice President, hosted an education session called, "How to Use Marketing Automation to Seamlessly Integrate Print into Digital Marketing Campaigns."
They presented information on how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
In this presentation Jive's Chief Strategy Officer, Chris Morace, discussed how Jive customers are driving real top-line revenue growth and bottom-line cost savings via Jive's collaboration platform.
We are helping our customers:
- Increase workforce productivity by 15%
- Reduce turnover by 24% and improve employee satisfaction
- Increase revenues 2-4%
Learn more about Jive Software: www.jivesoftware.com
Putting the Person into Personalization: Identifying audiences and their reac...Optimizely
Before you personalize any given digital experience, you obviously need to know who you’re personalizing it for. Effective personalization means defining, creating and developing the right kinds of audience groups. The ultimate goal? Providing the feel of a genuine one-to-one experience.
Join our webinar to discover the ingredients of a good audience. How to identify and reach them with relevant experiences. And why experimentation is the key to optimizing every different experience for each separate group.
What you’ll learn:
- Why you should only focus on ‘actionable’ audiences with high reach - and what that actually means.
- Key personalization use cases to target audiences across verticals.
- How experimentation helps to provide the best possible personalized experiences.
Learn more about creating impactful digital experiences in the Power of Personalization: https://www.optimizely.com/optimindset-personalization
Digital Customer Experience strategy & Marketing Automation for Philips Healt...Arjan Kramer
Presentation for the Business Circle Event Strategie Forum CRM & Vertrieb 2014
A presentation of the overarching Digital Customer Experience strategy setup for Philips and specific case study on rolling out Marketing Automation with Oracle Eloqua (Oracle Marketing Cloud)
http://www.businesscircle.at/marketing-pr-vertrieb/konferenz/crm-forum
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
How to Grow a Product with a User JourneyBrandon Owens
How to Grow a Product with a User Journey
Brandon Owens - http://linkedin.com/in/brandonowens
Mauricio Estrella - http://linkedin.com/in/mestrella
Too often growth is assumed to be a marketing problem but the overall pace of growth is frequently governed by how well the product converts new users into heavy users.
This presentation highlights how you can create a User Journey to identify the most important parts of a product experience that drive or inhibit growth.
i. How we related a User Journey to Growth
ii. 3 things to focus your teams on for Growth
iii. Then what? User Journey
iv. What is the “aha moment”
v. Things you can do to build a user journey
vi. Final recommendations
Presented at Barcamp Shanghai, Spring 2014
Maximizing Value and Consistency of Experiences with Design Systems - Centerl...Centerline Digital
A convergence of design and marketing has become a necessary means for managing a brand and its offering to consumers. It takes a combined effort to continually provide quality output while also delivering responsiveness at scale at a time when channels, screens, and constant interaction demand more from us as teams. By looking at the convergence through a systematic lens you can expose potential in your efforts, both creatively and organizationally. This presentation explores how a design system can benefit you, and where to get started in building your own design system.
Learn more at http://www.centerline.net
Marketing for Startups - Incubadora SinergiaRiley Maguire
This is the talk we give to new batches to establish basic principles and a framework for marketing. It helps analyze what assets a startup has to share, how channels are a function of their business model, and basics about acquisition costs and AARRR funnels. We end looking at landing pages, as a basic marketing tool that can put this all together.
Agile Marketing JESS3 & Mindjet Case Study Between The MindsJascha Kaykas-Wolff
JESS3 & Mindjet explore how they used agile marketing to create a wildly successful marketing campaign, a strong brand and agency relationship, and continue to innovate in the social marketing space.
Ten Key Insights from 15 Years of Customer Journey Mappingsuitecx
A set of 20 case studies from 15 years of experience conducting Customer Journey Maps, CX and Technology Vendor Assessments, Voice of Customer and targeted Contact Strategies.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Educational webinars are one of the best ways to engage your target audience. Be an educator, build your brand, and collect market intelligence all from the convenience of your office! We are talking about the most cost and time effective method for lead generation, lead nurturing, and driving sales.
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
Step by step, this guide:
Takes you back to basics - grounding you in successful lead-generation principles
Helps you avoid the three biggest mistakes that can sabotage your webinar
marketing plan
Details the core webinar marketing strategies for your plan
Outlines the benefits of leveraging OPM (Other People’s Marketing) resources
Calls you to action with nine easy strategies
Offers more resources, including a sample webinar invitation in the appendices
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
1. WHITEPAPER
10 Best Practices for
Informational Webinar Production
October 2009
Mike Agron and Bret Smith, Co-Principals, WebAttract
An End2End Solution for Webinar Demand Creation
2. WHY INFORMATIONAL WEBINARS?
Before you can have a meaningful dialogue with a prospective client, you often have to get
above the noise level. A webinar targeted to a demographically matched audience with
the right message/content is a great way to establish your thought leadership and value.
Furthermore, the “web” provides leverage from allowing a small organization with limited
resources to rise above the noise level and reach out to an audience that in the past had
been the domain of only the big guys.
It also let’s you compress time zones and geographies with ease.
Add the fact that the webinar is a “live” event, and you have created a sense of urgency
for those wishing to attend.
The idea of the digital campfire came to me six or seven years ago when I managed a large
partner organization and realized that by hosting a monthly partner call, we would show
our partners that they indeed mattered to us and we could keep them in the know with
new product and technology updates and it was a relatively cost effective way to stay
connected, and all the while it helped raise our thought leadership and brand.
From a sales perspective, it really can help accelerate the sales funnel by using such an
event to self-identify those prospects that would want to have a 1:1 or more in depth
conversation with you and your company.
When you consider the cost of a print ad in a trade journal or exhibiting at a trade show,
the price of a webinar can be pretty cost effective.
Brand Thought
Sales Leads
Awareness Leadership
An End2End Solution for Webinar Demand Creation
3. WHY INFORMATIONAL WEBINARS?
• Rise above the noise level
• Target a demographically – matched audience
• Web leverage levels the playing field
• Digital campfire – Live!
• Accelerate the sales funnel
• Cost effective
Brand Thought
Sales Leads
Awareness Leadership
An End2End Solution for Webinar Demand Creation
4. PROOF POINT 1
According to a recent survey, if you
want to reach technical buyers,
use informational webinars!
29% of those surveyed will spend
more than 50% of their marketing
budget online this year, and 48%
will spend over one-third online.
An End2End Solution for Webinar Demand Creation
5. PROOF POINT 2
As reported in BtoB Magazine,
VERTICAL MARKETING GUIDE, June
22, 2009: based on an online study
that examined the media and usage
preferences of 338 top global
business execs, if you want to reach
senior executives on the web, your
best vehicle is webinars, which 77%
of C-level execs listen to at work
An End2End Solution for Webinar Demand Creation
6. INFORMATIONAL VS. SALES PITCH
Not all webinars are created equal. There are some specific differences in focus, and
between being informed and being sold.
Another word for Informational could be educational, i.e., the real value in your audience
attending is that we will provide them with something “new” that they didn’t know or
hadn't considered before attending.
So, in the case of the Sales Pitch, the focus is more on the product, features and benefits
and maybe even pricing.
In the Informational webinar, the center piece is around learning business value, which is
nicely conveyed from a case study, where you have a client or partner share what best
practices they implemented and most importantly, the audience gets to hear from a peer or
colleague some valuable lessons learned.
Generally, we don’t like being sold and there’s often a fine line between what is
informational and a sales pitch, but if attendees can walk away better informed with some
fresh new ideas that they can take action on, then it was well worth their time.
After attendees are convinced there’s value in having a further discussion, then it becomes
perfectly appropriate to discuss features, benefits and pricing.
An End2End Solution for Webinar Demand Creation
7. BEST PRACTICE 1
YOUR AUDIENCE IS YOUR TOP PRIORITY
I'm sure we all agree that, regardless of whether you're producing a theatrical event, a
radio broadcast or an informational webinar, the audience has got to be your top priority.
So before I start planning an event, I ask myself the following questions like:
...What do I know about them? Where are they from, what industries to they represent,
and what are their job functions?
With that information in-hand...
...what topic will my audience find most engaging? Clearly, this is not a decision I make
without the advice and counsel of those whose opinions I rely on, but for instance...
would the audience be more interested in a discussion of best practices? ...or an
exploration of a topical concern around something like regulatory compliance? ...or a
presentation of a case study where a useful new technology or process is
demonstrated...and so on.
And then a very important question:...
...What will I provide so the audience is certain they invested their time well with me?...
...for instance, shall I provide insights, best practices, tips and tricks, metrics, explanations
of ROI, an interview with a subject matter expert, and so on.
And then lastly...
...How do I assure they can extend the dialogue with me following the event?...
...What I mean by this is not simply providing an email address and phone number for
myself on the last slide, but also for the featured speakers, and links to presented
collateral and to your webinar archive where they can obtain recorded copies. AND, I
also expect to interact with the audience after the event...not just a "thanks for
registering" email, but one that provides links to other related collateral as well as offers
a poll so the audience can provide additional feedback.
An End2End Solution for Webinar Demand Creation
8. BEST PRACTICE 1
YOUR AUDIENCE IS YOUR TOP PRIORITY
• What do you know about
them?
• What topic will your audience
find most engaging?
• What will they get out of
investing their time with you?
• How can they extend the
dialogue with you beyond the
event?
An End2End Solution for Webinar Demand Creation
9. BEST PRACTICE 2
WORK PLAN DEVELOPMENT
I like to think of webinars as “mini events” and like all
events, there are a lot of moving parts
All webinars should be framed with a set of business
objectives that becomes your roadmap for all of the best
practices that follow
Led by a strong project manager and production team as
well as the key internal and external stakeholders, it’s
important to know what each persons roles,
responsibilities, deliverables and due dates are.
I recommend weekly meetings to measure progress
against the plan and to adjust priorities.
Eight weeks seems to be just the right amount of time
from creating your business objectives to going
live….there’s just the right amount of creative energy to
get it right…..yes, it can be done in a shorter time frame,
but too much shorter, and you cause undue stress and
produce sub optimal results.
Finally, you should plan on investing a minimum of one
plus hour for every live webinar minute.
An End2End Solution for Webinar Demand Creation
10. BEST PRACTICE 2
WORK PLAN DEVELOPMENT
• Lots of moving parts
• Clear business objectives
• Roles and responsibilities
• Deliverables and due dates
• 8 week planning horizon
Metric
Plan to invest 1+ hour
for each live
webinar minute
An End2End Solution for Webinar Demand Creation
11. BEST PRACTICE 3
AUDIENCE RECRUITMENT
Audience Recruitment consists of 3
main components, beginning with
identifying the group you want to
recruit to your event. Once done, the
creation of an impactful series of
messages to drive registration for the
webinar follows, and then the
development of an intelligent,
adjustable "invitation strategy" so as to
attain the optimum number of
attendees.
An End2End Solution for Webinar Demand Creation
12. BEST PRACTICE 3
AUDIENCE RECRUITMENT
• Identify the value-
proposition match group
you wish to recruit
• Create a compelling, multi-
touchpoint message
• Broadcast touchpoints over
an informed, flexible
invitation strategy
An End2End Solution for Webinar Demand Creation
13. BEST PRACTICE 4
IDENTIFY TO RECRUIT
...so how DO YOU identify the group from which to recruit your audience?
First, build a profile of the intended group...
...Which industries are you interested in connecting with?... And, within those industries,
what departments, and what levels (c-level, director, etc.), and what functions, or titles,
within those departments do you seek? Do you want Fortune 1000 companies, or those
with revenues between 10 and 50 million? What geography do you want to pull from?
What other aspects of the group could provide meaningful insight? Are they current
customers, or fresh prospects?
Next, what may seem like the obvious...and that's matching the value proposition to the
group. The bottom line here is match it as granularly as possible. In other words...do you
really want to communicate to ALL of marketing, or do you want to connect with
marketing communications, product marketing, corporate marketing, and so on. This
really is crucial for 2 reasons: 1) because you want this group to be receptive to future
communications and 2) because you don't want to cannibalize the entire group for what
might have been sufficient contacts to support multiple webinars.
And last...consider the source for your group. Will you invite the right people from your
own CRM, or your client's CRM? Will you rent a list for a certain number of uses? Or will
you outsource the audience recruitment effort altogether, with the vendor providing
both the group as well as the delivery?
Clearly, there are several ways to go on this last part. Importantly, regardless of the
source, the list must be accurate and it must be deliverable. An emerging approach to
increasing both accuracy and deliverability is the methodology which WebAttract uses,
which converges traditional subscription-based contact data with social media for highly
accurate, highly-deliverable emailing.
An End2End Solution for Webinar Demand Creation
14. BEST PRACTICE 4
IDENTIFY TO RECRUIT
• Build a profile of the group to
recruit your audience from
• Match the value proposition
to the group
• Consider your group source:
• In-house
• Outsource
• Rental
Metric
Registration = ½% - 1%
of database
outreach
An End2End Solution for Webinar Demand Creation
15. BEST PRACTICE 5
COMPELLING MESSAGE DEVELOPMENT
This brings us to the next step in the audience recruitment process, and that is the development
of messaging which is compelling enough to secure your group's interest and attract them as
audience members for your webinar.
Apart from having the creative skills yourself, or those that can provide them, there are 4
important elements to remember, particularly as they pertain to email-based messaging...
First, write your message in the language of your expected audience. That is, take the time to
understand the vernacular of your profiled group, and use background information, press
coverage, white papers, etc. to provide a "language framework" around your topic that will best
resonate with your audience.
Next, "Invite, enthuse, excite - but don't sell, and don't be over-exclamatory". Naturally, in
inviting your prospective audience to an INFORMATIONAL webinar, you most certainly do not
want to be commercial in your outreach to them. However, projecting a degree of enthusiasm
about the subject matter is important. Spark their interest, provoke their intellectual curiosity
and make sure they understand how excited you are to engage them.
It also goes without saying that you need to communicate "what's in it for them". Why will this
time be valuably spent with you? Again, in an informational webinar, the value is in learning
best practices, "lessons learned" and shared, metrics, ROI and case studies. You absolutely do
not want to be product-specific, delve into pricing or relate "features & benefits" the way you
would in a straight sales message.
Lastly, use a combination of HTML and plain-text messaging across multiple touchpoints. Think
about it... HTML messaging is excellent for communicating your brand through the use of logos,
colors, etc., and you don't want to lose the opportunity for raising brand awareness in
recruiting your audience. BUT, HTML messaging, which contains HTML coding, is one heckuva
spam trigger. So by sending one or more of your messages in HTML, and the remainder in
plain-text, you assure the best that each can afford...getting your brand effectively in front of
the entire group, while making certain that the majority of contacts SEE your message.
An End2End Solution for Webinar Demand Creation
16. BEST PRACTICE 5
COMPELLING MESSAGE DEVELOPMENT
• Author in the audience’s
jargon
• Invite, enthuse, excite – but
don’t sell, and don’t be
over-exclamatory
• Be sure to express “what’s in
it for you”
• Utilize a combination of
HTML and text
Metric
57% higher response
rate when HTML and
plain-text messaging
used across multiple
invitations
An End2End Solution for Webinar Demand Creation
17. BEST PRACTICE 6
COST EFFECTIVE E-BROADCASTING
So, we've identified the group we're going to recruit our
audience from, and we've developed some highly-impactful
messaging. Now it's time to deliver that message to market.
Clearly, there are many ways to deliver invitations to your
group. However, the most cost-effective by far is the one
which best leverages the Web itself...email or, as I call it, e-
broadcasting.
For optimum effect, plan to deliver multiple messages over a
reasonable period in advance of your webinar. Typically,
three invitations at more or less weekly intervals beginning
no longer than three weeks prior to the event is best.
Remember, too, that you want to have an adjustable
invitation strategy. What do I mean by that? Fundamentally,
I mean you should use the intelligence you're collecting from
your audience along the way to the event. For instance,
each time you do an e-broadcast, and a number of people
then register on your landing page, utilize their answers to
expand or refine your eventual presentation, and to enhance
your invitation's effectiveness.
And, of course, it goes without saying...if you're using email
to invite your potential audience, be CAN-Spam compliant!
An End2End Solution for Webinar Demand Creation
18. BEST PRACTICE 6
COST EFFECTIVE E-BROADCASTING
• Deliver multiple touchpoints
• Start promoting 2 ½ weeks to
3 weeks before webinar
• Have an adjustable invitation
strategy
• Always be CAN-Spam
compliant
Metric
Maximize registration
with 4 well timed
e-Broadcasts
An End2End Solution for Webinar Demand Creation
19. BEST PRACTICE 7
ANALYTICS
When you are planning your registration landing page,
develop a few questions that will help you gain some better
insights into your audience’s interest and goals.
There’s a fine balance between asking too much, or sounding
like you are trying to qualify them as a sales prospect, but
asking non invasive questions such as which industry best
describes your organization, what city or state is your
business in, and especially What would you like to learn from
this webinar, are great ways to get a profile of who is
planning on attending your webinar.
Obtaining answers to your registration questions is
extremely helpful in developing not only a compelling
message, but can help readjust your messaging strategy. It’s
not unusual to make changes after the 2nd or 3rd
e-broadcast.
This info is also extremely helpful in developing content that
is relevant to your audience too.
For example, though you may have a general idea of what
you want to present, it is the accumulation of your
registrants' responses that helps shape your webinar.
We recommend using a tool such as a Pivot Table or Business
Intelligence tool to help you slice and dice the info, as you’ll
be amazed at the insights you can observe such as tracking
and graphing the daily registration counts.
And make sure to share this info with the other stakeholders
on the webinar team to help them validate their
presentation sections.
An End2End Solution for Webinar Demand Creation
20. BEST PRACTICE 7
ANALYTICS
• Use your registration landing
page strategy to understand
your audience’s interests and
goals
• Start tracking & graphing daily
stats after e-broadcasting
• Cross check & publish daily
results to stakeholders
Metric
Ratio of attendees to
registrants will vary
30% - 60%
An End2End Solution for Webinar Demand Creation
21. BEST PRACTICE 8
DRESS REHEARSALS
Now that we’ve developed the content, delivered the message, it’s time now to do a table
read and start to assemble the content from all of the providers.
First, start with a time line to examine the flow and order of the presenters.
Then take a hard look to make sure that the content supports the messaging in the
invitation and that the flow is of interest, relevant and something that, based on what you
know about your audience, will engage them.
Usually it takes a few table reads to get the rough edges off, but its well worth it.
Once you have the flow and content down, then it’s time to insert transitions, and cues so
again, the flow is natural and any “dead or awkward air” is eliminated.
A professional moderator is a good investment as they can be the orchestra leader and
keep the rhythm and energy moving in the right direction.
An experienced moderator can also play the role of a coach to help and motivate presenters
to net it out and be as engaging as possible. This is especially important with presenters
who aren’t used to this Type of medium
Oh yes, as they say when you are about to take off on an airplane….in the unlikely event of
an emergency landing….we’ll all of this webinar stuff is technology driven, and technology
can surprise you when you least expect it, so have a back up plan if something goes south
on you.
Audio is the "Achilles heel" of all webinars….VoIP, speakerphones, noisy headsets…..
So, you should budget a minimum of 2-3 dress rehearsals to practice not only a crisp
delivery, but your transitions and cues should be nailed down too.
An End2End Solution for Webinar Demand Creation
22. BEST PRACTICE 8
DRESS REHEARSALS
• Does the content support
the invitation messaging?
• Is the flow interesting,
relevant and engaging?
• Practice cues and
transitions, eliminate “dead
air”
• Technology familiarity and
have a back up plan
• Audio is often the Achilles
heel, VoIP, Speakerphones,
noisy headset, etc.
Metric
Budget for 2-3 Dress
Rehearsals
An End2End Solution for Webinar Demand Creation
23. BEST PRACTICE 9
SOUND CHECK – GO LIVE!
Always start with a sound check, and I recommend you
have all presenters and panelists login an hour before
going live….to both check out the technology, learn
about any updates, and make sure everything works.
A few things to always do:
Show respect for your audience by starting as on time
as possible and end on time
Since your only real connection to your audience is
your voice, use it as an instrument as it will help you
project your natural self….and keep a glass of cold
water handy, as it’s important to keep your throat
moist.
Since you can’t look at your audience in the eyes, you
can interact with them through the use of 1 or 2 Polls.
Try to budget the hour including the welcome and
other parts to end with about 10 or so minutes for
Q/A.
A back of the envelope metric that I’ve found is that
attendance will peak as you get into 1 or 2 questions,
and it’s not unusual to have people leave, as they are
busy too.
A good target is to hold onto about 90% of your
audience into the Q/A
An End2End Solution for Webinar Demand Creation
24. BEST PRACTICE 9
SOUND CHECK – GO LIVE!
• Audience respect means you
start and end on time
• Use your natural voice as an
instrument
• Interact with your audience
through Polls
• Budget a min of 5- 10
minutes for Q/A
Metric
Attendance will peak
at the
Q/A with 90%
retention as a good
target
An End2End Solution for Webinar Demand Creation
25. BEST PRACTICE 10
EXTENDING THE DIALOGUE (POST WEBINAR)
Ok, the webinar was a big hit and the recording sounds
better than you thought it would.
Now it’s time to do the final analytics that include not only
the registration, but attendance and performance stats.
How long did they stay? How did they vote in the Polls?
Answers to these questions indicate how well you did in
achieving your webinar objectives.
Always make a recording of the webinar, and consider
“airbrushing” out any audio imperfections and then posting
it where it can be retrieved as an on demand viewing.
We’ve found that this can generate another 10% to 40% of
fresh new interest.
Also, make sure that you follow up within 24 -48 hours
after the webcast of all warm leads.
An End2End Solution for Webinar Demand Creation
26. BEST PRACTICE 10
EXTENDING THE DIALOGUE (POST WEBINAR)
• Do final analytics on
registration, attendance,
and performance objectives
• Post a copy of the recorded
webinar and track on-
demand viewings which can
be 10% - 40% of registration
• Post webinar registrant
Metric
enhancement
Follow up on all warm
leads within 24 – 48
hours
of webcast
An End2End Solution for Webinar Demand Creation
27. An End2End Solution for Webinar Demand Creation
10 Best Practices for
Informational Webinar Production
and Audience Recruitment
Principals
Mike Agron Bret Smith
WebAttract WebAttract
For more Information on WebAttract call us at 1.866.467.0003 or
visit us at www.webattract.com
An End2End Solution for Webinar Demand Creation