The document outlines strategies for leveraging webinars for B2B lead generation, focusing on planning, promotion, presentation techniques, and post-webinar follow-up. Key aspects include defining target leads, creating engaging content, optimizing distribution channels, and utilizing partnerships for promotion. Additionally, it emphasizes the importance of audience interaction during webinars and effective follow-up to convert leads into sales.

1. LEVERAGING WEBINARS
For B2B Lead GENERATION
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

2. @Uberflip #uberwebinar@HanaAbaza
STREET CRED, YO
FOCUS ON CONTENT
OVER 50 INTERNAL WEBINARS
MANY EXTERNAL (LOST COUNT!)
IN PERSON PRESENTATIONS

3. @Uberflip #uberwebinar@HanaAbaza
WEBINARS
LIVE & ON DEMAND

4. @Uberflip #uberwebinar@HanaAbaza
1. PLANNING & PROCESS
2. PROMOTION & DISTRIBUTION
3. PRESENTATION TIPS
4. EXTENDING THE WEBINAR’S LIFE
WHAT YOU’RE GONNA LEARN

5. @Uberflip #uberwebinar@HanaAbaza
LEVERAGING WEBINARS
Planning
Focused Topic (with a great headline)
Dynamic Presenters
Streamline Process & Ops

6. @Uberflip #uberwebinar@HanaAbaza
Ideation & Goals

7. @Uberflip #uberwebinar@HanaAbaza
Ideation & Goals
What kind of leads do you want?
Choose a topic that is aligned with their interests.
Choose a topic that solves a real problem.
Choose a topic that teaches them something.

8. @Uberflip #uberwebinar@HanaAbaza
Ideation &
Goals
Speaker,
Outine,
Headline

9. @Uberflip #uberwebinar@HanaAbaza
Ideation &
Goals
Speaker,
Outine,
Headline
Create a compelling headline (duh!)
Find an engaging speaker / partner
Create an outline of the content
Webinars work best when they provide uber usefull info!

10. @Uberflip #uberwebinar@HanaAbaza
Ideation &
Goals
SOH Promotion

11. @Uberflip #uberwebinar@HanaAbaza
Ideation &
Goals
SOH Promotion
Create Landing Page
Tracking (CRM / MAP)
Partner Links (if applicable)
Define distribution channels / budget
Creative (Email, Social etc)

12. @Uberflip #uberwebinar@HanaAbaza
Ideation &
Goals
SOH Promotion Follow Up
Email follow up to attendees
Email follow up to all registrants
Send list to partners (if applicable)
Scrub webinar list for qulified leads
Pass webinar lead list list to sales team
Provide context to sales team (webinar topic, link etc)

13. @Uberflip #uberwebinar@HanaAbaza
LEVERAGING WEBINARS
Distribution & Promotion
Optimize landing page
Leverage partners
Determine channels

14. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages

15. @Uberflip #uberwebinar@HanaAbaza
WHAT IF NOBODY
COMES?

16. @Uberflip #uberwebinar@HanaAbaza
DISTRIBUTION
LEVERAGE PARTNERS
SOCIAL MEDIA CHANNELS
EMAIL MARKETING
SPONSORED EMAILS

17. @Uberflip #uberwebinar@HanaAbaza
LEVERAGING WEBINARS
During the Webinar
Start Strong (and on time)
WARM UP THE AUDIENCE
Encourage Interaction
Allow for Q&A

18. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
INTRODUCE YOURSELF
What else? Bio, street cred, something personal etc.

19. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
CHAT WITH THEM PRE-WEBINAR
ASK QUESTIONS
GET THEM TO FILL OUT A POLL
WARM UP & INTERACTION
Grab their attention early so you can hold it throughout the webinar.

20. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
Answer questions thoughout (may encourage engagement)
Save the Q&A to the end (may see some drop off)
See what works best with your flow
Q & A SECTION

21. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
Answer questions thoughout (may encourage engagement)
Save the Q&A to the end (may see some drop off)
See what works best with your flow
Q & A SECTION
Beware of questions that are not relevant to the majority.

22. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
It depends…
TO DEMO, OR NOT TO DEMO?

23. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
It depends…
TO DEMO, OR NOT TO DEMO?
If you do it, keep your demo relevant, clear and concise.

24. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
Content (articles, eBooks etc.)
Tools & tech you talked about
People you talked about
WHERE CAN THEY GET MORE?
For example, here’s a link to Neil Patel’s blog post about creating
high converting webinars – enjoy! J

25. @Uberflip #uberwebinar@HanaAbaza
LEVERAGING WEBINARS
After the Webinar
Quick Follow Up (attendees and partners)
Recording / Slides
Repurpose for “On-Demand”
Syndicate Distribution

26. @Uberflip #uberwebinar@HanaAbaza
Edit
recording
Send
attendee
email
Send to
leads / links
to partners
Continue to
nurture
WEBINAR FOLLOW UP
Add to
SlideShare/
Uberflip
Send leads /
links to sales

27. @Uberflip #uberwebinar@HanaAbaza

28. @Uberflip #uberwebinar@HanaAbaza
REPURPOSE WEBINAR FOR ON DEMAND

29. @Uberflip #uberwebinar@HanaAbaza
Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages
On demand / webinar syndication
BrightTalk
Netline
Integrate
There are many content syndication tools. Use something where
you can specify targeting for max results.

30. @Uberflip #uberwebinar@HanaAbaza
KEY TAKEAWAYS
Planning & process
Capture attention
Engagement and interaction
Follow up quickly
Leverage the recording

31. @Uberflip #uberwebinar@HanaAbaza
Question Time!