Billions of dollars are spent each year by organizations delivering or sponsoring webinars. Unfortunately, most fail to deliver the ROI that attendees deserve for their time, let alone the sales growth that companies that invest in delivering or sponsoring these webinars desire. The desired outcomes of all parties involved in a webinar should go hand in hand. A great webinar will draw great attendance, produce happy attendees, and deliver the sales leads that organizations need to deliver top line sales growth. Th The content of this presentation focuses on how to develop, market and execute a webinar that delivers sales growth while also conveying thought leadership and building your company's brand.

1. The ABCs of Webinar Success:
Building the Bridge to Sales Growth
Ernie Humphrey, CTP
CEO, 360 Thought Leadership Consulting

2. 360 THOUGHT LEADERSHIP
CONSULTING
Partnering with Companies to Impact Brand Awareness
Designing and Managing the Execution of Hundreds of
Successful Events from Webinars to Conferences from A to Z
Developing Innovative Marketing Channels
Building & Managing Content for a Professional Community of
Several Hundred Thousand Constituents
360 Thought Leadership Consulting (360 TLC) helps companies
unlock the strategic value of their thought leadership programs
including: their own events, marketing spend for other's events, and
social media programs.
360 TLC leaders has proven success in:
Check us out at www.360ThoughtLeadership.com
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3. OUR AGENDA
The Webinar Value Proposition
Webinar Success: Content, Marketing, Execution, Momentum
Webinar ROI Optimization
Webinar Pitfalls
Webinars: The Sponsor vs. Deliver Decision
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4. WEBINARS: BUSINESS
DEVELOPMENT
Acquire Qualified Leads
Deliver Value to Your Target
Constituency
Convey Thought Leadership
Impact Brand Awareness
Strengthen Customer
Relationships
Drive New Business
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5. WEBINAR vs. SEMINAR
Lower Cost Commitment
Travel Costs- Direct & Indirect
Lower Logistics Costs- Venue,
Food, etc.
Speaker Preparation Costs
More Convenient for Attendees
Greater Geographic Reach
Greater Registrant Prospect
Constituency
WHY A WEBINAR?
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6. WEBINARS: SPONSOR vs. DELIVER
Define the Cost of Delivering vs.
Outsourcing (Sponsoring) a
Webinar
Why Sponsor a Webinar?
The organization offering a webinar has
a reach and level of engagement with
your target audience you do not
currently posses
Lack of internal expertise and
resources to execute and/or market a
webinar effectively
Lower Lead Acquisition Cost
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7. WEBINARS: SPONSOR vs. DELIVER
Why Deliver your Own Webinar?
Sponsorship Costs can be High
Webinar Technology is User Friendly
Registrant & Attendee Information
Ownership
Marketing Messaging Ownership
Content Control
Branding Control
Being a Good Webinar Sponsor can
be Just as Costly as Delivering Your
Own Webinar
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8. WEBINAR PITFALLS
A Lack of Understanding of the
Target Webinar Audience
The Ill-Conceived Webinar
A lack of clear objectives
Weak Webinar Speaker(s)
Inexperience as a Speaker
The Story Teller
The Wet Fish Personality
Overworked and/or Unprepared
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9. WEBINAR PITFALLS
Weak Content- “salesy” or non-
specific content that offers no
clear take-aways or actionable
advice
Off-Base Marketing Strategy
Webinar Spend Just for the Sake
of Spending Marketing Dollars
Partnering with the Wrong
Company
Being a Poor Webinar Partner
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10. ACHIEVING WEBINAR
SUCCESS:CMEM
Information that Makes Audience
Members Better at their Jobs
Delivery of Content by a
Knowledgeable and Engaging
Speaker
Delivering Engaging Content in an
Interactive Format
CONTENT IS KING (C)
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11. ACHIEVING WEBINAR
SUCCESS:CMEM
Define the Target Audience
Create Clear & Concise Messaging
Design a Custom Webinar
Registration Webpage
Identify and Leverage the Right
Marketing Channels
Direct E-mail
Newsletters
Social Media- LinkedIn, Twitter, Etc.
Co-Marketing by Webinar Partners
Marketing by Affiliate Partners
MARKETING (M)
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12. ACHIEVING WEBINAR
SUCCESS:CMEM
Define Success Metrics for each
Marketing Channel
Traffic to Registration Webpage
Actual Registrations
Deliver Adequate Lead Time
5 Weeks or More
Marketing Should Not End After
the Webinar
Leverage Content Post Webinar
MARKETING (M)
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13. ACHIEVING WEBINAR
SUCCESS:CMEM
People
Quality event professionals deliver
competitive advantage
Prepared speakers drive execution
Process
Document the entire process from A to Z
and assign the right people
Technology
Discover the right platform for your
company (GoToWebinar, WebEx, etc.)
Understand how to leverage technology
to drive efficient execution
EXECUTION (E)
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14. ACHIEVING WEBINAR
SUCCESS:CMEM
Leads Acquired
Follow-up related to the webinar to move
a lead forward in the sales process
Attendees vs. Registrants
E-mail vs. Phone Call
Social Media
LinkedIn Connection Request
Follow on Twitter
Leveraging Webinar Content
Post Webinar Recording
Drive Leads to the Recording
E-mail, Newsletter, Social Media
Deliver Content at Conferences
MOMENTUM (M)
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15. OPTIMIZING WEBINAR ROI
Content
Own the Quality
Ensure Speaker Quality
Facilitate Speaker Preparation
Marketing
Identify the Right Channels both Internal
and External
Create Success Metrics for Each Channel
Engage your Audience- Not Annoy by Too
Much Direct Contact
Design & Deliver Post Webinar Marketing
Programs
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16. OPTIMIZING WEBINAR ROI
Cherish your Leads
Pursue Quality vs. Quantity
Develop Programs to Effectively Engage
Lead Categories Post Webinar
Ensure Speaker Quality
Facilitate Speaker Preparation
Execution
People Matter- Best in class event
professionals are worth their weight in
gold
Momentum
The ultimate ROI is closing deals and
that happens post webinar
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17. RELATED RESOURCES
How Do You Spell Event Success—CMEM!
Why Events are Like Nails on a Chalkboard
Event Sponsorships: Gold Mines or Money Pit
The Warning Signs of a Terrible Event Speaker
Leveraging Your Customer Success Stories
Event ROI: Maximizing Quality Lead Generation
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18. Your Questions
Q&A
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19. CLOSING THOUGHTS
Webinars can offer companies a great
business development channel
Understand the Sponsor vs. Deliver
Webinar Value Proposition for Your
Company
Know your Target Audience
Understand How and Where to Engage
Them
Define Specific Success Metrics
Superior Content, Marketing, Execution,
and Momentum Optimize Webinar ROI
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20. Ernie Humphrey, CTP
CEO, 360 Thought Leadership Consulting
E-Mail: Ernie@360thoughtleadership.com
LinkedIn: http://www.linkedin.com/in/erniehumphrey
THANK YOU!!!
http://www.360thoughtleadership.com