Post on 20-Aug-2015
Learning Lab Series #2 – Webinar Events: A Cost Effective Way to Fill Your Sales Funnel
Dennis Schiraldi @dschiraldi
Agenda
• Planning
• Event
• Follow Up
PLANNING
Align Resources
• Internal & external speakers align with date/times
• No other big events planned on your date, timing prior to a trade
event, etc.
• If physical space is needed be sure to reserve in advance
Speakers
• Internal vs. External
• Company Leadership
• Thought Leaders
• Consultants
• Prospects
• Customers
Technology Platforms
Pre-Registration
• Capture key demographics
• Qualifying lead generation questions
• Registration confirmation
Pre-Registration Questions
• Does your organization have a budget to implement the following solution in the next 12 – 24 months?• What best describes your role with your organization?• Have you considered making a purchase of the following in the next
12 – 24 months?• What best describes your organization?
Promotional Strategy
Webinar
Social Media
Blog
Sales
Customer Service
PPC
Editorial CalendarMedium Date Time Topic/Copy Link
Email Promo #1 5/8/2014 10AM-EDT Promo invite
Registration Link
Twitter 5/8/2014 Noon-EDT
Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology
http://ow.ly/uDu6D
Facebook 5/8/2014 2PM-EDT
We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/uD
u6DEmail Promo #2
5/152014 4PM-EDT Promo invite http://ow.ly/uDu6D
Blog 5/16/2014 6PM-EDT
Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/uD
u6D
Promotional Strategy• Map out your promo strategy• Cross promote between various channels• Social community• Blog strategy can drive registrations• Email is #1 for generating registrations• Coordinate your entire organization to promote i.e. sales, customer
service, etc.• Twitter – send @messages to targeted audience, # for visibility and
questions in general• Reminder emails – 1 week and 1 day
“WE TALKING ABOUT PRACTICE”
ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS
Preparation
• Dry Run – Practice about 1 week prior• Sync Up – Day before• Logistics – Land line + sound check• Comfort level with webinar technology – passing presentation rights
for transitions• Review deck for perfection and make sure web platform doesn’t re-
adjust• Back up in case of power outage
EVENT
You’re big party!
TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT!
RECORD
Engagement
How to get engagement on a webinar
• Web camera
• Raise your hand feature
• Chat box
• Twitter chat
• Polling questions
• Live Q&A
Bullet points
Presentation - Power Point General Rules• 10/20/30 • Consistency with font & font size• Spell check• Content check• Every other slide bullets & pics• No Automation• Don’t write everything you intend to say because the word should be
a reference point to your talk not something that we would want to read on our own!
Pace of Presentation
Polling Questions
• Does your organization have a tool? Y/N/Under consideration• Are you attending the upcoming trade event?• Have you considered implementing a new system in the next 12 – 24
months?• Would you be interested in a follow up meeting? Y/N• Are you still awake? Y/N/Not a chance• Do you multi-task during webinar presentation? Y/N• Would you like to schedule a follow up demo? Y/N
Live Q&A@dschiraldiAttending SIIM 2014?
Follow Up
Post Webinar Survey
Comments/Rate UsDid you find this information useful?• Yes – No – Somewhat
You thought our webinar was…• Very informative – educational – rocked – needs some improvement – boring
Which best describes follow up?
• Speak with an account executive – Schedule a demo – Keep me informed of future events – Send me periodic product updates
Editorial CalendarMedium Date Time Topic/Copy Link
Email follow up #1 5/8/2014 10AM-EDT Follow up on demand
Registration Link
Twitter 5/8/2014 Noon-EDT
Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology
http://ow.ly/uDu6D
Facebook 5/8/2014 2PM-EDT
We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/uD
u6DEmail Promo #2
5/152014 4PM-EDT Download our webinar http://ow.ly/uDu6D
Blog 5/16/2014 6PM-EDT
Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/uD
u6D
Re-Purpose the Webinar
• Recording – on demand downloadable version• Break up video into smaller 3 – 5 minute videos post on YouTube• Transcribe • SlideShare• Social media• Product brochure • One pager
Scrub the Leads
Criteria – Lead Scoring
• Product fit • Budgeted• Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer• Follow up with sales
http://hbr.org/2011/03/the-short-life-of-online-sales-leads/ar/1
Harvard Business Review
Responding to Leads Within an Hour Generates 7x the Conversations
Summary
• Planning
• Event
• Follow Up
THANK YOU@dschiraldi
Dennis@CYOMarketing.com