How to Leverage Webinars for B2B Lead Generation

LEVERAGING WEBINARS For B2B Lead GENERATION

Hana Abaza VP Marketing, Uberflip @hanaabaza

@Uberflip #uberwebinar @HanaAbaza

STREET CRED, YO

FOCUS ON CONTENT

OVER 50 INTERNAL WEBINARS

MANY EXTERNAL (LOST COUNT!)

IN PERSON PRESENTATIONS


WEBINARS LIVE & ON DEMAND


1.  PLANNING & PROCESS

2.  PROMOTION & DISTRIBUTION

3.  PRESENTATION TIPS

4.  EXTENDING THE WEBINAR’S LIFE

WHAT YOU’RE GONNA LEARN


LEVERAGING WEBINARS

Planning Focused Topic (with a great headline)

Dynamic Presenters

Streamline Process & Ops


Ideation & Goals


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.


Ideation & Goals

Speaker, Outine,

Headline


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!


Ideation & Goals SOH Promotion


Ideation & Goals SOH Promotion

Create Landing Page

Tracking (CRM / MAP)

Partner Links (if applicable)

Define distribution channels / budget

Creative (Email, Social etc)


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)


LEVERAGING WEBINARS

Distribution & Promotion Optimize landing page

Leverage partners

Determine channels


Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans

Landing Pages


WHAT IF NOBODY COMES?


DISTRIBUTION LEVERAGE PARTNERS

SOCIAL MEDIA CHANNELS

EMAIL MARKETING

SPONSORED EMAILS


LEVERAGING WEBINARS

During the Webinar Start Strong (and on time)

WARM UP THE AUDIENCE

Encourage Interaction

Allow for Q&A



Landing Pages

Hana Abaza VP Marketing, Uberflip @hanaabaza

INTRODUCE YOURSELF

What else? Bio, street cred, something personal etc.



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.



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



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.



Landing Pages

It depends…

TO DEMO, OR NOT TO DEMO?



Landing Pages

It depends…

TO DEMO, OR NOT TO DEMO?

If you do it, keep your demo relevant, clear and concise.



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


LEVERAGING WEBINARS

After the Webinar Quick Follow Up (attendees and partners)

Recording / Slides

Repurpose for “On-Demand”

Syndicate Distribution


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


REPURPOSE WEBINAR FOR ON DEMAND



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.


KEY TAKEAWAYS Planning & process

Capture attention

Engagement and interaction

Follow up quickly

Leverage the recording


Question Time!

How to Leverage Webinars for B2B Lead Generation

Marketing

Transcript of How to Leverage Webinars for B2B Lead Generation