I’m Ready to do a Webinar, Now What? Webinar Best Practices
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Presented by: Mike McKinnon, Sr. Demand Genera3on Manager, ReadyTalk Adam Blitzer, COO, Pardot July 12, 2012 I’m Ready to do a Webinar, Now What? Webinar Best Prac3ces
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Join Michael McKinnon, Sr. Demand Generation Manager of ReadyTalk and Adam Blitzer, Pardot’s very own COO, for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me – these guys really know what they’re talking about!) Please join us for an information-packed hour of valuable webinar process magic.
Transcript of I’m Ready to do a Webinar, Now What? Webinar Best Practices
Presented by: Mike McKinnon, Sr. Demand Genera3on Manager, ReadyTalk Adam Blitzer, COO, Pardot July 12, 2012
I’m Ready to do a Webinar, Now What? Webinar Best Prac3ces
Agenda
• SeHng Objec3ves • Metrics • Details • Process • Promo3on • Presenta3on Day • Webinar Follow-‐Up • Q&A
Se<ng Objec@ves
Objec@ves
Webinar
Demand Genera3on
Online Training
Thought Leadership
Generate $XX in closed revenue within 12 months of webinar date
Reduce support burden by 25% for product X in 2012
Generate 500 downloads of research brief in 6 months
Webinar
Demand Genera3on
Online Training
Thought Leadership
Primary • Closed Won Secondary • Net New to database • ADended/Registered • Hand raisers • OpportuniIes Created
Primary • Downloaded Whitepaper Secondary • ADended/Registered • Social media acIvity • Inbound traffic spike
Primary • Support reducIon on product X Secondary • Net New trained • ADended/Registered • Total trained • Increased usage of product X
Metrics Primary & Secondary
Process
• Lead hand-‐off • System integra3on • Lead follow up • Hand raiser process • Lead scoring • Sales Enablement
Content
• Speaker • Assets • Abstract • Title
Technology
• Train speakers • Dry Run • Prac3ce Sessions • Interac3vity tools
Webinar
Details
Process must support objec@ves
Objec3ve
Process
Process
Choosing a Speaker
• Reach • Experience • Area of Exper3se • Name Recogni3on
Clever
Concise
Cute
Title & Abstract
Assets
• Training • Tools • Speaking • Content
• Dry Run • Prac3ce Session
Technology
Task Timing Develop event plan 6 to 8 weeks prior
Finalize event topic, 3tle, abstract and speakers 6 weeks prior
Setup registra3on and begin promo3on 4 to 6 weeks prior
Send email invite 2 weeks prior
Dra_ of slide presenta3on 2 weeks prior
Full rehearsal and event dry-‐run 1 week prior
Final version of slide presenta3on 2 to 3 days prior
Send reminder email #1 24 hours prior
Send reminder email #2 2 to 3 hours prior
Pre-‐conference with moderator and speakers 30 minutes prior
Edit recording (if needed) Within 24 hours a_er
Send follow-‐up emails and begin sales outreach Within 24 hours a_er
Promote on-‐demand recording Ongoing
Timeline
Webinar Promo@on Keep the lead in play
Webinar Deliverables • Form / landing page + thank you content • Invita3on email • Cross-‐promo ads • Reminder emails (through webinar vendor) • Video • Thank you / recording email
Landing page / form
Thank you page
Invita@on email
Other ways to promote • Social posts • Email signatures • Hello Bar
Webinar Follow-‐Up Keep your content evergreen
Post video to your blog
Recording email
Keep pos@ng the video
Then share it!
Ques@ons
Mike McKinnon ReadyTalk Sr. Demand GeneraIon Mgr.
@RTMike
Contact Informa@on
Adam Blitzer Pardot COO
@adamblitzer
Pardot 950 East Paces Ferry Road Suite 3300 Atlanta, GA 30326 404-‐492-‐6845
ReadyTalk 1900 Sixteenth Street Floor 6 Denver, CO 80202 800.843.9166
