Webinar Wisdom - Webinar Expert Strategies
-
Upload
pardot -
Category
Technology
-
view
1.088 -
download
1
description
Transcript of Webinar Wisdom - Webinar Expert Strategies
Webinar Wisdom – Expert Webinar Strategies
Anita Wehnert Director of Strategic Partnerships
ReadyTalk
Mathew Sweezey Marketing Automation Evangelist
Pardot, a salesforce.com company
Speakers
Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert
Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey
3 @anitawehnert #ADDHASHTAG
§ Why Webinars? § Planning § Promo2on § Content § Engagement § Follow-‐Up § Repurposing
Agenda
4 @anitawehnert #ADDHASHTAG
Webinars are a Top Tac2c
59% of respondents to a 2013 CMI study are using webinars as a tac2c in their B2B content
marke2ng strategy.
5 @anitawehnert #ADDHASHTAG
Webinars are an Effec2ve Tac2c
Per CMI, B2B marketers rank webinars as the #3 tac2c for content marke2ng, with 61% calling it effec2ve.
6 @anitawehnert #ADDHASHTAG
Webinars are a Vehicle
People don’t want boxes, they want what’s inside. Think of
webinars as a delivery vehicle for your compelling content.
7 @anitawehnert #ADDHASHTAG
§ What are your biggest webinar challenges? – Planning and project management – Effec2ve promo2on for driving registra2ons – Developing compelling content – Keeping my audience engaged – Capturing webinar data in Pardot – Timely and effec2ve follow-‐up – Connec2ng webinars to sales success – Other
Poll Ques2on: Mul2ple Select
8 @anitawehnert #ADDHASHTAG
Tip #1: Invest in Planning
Task Timing Develop project plan 6 to 8 weeks prior
Finalize topic, 2tle, abstract and speakers 6 weeks prior
Setup registra2on page 4 to 6 weeks prior
Begin ongoing promo2on 4 to 6 weeks prior
Send email invites 2 weeks & 1 day prior
Draa slides 2 weeks prior
Full rehearsal and event dry-‐run 1 week prior
Final slides 2 to 3 days prior
Send reminders 24 hours & 1 hour prior
Pre-‐conference with speakers 30 minutes prior
Edit recording Within 24 hours aaer
Send follow-‐up emails and begin sales outreach Within 24 hours aaer
Promote on-‐demand recording Ongoing
Don’t leave the success of your webinar to chance – take 2me up
front to plan for content, promo2on, follow-‐up & reuse.
9 @anitawehnert #ADDHASHTAG
Tip #2: Target Your Content
Role?
Geography? Industry?
Problems?
As with any content, tailor your webinar by persona & buying stage! Knowing who you are
targe2ng = priceless.
Buying Stage?
10 @anitawehnert #ADDHASHTAG
• Deliver Value • Build Credibility • Gather Qualifying Data
Prospect
• Stay Top of Mind • Develop the Opportunity • Demo Your Product • Share Success Stories
Nurture
• Train New Users • Cross-‐Sell/Up-‐Sell • Expand Usage Onboard
Tip #3: Tailor to Buying Stage
Webinars play a role throughout
the funnel. Top? Thought leadership. Mid? Demos & case studies. Bojom? Onboarding.
11
Tip #4: Think Beyond Email Invites
12 @anitawehnert #ADDHASHTAG
Easier to Repurpose Harder to Repurpose
Individual capsules w/ discrete ideas Complex ideas that build on each other
Mul2ple speakers Single speaker
Tips & best prac2ces that can stand alone One long PowerPoint presenta2on
Content with natural breakpoints A 45-‐minute diatribe
Tweetable statements No clear takeaways
Different formats like panel discussions An hour-‐long chunk of content
Tip #5: Design with Reuse in Mind
Think about reuse from the
get-‐go. Discrete ideas that can stand alone make it easier to repurpose webinar content.
13 @anitawehnert #ADDHASHTAG
Tip #6: Go Beyond Boring Bullets
Don’t bore webinar viewers with endless bullets. Use images, video
clips, mul2ple speakers to communicate your message.
14 @anitawehnert #ADDHASHTAG
Tip #7: Leverage Engagement Tools
Polls, chat, surveys = more than engagement. Learn
more about prospects & use data to score, nurture &
follow-‐up.
Polls, chat, surveys = more than engagement. Learn
more about prospects & use data to score, nurture &
follow-‐up.
15
Tip #8: Follow Up Fast
“Firms that tried to contact poten2al customers within an hour of receiving a query were nearly 7x as likely to qualify the lead … as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.”
- Harvard Business Review, 3/2011
16 @anitawehnert #ADDHASHTAG
Tip #9: Repurpose Webinar Content
Treat webinars as a rich source of
content to mine for ongoing programs. Think SlideShare, blog posts, e-‐books, transcripts, etc.
17 @anitawehnert #ADDHASHTAG
Tip #10: Do More with the Recording
Drive more ROI from your
webinar recordings by sharing on YouTube, embedding on blogs & including in nurturing emails.
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
#PardotWebinar
Questions
Anita Wehnert - Director, Strategic Partnerships ReadyTalk
@anitawehnert
Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company
@msweezey