Post on 01-Jul-2015
description
Best Practice Webinar Process Flow
Lee Anne Wimberlyhttp://www.linkedin.com/in/leeannewimberly
http://www.twitter.com/lwimberly
This is a process developed over several events that have resulted in more than 1000 attendees to each session and many closed deals. Key learnings are: Content is king. Share something people want to hear about. Keep in mind key take-
aways and learning. Make sure content supports your key value. You can contact a webinar register before the event, just do it with class so they don’t
feel hounded. Survey data related to the guest speaker’s content can lend credibility to the event and
can round out holes in guest speaker’s experience. Survey and polling data can provide qualification information as well as enhance content
if done well. Preparation is important. Timing of presentations, key points covered and speaker
interaction should be planned and practiced. Enough lead time is essential. Automation enables immediacy. It provides the ability to send confirmations immediately,
add to calendars, send reminders, etc. Take advantage of these best practices that online event vendors have built into their products.
Follow-up. Webinars are a lot of trouble if you do them well. You throw away all that effort (and money) if you don’t follow up promptly.
Webinar Content Flow
Define TopicGet Customer
or Expert toParticipate
Send SpeakerEvent Brief with
Expectations
1 on 1 MeetingTo Set Up
Participation
Content ReviewMeeting
Dry RunCreate Poll Including
Qualifying QsLive Event
Post ArchiveAlong with
Other MaterialsPost Q&A
Determine Lead & Support Roles
Create surveyOn topic including
qualifying questions
8 weeks prior 6 weeks prior
4 weeks prior 2 weeks prior 1 week prior
1 week post
Success Criteria:•Case study best. If case study not possible,
share real-world learning. Not theory, not product.•Speaker identified with 2 week lead time
to promotion beginning•Survey results included•Tightly scripted event
•Well-prepared guest speaker•Speaker view in line with value prop.
Key Tasks:•Developing theme in line with
competitive advantage•Creating abstract
•Developing survey•Creating/gathering draft content
•Scripting event•Managing creative/technical resources
Lead Generation Flow
Create surveyon topic including
qualifying questions
Create registration pagewith link to survey
Send 1st Invite
Follow-up to set meeting prior to event
Registered?Attend?
Remove from next invitation list
Follow-up to Get registration &
Demo set up
Send 2nd invite Send last chance
Send 24-hour &1 hour reminders
Send Sorry Email
Send Thanks Email
Click-through?
Y
N
Y
N
Leave in Database
Y
N
4 weeks prior
4 weeks prior
4 weeks prior 2 weeks prior 2-5 days prior
2 days post
2 days post
Success Criteria:•Timely and appropriate level of follow-up
•Targeting of message•Email testing
•Clear lead distribution rules•Auto-confirmation with attendance info
in ICS format (add to calendar)•Reminders
•Attendance details set before 1st invite sent•Data resource scheduled in advance
Key Tasks:•Registration back-end set up
•Frequent registration list updates•Writing/list building/testing emails
Follow-up via Phone to Qualify
Depending on your timing, you can do invites weekly.
Data Flow (Using Salesforce.com)
Pre-EventAgreed UponRegistration
Reports Frequency to Sales/Lead Gen
Leads Importedinto SF.com
Add Survey Datato SF.com
Add QualifyingQuestions from
Polling to SF.com
Add QuestionsFrom Webinar
Q&A
Post EventAdd Attended/
Registered Statusvia Attendee Report
Prioritize Follow-Up Based on
Qualifying Info
If Qualified,Create Opp.In SF.com
Report on Progress
Success Criteria:
•Data rules determined in advance•Sales/Lead Gen access to all qualifying info
Key Tasks•Lead assignment
•Process leads into SF