8 Step Framework for Creating, Producing and Executing Lead Generating Webinars

The 8 Steps of Lead Generating Webinar ProductionPart 1

Webinar 2 of 4: Lead Generating Webinars for Manufacturing Companies – a How To series

Speakers

Bruce McDuffeeKnowledge Marketing for Industry

(KMI)

Dan LevyMarketing Strategist and

Writer

1/9/2015Knowledge Marketing for Industry (KMI) www.knowledgemktg.com #webinars @brucemcduffee @danlevy11 2

Housekeeping

1. Will we get a copy of the recorded webinar?

2. Can I ask questions?

3. Will we be able to get a copy of the slides?


Agenda

1. Step 1 – Collaborate with stakeholders

2. Step 2 – Create the Concept

3. Step 3 – Choose the team

4. Step 4 – Choose the tools


Takeaways

1. Learn how to collaboratively develop the topic, audience, metrics and resources for a successful foundation.

2. Learn how to choose the best people for the webinar team.

3. Learn about the tools available and what to look for in the production, broadcast, promotion and conversion of your lead generating webinar series.


Product marketing failsEducational marketing sails


Review of Webinar 1 ‘Getting Started’

• Using the webinar checklist to plan the webinar and keep all the moving parts on track

• How to find your webinar sweet spot for high engagement

• The intersection between the pain or passion of your target audience and your firms experts and expertise

• How to tell your sales people and product folks why you are not focusing on products but are focusing on educational topics

Go to webinars.knowledge.marketing for link to the recording and slides


http://knowledgemktg.com/marketing-resources/webinars/

Step 1 – CollaborateCollaborate with stakeholders - Sales, Marketing, Geo, Product, Business, etc.


Collaboration – Discuss and Agree

• Agree on the objective for the webinars

• Leads?

• Awareness?

• Closed business?

• Re-engagement?

• Supporting metrics


Select the Target Audience

• Agree on the target audience

• Database, association, periodical readers, conference attendees, etc.

• Where and how can you reach them?

• Email, outbound, inbound, post, phone, etc.


Select the Topic

• Find the webinar sweet spot to find a topic that will be relevant and useful

• Resist the demand to make the topic about a product

• Be relevant

• Be useful

• Help the audience be better at something that relates to your expertise


What Happens After the Webinar?

• Agree with Sales on any post webinar activity

• Call each attendee?

• Email to each attendee?

• Agree with Marketing on post webinar activity

• Lead scoring?

• Add to nurturing?

• Email on behalf of sales?


Gain Commitment on Resources

• Budget

• SME time

• Marketing time

• Sales time


Step 2 – Concept & FaceWhat face, image or brand will you present to the audience?


What image, voice, face, tone will you show?

• Create a compelling name for the series

• Choose the titles of each webinar

• Create 100 word descriptions for each

• Will you create a brand around the series?

• Create templates for slides, emails, landing pages, other assets


Step 3 – Build the TeamAbove all else, make sure to gain an iron clad commitment to the events.


The Players

• Webinar manager – owner – chairperson –project manager - leader

• Subject Matter Experts (SMEs)

• Speakers

• Moderator

• Expert 1

• Expert 2


Supporting Staff

• Chat moderators (1 per 300 attendees)

• Promotion manager

• Post webinar manager


Step 4 – The ToolkitOwning the proper tools makes the job easier and more effective.


Webinar Platform


• Do not try to use your meeting platform as a webinar platform.

• Consider budget, features, contractual obligation.

• Go for a free trial if possible

• Pay attention to post webinar options

Promotion, Email, Registration, Metrics

•Marketing Automation Platform

• Allows for tracking outbound and inbound promotion

• Automates the registration and follow up process

• Incorporates email messages; invitation, reminders, follow up

• Enables further nurturing and/or lead scoring


Promotion, Email, Registration, Metrics

• Email service provider – if no MAP

• CRM integration for ROI and feeding top of funnel


“

”

Insanity is defined as doing the same thing over and over again and expecting different results

- Albert Einstein


Summary

1. Step 1 – Collaborate with stakeholders

2. Step 2 – Create the Concept

3. Step 3 – Choose the team

4. Step 4 – Choose the tools


Takeaways

1. Learn how to collaboratively develop the topic, audience, metrics and resources for a successful foundation.

2. Learn how to choose the best people for the webinar team.

3. Learn about the tools available and what to look for in the production, broadcast, promotion and conversion of your lead generating webinar series.


Questions & Answers

Please type your questions in the chat window at the lower left of your screen.

Or feel free to email your questions to:

[email protected]


Next Webinar on January 29th

8 Steps of Webinar Production (part 2)Proper planning is essential to the success of your webinar series. This webinar continues the discussion of the 8 Step Framework to help ensure your webinar success. In this webinar we discuss steps 5 to 8. After completing this webinar you will be able to:

5. Develop a promotion plan to get maximum engagement within your target audience.

6. Execute an interesting and compelling live webinar.

7. Leverage the webinar for maximum additional engagement after the live broadcast.

8. Measure and communicate your stellar results.

Register here or go to webinars.knowledge.marketing


https://cc.readytalk.com/r/pupcc3inz9dm&eom

http://knowledgemktg.com/marketing-resources/webinars/

Get Started Generating Leads with Webinars!

Get the toolkit at:

http://knowledgemktg.com/do-it-yourself/webinar-toolkit/

Need help getting started with your own educational webinar series?

• Set up a webinar strategy call with Bruce

• Call 303-953-4361

• Email [email protected]


http://knowledgemktg.com/do-it-yourself/webinar-toolkit/

mailto:[email protected]

Thank You


8 Step Framework for Creating, Producing and Executing Lead Generating Webinars

Marketing

Transcript of 8 Step Framework for Creating, Producing and Executing Lead Generating Webinars