The ABCs of Webinar success: Building the Bridge to Sales Growth
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Transcript of The ABCs of Webinar success: Building the Bridge to Sales Growth
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The ABCs of Webinar Success:Building the Bridge to Sales Growth
Ernie Humphrey, CTPCEO, 360 Thought Leadership Consulting
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360 THOUGHT LEADERSHIP CONSULTING
Partnering with Companies to Impact Brand AwarenessDesigning and Managing the Execution of Hundreds of Successful Events from Webinars to Conferences from A to ZDeveloping Innovative Marketing ChannelsBuilding & Managing Content for a Professional Community of Several Hundred Thousand Constituents
360 Thought Leadership Consulting (360 TLC) helps companies unlock the strategic value of their thought leadership programs including: their own events, marketing spend for other's events, and social media programs.
360 TLC leaders has proven success in:
Check us out at www.360ThoughtLeadership.com
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OUR AGENDA
The Webinar Value Proposition
Webinar Success: Content, Marketing, Execution, Momentum
Webinar ROI Optimization
Webinar Pitfalls
Webinars: The Sponsor vs. Deliver Decision
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WEBINARS: BUSINESS DEVELOPMENT
Acquire Qualified LeadsDeliver Value to Your Target ConstituencyConvey Thought LeadershipImpact Brand AwarenessStrengthen Customer RelationshipsDrive New Business
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WEBINAR vs. SEMINAR
Lower Cost CommitmentTravel Costs- Direct & IndirectLower Logistics Costs- Venue, Food, etc.Speaker Preparation Costs
More Convenient for Attendees Greater Geographic Reach Greater Registrant Prospect Constituency
WHY A WEBINAR?
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WEBINARS: SPONSOR vs. DELIVER
Define the Cost of Delivering vs. Outsourcing (Sponsoring) a WebinarWhy Sponsor a Webinar?
The organization offering a webinar has a reach and level of engagement with your target audience you do not currently possesLack of internal expertise and resources to execute and/or market a webinar effectivelyLower Lead Acquisition Cost
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WEBINARS: SPONSOR vs. DELIVER
Why Deliver your Own Webinar?Sponsorship Costs can be HighWebinar Technology is User FriendlyRegistrant & Attendee Information OwnershipMarketing Messaging OwnershipContent ControlBranding ControlBeing a Good Webinar Sponsor can be Just as Costly as Delivering Your Own Webinar
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WEBINAR PITFALLS
A Lack of Understanding of the Target Webinar AudienceThe Ill-Conceived Webinar
A lack of clear objectivesWeak Webinar Speaker(s)
Inexperience as a SpeakerThe Story TellerThe Wet Fish PersonalityOverworked and/or Unprepared
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WEBINAR PITFALLS
Weak Content- “salesy” or non-specific content that offers no clear take-aways or actionable advice Off-Base Marketing StrategyWebinar Spend Just for the Sake of Spending Marketing Dollars Partnering with the Wrong Company Being a Poor Webinar Partner
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ACHIEVING WEBINAR SUCCESS:CMEM
Information that Makes Audience Members Better at their JobsDelivery of Content by a Knowledgeable and Engaging Speaker Delivering Engaging Content in an Interactive Format
CONTENT IS KING (C)
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ACHIEVING WEBINAR SUCCESS:CMEM
Define the Target AudienceCreate Clear & Concise MessagingDesign a Custom Webinar Registration WebpageIdentify and Leverage the Right Marketing Channels
Direct E-mailNewslettersSocial Media- LinkedIn, Twitter, Etc.Co-Marketing by Webinar PartnersMarketing by Affiliate Partners
MARKETING (M)
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ACHIEVING WEBINAR SUCCESS:CMEM
Define Success Metrics for each Marketing Channel
Traffic to Registration WebpageActual Registrations
Deliver Adequate Lead Time5 Weeks or More
Marketing Should Not End After the Webinar
Leverage Content Post Webinar
MARKETING (M)
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ACHIEVING WEBINAR SUCCESS:CMEM
PeopleQuality event professionals deliver competitive advantage Prepared speakers drive execution
ProcessDocument the entire process from A to Z and assign the right people
TechnologyDiscover the right platform for your company (GoToWebinar, WebEx, etc.)Understand how to leverage technology to drive efficient execution
EXECUTION (E)
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ACHIEVING WEBINAR SUCCESS:CMEM
Leads AcquiredFollow-up related to the webinar to move a lead forward in the sales process
Attendees vs. RegistrantsE-mail vs. Phone CallSocial Media
LinkedIn Connection RequestFollow on Twitter
Leveraging Webinar ContentPost Webinar Recording Drive Leads to the Recording
E-mail, Newsletter, Social MediaDeliver Content at Conferences
MOMENTUM (M)
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OPTIMIZING WEBINAR ROI
ContentOwn the QualityEnsure Speaker QualityFacilitate Speaker Preparation
MarketingIdentify the Right Channels both Internal and External Create Success Metrics for Each ChannelEngage your Audience- Not Annoy by Too Much Direct ContactDesign & Deliver Post Webinar Marketing Programs
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OPTIMIZING WEBINAR ROI
Cherish your LeadsPursue Quality vs. QuantityDevelop Programs to Effectively Engage Lead Categories Post WebinarEnsure Speaker QualityFacilitate Speaker Preparation
ExecutionPeople Matter- Best in class event professionals are worth their weight in gold
MomentumThe ultimate ROI is closing deals and that happens post webinar
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RELATED RESOURCES
How Do You Spell Event Success—CMEM!
Why Events are Like Nails on a Chalkboard
Event Sponsorships: Gold Mines or Money Pit
The Warning Signs of a Terrible Event Speaker
Leveraging Your Customer Success Stories
Event ROI: Maximizing Quality Lead Generation
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Your Questions
Q&A
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CLOSING THOUGHTS
Webinars can offer companies a great business development channelUnderstand the Sponsor vs. Deliver
Webinar Value Proposition for Your CompanyKnow your Target AudienceUnderstand How and Where to Engage ThemDefine Specific Success MetricsSuperior Content, Marketing, Execution, and Momentum Optimize Webinar ROI
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Ernie Humphrey, CTPCEO, 360 Thought Leadership ConsultingE-Mail: [email protected]
LinkedIn: http://www.linkedin.com/in/erniehumphrey
THANK YOU!!!
http://www.360thoughtleadership.com