How Webinars Convert to Revenue

Converting Webinars to Revenue

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

Speakers

Bruce McDuffeeKnowledge Marketing for Industry

(KMI)

Dan LevyMarketing Strategist and

Writer

2/20/2015Knowledge 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. The 7 parts of the content conversion process

2. Setting up the infrastructure for ROI metrics

3. Keeping Registrants and Attendees engaged after the webinars

4. Handing quality leads to the sales team

5. ROI reporting options


Review of Webinars 1, 2 & 3

Webinar 1 – The Foundation & Collaboration

Webinar 2 – Steps 1 – 4 (Collaborate, Concept, Team, Tools)

Webinar 3 – Steps 5 – 8 (Promotion, Broadcast, Post webinar, Metrics)

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


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

Part 1 – Create Content – the webinar

• Content must be seen as useful and/or helpful in the eyes of the audience

• Remember the ‘Sweet Spot’ to determine the best topic

• Webinar series can and should be repurposed


Part 2 – Content distribution

• Live broadcast, follow up, posting on the website, etc.

• Outbound and inbound vehicles


Part 3 – Call to Action

• Registration, watching the recorded webinar, sharing with colleagues

• It is imperative to make is crystal clear and easy for the person who has begun to engage to take an action.


Part 4 – The Conversion Point

• To register or not to register

• To attend or not to attend

• To view the recording or not to view


Part 5 – Qualification or Evaluation

• Are they in your defined target audience?

• Lead scoring evaluation

• Send to Sales as a MQL?

• More nurturing?

• Remove from the conversion process?

The objective of this step is to decide what to do with them as a next step in the conversion process.


Part 6 – handoff to Sales

• Picture your webinar attendees going through the above steps.

• Recall your agreement with Sales way back in Step 1 of the 8 Step Framework.

• Execute the handoff accordingly.


Part 7 – The Purchase

• Sales takes over and converts the webinar registrant or attendee into the customer.


Summarize 7 Parts of Conversion

1. Create content – create the webinar series – use The 8 Step Framework

2. Distribute – invitation, outbound-inbound promotion, follow up and on demand

3. Call to action – registration, attendance, on-demand viewing

4. Conversion point – when they weigh the value of the webinar against their time

5. Qualification – are they a viable candidate for your offering – now or future?

6. Handoff to Sales – depending on #5

7. Final purchase of your product


Return on Investment (ROI)

• Tools and infrastructure are required

• Marketing Automation + CRM

• Set up campaigns, success metrics, lead scoring, nurturing, attribution

• Contribution to new or won opportunities

• Review your original agreement on metrics (Webinar 3)


Keep Them Engaged – Nurture!

• Most of the participants (90%) are not ready to buy or talk to a sales person when the register or attend your webinar.

• The webinar itself is strong in developing TOMA and Credibility

• But, people forget

• Help them remember and keep your brand and offering top of mind with a separate ongoing nurturing program.


The Logistics of the Handoff

• Automate (MAP to CRM)

• Follow up (automatic reports for no-action)

• Report (marketing and revenue metrics)


Natural Key Performance Indicators (KPIs)

• Registrants and trend over the series

• % of registrants who actually attended

• Time signed on to the webinar

• Recordings played back

• Survey questions – net promoter


More Challenging Metrics

• Contribution to new/won opportunities (revenue)

• Marketing influenced revenue

• Revenue attribution

• Lead source to closed business

• New leads

• Sales calls


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]


“

”

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

- Albert Einstein


Summary

1. The 7 parts of the content conversion process

2. Setting up the infrastructure for ROI metrics

3. Keeping Registrants and Attendees engaged after the webinars

4. Handing quality leads to the sales team

5. ROI reporting options


Next Steps

• Watch the webinars on-demand (no registration required)

• Download the Webinar Toolkit

• Request a webinar consultation with KMI – complimentary

• DO SOMETHING DIFFERENT! If resistance is high, try a pilot program.

Visit webinars.knowledge.marketing for the recordings and slides.

Visit knowledgemktg.com/do-it-yourself/webinar-toolkit/ for the toolkit


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

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

Get Started Generating Leads with Webinars!

Get the toolkit at:


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]



mailto:[email protected]

Thank You
