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Webinar Wisdom – Expert Webinar Strategies Anita Wehnert Director of Strategic Partnerships ReadyTalk Mathew Sweezey Marketing Automation Evangelist Pardot, a salesforce.com company

Webinar Wisdom - Webinar Expert Strategies

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Join us as Pardot's (a salesforce.com company) own Marketing Automation Evangelist, Mathew Sweezey, and ReadyTalk's Director of Strategic Partnerships, Anita Wehnert, take us through successful webinar strategy, execution and fulfillment processes step-by-step. You will learn: - How to identify your audience and present relevant content - How to effectively plan and promote your event - How to successfully deliver the webinar and engage your audience - How to follow-up after the event and repurpose content to drive more leads

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Page 1: 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

Page 2: Webinar Wisdom - Webinar Expert Strategies

Speakers

Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert

Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey

Page 3: Webinar Wisdom - Webinar Expert Strategies

3 @anitawehnert #ADDHASHTAG

§  Why  Webinars?  §  Planning  §  Promo2on  §  Content  §  Engagement  §  Follow-­‐Up  §  Repurposing  

Agenda  

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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.  

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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.  

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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.  

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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  

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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.  

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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?  

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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.  

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Tip  #4:  Think  Beyond  Email  Invites  

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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.  

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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.  

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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.    

Page 15: Webinar Wisdom - Webinar Expert Strategies

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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

Page 16: Webinar Wisdom - Webinar Expert Strategies

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.  

Page 17: Webinar Wisdom - Webinar Expert Strategies

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.  

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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#PardotWebinar

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Questions

Page 42: Webinar Wisdom - Webinar Expert Strategies

Anita Wehnert - Director, Strategic Partnerships ReadyTalk

@anitawehnert

Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company

@msweezey

Page 43: Webinar Wisdom - Webinar Expert Strategies