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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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Webinar Wisdom – Expert Webinar Strategies
Anita Wehnert Director of Strategic Partnerships
ReadyTalk
Mathew Sweezey Marketing Automation Evangelist
Pardot, a salesforce.com company
Speakers
Anita Wehnert - Director, Strategic Partnerships ReadyTalk @anitawehnert
Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company @msweezey
3 @anitawehnert #ADDHASHTAG
§ Why Webinars? § Planning § Promo2on § Content § Engagement § Follow-‐Up § Repurposing
Agenda
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.
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.
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.
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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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.
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?
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
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.
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.
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.
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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
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.
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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Questions
Anita Wehnert - Director, Strategic Partnerships ReadyTalk
@anitawehnert
Mathew Sweezey - Marketing Automation Evangelist Pardot, a salesforce.com company
@msweezey