how to leverage webinars for b2b lead generation
TRANSCRIPT
@Uberflip #uberwebinar @HanaAbaza
STREET CRED, YO
FOCUS ON CONTENT
OVER 50 INTERNAL WEBINARS
MANY EXTERNAL (LOST COUNT!)
IN PERSON PRESENTATIONS
@Uberflip #uberwebinar @HanaAbaza
1. PLANNING & PROCESS
2. PROMOTION & DISTRIBUTION
3. PRESENTATION TIPS
4. EXTENDING THE WEBINAR’S LIFE
WHAT YOU’RE GONNA LEARN
@Uberflip #uberwebinar @HanaAbaza
LEVERAGING WEBINARS
Planning Focused Topic (with a great headline)
Dynamic Presenters
Streamline Process & Ops
@Uberflip #uberwebinar @HanaAbaza
Ideation & Goals What kind of leads do you want?
Choose a topic that is aligned with their interests.
Choose a topic that solves a real problem.
Choose a topic that teaches them something.
@Uberflip #uberwebinar @HanaAbaza
Ideation & Goals
Speaker, Outine,
Headline
Create a compelling headline (duh!)
Find an engaging speaker / partner
Create an outline of the content
Webinars work best when they provide uber usefull info!
@Uberflip #uberwebinar @HanaAbaza
Ideation & Goals SOH Promotion
Create Landing Page
Tracking (CRM / MAP)
Partner Links (if applicable)
Define distribution channels / budget
Creative (Email, Social etc)
@Uberflip #uberwebinar @HanaAbaza
Ideation & Goals SOH Promotion Follow Up
Email follow up to attendees
Email follow up to all registrants
Send list to partners (if applicable)
Scrub webinar list for qulified leads
Pass webinar lead list list to sales team
Provide context to sales team (webinar topic, link etc)
@Uberflip #uberwebinar @HanaAbaza
LEVERAGING WEBINARS
Distribution & Promotion Optimize landing page
Leverage partners
Determine channels
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
@Uberflip #uberwebinar @HanaAbaza
DISTRIBUTION LEVERAGE PARTNERS
SOCIAL MEDIA CHANNELS
EMAIL MARKETING
SPONSORED EMAILS
@Uberflip #uberwebinar @HanaAbaza
LEVERAGING WEBINARS
During the Webinar Start Strong (and on time)
WARM UP THE AUDIENCE
Encourage Interaction
Allow for Q&A
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
Hana Abaza VP Marketing, Uberflip @hanaabaza
INTRODUCE YOURSELF
What else? Bio, street cred, something personal etc.
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
CHAT WITH THEM PRE-WEBINAR
ASK QUESTIONS
GET THEM TO FILL OUT A POLL
WARM UP & INTERACTION
Grab their attention early so you can hold it throughout the webinar.
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
Answer questions thoughout (may encourage engagement)
Save the Q&A to the end (may see some drop off)
See what works best with your flow
Q & A SECTION
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
Answer questions thoughout (may encourage engagement)
Save the Q&A to the end (may see some drop off)
See what works best with your flow
Q & A SECTION
Beware of questions that are not relevant to the majority.
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
It depends…
TO DEMO, OR NOT TO DEMO?
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages
It depends…
TO DEMO, OR NOT TO DEMO?
If you do it, keep your demo relevant, clear and concise.
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages Content (articles, eBooks etc.)
Tools & tech you talked about
People you talked about
WHERE CAN THEY GET MORE?
For example, here’s a link to Neil Patel’s blog post about creating high converting webinars – enjoy! J
@Uberflip #uberwebinar @HanaAbaza
LEVERAGING WEBINARS
After the Webinar Quick Follow Up (attendees and partners)
Recording / Slides
Repurpose for “On-Demand”
Syndicate Distribution
@Uberflip #uberwebinar @HanaAbaza
Edit recording
Send attendee
Send to leads / links to partners
Continue to nurture
WEBINAR FOLLOW UP
Add to SlideShare/
Uberflip
Send leads / links to sales
@Uberflip #uberwebinar @HanaAbaza
Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans
Landing Pages On demand / webinar syndication
BrightTalk
Netline
Integrate
There are many content syndication tools. Use something where you can specify targeting for max results.
@Uberflip #uberwebinar @HanaAbaza
KEY TAKEAWAYS Planning & process
Capture attention
Engagement and interaction
Follow up quickly
Leverage the recording