i'm ready to do a webinar, now what?
DESCRIPTION
From topic selection, scheduling and promotion to hosting, recording and sharing content, lots of time and preparation go into creating a successful webinar. Need a little help? Well, you're in the right place! Join Mathew Sweezey, Marketing Automation Evangelist at Pardot, and Mike McKinnon, Sr. Demand Generation Manager of ReadyTalk for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me - these guys really know what they're talking about!) Please join us for an information-packed hour of valuable webinar process magic.TRANSCRIPT
Presented by:
Mike McKinnon, Sr. Marketing Operations Manager, ReadyTalk Mathew Sweezey, Marketing Automation Evangelist, Pardot October 17, 2012
I’m Ready to do a Webinar, Now What? Webinar Best Practices
Agenda
• Setting Objectives • Metrics • Details • Process • Promotion • Presentation Day • Webinar Follow-Up • Q&A
Setting Objectives
Objectives
Webinar
Demand Generation
Online Training
Thought Leadership
Generate $XX in closed revenue within 12 months of webinar date
Reduce support burden by 25% for product X in 2012
Generate 500 downloads of research brief in 6 months
Webinar
Demand Generation
Online Training
Thought Leadership
Primary •Closed Won
Secondary •Net New to database •Attended/Registered •Hand raisers •Opportunities Created
Primary •Downloaded Whitepaper
Secondary •Attended/Registered •Social media activity • Inbound traffic spike
Primary •Support reduction on product X
Secondary •Net New trained •Attended/Registered •Total trained •Increased usage of product X
Metrics Primary & Secondary
Process
• Lead hand-off
• System integration
• Lead follow up
• Hand raiser process
• Lead scoring
• Sales Enablement
Content
• Speaker
• Assets
• Abstract
• Title
Technology
• Train speakers
• Dry Run
• Practice Sessions
• Interactivity tools
Webinar
Details
Process must support objectives
Objective
Process
Process
Process
Where are invites coming from? Where are you accepting registration from? Where are reminders and post event emails coming from? How are you routing to the sales team?
Integrated webinars = Less Manual Work
Choosing a Speaker
• Reach
• Experience
• Area of Expertise
• Name Recognition
Clever
Concise
Cute
Title & Abstract
Assets
• Training
• Tools
• Speaking
• Content
• Dry Run
• Practice Session
Technology
Task Timing
Develop event plan 6 to 8 weeks prior
Finalize event topic, title, abstract and speakers 6 weeks prior
Setup registration and begin promotion 4 to 6 weeks prior
Send email invite 2 weeks prior
Draft of slide presentation 2 weeks prior
Full rehearsal and event dry-run 1 week prior
Final version of slide presentation 2 to 3 days prior
Send reminder email #1 24 hours prior
Send reminder email #2 2 to 3 hours prior
Pre-conference with moderator and speakers 30 minutes prior
Edit recording (if needed) Within 24 hours after
Send follow-up emails and begin sales outreach Within 24 hours after
Promote on-demand recording Ongoing
Timeline
Webinar Promotion Keep the lead in play
Webinar Deliverables
• Form / landing page + thank you content
• Invitation email
• Cross-promo ads
• Reminder emails (through webinar vendor)
• Video
• Thank you / recording email
Landing Page / Form
Weekly Webinar Signup
Thank You Page
Invitation Email
Other Ways to Promote • Social posts
• Email signatures
• Hello Bar
Webinar Follow-Up Keep your content evergreen
Post Video to Your Blog
Recording Email
Keep Posting the Video
Then Share It!
Questions
Mike McKinnon ReadyTalk Sr. Marketing Operations Mgr.
@RTMike
Contact Information
Mathew Sweezey Pardot Marketing Automation Evangelist
@msweezey
Pardot 950 East Paces Ferry Road Suite 3300 Atlanta, GA 30326 404-492-6845
ReadyTalk 1900 Sixteenth Street Floor 6 Denver, CO 80202 800.843.9166