How to Generate Sales Leads Using Webinars

Transcription

1 How to Generate Sales Leads Using Webinars Over 80% of marketers rate webinars as one of their top 3 marketing tactics for lead generation Forrester Research Presented by Don Cameron

2 What You ll Learn review traditional lead generation methods/costs steps for conducting a lead generation webinar how to maximize the number of webinar leads method for qualifying the leads calculating ROI

3 Standard Lead Generation Methods pay per click organic search marketing advertising direct mail cold calling

4 Marketing Tactics Impact of Marketing Tactic Trade Shows Seminars Search Engine Optimization (SEO) Pay-Per-Click Print Advertising Marketing Direct Mail Telemarketing Webinars Reach of Marketing Tactic Source: Quantum Leap Marketing

5 B2B Lead Conversion Rates Search engine optimization 5.70% Paid search (PPC) 2.30% White paper 1.90% Direct mail 0.28% Webinars %

6 Cold Calls Doing The Math Calls/Day 40 Hit Rate/Day (5%) Conversations/Month 44 Salary + $3000 Cost Per Lead ($3000/44) $68/lead

7 4 Different Types of Webinars 1. Sales Lead Generating 2. E-Learning/Educational 3. Generate Revenue 4. Positioning or Awareness

8 Webinar Components choose speaker market event online registration automated reminders phone and web sharing tool presenter prep/coordination call facilitation and Q & A session survey & reporting

9 Lead Generation Webinars What it is not a product or service pitch What it is: : educational on topic of interest to your prospects with some link back to your product/service

10 Example #1 Industry Problem Topic Target Results Federal, State and local courts Budgets required staff justification Provided a tool to use in measuring efficiencies Court Managers Identified over 1,000 prospects w/defined needs for the software

11 Example #2 Industry Problem Topic Target Results Real Estate Brokerage no buyers financing options ( 97% up to $699K) $8000 first time buyer credit 1st time home buyers & investors over 1,750 potential home buyers

12 Why Webinars Are Effective Audience chooses to be there Oral and visual elements Audience interaction

13 Benefits of Educational Marketing Established as an authority on the subject Gain the trust and respect of your audience Position yourself for a consultative sale

14 Maximizing Attendance Compelling topic Invitation should highlight the benefits Date/Time ~ gear it to your audience

15 Who Do You Market To Current prospect list list Social media (Facebook,, LinkedIn, etc.) Partner membership list 30% 70% Social Media

16 Marketing

17 Timing of Promotion Minimum of 2 marketing s before the event 7 days 1 day X

18 Qualifying the Leads

19 Qualifying the Leads

20 Lead Follow-up follow-up program should be completely thought through before the webinar deliver educational hand-outs link to recording for non-attendees

21 Just the Technology WebEx Live Meeting ConferTel Adobe Connect Go-To To-Meeting

22 Professionally Managed Service Handles each step of the webinar process Additional $10 for each lead generated via social media

23 ROI Model for Webinar Leads of converted leads (sales) lifetime value of avg. customer total value costs ROI

24 Sample ROI Number of leads Number of converted leads (sales) 5 5 Lifetime value of avg. customer $4,000 $4,000 Total value (5 x $4,000) $20,000 $20,000 $9/lead or $19/lead $900 $1,900 ROI = $20,000/cost for leads = Ratio 1:22 1:10

25 Quick Tip Takeaways Identify topic, speaker, set date, setup registration process wks out Send 3 invitations from 2 wks to 1 day prior Send reminders to registrants 24 and 1 hr prior PowerPoint less words more visuals, 1 slide per minute

26 Quick Tip Takeaways Engage & qualify audience with polling, post event survey Keep webinar to 60 minutes or less including the Q&A Follow up with attendees & non-attendees within 48 hours after event

27 Hand-out Materials Whitepaper: : 8 Ways to Integrate Webinars in a B2B Marketing Plan

28 Questions? Press 7# on your phone to ask a question

29 Webinar Components choose speaker market event online registration automated reminders phone and web sharing tool presenter prep/coordination call facilitation and Q & A session survey & reporting

30 Thank you! Don Cameron Webinar Strategist