LEVERAGING WEBINARS For B2B Lead GENERATION. Hana Abaza VP Marketing,

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1 LEVERAGING WEBINARS For B2B Lead GENERATION Hana Abaza VP Marketing,

2 STREET CRED, YO FOCUS ON CONTENT OVER 50 INTERNAL WEBINARS MANY EXTERNAL (LOST COUNT!) IN PERSON PRESENTATIONS

3 LIVE & ON DEMAND WEBINARS

4 WHAT YOU RE GONNA LEARN 1. PLANNING & PROCESS 2. PROMOTION & DISTRIBUTION 3. PRESENTATION TIPS 4. EXTENDING THE WEBINAR S LIFE

5 LEVERAGING WEBINARS Planning Focused Topic (with a great headline) Dynamic Presenters Streamline Process & Ops

6 Ideation & Goals

7 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.

8 Ideation & Goals Speaker, Outine, Headline

9 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!

10 Ideation & Goals SOH Promotion

11 Ideation & Goals SOH Promotion Create Landing Page Tracking (CRM / MAP) Partner Links (if applicable) Define distribution channels / budget Creative ( , Social etc)

12 Ideation & Goals SOH Promotion Follow Up follow up to attendees 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)

13 LEVERAGING WEBINARS Distribution & Promotion Optimize landing page Leverage partners Determine channels

14 Landing Pages Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans

15 WHAT IF NOBODY COMES?

16 DISTRIBUTION LEVERAGE PARTNERS SOCIAL MEDIA CHANNELS MARKETING SPONSORED S

17 LEVERAGING WEBINARS During the Webinar Start Strong (and on time) WARM UP THE AUDIENCE Encourage Interaction Allow for Q&A

18 INTRODUCE YOURSELF Landing Pages Hana Abaza VP Marketing, Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans What else? Bio, street cred, something personal etc.

19 WARM UP & INTERACTION Landing Pages CHAT WITH THEM PRE-WEBINAR ASK QUESTIONS GET THEM TO FILL OUT A POLL Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans Grab their attention early so you can hold it throughout the webinar.

20 Q & A SECTION 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 Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans

21 Q & A SECTION 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 Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans Beware of questions that are not relevant to the majority.

22 TO DEMO, OR NOT TO DEMO? Landing Pages It depends Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans

23 TO DEMO, OR NOT TO DEMO? Landing Pages It depends Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans If you do it, keep your demo relevant, clear and concise.

24 WHERE CAN THEY GET MORE? Landing Pages Content (articles, ebooks etc.) Tools & tech you talked about People you talked about Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans For example, here s a link to Neil Patel s blog post about creating high converting webinars enjoy! J

25 LEVERAGING WEBINARS After the Webinar Quick Follow Up (attendees and partners) Recording / Slides Repurpose for On-Demand Syndicate Distribution

26 WEBINAR FOLLOW UP Edit recording Send attendee Send to leads / links to partners Continue to nurture Add to SlideShare/ Uberflip Send leads / links to sales

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28 REPURPOSE WEBINAR FOR ON DEMAND

29 On demand / webinar syndication Landing Pages BrightTalk Netline Integrate Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans There are many content syndication tools. Use something where you can specify targeting for max results.

30 KEY TAKEAWAYS Planning & process Capture attention Engagement and interaction Follow up quickly Leverage the recording

31 Question Time!

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