7 tips for leveraging webinars throughout the funnel
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7 Tips for Leveraging Webinars Throughout the Funnel
Anita WehnertDirector of Strategic Partnerships@anitawehnert
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Webinars are a Top Tactic
of respondents to a 2013 CMI study are using
webinars as a tactic in their B2B content
marketing strategy.
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Webinars are an Effective Tactic
Per CMI, B2B marketers rank
webinars as the #3 tactic for content marketing, with
61% calling it effective.
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Tip 1: Don’t Be All Things to All People
Role?
Geography?Industry?
Problems?
As with any content, tailor your webinar by persona & buying stage! Knowing who
you are targeting = priceless.
Buying Stage?
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Goal: bring new leads into the funnel Tactics:
– Promote broadly to cast a wide net
– Focus on a top-of-mind issue
– Deliver meaty and actionable content
– Consider an expert speaker
– Engage to gather qualifying data
– Follow-up quickly
Avoid:– Pitching your product
Tip 2: Deliver Value in Early Stage
Prospect
Nurture
Close
Onboard
Fast follow-up is key. HBR says conversion rates are 60x higher with contact within 1
hour vs. 24+ hours.
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Goal: advance late-stage prospects Tactics:
– Focus on the solution
– Smaller, highly-qualified audience
– Validate & deliver proof
– Let happy customers tell their story
– Showcase how you solve the problem
Avoid: – The old “bait and switch”
Tip 3: Build Credibility in Late Stage
Prospect
Nurture
Close
Onboard
It’s ok to demo your app in a webinar if you are targeting late-
stage prospects & clearly set expectations in the abstract.
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Goal: onboard and ramp new customers Tactics:
– Focus on your product
– Very targeted audience
– Train & empower new users
– Engage to create a dialog
– On-demand recordings for convenience
– Cross-sell/upsell opportunity
Avoid:– Too big of an audience
Tip 4: Onboard & Ramp New Users
Prospect
Nurture
Close
Onboard
Live & recorded webinars can help new customers
get up to speed quickly, driving usage &
revenue.
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Tip 5: Capture & Use Qualifying Data
Polls, chat, surveys = more than
engagement. Learn more about prospects
& use data to score, nurture &
follow-up.
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Easier to Repurpose Harder to Repurpose
Individual capsules w/ discrete ideas Complex ideas that build on each other
Multiple speakers Single speaker
Tips & best practices that can stand alone One long PowerPoint presentation
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 6: 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.
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Tip 7: Repurpose that Content!
Treat webinars as a rich source of content to mine for ongoing
programs. Think SlideShare, YouTube, blogs, e-
books, etc.
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Anita Wehnert
Director, Strategic Partnerships, ReadyTalk
303.209.1642
@anitawehnert
www.linkedin.com/in/anitawehnert/
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