lights, camera, webinar! the anatomy of a blockbuster webinar
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Lights, Camera…. Webinar!Producing blockbuster webinars
Sponsored by:
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Today’s Agenda
Objectives
Pre-webinar event planning
Webinar event execution
Post-webinar event marketing
Goals & metrics
Q & A
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Today’s Presenter:
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Chief Analyst, Demand Metric Research
Corp.
Connect:
www.demandmetric.com
@DemandMetric
Jerry Rackley
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Webinar or Blockbuster Movie?
Highly anticipated
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Webinar or Blockbuster Movie?
Highly anticipated
Huge turnout
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Webinar or Blockbuster Movie?
Highly anticipated
Huge turnout
Generate buzz
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Webinar or Blockbuster Movie?
Highly anticipated
Huge turnout
Generate buzz
Multiple views
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Webinar or Blockbuster Movie?
Highly anticipated
Huge turnout
Generate buzz
Multiple views
Great follow-on marketing opportunities
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Before your webinar debut, the plan…
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Webinar Plan Template
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Pre-Webinar Planning
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Objectives
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Objectives
Gather leads
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Objectives
Gather leads
Thought leadership
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Objectives
Gather leads
Thought leadership
Advance prospects through the sales cycle
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Objectives
Gather leads
Thought leadership
Advance prospects through the sales cycle
Gain support for a concept
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Objectives
Gather leads
Thought leadership
Advance prospects through the sales cycle
Gain support for a concept
Train customers
Other
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Audience
Who is your webinar designed for?
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Audience
Who is your webinar designed for?
What do they need to know?
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Audience
Who is your webinar designed for?
What do they need to know?
Build your presentation for a specific
audience.
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Audience
Who is your webinar designed for?
What do they need to know?
Build your presentation for a specific
audience.
Communicate with them – let them
know your webinar is optimized for
them.
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Content – Message
What is the core message you wish to
convey?
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Content – Message
What is the core message you wish to
convey?
Identify a primary message that serves as the
foundation for your presentation.
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Content – Message
What is the core message you wish to
convey?
Identify a primary message that serves as the
foundation for your presentation.
A few secondary messages are okay, but
don’t overdo it.
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Content – Format
Monologue?
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Content – Format
Monologue?
Panel discussion?
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Content – Format
Monologue?
Panel discussion?
Interactive?
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Content – Format
Monologue?
Panel discussion?
Interactive?
Q & A?
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Content – Format
Monologue?
Panel discussion?
Interactive?
Q & A?
Presentation materials?
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Content – Length
Longer ≠ better
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Content – Length
Longer ≠ better
Sales or promotional: 30-40 minutes
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Content – Length
Longer ≠ better
Sales or promotional: 30-40 minutes
Educational: up to 60 minutes
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Content – Length
Longer ≠ better
Sales or promotional: 30-40 minutes
Educational: up to 60 minutes
Leave time for questions
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Content – Length
Longer ≠ better
Sales or promotional: 30-40 minutes
Educational: up to 60 minutes
Leave time for questions
Shorter length = better engagement
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Talent
A-list talent
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Talent
A-list talent
Engaging
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Talent
A-list talent
Engaging
Sound great
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Talent
A-list talent
Engaging
Sound great
Understand the medium
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Talent
A-list talent
Engaging
Sound great
Understand the medium
Good stage presence
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Talent
Expertise is a must
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Talent
Expertise is a must
But so is stage talent
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Promotion
Online
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Promotion
Online
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Promotion
Online
Direct mail
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Promotion
Online
Direct mail
Social media
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Promotion
Online
Direct mail
Social media
Sales team
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Promotion
Online
Direct mail
Social media
Sales team
Advertising
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Promotion
Online
Direct mail
Social media
Sales team
Advertising
Partners
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Promotion
Online
Direct mail
Social media
Sales team
Advertising
Partners
Webinars
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Promotion – Marketo Example
Big splash press release
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Promotion – Marketo Example
Big splash press release
2 weeks prior: email invite
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Promotion – Marketo Example
Big splash press release
2 weeks prior: email invite
1 week prior: email invite
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Promotion – Marketo Example
Big splash press release
2 weeks prior: email invite
1 week prior: email invite
2 days prior: email invite
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Webinar Event Execution
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Logistics
Monitor registrations
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Logistics
Monitor registrations
Dry run
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Logistics
Monitor registrations
Dry run
Session start
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Logistics
Monitor registrations
Dry run
Session start
Polls
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Management
Recording
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Management
Recording
Facilitate dialogue
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Management
Recording
Facilitate dialogue
Leverage social media
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Management
Recording
Facilitate dialogue
Leverage social media
Seek feedback
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Management – Seek Feedback
Overall Assessment
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Management – Seek Feedback
Overall Assessment
Scope
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
Key Accomplishments
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
Key Accomplishments
Lessons Learned
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
Key Accomplishments
Lessons Learned
Opportunities to Improve
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
Key Accomplishments
Lessons Learned
Opportunities to Improve
Future Considerations
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Management – Seek Feedback
Overall Assessment
Scope
Quality of Deliverables
Key Accomplishments
Lessons Learned
Opportunities to Improve
Future Considerations
Best Practices
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Post Webinar Follow-up
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Follow-up
Timely
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Follow-up
Timely
Frequency
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Follow-up
Timely
Frequency
Methods
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Follow-up
Timely
Frequency
Methods
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Even though these things happen post-webinar, they
must be planned in advance!
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Lead Nurturing
Marketing Automation
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Lead Nurturing
Marketing Automation
Goals
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Lead Nurturing
Marketing Automation
Goals
Strategy
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Leveraging the Content
Recording
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Leveraging the Content
Recording
Sharing
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Leveraging the Content
Recording
Sharing
Web
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Leveraging the Content
Recording
Sharing
Web
Newsletter or blog
Other
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Goals & Measures
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Key Performance Indicators
Registrations
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Key Performance Indicators
Registrations
Live Attendees
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Key Performance Indicators
Registrations
Live Attendees
Recorded views
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Key Performance Indicators
Registrations
Live Attendees
Recorded views
New leads & return viewers
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Key Performance Indicators
Registrations
Live Attendees
Recorded views
New leads & return viewers
Sales
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Key Performance Indicators
Registrations
Live Attendees
Recorded views
New leads & return viewers
Sales
Social Media mentions
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Key Performance Indicators
Registrations
Live Attendees
Recorded views
New leads & return viewers
Sales
Social Media mentions
Cost per lead
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Budget
Webinar delivery
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Budget
Webinar delivery
Promotion
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Budget
Webinar delivery
Promotion
Talent
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That’s a Wrap!
Plan thoroughly: audience, content and
promotion
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That’s a Wrap!
Plan thoroughly: audience, content and
promotion
Execute professionally: presentation &
interaction
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That’s a Wrap!
Plan thoroughly: audience, content and
promotion
Execute professionally: presentation &
interaction
Follow-up diligently: sharing & lead nurturing
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Your Name Here!
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Resources to help:
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Q & A
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