Learning Lab Series #2 – Webinar Events: A Cost Effective Way to Fill Your Sales Funnel

Dennis Schiraldi @dschiraldi

Agenda

• Planning

• Event

• Follow Up

PLANNING

Align Resources

• Internal & external speakers align with date/times

• No other big events planned on your date, timing prior to a trade

event, etc.

• If physical space is needed be sure to reserve in advance

Speakers

• Internal vs. External

• Company Leadership

• Thought Leaders

• Consultants

• Prospects

• Customers

Technology Platforms

Pre-Registration

• Capture key demographics

• Qualifying lead generation questions

• Registration confirmation

Pre-Registration Questions

• Does your organization have a budget to implement the following solution in the next 12 – 24 months?• What best describes your role with your organization?• Have you considered making a purchase of the following in the next

12 – 24 months?• What best describes your organization?

Promotional Strategy

Webinar

Email

Social Media

Blog

Sales

Customer Service

PPC

Editorial CalendarMedium Date Time Topic/Copy Link

Email Promo #1 5/8/2014 10AM-EDT Promo invite

Registration Link

Twitter 5/8/2014 Noon-EDT

Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology

http://ow.ly/uDu6D

Facebook 5/8/2014 2PM-EDT

We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/uD

u6DEmail Promo #2

5/152014 4PM-EDT Promo invite http://ow.ly/uDu6D

Blog 5/16/2014 6PM-EDT

Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/uD

u6D

Promotional Strategy• Map out your promo strategy• Cross promote between various channels• Social community• Blog strategy can drive registrations• Email is #1 for generating registrations• Coordinate your entire organization to promote i.e. sales, customer

service, etc.• Twitter – send @messages to targeted audience, # for visibility and

questions in general• Reminder emails – 1 week and 1 day

“WE TALKING ABOUT PRACTICE”

ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS

Preparation

• Dry Run – Practice about 1 week prior• Sync Up – Day before• Logistics – Land line + sound check• Comfort level with webinar technology – passing presentation rights

for transitions• Review deck for perfection and make sure web platform doesn’t re-

adjust• Back up in case of power outage

EVENT

You’re big party!

TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT!

RECORD

Engagement

How to get engagement on a webinar

• Web camera

• Raise your hand feature

• Chat box

• Twitter chat

• Polling questions

• Live Q&A

Bullet points

Presentation - Power Point General Rules• 10/20/30 • Consistency with font & font size• Spell check• Content check• Every other slide bullets & pics• No Automation• Don’t write everything you intend to say because the word should be

a reference point to your talk not something that we would want to read on our own!

Pace of Presentation

Polling Questions

• Does your organization have a tool? Y/N/Under consideration• Are you attending the upcoming trade event?• Have you considered implementing a new system in the next 12 – 24

months?• Would you be interested in a follow up meeting? Y/N• Are you still awake? Y/N/Not a chance• Do you multi-task during webinar presentation? Y/N• Would you like to schedule a follow up demo? Y/N

Live Q&A@dschiraldiAttending SIIM 2014?

Follow Up

Post Webinar Survey

Comments/Rate UsDid you find this information useful?• Yes – No – Somewhat

You thought our webinar was…• Very informative – educational – rocked – needs some improvement – boring

Which best describes follow up?

• Speak with an account executive – Schedule a demo – Keep me informed of future events – Send me periodic product updates

Editorial CalendarMedium Date Time Topic/Copy Link

Email follow up #1 5/8/2014 10AM-EDT Follow up on demand

Registration Link

Twitter 5/8/2014 Noon-EDT

Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology

http://ow.ly/uDu6D

Facebook 5/8/2014 2PM-EDT

We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/uD

u6DEmail Promo #2

5/152014 4PM-EDT Download our webinar http://ow.ly/uDu6D

Blog 5/16/2014 6PM-EDT

Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/uD

u6D

Re-Purpose the Webinar

• Recording – on demand downloadable version• Break up video into smaller 3 – 5 minute videos post on YouTube• Transcribe • SlideShare• Social media• Product brochure • One pager

Scrub the Leads

Criteria – Lead Scoring

• Product fit • Budgeted• Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer• Follow up with sales

http://hbr.org/2011/03/the-short-life-of-online-sales-leads/ar/1

Harvard Business Review

Responding to Leads Within an Hour Generates 7x the Conversations

Summary

• Planning

• Event

• Follow Up

THANK YOU@dschiraldi

Dennis@CYOMarketing.com