i’m ready to do a webinar, now what? webinar best practices
DESCRIPTION
Join Michael McKinnon, Sr. Demand Generation Manager of ReadyTalk and Adam Blitzer, Pardot’s very own COO, for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me – these guys really know what they’re talking about!) Please join us for an information-packed hour of valuable webinar process magic.TRANSCRIPT
Presented by: Mike McKinnon, Sr. Demand Genera3on Manager, ReadyTalk Adam Blitzer, COO, Pardot July 12, 2012
I’m Ready to do a Webinar, Now What? Webinar Best Prac3ces
Agenda
• SeHng Objec3ves • Metrics • Details • Process • Promo3on • Presenta3on Day • Webinar Follow-‐Up • Q&A
Se<ng Objec@ves
Objec@ves
Webinar
Demand Genera3on
Online Training
Thought Leadership
Generate $XX in closed revenue within 12 months of webinar date
Reduce support burden by 25% for product X in 2012
Generate 500 downloads of research brief in 6 months
Webinar
Demand Genera3on
Online Training
Thought Leadership
Primary • Closed Won Secondary • Net New to database • ADended/Registered • Hand raisers • OpportuniIes Created
Primary • Downloaded Whitepaper Secondary • ADended/Registered • Social media acIvity • Inbound traffic spike
Primary • Support reducIon on product X Secondary • Net New trained • ADended/Registered • Total trained • Increased usage of product X
Metrics Primary & Secondary
Process
• Lead hand-‐off • System integra3on • Lead follow up • Hand raiser process • Lead scoring • Sales Enablement
Content
• Speaker • Assets • Abstract • Title
Technology
• Train speakers • Dry Run • Prac3ce Sessions • Interac3vity tools
Webinar
Details
Process must support objec@ves
Objec3ve
Process
Process
Choosing a Speaker
• Reach • Experience • Area of Exper3se • Name Recogni3on
Clever
Concise
Cute
Title & Abstract
Assets
• Training • Tools • Speaking • Content
• Dry Run • Prac3ce Session
Technology
Task Timing Develop event plan 6 to 8 weeks prior
Finalize event topic, 3tle, abstract and speakers 6 weeks prior
Setup registra3on and begin promo3on 4 to 6 weeks prior
Send email invite 2 weeks prior
Dra_ of slide presenta3on 2 weeks prior
Full rehearsal and event dry-‐run 1 week prior
Final version of slide presenta3on 2 to 3 days prior
Send reminder email #1 24 hours prior
Send reminder email #2 2 to 3 hours prior
Pre-‐conference with moderator and speakers 30 minutes prior
Edit recording (if needed) Within 24 hours a_er
Send follow-‐up emails and begin sales outreach Within 24 hours a_er
Promote on-‐demand recording Ongoing
Timeline
Webinar Promo@on Keep the lead in play
Webinar Deliverables • Form / landing page + thank you content • Invita3on email • Cross-‐promo ads • Reminder emails (through webinar vendor) • Video • Thank you / recording email
Landing page / form
Thank you page
Invita@on email
Other ways to promote • Social posts • Email signatures • Hello Bar
Webinar Follow-‐Up Keep your content evergreen
Post video to your blog
Recording email
Keep pos@ng the video
Then share it!
Ques@ons
Mike McKinnon ReadyTalk Sr. Demand GeneraIon Mgr.
@RTMike
Contact Informa@on
Adam Blitzer Pardot COO
@adamblitzer
Pardot 950 East Paces Ferry Road Suite 3300 Atlanta, GA 30326 404-‐492-‐6845
ReadyTalk 1900 Sixteenth Street Floor 6 Denver, CO 80202 800.843.9166