Using Webinars for Lead Generation

Ideas & Considerations

Today:Webinars Are Hot!Metrics We GetPromoting Webinars for Lead GenQuick Success Story

Webinars are HOT!Great Lead Gen

5 Elements that Make Webinars Great for Lead GenTaste What You OfferValue ExchangeEasy to MeasureIdentifies Where You Are in Buyer’s JourneyEntry Point to Follow Up

Taste Before You Try• Authenticity• Legitimacy• Sets Expectations• Increases Brand Trust• Increases Word of Mouth• Allows for Benchmarking • Decreases Buyer’s Remorse

Value Exchange• Fill Out a Registration Form• Get Email Address• Understand Initial Area of Interest• Allows Association Brand to Start Personalized

Dialogue

Easy to Measure How many people are interested in the topic When people registered How many people reached out for help, login, etc prior How people found registration site (referral source) How long people stayed within the webinar How people responded/participated within the webinar Ratings of the webinar How responsive people were to post-webinar follow ups Revenue Cost per lead/ Cost per acquisition

Where You are in the Buyer’s Journey

• Just Learning the Topic• How to Apply Topical Knowledge• Best Practices• Alternatives to What You’re Doing• Comparisons between Solutions• What to Expect/Prepare Post-Purchase

Entry Point to Follow Up

• Automate a personalized follow up based on their behavior

• Ask further questions about preferences for how they want to:• Interact• Learn more• Get involved• Be addressed • Etc etc

Metrics From WebinarsCreate a Complete Profile

Typical MetricsDate registered & price paidEmail registration confirmation, open, CTR, conversion to other CTA

(cross-sell)Social profile (with marketing automation)Converting campaign (with marketing automation) & sourceEngagement with materialsFollow up conversionLifecycle movement through opportunity funnel

Promoting Webinars for Lead GenCan’t Email People You Don’t Know

Promoting Webinars Paid advertising

Linked InGoogle AdWordsPaid banner ad placementTwitter & Facebook

Social mediaSEO Direct mail Affiliates

Quick Success Story• Free Webinars• Live & On-Demand• Packages• Display Based on Time, Format & Topics• Uses Discounts to Increase Registration

CFMA ResultsGreat lead funnelSo much dataUnderstand hot topics & positive feedback loop for new webinarsCreate demand for speakersCreate demand for CFMA brandCreate new customersCreate complete digital profile