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.  

mike.mckinnon@readytalk.com  

@RTMike  

Contact  Informa@on  

Adam  Blitzer  Pardot  COO  

adam.blitzer@pardot.com  

@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