The ABCs of Webinar Success:Building the Bridge to Sales Growth

Ernie Humphrey, CTPCEO, 360 Thought Leadership Consulting

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360 THOUGHT LEADERSHIP CONSULTING

Partnering with Companies to Impact Brand AwarenessDesigning and Managing the Execution of Hundreds of Successful Events from Webinars to Conferences from A to ZDeveloping Innovative Marketing ChannelsBuilding & Managing Content for a Professional Community of Several Hundred Thousand Constituents

360 Thought Leadership Consulting (360 TLC) helps companies unlock the strategic value of their thought leadership programs including: their own events, marketing spend for other's events, and social media programs.

360 TLC leaders has proven success in:

Check us out at www.360ThoughtLeadership.com

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OUR AGENDA

The Webinar Value Proposition

Webinar Success: Content, Marketing, Execution, Momentum

Webinar ROI Optimization

Webinar Pitfalls

Webinars: The Sponsor vs. Deliver Decision

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WEBINARS: BUSINESS DEVELOPMENT

Acquire Qualified LeadsDeliver Value to Your Target ConstituencyConvey Thought LeadershipImpact Brand AwarenessStrengthen Customer RelationshipsDrive New Business

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WEBINAR vs. SEMINAR

Lower Cost CommitmentTravel Costs- Direct & IndirectLower Logistics Costs- Venue, Food, etc.Speaker Preparation Costs

More Convenient for Attendees Greater Geographic Reach Greater Registrant Prospect Constituency

WHY A WEBINAR?

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WEBINARS: SPONSOR vs. DELIVER

Define the Cost of Delivering vs. Outsourcing (Sponsoring) a WebinarWhy Sponsor a Webinar?

The organization offering a webinar has a reach and level of engagement with your target audience you do not currently possesLack of internal expertise and resources to execute and/or market a webinar effectivelyLower Lead Acquisition Cost

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WEBINARS: SPONSOR vs. DELIVER

Why Deliver your Own Webinar?Sponsorship Costs can be HighWebinar Technology is User FriendlyRegistrant & Attendee Information OwnershipMarketing Messaging OwnershipContent ControlBranding ControlBeing a Good Webinar Sponsor can be Just as Costly as Delivering Your Own Webinar

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WEBINAR PITFALLS

A Lack of Understanding of the Target Webinar AudienceThe Ill-Conceived Webinar

A lack of clear objectivesWeak Webinar Speaker(s)

Inexperience as a SpeakerThe Story TellerThe Wet Fish PersonalityOverworked and/or Unprepared

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WEBINAR PITFALLS

Weak Content- “salesy” or non-specific content that offers no clear take-aways or actionable advice Off-Base Marketing StrategyWebinar Spend Just for the Sake of Spending Marketing Dollars Partnering with the Wrong Company Being a Poor Webinar Partner

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ACHIEVING WEBINAR SUCCESS:CMEM

Information that Makes Audience Members Better at their JobsDelivery of Content by a Knowledgeable and Engaging Speaker Delivering Engaging Content in an Interactive Format

CONTENT IS KING (C)

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ACHIEVING WEBINAR SUCCESS:CMEM

Define the Target AudienceCreate Clear & Concise MessagingDesign a Custom Webinar Registration WebpageIdentify and Leverage the Right Marketing Channels

Direct E-mailNewslettersSocial Media- LinkedIn, Twitter, Etc.Co-Marketing by Webinar PartnersMarketing by Affiliate Partners

MARKETING (M)

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ACHIEVING WEBINAR SUCCESS:CMEM

Define Success Metrics for each Marketing Channel

Traffic to Registration WebpageActual Registrations

Deliver Adequate Lead Time5 Weeks or More

Marketing Should Not End After the Webinar

Leverage Content Post Webinar

MARKETING (M)

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ACHIEVING WEBINAR SUCCESS:CMEM

PeopleQuality event professionals deliver competitive advantage Prepared speakers drive execution

ProcessDocument the entire process from A to Z and assign the right people

TechnologyDiscover the right platform for your company (GoToWebinar, WebEx, etc.)Understand how to leverage technology to drive efficient execution

EXECUTION (E)

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ACHIEVING WEBINAR SUCCESS:CMEM

Leads AcquiredFollow-up related to the webinar to move a lead forward in the sales process

Attendees vs. RegistrantsE-mail vs. Phone CallSocial Media

LinkedIn Connection RequestFollow on Twitter

Leveraging Webinar ContentPost Webinar Recording Drive Leads to the Recording

E-mail, Newsletter, Social MediaDeliver Content at Conferences

MOMENTUM (M)

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OPTIMIZING WEBINAR ROI

ContentOwn the QualityEnsure Speaker QualityFacilitate Speaker Preparation

MarketingIdentify the Right Channels both Internal and External Create Success Metrics for Each ChannelEngage your Audience- Not Annoy by Too Much Direct ContactDesign & Deliver Post Webinar Marketing Programs

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OPTIMIZING WEBINAR ROI

Cherish your LeadsPursue Quality vs. QuantityDevelop Programs to Effectively Engage Lead Categories Post WebinarEnsure Speaker QualityFacilitate Speaker Preparation

ExecutionPeople Matter- Best in class event professionals are worth their weight in gold

MomentumThe ultimate ROI is closing deals and that happens post webinar

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RELATED RESOURCES

How Do You Spell Event Success—CMEM!

Why Events are Like Nails on a Chalkboard

Event Sponsorships: Gold Mines or Money Pit

The Warning Signs of a Terrible Event Speaker

Leveraging Your Customer Success Stories

Event ROI: Maximizing Quality Lead Generation

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Your Questions

Q&A

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CLOSING THOUGHTS

Webinars can offer companies a great business development channelUnderstand the Sponsor vs. Deliver

Webinar Value Proposition for Your CompanyKnow your Target AudienceUnderstand How and Where to Engage ThemDefine Specific Success MetricsSuperior Content, Marketing, Execution, and Momentum Optimize Webinar ROI

Ernie Humphrey, CTPCEO, 360 Thought Leadership ConsultingE-Mail: Ernie@360thoughtleadership.com

LinkedIn: http://www.linkedin.com/in/erniehumphrey

THANK YOU!!!

http://www.360thoughtleadership.com