How to Use Webinars
to Educate and Build
Trust at Scale
Joshua FeinbergCo-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
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How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively
Why Top-of-Funnel Programs Fail to Grow
Revenue
Attract Net New Strangers
• Blogging
• Social Media
• Keywords
Critical Prerequisite: Buyer Persona(s)
But this alone – even when done superbly well (it
rarely is)– is not enough to close new clients and
generate revenue
Convert Net New Visitors into Leads
• Calls to Action
• Forms
• Landing Pages and Confirmation Pages
Critical Prerequisite: Buyer Persona(s)
But again this alone – even when done superbly well
(it rarely is)– is not enough to close new clients and
generate revenue
The Burning Question
Strangers Visitors
Visitors Leads
New Clients and Revenue
?
How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively
Why Achieving Trusted Advisor Status is No Longer
Optional
The 2006 Buyer’s Journey (pre-iPhone)
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales
• Buyers at the mercy of sales team
• Sales controls access to information (asymmetry)
• Marketing could be totally unaccountable and it didn’t matter
• Seller-centric sales cycle
Cold
calls
Today’s Buyer’s Journey
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales
• Sales needs to get found early as
trusted advisors
• Buyer-centric sales cycle
• Sales monopoly on info gone
Disruption of Traditional Playbook
• Search
• Social
• Mobile
• Cloud
• Sales and marketing alignment is critical
• Marketing has massive control over sales’ paychecks
• Personalization is critical
• Much more consultative
Buyer’s Journey Within 3 Years
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales Challengers
• Order takers and
explainers gone
• True consultants
dominate sales
Disruption of Traditional Playbook
• Search
• Social
• Mobile
• Cloud
• Podcasting
• Video
• Live Video
• Personalization
• Sales and marketing “departments” disappear revenue team
• Marketing owns 70% to 90% of revenue generation
Thought
Leaders
Is Your Leadership in Denial?
17,361
profile views
per minute
347,222
tweets per
minute
The Burning Question
How the heck will you and your team earn a
trusted advisor seat at the table?
How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively
Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
Set SMART Goals
#1
• Specific
• Measurable
• Attainable
• Relevant
• Timebound
Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Topics
• Ask a write-in question on registration
• Pull from popular blog posts
• Repurpose an eBook
Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Speakers
• Internal subject matter expert(s)
• External/guest subject matter expert(s)
• High energy level
• Teach not sell
Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Audience
• Focus on one buyer persona at a time
• Limit the number of lifecycle stages/buyer’s
journey stages
Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Timeslot
• Mid-day, Mid-week usually safe choice
• Survey your buyer persona, leads, clients,
partners, etc.
• Factor in audience location/timezones
Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Marketing Platform
• Calls to Action
• Forms
• Landing Pages and Confirmation Pages
• List Management and Email
• Social Media Publishing and Monitoring
• Workflow Automation
• Lead Scoring
Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Webinar Hosting Platform
• VoIP Support
• Dial-In by Phone Support
• Mobile App Support
• Fully Integrated with Marketing Platform and
Sales Platform
• Survey Tools
• Polling Tools
Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Video Hosting Platform (For Recording)
• Fully Integrated with Marketing Platform and
Sales Platform
• Responsive Players
• Heatmaps by User and In Agreement
• Gateable with Form (Turnstyle)
• Calls to Action at End
Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Sales Platform
• CRM Fully-Integrated with Marketing Platform
• Website Revisit Notifications
• Email Template Library
• Collateral Library
• Integrated Calling
Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• One of Most Complex Campaigns You Can Do
(Except Maybe for Offline Events)
• Ridiculous Amount of Moving Parts
• Process Critical for Efficiency, Quality Control,
and Ease of Training
Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• Reboot Computer(s)
• Disable Taskbar App Alerts
• Proactive Mute the Noise
• Quiet Room
• Sign On Door: Do Not Disturb
• Phone(s) on Vibrate/DND
Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• Proactive Bio Needs
• Water Bottles
• Bathroom
• Fault Tolerance
• Have PPTx and PDF on Jump Drives
• Record on More Than One Computer
• Battery Backup
• Redundant Internet Access
Create Effective Live Event and
Post-Event Campaigns
#5
• Separate Conversion Paths for Live Event and
Recording
• Time-Specific Campaign
• Long-Duration Semi-Evergreen Campaign
• Don’t Get Lazy About This
(It Matters a Lot)
Promote the Live Event and
Post-Event Assets in the Right Places
Best Practice
#6
• Email Segments and Email Signatures
• Social Media (per Buyer Persona)
• Blogging (Preview and Excerpt)
• Co-Marketing
• Paid Search
• Paid Social (per Buyer Persona)
• Website Calls to Action
Balance Educational Content with Your
Revenue Growth Goals
#7
• Don’t Sound Like an Infomercial
• Educate (Think Like a Professor)
• Watch Very Carefully for Dropoff and Average
Session Time
• Survey! Survey! Survey!
• Include a Highly-Relevant Call to Action
• Acid Test: Would People Pay for It?
Integrate Email, Social Media, Blogging,
and Other Cross-Channel Tactics
#8
• Emails to Promote Webinar (2-4 Sends)
• Promote Landing Page on Social Media
• Title Slide Image
• Landing Page Screen Shot Image
Integrate Email, Social Media, Blogging,
and Other Cross-Channel Tactics
#8
• Blogs
• Preview Post
• Post-Event Recap Post or Excerpt Post
• LinkedIn Pulse
• Medium
• Display Ads
• Podcasts
Create CRM Templates and Workflow
Automation to Boost Registrations, Cross-
Promotion, and Post-Event Sales
Opportunities
#9
• Segments
• Registrants
• Attendees
• Recording
Create CRM Templates and Workflow
Automation to Boost Registrations, Cross-
Promotion, and Post-Event Sales
Opportunities
#9
• Behavioral Emails
• Who Else Should Attend?
• Who Else Should Watch This?
• Did It Play OK?
• Did You Get Your Questions Answered?
Take Your Webinars Offline and
On the Road
#10
• Breakfast Seminars
• Lunch and Learn Events
• Networking Receptions
• Speaking at Conferences
• Jointly Sponsored Events/Co-Marketing
How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively
Take the Next Step
Sign Up at http://www.sphomerun.com/jf-meeting
Growth Doesn't Happen
By Accident.
You Need Goals and a Plan.
Schedule a Complimentary
Revenue Growth Assessment
How to Use Webinars
to Educate and Build
Trust at Scale
Joshua FeinbergCo-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
Connect with on LinkedIn
Follow on Twitter