Generating Leads with Webinars

1. Generating Leads with Webinars GENERATING LEADS WITH WEBINARS HOW-TO GUIDE

2. 2 Generating Leads with Webinars How-to Guide Providing on-demand webcasts to prospective customers is a rapidly growing demand gener- ation strategy. Instead of having to call a salesperson at a potential vendor, your prospects can complete the research component of their buying process at their convenience. Evaluate your webcast requirements to determine whether this tactic should be added to your marketing mix. The word webcast is derived from “web” and “broadcast”. Its use has varied since the early-mid 1990s as the nature of the medium came into public use. Webcasting is sending audio and/or video live over the Internet. In essence, webcasting can be thought of as broadcasting over the Internet. There are numerous reasons to start your webcasting program. From your customer/prospect’s perspective, webcasts can be viewed at their convenience, and allow for evaluation without having the start a ‘sales cycle’ with a representative. Additionally, if you make your webcast tran- scripts searchable, your prospects can save time by zeroing in on the specific content they are interested in viewing. From your organization’s perspective, webcasts provide new leads (if you require visitors to sign up for viewing); reduce costs related to tradeshows or events; allow for customized communica- tions based on audience; and work for you 24/7. HOW-TO GUIDE Generating Leads with Webinars What Is a Webcast? What Is the Business Case? Webcasting Vendors On24 Go-To-Meeting Join.Me ReadyTalk Very often, prospective customers are interested in learning more about a product/service, but hesitate to contact an organization for fear of getting wrapped up in a sales cycle with a persistent salesperson. Use a pull approach to capture more new leads, and have your customers prepared to ask buying questions. Bottom Line 2 Generating Leads with Webinars How-to Guide Providing on-demand webcasts to prospective customers is a rapidly growing demand gener- ation strategy. Instead of having to call a salesperson at a potential vendor, your prospects can complete the research component of their buying process at their convenience. Evaluate your webcast requirements to determine whether this tactic should be added to your marketing mix. The word webcast is derived from “web” and “broadcast”. Its use has varied since the early-mid 1990s as the nature of the medium came into public use. Webcasting is sending audio and/or video live over the Internet. In essence, webcasting can be thought of as broadcasting over the Internet. There are numerous reasons to start your webcasting program. From your customer/prospect’s perspective, webcasts can be viewed at their convenience, and allow for evaluation without having the start a ‘sales cycle’ with a representative. Additionally, if you make your webcast tran- scripts searchable, your prospects can save time by zeroing in on the specific content they are interested in viewing. From your organization’s perspective, webcasts provide new leads (if you require visitors to sign up for viewing); reduce costs related to tradeshows or events; allow for customized communica- tions based on audience; and work for you 24/7. HOW-TO GUIDE Generating Leads with Webinars What Is a Webcast? What Is the Business Case? Webcasting Vendors On24 Go-To-Meeting Join.Me ReadyTalk Very often, prospective customers are interested in learning more about a product/service, but hesitate to contact an organization for fear of getting wrapped up in a sales cycle with a persistent salesperson. Use a pull approach to capture more new leads, and have your customers prepared to ask buying questions. Bottom Line

3. 3 Generating Leads with Webinars How-to Guide 1 3 Discuss with Senior Management Select a Platform Communicate the business case for webcasting to your executives to obtain their buy-in and secure budget approval for this type of project. Be sure to get a clear indica- tion of costs from vendors before you present this idea. Action Plan STEP 1 - Discuss with Senior Management 7 6 4 Prepare a Script 2 Determine Target Audiences 5 Make Your Webcast Searchable 8 Communicate Effectively Select Your Speaker Edit Rigorously Build Your Webinar Program Business Case for Webcasting Webinar Program Business Case V I E W R E S O U R C E 3 Generating Leads with Webinars How-to Guide 1 3 Discuss with Senior Management Select a Platform Communicate the business case for webcasting to your executives to obtain their buy-in and secure budget approval for this type of project. Be sure to get a clear indica- tion of costs from vendors before you present this idea. Action Plan STEP 1 - Discuss with Senior Management 7 6 4 Prepare a Script 2 Determine Target Audiences 5 Make Your Webcast Searchable 8 Communicate Effectively Select Your Speaker Edit Rigorously Build Your Webinar Program Business Case for Webcasting Webinar Program Business Case V I E W R E S O U R C E

4. 4 Generating Leads with Webinars How-to Guide 1 3 Determine Target Audiences Discuss with Senior Management Review your current and potential audiences and analyze what information they would need to make a decision regarding your type of product/service, i.e. competitive advantage or industry solutions. Action Plan STEP 2 - Determine Target Audiences 7 6 4 2 5 8 Communicate Effectively Select Your Speaker Select a Platform Edit Rigorously Prepare a Script Make Your Webcast Searchable Understand the Audience with the Buyer Persona Template Buyer Persona Template V I E W R E S O U R C E 4 Generating Leads with Webinars How-to Guide 1 3 Determine Target Audiences Discuss with Senior Management Review your current and potential audiences and analyze what information they would need to make a decision regarding your type of product/service, i.e. competitive advantage or industry solutions. Action Plan STEP 2 - Determine Target Audiences 7 6 4 2 5 8 Communicate Effectively Select Your Speaker Select a Platform Edit Rigorously Prepare a Script Make Your Webcast Searchable Understand the Audience with the Buyer Persona Template Buyer Persona Template V I E W R E S O U R C E

5. 5 Generating Leads with Webinars How-to Guide Ensure the system you choose has the following functionality built in: searchable transcripts, registration (leads), surveys and polling, interactive discussion or chat, high quality streaming audio/video, and synchron- ized slide navigation. Action Plan STEP 3 - Select a Platform 3 Select a Platform 1 Discuss with Senior Management 2 4 5 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Edit Rigorously Prepare a Script Make Your Webcast Searchable Choosing the Right Platform for Your Web Conferences Web Conferencing Vendor Evaluation V I E W R E S O U R C E 5 Generating Leads with Webinars How-to Guide Ensure the system you choose has the following functionality built in: searchable transcripts, registration (leads), surveys and polling, interactive discussion or chat, high quality streaming audio/video, and synchron- ized slide navigation. Action Plan STEP 3 - Select a Platform 3 Select a Platform 1 Discuss with Senior Management 2 4 5 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Edit Rigorously Prepare a Script Make Your Webcast Searchable Choosing the Right Platform for Your Web Conferences Web Conferencing Vendor Evaluation V I E W R E S O U R C E

6. 6 Generating Leads with Webinars How-to Guide Once you have a platform in place, work on writing a script that is conversational and informative and provides a clear description. It is not imperative that your speakers follows the script verbatim, but ensure that key state- ments are made. Action Plan STEP 4 - Prepare a Script 4 Prepare a Script 1 Discuss with Senior Management 2 3 5 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Edit Rigorously Make Your Webcast Searchable Outline Your Script with this Video Script Template Video Script Template V I E W R E S O U R C E 6 Generating Leads with Webinars How-to Guide Once you have a platform in place, work on writing a script that is conversational and informative and provides a clear description. It is not imperative that your speakers follows the script verbatim, but ensure that key state- ments are made. Action Plan STEP 4 - Prepare a Script 4 Prepare a Script 1 Discuss with Senior Management 2 3 5 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Edit Rigorously Make Your Webcast Searchable Outline Your Script with this Video Script Template Video Script Template V I E W R E S O U R C E

7. 7 Generating Leads with Webinars How-to Guide Potential customers do not want to hear a canned sales pitch, give them a table of contents or agenda; and make your webcast transcripts searchable to save your pros- pects time. Action Plan STEP 5 - Make Your Webcast Searchable 5 Make Your Webcast Searchable 1 Discuss with Senior Management 2 3 4 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Edit Rigorously Prepare a Script Keep Your Prospects Engaged with Searchable Transcripts 7 Generating Leads with Webinars How-to Guide Potential customers do not want to hear a canned sales pitch, give them a table of contents or agenda; and make your webcast transcripts searchable to save your pros- pects time. Action Plan STEP 5 - Make Your Webcast Searchable 5 Make Your Webcast Searchable 1 Discuss with Senior Management 2 3 4 6 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Edit Rigorously Prepare a Script Keep Your Prospects Engaged with Searchable Transcripts

8. 8 Generating Leads with Webinars How-to Guide Action Plan STEP 6 - Edit Rigorously Take the time to capture multiple takes, and edit your webcast to optimize its effect. If you don’t have this type of experience, you may wish to get some outside help from a video-production or media agency. 6 Edit Rigorously 1 Discuss with Senior Management 2 3 4 5 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Prepare a Script Make Your Webcast Searchable Practice Makes Perfect and A Better Webcast Too 8 Generating Leads with Webinars How-to Guide Action Plan STEP 6 - Edit Rigorously Take the time to capture multiple takes, and edit your webcast to optimize its effect. If you don’t have this type of experience, you may wish to get some outside help from a video-production or media agency. 6 Edit Rigorously 1 Discuss with Senior Management 2 3 4 5 7 8 Communicate Effectively Determine Target Audiences Select Your Speaker Select a Platform Prepare a Script Make Your Webcast Searchable Practice Makes Perfect and A Better Webcast Too

9. 9 Generating Leads with Webinars How-to Guide Action Plan STEP 7 - Select Your Speaker Although your key executives may be the experts when it comes to your organization, do not make the mistake of assuming that they are your best public speakers. Send a company-wide email out to identify any speakers who have Toastmasters or Dale Carnegie training. 7 8 Select Your Speaker Communicate Effectively88 1 Discuss with Senior Management 2 3 4 5 6 Determine Target Audiences Select a Platform Edit Rigorously Prepare a Script Make Your Webcast Searchable Who Is Your Best Public Speaker for Your Webinar? Webinar Speakers Database V I E W R E S O U R C E 9 Generating Leads with Webinars How-to Guide Action Plan STEP 7 - Select Your Speaker Although your key executives may be the experts when it comes to your organization, do not make the mistake of assuming that they are your best public speakers. Send a company-wide email out to identify any speakers who have Toastmasters or Dale Carnegie training. 7 8 Select Your Speaker Communicate Effectively88 1 Discuss with Senior Management 2 3 4 5 6 Determine Target Audiences Select a Platform Edit Rigorously Prepare a Script Make Your Webcast Searchable Who Is Your Best Public Speaker for Your Webinar? Webinar Speakers Database V I E W R E S O U R C E

10. . 10 Generating Leads with Webinars How-to Guide Action Plan STEP 8 - Communicate Effectively Stay focused on the topic and avoid pitching your product/service. Open and close with interesting value propositions, and ensure your speaker varies his or her tone and pace. 8 Communicate Effectively 2 1 Discuss with Senior Management 3 4 5 6 Edit Rigorously 7 Select Your Speaker Determine Target Audiences Select a Platform Prepare a Script Make Your Webcast Searchable Lasting Impressions with the Webinar Presenter Tool Webinar Presenter Evaluation Tool V I E W R E S O U R C E

11. . Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.