Presented byDon Cameron

“Over 80% of marketers rate webinars as one of their top 3 marketing tactics for lead generation” Forrester Research

Generate Quality Sales LeadsUsing Webinars

What You’ll Learn

Benefits of educational marketingBenefits of educational marketing

Rules of lead generation webinar Rules of lead generation webinar engagementengagementMethods to costMethods to cost--effectively attract webinar effectively attract webinar registrantsregistrants

Value of a well organized followValue of a well organized follow--up process up process and the steps necessary to create oneand the steps necessary to create one

Standard Lead Generation Methods

Impa

ct o

f M

arke

tin

g Ta

ctic

Reach of Marketing Tactic

Seminars

TradeShows

Search EngineOptimization (SEO)

Pay-Per-Click

Print Advertising

EmailMarketing

Direct Mail

Webinars

Source: Quantum Leap Marketing

Telemarketing

B2B Lead Conversion Rates

Search engine optimizationSearch engine optimization 5.70%5.70%

Paid search (PPC)Paid search (PPC) 2.30%2.30%

White paperWhite paper 1.90%1.90%

Direct mailDirect mail 0.28%0.28%

WebinarsWebinars 4.2 4.2 –– 6.4%6.4%

Cold Calls – Doing The Math

Calls/DayCalls/Day 4040

‘‘HitHit’’ Rate/Day (5%)Rate/Day (5%) 22

Conversations/MonthConversations/Month 4444

Salary +Salary + $3000$3000

Cost Per Lead ($3000/44)Cost Per Lead ($3000/44) $68/lead$68/lead

ARE NOT ARE NOT a product or service pitcha product or service pitch

ARE ARE educationaleducational

topic of interest to your prospectstopic of interest to your prospects

link back to your product/servicelink back to your product/service

Lead Generation Webinars

Benefits of Educational Marketing

Establishes you as an Establishes you as an authority on the subjectauthority on the subject

Gains the trust and respect Gains the trust and respect of your audienceof your audience

Positions you for a Positions you for a consultative saleconsultative sale

Example #1

Industry Federal, State and local courts

Problem Budgets required staff justification

Topic Provided a tool to use in measuring efficiencies

Target Court Managers

Results Identified over 1,000 prospects w/defined needs for the software

Example #2

Industry Real Estate Brokerage

Problem no buyers

Topicfinancing options ( 97% up to $699K) $8000 first time buyer credit

Target 1st time home buyers & investors

Results over 1,750 potential home buyers

Webinars Are Effective

Audience chooses to be thereAudience chooses to be there

Oral and visual elementsOral and visual elements

Audience interactionAudience interaction

Target the audience and create segmentsTarget the audience and create segments

Make your topic as narrow as possibleMake your topic as narrow as possible

Invitation: compelling title/benefitsInvitation: compelling title/benefits

Rules of Webinar Engagement

Finding the Audience

Email lists Email lists Marketing partners, affiliatesMarketing partners, affiliatesSocial media: Social media: LinkedIn, Twitter, BlogsLinkedIn, Twitter, Blogs

PayPay--perper--click adsclick adsWebinar listing services (free)Webinar listing services (free)

www.webinarboxoffice.comwww.webinarhero.comwww.eventspan.com

Pre-Webinar Interaction

Solicit questions via Solicit questions via emailemailVideo reminderVideo reminderSurveysSurveys

DonDon’’t:t:read your slidesread your slidestry to selltry to sell

Do:Do:engage the audienceengage the audienceeducateeducate

Rules of Webinar Engagement

Qualifying the Leads

Qualifying the Leads

followfollow--up program should be completely up program should be completely thought through thought through beforebefore the webinarthe webinar

Deliver handDeliver hand--outs, as promisedouts, as promised

Send link to recordingSend link to recording

Establish call to action, create Establish call to action, create interest for repeat contactinterest for repeat contact

Create the Follow-Up Process

Registrant = Lead

Just because they didnJust because they didn’’t t attend doesnattend doesn’’t mean t mean theythey’’re not interestedre not interested

Stay in front of your Stay in front of your prospects, continue prospects, continue educatingeducating

Send Email within 12 hrs of webinar:Send Email within 12 hrs of webinar:Thanks for Attending/Sorry you missed itThanks for Attending/Sorry you missed itCopy of Presentation (attendees only)Copy of Presentation (attendees only)Link to recordingLink to recordingHandouts (attendees only)Handouts (attendees only)Additional company/product infoAdditional company/product info

F/U phone call within 48 hoursF/U phone call within 48 hours

Sample Follow-Up Process

Webinar Components

choose speakerchoose speakermarket eventmarket eventonline registrationonline registrationautomated remindersautomated remindersphone and web sharing toolphone and web sharing toolpresenter prep/coordinationpresenter prep/coordinationcall facilitation and Q & A sessioncall facilitation and Q & A sessionsurvey & reportingsurvey & reporting

Just the Technology

WebExWebExLive MeetingLive MeetingConferTelConferTelAdobe ConnectAdobe ConnectGoGo--ToTo--MeetingMeeting

Professionally Managed Service

Handles each step of the webinar Handles each step of the webinar processprocess

Additional $10 for each lead generated Additional $10 for each lead generated via social mediavia social media

ROI Model for Webinar Leads

of converted leads (sales)of converted leads (sales)

lifetime value of avg. customerlifetime value of avg. customer

total valuetotal value

costscosts

ROI ROI

Sample ROI

Number of leads 100 100

Number of converted leads (sales) 5 5

Lifetime value of avg. customer $4,000 $4,000

Total value (5 x $4,000) $20,000 $20,000

Costs @ $9/lead or $19/lead $900 $1,900

ROI = $20,000/cost for leads = Ratio 1:22 1:10

Quick Tip Takeaways

Offer different webinars to different segments of Offer different webinars to different segments of prospects prospects –– be specificbe specific

Educational marketing is not about Educational marketing is not about ““Me, Me, MeMe, Me, Me””

Define a clear course of action once the webinar has Define a clear course of action once the webinar has ended ended

NonNon--attendees are just as valid a prospect as those that attendees are just as valid a prospect as those that attendedattended

Hand-out Materials

WhitepaperWhitepaper: :

40 40 FAQsFAQs About Lead About Lead Generation WebinarsGeneration Webinars

Press 7# on your phone to ask a question

Questions?

866-930-4500TeleWebinars@ConferTel.net

Don CameronWebinar Strategist

Thank you!