lead gen webinars
DESCRIPTION
Learn How to Generate Quality Sales Leads ~ Using Webinars Webinars are a low cost way to generate qualified sales leads. Delivered as educational marketing, they also position you as an authority in your field, creating respect and instilling trust in your audience. Bottom line, it gives your sales efforts a running start. Get your sales people closing rather than cold calling. Focusing on prospects with a declared interest will allow them to increase their customer acquisition rate by up to 300%. What You Will Learn: What is a webinar is and how it works The steps required to host a webinar Options for reducing your effort Tips to fix your cost per leadTRANSCRIPT
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 Leads
Using Webinars
What You’ll Learn
Benefits of educational marketingBenefits of educational marketing
Rules of lead generation webinar Rules of lead generation webinar engagementengagement
Methods to cost-effectively attract webinar Methods to cost-effectively attract webinar registrantsregistrants
Value of a well organized follow-up process Value of a well organized follow-up process and the steps necessary to create oneand the steps necessary to create one
Standard Lead Generation Methods
Imp
act
of
Mark
eti
ng
Tacti
c
Reach of Marketing Tactic
Seminars
TradeShows
Search EngineOptimization
(SEO)Pay-Per-Click
Print Advertisin
g
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
‘‘Hit’ Rate/Day (5%)Hit’ Rate/Day (5%) 22
Conversations/MonthConversations/Month 44 44
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 Gains the trust and respect of your audiencerespect of your audience
Positions you for a Positions you for a consultative saleconsultative sale
Example #1
Industry Federal, State and local courts
ProblemBudgets required staff justification
Topic Provided a tool to use in measuring efficiencies
Target Court Managers
ResultsIdentified over 1,000 prospects w/defined needs for the software
Example #2
Industry Real Estate Brokerage
Problem no buyers
Topic financing 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 Target the audience and create segmentssegments
Make your topic as narrow as Make your topic as narrow as possiblepossible
Invitation: compelling title/benefitsInvitation: compelling title/benefits
Rules of Webinar Engagement
Finding the Audience
Email lists Email lists Marketing partners, affiliatesMarketing partners, affiliates Social media: Social media: LinkedIn groups, Twitter, BlogsLinkedIn groups, Twitter, Blogs
Pay-per-click adsPay-per-click ads Webinar listing services (free)Webinar listing services (free)
www.webinarboxoffice.com www.webinarhero.com www.eventspan.com
Pre-Webinar Interaction
Solicit questions Solicit questions via emailvia email
Video reminderVideo reminder SurveysSurveys
Don’t:Don’t: read your slidesread your slides try to selltry to sell
Do:Do: engage the audienceengage the audience educateeducate
Rules of Webinar Engagement
Qualifying the Leads
Qualifying the Leads
follow-up program should be follow-up program should be completely thought through completely thought through beforebefore the webinarthe webinar
Deliver hand-outs, as promisedDeliver hand-outs, 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 didn’t attend Just because they didn’t attend doesn’t mean they’re not doesn’t mean they’re not interestedinterested
Stay in front of your prospects, Stay in front of your prospects, continue educatingcontinue educating
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 it Copy of Presentation (attendees only)Copy of Presentation (attendees only) Link to recordingLink to recording Handouts (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 speaker market eventmarket event online registrationonline registration automated remindersautomated reminders phone and web sharing toolphone and web sharing tool presenter prep/coordinationpresenter prep/coordination call facilitation and Q & A call facilitation and Q & A
sessionsession survey & reportingsurvey & reporting
Just the Technology
WebExWebEx Live MeetingLive Meeting ConferTelConferTel Adobe ConnectAdobe Connect Go-To-MeetingGo-To-Meeting
Professionally Managed Service
Handles each step of the webinar Handles each step of the webinar
processprocess
Additional $10 for each lead Additional $10 for each lead
generated via social mediagenerated via social media
ROI Model for Webinar Leads
of converted leads (sales)of converted leads (sales)
lifetime value of avg. lifetime value of avg.
customercustomer
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 – be specificprospects – be specific
Educational marketing is not about “Me, Me, Me”Educational marketing is not about “Me, Me, Me”
Define a clear course of action once the webinar Define a clear course of action once the webinar has ended has ended
Non-attendees are just as valid a prospect as Non-attendees are just as valid a prospect as those that attendedthose that attended
Hand-out Materials
WhitepaperWhitepaper: :
40 FAQs About Lead 40 FAQs About Lead Generation WebinarsGeneration Webinars
Press 7# on your phone to ask a question
Questions?
