generate quality sales leads using webinars · seminars trade shows search engine optimization...
TRANSCRIPT
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?