http://blog.reachforce.com/sales-and-marketing-tips/12-ways-to-turn-300-webinar-attendees-into-3000-part-ii-b2b-marketing-and-sales-tip-107/ B2B Marketing and Sales Tips Thu, 08 Jan 2009 12:27:01 +0000 http://wordpress.org/?v=2.6.3 http://blog.reachforce.com/sales-and-marketing-tips/12-ways-to-turn-300-webinar-attendees-into-3000-part-ii-b2b-marketing-and-sales-tip-107/#comment-1921 Tim Wilson Fri, 20 Jun 2008 14:28:13 +0000 http://www.theb2blead.com/webinars/12-ways-to-turn-300-webinar-attendees-into-3000-part-ii-b2b-marketing-and-sales-tip-107/#comment-1921 Clarifying the "claim" in point number 8. That is based on real data, and does assume that these pre-event communications are done appropriately. And, it really addresses one of the downsides of live webinars as opposed to on-demand lead generators such as white papers or on-demand webinars. When a lead registers for a webinar, he/she is expressing interest *right now*. With a live webinar, though, you're then making himwait until *you* are ready to share the information (there are many benefits to live webinars, but this is one downside). Two ways to engage the lead that is more based on his timeline/interest rather than the date you've chosen to deliver the information: 1) Ask for input regarding the webinar -- "Hey, you registered for this; we'd love to hear about your specific interests prior to the webinar, as that's good information for the presenter to have;" this is a great way to gather information in the lead's terms as to what their interests are (*great* information for 1:1 follow-up) *and* increases the likelihood that the lead will actually attend...because you asked for his input; 2) Providing pre-webinar relevant information that *is* on-demand; don't use the pre-event communication to drive registration to additional live events -- you haven't demonstrated that you can deliver value yet -- but provide white papers, articles, or other related resources that give the lead something *now* that will be more useful while he's waiting for you to actually deliver the live webinar. Clarifying the “claim” in point number 8. That is based on real data, and does assume that these pre-event communications are done appropriately. And, it really addresses one of the downsides of live webinars as opposed to on-demand lead generators such as white papers or on-demand webinars. When a lead registers for a webinar, he/she is expressing interest *right now*. With a live webinar, though, you’re then making himwait until *you* are ready to share the information (there are many benefits to live webinars, but this is one downside). Two ways to engage the lead that is more based on his timeline/interest rather than the date you’ve chosen to deliver the information: 1) Ask for input regarding the webinar — “Hey, you registered for this; we’d love to hear about your specific interests prior to the webinar, as that’s good information for the presenter to have;” this is a great way to gather information in the lead’s terms as to what their interests are (*great* information for 1:1 follow-up) *and* increases the likelihood that the lead will actually attend…because you asked for his input; 2) Providing pre-webinar relevant information that *is* on-demand; don’t use the pre-event communication to drive registration to additional live events — you haven’t demonstrated that you can deliver value yet — but provide white papers, articles, or other related resources that give the lead something *now* that will be more useful while he’s waiting for you to actually deliver the live webinar.

]]> http://blog.reachforce.com/sales-and-marketing-tips/12-ways-to-turn-300-webinar-attendees-into-3000-part-ii-b2b-marketing-and-sales-tip-107/#comment-1919 Amy Bills Fri, 20 Jun 2008 13:55:58 +0000 http://www.theb2blead.com/webinars/12-ways-to-turn-300-webinar-attendees-into-3000-part-ii-b2b-marketing-and-sales-tip-107/#comment-1919 Great tips and definitely all ones we'd recommend here at Bulldog Solutions. To answer your very last question...Yes! We often engage with registrants before a live Webinar with a simple e-mail soliciting their input and questions. Up to 20% of registrants reply to this e-mail...in some cases I've seen even more than 20%. This not only opens a dialog with specific registrants about thier pain points and questions, but provides invaluable feedback for the speakers, who can use the questions to tweak their own content and match it up to what the audience needs. We talk a lot about "conversation" and "two way" communication" and "user-generated content." This is a perfect example of a simple way to incorporate all of that. Great tips and definitely all ones we’d recommend here at Bulldog Solutions. To answer your very last question…Yes! We often engage with registrants before a live Webinar with a simple e-mail soliciting their input and questions. Up to 20% of registrants reply to this e-mail…in some cases I’ve seen even more than 20%. This not only opens a dialog with specific registrants about thier pain points and questions, but provides invaluable feedback for the speakers, who can use the questions to tweak their own content and match it up to what the audience needs. We talk a lot about “conversation” and “two way” communication” and “user-generated content.” This is a perfect example of a simple way to incorporate all of that.

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