Presented by Don Cameron
“Over 80% of marketers rate webinars as one of their top 3 marketing tactics for lead generation” Forrester Research
How to Generate Sales Leads
Using Webinars
What You’ll Learn
review traditional lead generation review traditional lead generation methods/costs
methods/costs
steps for conducting a lead generation webinarsteps for conducting a lead generation webinar
how to maximize the number of webinar leadshow to maximize the number of webinar leads
method for qualifying the leadsmethod for qualifying the leads
Standard Lead Generation
Methods
pay per click pay per click
organic search organic search
email marketingemail marketing
advertising advertising
direct mail direct mail
Marketing Tactics
Impact
of Marketing Tactic
Reach of Marketing Tactic
Seminars Trade Shows Search Engine Optimization (SEO) Pay-Per-Click Print Advertising Email Marketing Direct Mail Webinars
Source: Quantum Leap Marketing
B2B Lead Conversion Rates
Search engine optimization
Search engine optimization 5.70%5.70% Paid search (PPC) Paid search (PPC) 2.30%2.30% White paper White paper 1.90%1.90% Direct mail Direct mail 0.28%0.28% Webinars Webinars 4.2 4.2 –– 6.4%6.4%
Cold Calls – Doing The Math
Calls/DayCalls/Day 4040
‘‘HitHit’’ Rate/Day (5%)Rate/Day (5%)
Conversations/MonthConversations/Month 4444
Salary +Salary + $3000$3000
1.
1. Sales Lead GeneratingSales Lead Generating 2.
2. EE--Learning/EducationalLearning/Educational 3.
3. Generate RevenueGenerate Revenue 4.
4. Positioning or AwarenessPositioning or Awareness
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 sessioncall facilitation and Q & A session
survey & reportingsurvey & reporting
What it is What it is notnot —— a product or a product or service pitch
service pitch
What it What it isis: educational: educational
on topic of interest to your on topic of interest to your prospects
prospects
with some link back to your with some link back to your product/service
product/service
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
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
Why Webinars Are Effective
Audience chooses to be there
Audience chooses to be there
Oral and visual elements
Oral and visual elements
Audience interaction
Benefits of Educational
Marketing
Established as an authority Established as an authority on the subject on the subjectGain the trust and respect of Gain the trust and respect of
your audience your audience
Position yourself for a Position yourself for a
consultative sale consultative sale
Compelling topicCompelling topic
Invitation should highlight the benefitsInvitation should highlight the benefits
Date/Time ~ gear it to your audienceDate/Time ~ gear it to your audience
Maximizing Attendance
Who Do You Market To
Current prospect listCurrent prospect list
Email listEmail list
Social media Social media
(
(FacebookFacebook, LinkedIn, etc.) , LinkedIn, etc.)
Partner membership listPartner membership list
30% Email
70% Social Media
Timing of Promotion
Minimum of 2 marketing emails before Minimum of 2 marketing emails before
the event the event 7 days7 days 1 day1 day X
Lead Follow-up
followfollow--up program should be up program should be
completely thought through
completely thought through
before
before the webinarthe webinar
deliver educational handdeliver educational hand--outsouts
Just the Technology
WebExWebEx
Live MeetingLive Meeting
ConferTelConferTel
Adobe ConnectAdobe Connect
Professionally Managed
Service
Handles each step of the webinar Handles each step of the webinar
process
process
Additional $10 for each lead generated Additional $10 for each lead generated
via social media
ROI Model for Webinar Leads
of converted leads (sales)
of converted leads (sales)
lifetime value of avg. customer
lifetime value of avg. customer
total value total value costs costs 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
Identify topic, speaker, set date, setup Identify topic, speaker, set date, setup registration process 4
registration process 4--6 wks out6 wks out
Send 3 email invitations from 2 wks to 1 day Send 3 email invitations from 2 wks to 1 day prior
prior
Send email reminders to registrants 24 and 1 hr Send email reminders to registrants 24 and 1 hr prior
prior
PowerPoint PowerPoint –– less words more visuals, 1 slide per less words more visuals, 1 slide per minute
Quick Tip Takeaways
Engage & qualify audience with polling, post Engage & qualify audience with polling, post event survey
event survey
Keep webinar to 60 minutes or less including Keep webinar to 60 minutes or less including the Q&A
the Q&A
Follow up with attendees & nonFollow up with attendees & non--attendees attendees within 48 hours after event
Hand-out Materials
WhitepaperWhitepaper: 8 Ways to : 8 Ways to
Integrate Webinars in a
Integrate Webinars in a
B2B Marketing Plan
Press 7# on your phone to ask a question
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 sessioncall facilitation and Q & A session
