Presented byDon Cameron

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

How to Generate Sales LeadsUsing Webinars

What You’ll Learn

review traditional lead generation review traditional lead generation methods/costsmethods/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

calculating ROIcalculating ROI

Standard Lead Generation Methods

pay per click pay per click organic search organic search email marketingemail marketing

advertising advertising direct mail direct mail cold callingcold calling

Marketing TacticsIm

pact

of

Mar

keti

ng

Tact

ic

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%)

Conversations/MonthConversations/Month 4444

Salary +Salary + $3000$3000

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

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

4 Different Types of Webinars

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

Webinar Components

What it is What it is notnot —— a product or a product or service pitchservice pitch

What it What it isis: educational: educational

on topic of interest to your on topic of interest to your prospectsprospects

with some link back to your with some link back to your

product/serviceproduct/service

Lead Generation Webinars

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

Why Webinars Are Effective

Audience chooses to be thereAudience chooses to be there

Oral and visual elementsOral and visual elements

Audience interactionAudience interaction

Benefits of Educational Marketing

Established as an authority Established as an authority on the subjecton the subject

Gain the trust and respect of Gain the trust and respect of your audienceyour audience

Position yourself for a Position yourself for a consultative saleconsultative 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 list30%Email

70% Social Media

Marketing Email

Timing of Promotion

Minimum of 2 marketing emails before Minimum of 2 marketing emails before the eventthe event

7 days7 days1 day1 day

X

Qualifying the Leads

Qualifying the Leads

Lead Follow-up

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

deliver educational handdeliver educational hand--outsouts

link to recording for nonlink to recording for non--attendeesattendees

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

Identify topic, speaker, set date, setup Identify topic, speaker, set date, setup registration process 4registration 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 priorprior

Send email reminders to registrants 24 and 1 hr Send email reminders to registrants 24 and 1 hr priorprior

PowerPoint PowerPoint –– less words more visuals, 1 slide per less words more visuals, 1 slide per minuteminute

Quick Tip Takeaways

Engage & qualify audience with polling, post Engage & qualify audience with polling, post event surveyevent survey

Keep webinar to 60 minutes or less including Keep webinar to 60 minutes or less including the Q&Athe Q&A

Follow up with attendees & nonFollow up with attendees & non--attendees attendees within 48 hours after eventwithin 48 hours after event

Hand-out Materials

WhitepaperWhitepaper: 8 Ways to : 8 Ways to Integrate Webinars in a Integrate Webinars in a B2B Marketing PlanB2B Marketing Plan

Press 7# on your phone to ask a question

Questions?

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

866-930-4500TeleWebinars@ConferTel.net

Don CameronWebinar Strategist

Thank you!