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How to Leverage Webinars for B2B Lead Generation

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LEVERAGING WEBINARS For B2B Lead GENERATION Hana Abaza VP Marketing, Uberflip @hanaabaza


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STREET CRED, YO FOCUS ON CONTENT OVER 50 INTERNAL WEBINARS MANY EXTERNAL (LOST COUNT!) IN PERSON PRESENTATIONS @Uberflip @HanaAbaza #uberwebinar


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LIVE & ON DEMAND WEBINARS @Uberflip @HanaAbaza #uberwebinar


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WHAT YOU’RE GONNA LEARN 1.  PLANNING & PROCESS 2.  PROMOTION & DISTRIBUTION 3.  PRESENTATION TIPS 4.  EXTENDING THE WEBINAR’S LIFE @Uberflip @HanaAbaza #uberwebinar


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LEVERAGING WEBINARS Planning Focused Topic (with a great headline) Dynamic Presenters Streamline Process & Ops @Uberflip @HanaAbaza #uberwebinar


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Ideation & Goals @Uberflip @HanaAbaza #uberwebinar


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Ideation & Goals What kind of leads do you want? Choose a topic that is aligned with their interests. Choose a topic that solves a real problem. Choose a topic that teaches them something. @Uberflip @HanaAbaza #uberwebinar


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Speaker, Outine, Headline Ideation & Goals @Uberflip @HanaAbaza #uberwebinar


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Speaker, Outine, Headline Ideation & Goals Create a compelling headline (duh!) Find an engaging speaker / partner Create an outline of the content Webinars work best when they provide uber usefull info! @Uberflip @HanaAbaza #uberwebinar


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Ideation & Goals @Uberflip @HanaAbaza SOH #uberwebinar Promotion


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Ideation & Goals SOH Promotion Create Landing Page Tracking (CRM / MAP) Partner Links (if applicable) Define distribution channels / budget Creative (Email, Social etc) @Uberflip @HanaAbaza #uberwebinar


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Ideation & Goals SOH Promotion Follow Up Email follow up to attendees Email follow up to all registrants Send list to partners (if applicable) Scrub webinar list for qulified leads Pass webinar lead list list to sales team Provide context to sales team (webinar topic, link etc) @Uberflip @HanaAbaza #uberwebinar


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LEVERAGING WEBINARS Distribution & Promotion Optimize landing page Leverage partners Determine channels @Uberflip @HanaAbaza #uberwebinar


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Landing Pages Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans @Uberflip @HanaAbaza #uberwebinar


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WHAT IF NOBODY COMES? @Uberflip @HanaAbaza #uberwebinar


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DISTRIBUTION LEVERAGE PARTNERS SOCIAL MEDIA CHANNELS EMAIL MARKETING SPONSORED EMAILS @Uberflip @HanaAbaza #uberwebinar


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LEVERAGING WEBINARS During the Webinar Start Strong (and on time) WARM UP THE AUDIENCE Encourage Interaction Allow for Q&A @Uberflip @HanaAbaza #uberwebinar


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INTRODUCE YOURSELF Landing Pages Simple, clear & concise Hana Abaza COMPLELLING CTA VP Marketing, Uberflip @hanaabaza Optimize forms for goals JUST Add humans What else? Bio, street cred, something personal etc. @Uberflip @HanaAbaza #uberwebinar


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WARM UP & INTERACTION Landing Pages Simple, clear & concise ASK QUESTIONS COMPLELLING CTA GET THEM TO FILL OUT A POLL Optimize forms for goals JUST Add humans CHAT WITH THEM PRE-WEBINAR Grab their attention early so you can hold it throughout the webinar. @Uberflip @HanaAbaza #uberwebinar


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Q & A SECTION Landing Pages Simple, clear & concise COMPLELLING CTA Save the Q&A to the end (may see some drop off) See what works best with yourOptimize forms for goals flow JUST Add humans Answer questions thoughout (may encourage engagement) @Uberflip @HanaAbaza #uberwebinar


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Q & A SECTION Landing Pages Simple, clear & concise COMPLELLING CTA Save the Q&A to the end (may see some drop off) See what works best with yourOptimize forms for goals flow JUST Add humans Answer questions thoughout (may encourage engagement) Beware of questions that are not relevant to the majority. @Uberflip @HanaAbaza #uberwebinar


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TO DEMO, OR NOT TO DEMO? Landing Pages It depends… @Uberflip @HanaAbaza #uberwebinar Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans


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TO DEMO, OR NOT TO DEMO? Landing Pages It depends… Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans If you do it, keep your demo relevant, clear and concise. @Uberflip @HanaAbaza #uberwebinar


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WHERE CAN THEY GET MORE? Landing Pages Simple, clear & concise Tools & tech you talked about COMPLELLING CTA People you talked about Optimize forms for goals JUST Add humans Content (articles, eBooks etc.) For example, here’s a link to Neil Patel’s blog post about creating high converting webinars – enjoy! J @Uberflip @HanaAbaza #uberwebinar


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LEVERAGING WEBINARS After the Webinar Quick Follow Up (attendees and partners) Recording / Slides Repurpose for “On-Demand” Syndicate Distribution @Uberflip @HanaAbaza #uberwebinar


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WEBINAR FOLLOW UP Edit recording Send attendee email Send to leads / links to partners Add to SlideShare/ Uberflip @Uberflip @HanaAbaza Send leads / links to sales #uberwebinar Continue to nurture


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@Uberflip @HanaAbaza #uberwebinar


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REPURPOSE WEBINAR FOR ON DEMAND @Uberflip @HanaAbaza #uberwebinar


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On demand / webinar syndication Landing Pages BrightTalk Netline Integrate Simple, clear & concise COMPLELLING CTA Optimize forms for goals JUST Add humans There are many content syndication tools. Use something where you can specify targeting for max results. @Uberflip @HanaAbaza #uberwebinar


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KEY TAKEAWAYS Planning & process Capture attention Engagement and interaction Follow up quickly Leverage the recording @Uberflip @HanaAbaza #uberwebinar


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Question Time! @Uberflip @HanaAbaza #uberwebinar


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