Gathering qualified leads simplifies sales efforts, but determining which customers are really interested shouldn’t require a tarot card reader.
Several years ago, we helped one of our long-time clients, Multipub, launch a webinar series for prospective users. Like many B2B companies, their products and services are complex, and their sales cycle is long. With webinars, they’re able to keep leads engaged throughout their lengthy sales process and determine which entities are truly interested. Additionally, by advertising the informational sessions on their website, social media and via email, they are able to garner new prospects they may not have found through their typical business development efforts.
There are a few, big ideas any company can take away from their successful series.
- Make a plan. Define what you’ll cover each month, who will be responsible for each presentation, and how you’ll handle promotion and follow-up. This step may seem like a no-brainer, but setting a strategy in advance allows you to identify which materials you need to begin and creates accountability for executing your efforts. Without one, it will be difficult to get your webinar off the ground.
- Ask the right questions. Before kicking off your webinar series, you’ll need to create an online, lead generation form. Keep it short. Ask attendees to supply their name, organization, email address, and job title, but not much else. Having this information helps you establish a head-count for the event and gather details on interested parties you may not be currently tracking.
- Don’t reinvent the wheel. Cover topics with which you’re comfortable. Start by determining the items you routinely include as part of your sales process. Multipub broke their sessions down by the six modules of their system, but architecture and engineering firms might cover programming, public engagement or techniques specific to the industries they serve.
- These are not a sales pitch – well, at least not officially. Make sure your presentations are educating audiences. They should provide valuable insight to prospective clients.
- Repeat yourself. When you’re getting started, developing topics can seem overwhelming. Plan to do four or six sessions. Then, offer them several times a year.
- Spread the word. Include information about the webinar on your website and social media, but also plan to send an email invitation directly to prospects and a reminder a few days before the event.
Have questions about how to set-up and promote a webinar series? Contact us for more details.