Last week, Graham Smith, one of our account executives and I headed to the MarketingSherpa B2B Summit in Orlando, FL (thankfully we had zero travel troubles with the impending tropical storm turned hurricane). ReadyTalk was a sponsor again this year as MarketingSherpa decided to condense their usual two conferences into one. While we were only there for a couple of days, there were many people (fellow marketers especially!), great conversations to be had, and key takeaways on the latest and greatest ways to generate the most qualified leads for your sales team.
In addition to exhibiting at the show, I was lucky enough to host a roundtable discussion with a handful of attendees to discuss best practices as they relate to webinars and driving audience engagement before, during and after the event. During the discussions (there were three total, 15 minutes per group), I think I learned just as much as I offered up through my experiences at ReadyTalk. Some of the areas that we focused on included:
1) Document the webinar objectives, target audiences, and success metrics, and most importantly, communicate them to key stakeholders to set consistent expectations from get-go.
2) Create a project plan that includes tasks, owners, and due dates. Ask (and ask again) that your speakers both prepare and practice the content ahead of time.
3) Promote…with a clear and concise message to let your audience quickly understand why they should your webinar. Ken Molay shared a recent blog post emphasizing this very point.
4) Use audience engagement tools during your live event (video clips, polling, social media) and give your participants a single contact to reach out to for any post-event questions.
5) Follow-up immediately….in a segmented way. Create targeted messaging based on attendance duration. For example, an attendee who stayed for 4 minutes should not get the same email as a participant that was engaged for 45 minutes. Reach out to participants a few hours after the live event concludes via email, and with a phone call within 24 hours.
6) Distribute assets such as the presentation, whitepapers, and the recording. Leverage your recorded content to extend your webinar investment by making it available through various channels and continue your lead generation efforts.
What did I learn?
- Use a ‘last chance’ email to get a bump in your registration numbers. It creates a sense of urgency and has gotten one of our roundtable participants a double digit percentage increase in registration numbers!
- Support for simu-live events continues to grow. Many of the show attendees have webinar participants in multiple countries and time zones, and need to display a pre-recorded webinar with live Q&A via chat.
In between networking breaks, I was able to drop-in to a couple of very interesting sessions. One of them focused on reaching your customers by fascinating them with your brand. Fascination was defined as intense, emotional focus, and enables a customer to become more engaged and loyal to your brand, as they feel more valued, ultimately increasing your company’s ROI. The seven triggers of fascination include:
1) Power: Take control, be the authority
2) Passion: Build emotion
3) Mystique: Selectively edit information, leave them wanting more
4) Prestige: Set a higher standard
5) Alarm: Create efficient and practical solutions
6) Rebellion: Use creativity to surprise and delight
7) Trust: Build loyalty (this one takes the longest but is most rewarding)
Pick one of these triggers to focus on and you’re off to the fascination races!
And finally, Graham and I made some great connections at the ReadyTalk booth, with current customers and future prospects. We love hearing what’s top of mind for marketers, and ways that ReadyTalk might help ease some of those issues. A great show for all!