ReadyTalk

Meet with Confidence

Reflections on the MarketingSherpa 2012 B2B Summit

Posted by Beth Toeniskoetter on
Share this Post:

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!


Comments for Reflections on the MarketingSherpa 2012 B2B Summit

blog comments powered by Disqus

Recent Posts

New from ReadyTalk - Quick Share My Desktop

New from ReadyTalk - Quick Share My Desktop Hot off the press - we've just released an enhancement to our Quick Launcher product (available on Windows today and Mac next week). The...

Internet-wide Security Risk: How ReadyTalk is Addressing “Heartbleed”

It’s been all over the news: a major vulnerability in the encryption technology used across much of the Internet was recently discovered. The vulnerability causing these issues is...

Webinars: The Gateway Drug to a Video Marketing Strategy - Q&A Session Review

We recently hosted a webinar with the video marketing gurus over at Vidyard to dive into the idea of launching a video marketing strategy with the materials most of us already have...

Nobody is Watching Your Webinar and How to Fix It

Content is everywhere and in every form – videos, tweets, blogs, forums, whitepapers. I recently read an article that said by 2020 the amount of information on the Web is expected...

New from ReadyTalk - Modern meeting controls and VoIP enhancements

You may have noticed more frequent changes from ReadyTalk lately. In an effort to keep our controls fresh and functional for all of our different users we are continuously...

Comparing the Value of Webinar Leads vs. Email List Leads

Over time, marketers have innovated and refined many online avenues for lead generation, but the legacy email list continues to remain a top favorite. Viable alternatives, such as...

Feature Friday: How to Upload Your Video Clip

  Why Use this feature? I think it is safe to say that everyone hates when they see the word “download”. And the last thing someone wants when hosting a web conference is to lose...

The 8 Most Common Audio Conferencing Issues

Audio conferencing affects every area of business. From customer service to investor relations, poor audio quality is associated with a lack of professional competence. In order to...

Feature Friday: Promoting to Co-Presenter vs. Granting Control...What's the Difference?

Visit the ReadyTalk blog every Friday to learn more about a ReadyTalk feature.   We get a lot of questions on the difference between granting control and promoting someone...