At ReadyTalk, marketers usually come to us seeking help with their webinar programs. From an educational perspective this seems simple enough – deliver webinar content and all is well. But, as is often the case, things are never so simple. What we realized at ReadyTalk was that, while marketers are coming to us for webinar help, the type of help they all need varies.
In order to build out an effective educational program, we needed to understand the most common webinar problems a marketer is seeking to solve when they turn to ReadyTalk. After much deliberation and brainstorming, we decided that there are 4 common webinar issues that ReadyTalk is called upon to solve from perspective customers. The 4 common webinar problems stated from the prospect point of view are:
1. How can ReadyTalk help me streamline my process and make it easier to manage and conduct webinars?
2. How can ReadyTalk help me lower my webinar cost per lead?
3. How can ReadyTalk help my webinars generated more qualified leads?
4. How can ReadyTalk help me intergrate my webinars into my marketing automation platform?
With these 4 webinar issues in mind, we starting sorting our education content based upon the problem and then the buyer phase they represented. The guideline being the more the content referenced ReadyTalk the further down the funnel it was tagged. With content organized by problem and phase, we are able to identify what issues the prospect is interested in learning about and delivering more of the same content.
In the next blog post, I will talk about the delivery system we used to make sure the prospects are seeing the content they want, when they want it.