New eBook: Did You Qualify? Getting the Most Qualified Leads from Webinars

Getting qualified leads from webinarsWebinars are a top three lead generation tactic—up there with email, content and video. The ability bring in net new leads makes it highly valuable. But, if you’re stopping with lead generation, you’re missing out on an opportunity. Webinars are a great tool for qualifying leads too.

By using webinars to qualify, the leads you pass to sales will be warmer and more likely to close. It allows you to focus on the most promising leads will dropping the others into nurture campaigns and other programs. It can greatly improve the ROI of your webinar program (and make your sales reps happy!).

Ken Molay of Webinar Success, recently wrote a great eBook for us on the best ways to use webinars to qualify leads. In, Did You Qualify? Getting the Most Qualified Leads from Webinars, he provides some great insight around registration data, creating negative bias with front-loaded selling and how to approach incremental qualification.

He also includes a great dating analogy, comparing registration data to dating:

“In the dating world, this is the equivalent of a man walking into a bar, spotting a pretty girl, and immediately asking for her home phone number. What is her incentive for providing private information before she has even met him? Say hello first. Find out her name. “

The ebook also includes some sample polling questions that can help in the qualification process by gathering additional details from attendees. Download the eBook for other best practices that make qualification easier.

download webinar ebook now

RT XTraining-Building a Mentorship Program @ReadyTalk

ReadyTalk was founded in 2001 and has been successful in not only growing its customer base but also building a strong employee brand. We now have a total of 175 employees divided between two floors at our downtown Denver office. ReadyTalk has also been ranked one of the Best Companies to work for several years in a row by publications such as ColoradoBiz Magazine and Outside Magazine.

However, going from a small company to a medium sized company brings new excitement and new challenges which leads to new opportunity. The question is, “How do we keep our employees connected despite our growth?”

After much discussion with employees, competitive benchmarking and a few internet searches it was clear. ReadyTalk already has a very comprehensive benefits package which employees value very much. However, the one thing we didn’t have was a form of a mentorship program which could help build working relationships, educate employees on other internal business units and create an opportunity for employees to learn from one another.

The next question was, “how do we build a mentorship program from scratch?” I am going to provide a high level overview of the steps that were taken to get this program going.

• Answer the question, “What is the mission of the program?”

Answering this question helped establish the goals of the program. This was easy because ReadyTalk already has a set of core values. We were able to create our mission off of these values.

• Answer the question, “What will the mentorship program look like?”

Our program was created to bring people together, to share learning and educate one another. We chose to have our participants have the opportunity to cross-train or even better XTrain! Rather than implement the traditional mentorship senior/junior relationship we wanted to branch out and have various departments work together.

• Get buy-in from Executive Management and Managers.

Without the support of Executive Management and Managers the XTraining program may go nowhere. Managers want the best for their teams but also have the bottom line in mind. It is crucial to explain the benefits of having their team member’s participate in a mentorship program.

• Hold an All-Employee Kick-Off Meeting

In an effort to communicate the ReadyTalk XTraining program a kick-off meeting was held to share with the employees what this new program was all about. This was a simple power-point presentation highlighting the details with a bit of music for some flare

• Gather feedback and be open to constructive criticism

The only way to improve a process or a program is to ask the users what they think. We have been very up front with the fact that the XTraining program is in its infancy stages and we absolutely want constructive criticism. This is the only way we can tweak, enhance and create a program that employees feel is beneficial.
The ReadyTalk XTraining program is meant to be open, accessible and employee driven. We are excited to have implemented this program and look forward to its success.

Webinar Leads vs. PPC Ads: How do they compare?

Webinar Leads compared to PPC AdsIn the scramble for leads, marketers look at multiple sources. Two popular sources that are on the radar for most marketers are PPC ads and webinars. But how do they compare for effectiveness?

PPC ads have more recently become popular, but they are an integral part of most marketers’ lead generation strategies. The 2013 State of Paid Search survey reports that 72% of businesses are planning to increase their PPC budget in 2014. Among PPC ads, Google AdWords is the most popular option among marketers, followed by Bing Ads, display networks, and Facebook, in that order. And Google’s algorithm changes are supporting these budget increases since paid ads are taking up more than half the search results page, in some instances.

PPC ads generally work to attract completely new users who may be interested in the product or service offered. In fact, 64.6% of all clicks are from sponsored links. What’s more, 89% of the traffic driven by PPC ads are new traffic, generated outside organic searches. And 45.5% of web users actually cannot distinguish between paid ads and organic listings in search engines.

However, using PPC as the sole marketing tactic to generate leads is becoming increasingly ineffective. The market research firm YouGov estimates that only18% of small to medium enterprises using Google Adwords actually see a return on their investment.

Web users have become smart enough to see through marketing pitches. It may drive people to the website, but it takes much more effort to actually convert. In other words, PPC grabs the potential customer’s attention, but does little to develop or sustain any worthwhile relationship with them. In marketing lingo, PPC works to generate new prospects, but does little to advance them up the marketing lifecycle or convert. The best way to make PPC work is by specifying a call to action – what the visitor who has clicked on the ad is expected to do next. This call to action can be anything from leading to the website landing page or a shopping cart, or even liking the Facebook page to downloading a whitepaper. Perhaps, the most effective call to action is an invitation to a webinar.

The webinar is, like PPC ads, a popular option used by marketers to generate leads. The added advantage is that it helps marketers nurture leads, and then convert them into customers. 62% of all B2B marketers resort to this channel to nurture leads. It offers marketers the unique advantage of having the prospect’s undivided attention for a designated amount of time. During this time, the marketer can unearth a lot of useful and relevant information on the prospect. The marketer can also educate as well as inform the prospect to advance then through the marketing lifecycle. It can even impress the prospect enough to develop a long lasting relationship.

Webinars have a very high conversion rate, standing at about 42% registrant-to-attendee conversion rate. Instead of focusing on getting prospects to a demo or the home page, marketers can use PPC ads to gather an audience for a webinar, and then use the webinar to identify the most promising of prospects, engaging them towards forging a long lasting relationship.

Compared to other marketing tactics, webinars offer higher quality leads and a shorter lead nurturing phase. This means more dollar signs and a happier marketer. Find out how and why the cost of a webinar lead is justified in your marketing budget in The Cost of Webinars whitepaper. Download it now.

Download the Cost of Webinars whitepaper

 

Wondering where all our info came from? Check out our reference list:

1.     http://searchenginewatch.com/article/2078630/Why-PPC-is-an-Effective-Form-of-Advertising

2.     http://socialmediatoday.com/sookie-shuen/473076/death-pay-click-advertising-ppc

3.     http://www.wordstream.com/blog/ws/2012/07/17/google-advertising

4.     http://www.bluleadz.com/blog/bid/91966/Should-You-Spend-Money-On-Pay-Per-Click-Advertising

5.     http://www.cueblocks.com/articles/ppc/ppc-advantages.php

6.     http://www.demandgenreport.com/industry-resources/white-papers/2359-on24-webinar-benchmark-report.html#.Umcs3pRAQRY

7.     http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/

Preventing the Webinar Flop

Preventing the Webinar Flop

My husband and I were recently on a trip to the Algarve, the southern region of Portugal, and we ran out of gas on the side of the highway just before sunset. It was towards the end of our trip and we were supposed to return our rental car that evening. The following hours included:

• Figuring out a way off of the highway and to a neighboring town
• Finding people who spoke a little English to ask for directions to a gas station
• Walking the couple of miles to the gas station
• Finding a method of transporting the gas back to our car (FYI, if no gas can is available a 5-liter water container does the trick)
• Making it back to our car and successfully putting in enough gas to get us to another gas station
• Realizing we weren’t going to make it back to the rental car company in time
• Giving the rental car company a call and making other arrangements

This was one of the only “fails” of our vacation, but now we have a great story and have had several laughs over our adventure in the Algarve. We could have utilized the resources presented to us throughout the day and we could have been better prepared. Thankfully, we were flexible and made the most of the situation.

The lessons learned from our adventure can be easily translated to your webinars. On the Account Management Team, we have the opportunity to help our customers deliver quality webinars to their audiences of all shapes and sizes. We sometimes hear the question, “How can I prevent my webinar from failing?” We realize you put a LOT of time and energy into your webinar and the fear of a webinar flop is a reality. Here are a few things you can do to prevent your upcoming webinar from failing:

1.Utilize ReadyTalk

• Many webinars have little hiccups simply because the chairperson didn’t ask us for help. We love to discuss best practices, brainstorm ideas and help you to feel confident and prepared before your webinar.
• We have super star line-up on our Customer Care Team and they are here to support both you and your participants. Please give your participants their information. If there is anything strange happening (after all, it is technology) then please contact us right away. Our team can be reached via phone at 1-800-843-9166, via e-mail at help@readytalk.com, or you can chat with them through our website.
• If you are utilizing our Professional Event Services, we also have an amazing Event Services team. You will have an Operator with you on each webinar to manage the audio, the recording line and the broadcast audio stream. Please dial-in early during the pre-conference time with the Operator so he or she can do the audio checks for you and your speakers.
• You also have an Account Manager and an Account Executive to support you. Please send questions our way at any time.

2. Be Prepared:

• It is a common misconception that you’ll be able to “wing it” for the live event—please don’t fall into this line of thinking! Prepare as if you were going to be in an auditorium in front of hundreds of people.
• Know the platform and give your speakers a chance to test it out as well through dry runs. We recommend running the dry run a few days to a week in advance of your live webinar.
• Have your slides ready (and uploaded prior to the day of the webinar), presentation practiced and handoffs scripted if you have multiple speakers.

3. Be Flexible:

• There is a lot that can happen with a webinar because there are so many people involved! The service provider, speakers and participants all play a role. It is important to be flexible because of all the moving pieces.