2. Webcasts for B2B Lead Gen
Carla Gates
“People won’t part with their currency
(in this case personal data) if you
don’t offer them something in return.
To capture a lead for your business
you need to create great content to
entice them to fill out your lead gen
forms.”
3. Choosing the Right Webcast Platform
Carla Gates
• What to consider when choosing a
platform:
– Pricing
– Capacity (quantity and technology)
– Ease of Use (for presenters and viewers)
– System and platform compatibility
– Tech support and training
– Reputation
– Features to consider: invitations,
registration, recording, polling, video,
customization, auto reminders, password-
protection, chat, file transfer.
5. Kickass Content = Successful Webcast
Carla Gates
5 Rules for Kickass Webcast Content:
1. It’s not all about you. It’s about giving away free
content that’s of great value to your audience. Think
about their needs first, then design your content
around that.
2. Take on the role of teacher, rather than salesperson.
3. Keep it brief and concise: 5 min of introductions and
housekeeping, 30 min of content, and 15 min of Q&A
at the end are best.
4. Guest speakers add promotional panache; just make
sure they are actually good at giving presentations.
(And practice thoroughly with them beforehand!)
5. Use lots of visuals. Text-heavy presentations will put
audience to sleep. Live demos & video are optimal if
webcast platform permits.
7. Promotion Tips:
Make Sure No One Misses The Webcast!
• Set a registration goal; track it daily
and dial up marketing efforts as
needed. [Note: Hubspot ran the the
largest webcast ever with almost
10,000 attendees]
• Set an attendee goal [avg. attendance
is 30-50% of registration.]
• Best days of week for highest
attendance: Tues-Wed; best time of
day: 11-1pm EST.
Carla Gates
8. Promotion Tips:
Make Sure No One Misses The Webcast!
• Ongoing promotion is key: The “next”
webcast should always be listed on the
homepage and blog sidebar, so that as soon
as one is done, registration for the next one is
posted.
• Registration best practices: reg form
embedded on blog or website; or branded
landing page.
• List best practices: Integrate reg form with
contact database.
• Invite your contact list by email, as well as
posting on homepage.
– Send a confirmation email once registered.
– Send a reminder email 3 days before, 1 day before,
and 1 hour before.
Carla Gates
9. Promotion Tips:
Make Sure No One Misses The Webcast!
• Promote using all your social media
channels. Choose a unique hashtag for
the event to be used for promotion, as
well as live tweets and questions during
the event.
• If relevant to your audience, try media
buys, like Facebook ads, promoted
Tweets, LinkedIn, and display ads in
industry directories.
• Get guest speaker to promote to their
email list and social channels.
– To encourage this, send “suggested copy” for
their emails and social media posts.
Carla Gates
10. Practice Makes Perfect
• You’ll have multiplepositions to coordinate, so its critical to
do a dry run several days prior to the webcast, using the
same people (use a stand-in for the attendees), on the
same webcast platform, and the same delivery device (i.e.,
phone, computer).
– Test the platform login, audio, click through the materials, practice
application sharing and interface controls.
Carla Gates
11. Day-Of Logistics
• Assign a Webcast Coordinator who is NOT the Moderator or
Presenter. This person is responsible for interaction support
with the Presenters, Moderator, and attendees; technical
support; and presenter coaching.
• The Webcast Coordinator, Moderator, and Presenter should each use
their own computers. In addition, assign someone else to monitor what
attendees are seeing.
• Slide Deck Best Practices
• Title Slide should have webcast title, date, and dial-in info as
confirmation for attendees who dial in early.
• Add slides for housekeeping, agenda, and presenter intros.
• Put contact info on each slide so that attendees can contact you after the
webcast, even if they sign off early.
Carla Gates
12. Day-Of Logistics
• Prepare 4-5 relevant questions beforehand in case there
are none from the audience.
• Use a wired, not wireless internet connection, for better
consistency and responsiveness
• Presenters should use landline, not cell phone, for optimal
audio quality.
• If providing dial-in conference numbers, don’t forget about
international attendees.
• Encourage live tweeting with event hashtags.
• DON’T FORGET TO START THE RECORDING!
Carla Gates
13. Post Webcast Follow-Up:
Get the Most Out of Your Efforts
• Nurture those leads!
• Capture the list of those who asked questions (i.e.,
they’re more engaged) and give to Sales team.
• Give reg and attendee list to Sales team, or make sure
the list automatically populates into Salesforce or
other CRM software.
• Send out recording link and/or the slide deck
toall attendeesw/in 24hrs. About 10%
ofattendees will email you looking forfollow-up
anyway.
• Fast follow-up helps motivate attendeesto take a next
step while the webcast is still on their mind.
• Post the recording on your blog or website, with
accompanying descriptive blog post. Tweet.
Carla Gates
