Inbound marketers generate leads. Clients and CEOs that hire Inbound marketers want leads that materialize into sales opportunities, new clients, and new revenue. But the middle of the buyer’s journey -- the middle of the funnel -- is often a challenging place for many. Approached with the right Inbound mindset, webinars can be a great way to educate and build trust at scale. However webinars can be very complex campaigns with lots of moving parts. So how do you keep your SMART goals in mind?

1. How to Use Webinars
to Educate and Build
Trust at Scale

2. Joshua Feinberg
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
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Follow on Twitter

3. How to Get Social About Today’s Talk
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4. How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively

5. Why Top-of-Funnel Programs Fail to Grow
Revenue

6. Attract Net New Strangers
• Blogging
• Social Media
• Keywords
Critical Prerequisite: Buyer Persona(s)
But this alone – even when done superbly well (it
rarely is)– is not enough to close new clients and
generate revenue

7. Convert Net New Visitors into Leads
• Calls to Action
• Forms
• Landing Pages and Confirmation Pages
Critical Prerequisite: Buyer Persona(s)
But again this alone – even when done superbly well
(it rarely is)– is not enough to close new clients and
generate revenue

8. The Burning Question
Strangers  Visitors
Visitors  Leads
New Clients and Revenue
?

10. How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively

11. Why Achieving Trusted Advisor Status is No Longer
Optional

13. The 2006 Buyer’s Journey
(pre-iPhone)
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales
• Buyers at the mercy of sales team
• Sales controls access to information (asymmetry)
• Marketing could be totally unaccountable and it didn’t matter
• Seller-centric sales cycle
Cold
calls

14. Today’s Buyer’s Journey
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales
• Sales needs to get found early as
trusted advisors
• Buyer-centric sales cycle
• Sales monopoly on info gone
Disruption of Traditional Playbook
• Search
• Social
• Mobile
• Cloud
• Sales and marketing alignment is critical
• Marketing has massive control over sales’ paychecks
• Personalization is critical
• Much more consultative

15. Buyer’s Journey Within 3 Years
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Prospects ready to
speak with your
sales team
Marketing
• Trade shows
• Print ads
• Direct mail
• Email spam
Sales Challengers
• Order takers and
explainers gone
• True consultants
dominate sales
Disruption of Traditional Playbook
• Search
• Social
• Mobile
• Cloud
• Podcasting
• Video
• Live Video
• Personalization
• Sales and marketing “departments” disappear  revenue team
• Marketing owns 70% to 90% of revenue generation
Thought
Leaders

16. Is Your Leadership in Denial?
17,361
profile views
per minute
347,222
tweets per
minute

17. The Burning Question
How the heck will you and your team earn a
trusted advisor seat at the table?

18. How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively

19. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth

20. Set SMART Goals
#1
• Specific
• Measurable
• Attainable
• Relevant
• Timebound

21. Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Topics
• Ask a write-in question on registration
• Pull from popular blog posts
• Repurpose an eBook

22. Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Speakers
• Internal subject matter expert(s)
• External/guest subject matter expert(s)
• High energy level
• Teach not sell

23. Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Audience
• Focus on one buyer persona at a time
• Limit the number of lifecycle stages/buyer’s
journey stages

24. Find the Right Topic, Speaker(s),
Audience, and Timeslot
#2
• Timeslot
• Mid-day, Mid-week usually safe choice
• Survey your buyer persona, leads, clients,
partners, etc.
• Factor in audience location/timezones

25. Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Marketing Platform
• Calls to Action
• Forms
• Landing Pages and Confirmation Pages
• List Management and Email
• Social Media Publishing and Monitoring
• Workflow Automation
• Lead Scoring

26. Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Webinar Hosting Platform
• VoIP Support
• Dial-In by Phone Support
• Mobile App Support
• Fully Integrated with Marketing Platform and
Sales Platform
• Survey Tools
• Polling Tools

27. Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Video Hosting Platform (For Recording)
• Fully Integrated with Marketing Platform and
Sales Platform
• Responsive Players
• Heatmaps by User and In Agreement
• Gateable with Form (Turnstyle)
• Calls to Action at End

28. Select the Right Tools to Power
Full-Funnel Revenue Growth
#3
• Sales Platform
• CRM Fully-Integrated with Marketing Platform
• Website Revisit Notifications
• Email Template Library
• Collateral Library
• Integrated Calling

29. Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• One of Most Complex Campaigns You Can Do
(Except Maybe for Offline Events)
• Ridiculous Amount of Moving Parts
• Process Critical for Efficiency, Quality Control,
and Ease of Training

30. Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• Reboot Computer(s)
• Disable Taskbar App Alerts
• Proactive Mute the Noise
• Quiet Room
• Sign On Door: Do Not Disturb
• Phone(s) on Vibrate/DND

31. Build Repeatable Processes and Your
Pre-Flight Checklist
#4
• Proactive Bio Needs
• Water Bottles
• Bathroom
• Fault Tolerance
• Have PPTx and PDF on Jump Drives
• Record on More Than One Computer
• Battery Backup
• Redundant Internet Access

32. Create Effective Live Event and
Post-Event Campaigns
#5
• Separate Conversion Paths for Live Event and
Recording
• Time-Specific Campaign
• Long-Duration Semi-Evergreen Campaign
• Don’t Get Lazy About This
(It Matters a Lot)

33. Promote the Live Event and
Post-Event Assets in the Right Places
Best Practice
#6
• Email Segments and Email Signatures
• Social Media (per Buyer Persona)
• Blogging (Preview and Excerpt)
• Co-Marketing
• Paid Search
• Paid Social (per Buyer Persona)
• Website Calls to Action

34. Balance Educational Content with Your
Revenue Growth Goals
#7
• Don’t Sound Like an Infomercial
• Educate (Think Like a Professor)
• Watch Very Carefully for Dropoff and Average
Session Time
• Survey! Survey! Survey!
• Include a Highly-Relevant Call to Action
• Acid Test: Would People Pay for It?

35. Integrate Email, Social Media, Blogging,
and Other Cross-Channel Tactics
#8
• Emails to Promote Webinar (2-4 Sends)
• Promote Landing Page on Social Media
• Title Slide Image
• Landing Page Screen Shot Image

36. Integrate Email, Social Media, Blogging,
and Other Cross-Channel Tactics
#8
• Blogs
• Preview Post
• Post-Event Recap Post or Excerpt Post
• LinkedIn Pulse
• Medium
• Display Ads
• Podcasts

37. Create CRM Templates and Workflow
Automation to Boost Registrations, Cross-
Promotion, and Post-Event Sales
Opportunities
#9
• Segments
• Registrants
• Attendees
• Recording

38. Create CRM Templates and Workflow
Automation to Boost Registrations, Cross-
Promotion, and Post-Event Sales
Opportunities
#9
• Behavioral Emails
• Who Else Should Attend?
• Who Else Should Watch This?
• Did It Play OK?
• Did You Get Your Questions Answered?

39. Take Your Webinars Offline and
On the Road
#10
• Breakfast Seminars
• Lunch and Learn Events
• Networking Receptions
• Speaking at Conferences
• Jointly Sponsored Events/Co-Marketing

40. How to Use Webinars to Educate and
Build Trust at Scale
I. Why Top-of-Funnel Programs Fail to Grow
Revenue
II. Why Achieving Trusted Advisor Status is No
Longer Optional
III. Top 10 Best Practices for Webinars that Educate,
Build Trust, and Create Scalable, Predictable
Revenue Growth
IV. Take the Next Step to Compete More Effectively

41. Take the Next Step
Sign Up at http://www.sphomerun.com/jf-meeting
Growth Doesn't Happen
By Accident.
You Need Goals and a Plan.
Schedule a Complimentary
Revenue Growth Assessment

42. How to Use Webinars
to Educate and Build
Trust at Scale

43. Joshua Feinberg
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
Connect with on LinkedIn
Follow on Twitter