Drive Traffic and Engagement to Your Webinar 2020 may be known in the B2B world as the year of the webinar. As the market becomes more and more saturated with free digital content, it is vital that your organization can separate itself from the crowd, maximize engagement with information they find valuable, and fill your lead-gen pipeline with the right people. View this presentation to learn: -How to use data to inform your programming -How to optimize your registration process for maximum engagement -What marketing mix is most effective -How to create a followup strategy for your attendees and no shows

1. 5 Tips for Webinar Success
Amanda Thomas
Marketing Technology Consultant

2. About Me
4x Marketo Champion
Houston MUG Leader
7 Years in Marketo
Adobe Summit Speaker
Contact Me!
All Social: @heyamandat
Email: athomas@etumos.com

3. Agenda
Leverage The Data
Promotional Plan
Follow Up Plan
Optimize Registration Page
Speakers & Topics

4. #1 Leverage The Data
Provided by your webinar platform

5. Data You Can Expect
Leverage The Data
● Registration and attendee information
● Engagement analytics
○ Engagement type (question,
comments, etc.)
○ Answers given
○ “Active listening”
○ Time in session
● Webinar run Time, start time, end time
● Polls and surveys

6. How To Use The Data
Leverage The Data
● Personalize follow-ups
○ Attended vs. No show
○ Time in session/active Listening
○ Q&A
● Integrate Q&A into follow up plan
○ Send blogs, videos answering commonly asked questions
● Plan your next webinar
○ Use feedback from surveys to pick your next topic
● Use Poll results/answers as data enrichment

7. #2 Promotional Plan
To Drive Registration

8. Webinar Timeline
-6
weeks
Webinar
Request
-4
Weeks
Registration
Live:
First Email
Promotion
& Banner on
Home Page
-3
Weeks
Second
Promotion:
Social &
Partner Email
-2
Weeks
Third
Promotion:
Email, Social,
Sales
Outreach
-1
Week
Fourth
Promotion:
Email, Social,
Partner
Week
Of
Reminder to
those
registered &
Sales
Outreach

9. Channels
Promotional Plan
Social Media
Your Website
3rd Party/Partner Websites
Email Marketing
Sales Emails
Paid Media/Ads

10. Reporting
Promotional Plan
7
10
8
4
5
7
6
3
12
13
11
7
0
2
4
6
8
10
12
14
Week 1 Week 2 Week 3 Week 4
Registration By Date & Channel
Social Website Email
26%
Week 1
31%
Social
46%
Email
22%
Website
32%
Week 2
27%
Week 3

11. Email Promo Best Practices
Promotional Plan
● Subject Line: Short, include the
date!
● CTA button at the top/ in the
banner image
● When, What, Who in every email
● Speaker image
● Use regularly scheduled emails
● Use preheader text

12. Testing
Promotional Plan
● Move around the timing/channels on
your timeline
● Social Promotion
○ Images/ vs web page
○ Hashtags
● Email Promotion
○ Subject line
○ Banner images
○ CTAs
● Web Promotion
○ Images
○ Banners/pop-ups

13. #3 Follow Up Plan
To Drive Sales Engagement

14. Webinar Follow Up Timeline
Week
Of
Webinar
Recording
+1
Week
Q&A/ Content
related to
Most asked
Question
+2
Weeks
Another
related
video/blog
+3
Weeks
Book a Demo/
Contact Sales

15. Best Practices
● Do you have content for follow up?
● Is the content you’re promoting already in
a nurture?
● End with a contact form CTA
● Relate it back to the webinar
● Send it from the speaker/moderator
● Include a play button over the recording/
actionable image
● Will your webinar topic be relevant 4
weeks from now?
Follow Up Plan

16. #4 Optimize Registration Page
To Support Demand Gen

17. Best Practices
● No navigation bar
● Form above the fold
● Short form
● Image of speakers
● Highlight (only) topic &
Include why it’s important
Registration Page

18. Testing
Registration Page
● Placement of speakers
● Length of description
● Progressive profiling
/additional “pop up” fields
● Form header
● Landing page test groups

19. #5 Speakers & Topics
Choosing the right one to increase velocity & conversions

20. Best Practices
Speakers & Topics
● Ideas for topics
○ Relevant
○ Most downloaded content
○ Best selling product
○ Topics to move the funnel
● Speakers
○ Customer webinars can be good
prospect webinars!
○ Industry leaders
○ Leverage partner relationships

21. Speakers Make the Difference
Speakers & Topics
2xREGISTRANTS
● Increase in engagement for Q&A
● Increase in registration
○ When one or more 3rd Party
speakers are involved
● Increase in Sales engagement

22. Q&A
Contact Me!
All Social: /heyamandat
Email: athomas@etumos.com