Download the PDF: https://www.demandmetric.com/content/generate-leads-webcasts Providing on-demand webcasts to prospective customers is a rapidly growing demand generation strategy. Instead of having to call a salesperson at a potential vendor, your prospects can complete the research component of their buying process at their convenience. Evaluate your webcast requirements to determine whether this tactic should be added to your marketing mix.

1. GENERATING
LEADS WITH
WEBINARS
HOW-TO GUIDE

2. 2 Generating Leads with Webinars How-to Guide
Providing on-demand webcasts to prospective customers is a rapidly growing demand gener-
ation strategy. Instead of having to call a salesperson at a potential vendor, your prospects can
complete the research component of their buying process at their convenience. Evaluate your
webcast requirements to determine whether this tactic should be added to your marketing mix.
The word webcast is derived from “web” and “broadcast”. Its use has varied since the early-mid
1990s as the nature of the medium came into public use. Webcasting is sending audio and/or
video live over the Internet. In essence, webcasting can be thought of as broadcasting over the
Internet.
There are numerous reasons to start your webcasting program. From your customer/prospect’s
perspective, webcasts can be viewed at their convenience, and allow for evaluation without
having the start a ‘sales cycle’ with a representative. Additionally, if you make your webcast tran-
scripts searchable, your prospects can save time by zeroing in on the specific content they are
interested in viewing.
From your organization’s perspective, webcasts provide new leads (if you require visitors to sign
up for viewing); reduce costs related to tradeshows or events; allow for customized communica-
tions based on audience; and work for you 24/7.
HOW-TO GUIDE
Generating Leads with Webinars
What Is a Webcast?
What Is the Business Case?
Webcasting Vendors
On24
Go-To-Meeting
Join.Me
ReadyTalk
Very often, prospective customers are interested in learning more about a product/service, but
hesitate to contact an organization for fear of getting wrapped up in a sales cycle with a persistent
salesperson. Use a pull approach to capture more new leads, and have your customers prepared
to ask buying questions.
Bottom Line

3. 3 Generating Leads with Webinars How-to Guide
1
3
Discuss
with Senior
Management
Select a
Platform
Communicate the business case for
webcasting to your executives to obtain their
buy-in and secure budget approval for this
type of project. Be sure to get a clear indica-
tion of costs from vendors before you present
this idea.
Action Plan
STEP 1 - Discuss with Senior Management
7
6
4 Prepare a Script
2
Determine
Target
Audiences
5
Make Your
Webcast
Searchable
8
Communicate
Effectively
Select Your
Speaker
Edit Rigorously
Build Your Webinar
Program Business Case
for Webcasting
Webinar Program Business Case
V I E W R E S O U R C E

4. 4 Generating Leads with Webinars How-to Guide
1
3
Determine
Target
Audiences
Discuss
with Senior
Management
Review your current and potential audiences
and analyze what information they would
need to make a decision regarding your type
of product/service, i.e. competitive advantage
or industry solutions.
Action Plan
STEP 2 - Determine Target Audiences
7
6
4
2
5
8
Communicate
Effectively
Select Your
Speaker
Select a
Platform
Edit Rigorously
Prepare a Script
Make Your
Webcast
Searchable
Understand the Audience
with the Buyer Persona
Template
Buyer Persona Template
V I E W R E S O U R C E

5. 5 Generating Leads with Webinars How-to Guide
Ensure the system you choose has the
following functionality built in: searchable
transcripts, registration (leads), surveys and
polling, interactive discussion or chat, high
quality streaming audio/video, and synchron-
ized slide navigation.
Action Plan
STEP 3 - Select a Platform
3 Select a
Platform
1 Discuss with Senior
Management
2
4
5
6
7
8
Communicate
Effectively
Determine
Target
Audiences
Select Your
Speaker
Edit Rigorously
Prepare a Script
Make Your
Webcast
Searchable
Choosing the Right
Platform for Your Web
Conferences
Web Conferencing Vendor Evaluation
V I E W R E S O U R C E

6. 6 Generating Leads with Webinars How-to Guide
Once you have a platform in place, work on
writing a script that is conversational and
informative and provides a clear description.
It is not imperative that your speakers follows
the script verbatim, but ensure that key state-
ments are made.
Action Plan
STEP 4 - Prepare a Script
4 Prepare a
Script
1 Discuss with Senior
Management
2
3
5
6
7
8
Communicate
Effectively
Determine
Target
Audiences
Select Your
Speaker
Select a
Platform
Edit Rigorously
Make Your
Webcast
Searchable
Outline Your Script with
this Video Script Template
Video Script Template
V I E W R E S O U R C E

7. 7 Generating Leads with Webinars How-to Guide
Potential customers do not want to hear
a canned sales pitch, give them a table of
contents or agenda; and make your webcast
transcripts searchable to save your pros-
pects time.
Action Plan
STEP 5 - Make Your Webcast Searchable
5
Make Your
Webcast
Searchable
1 Discuss with Senior
Management
2
3
4
6
7
8
Communicate
Effectively
Determine
Target
Audiences
Select Your
Speaker
Select a
Platform
Edit Rigorously
Prepare a Script
Keep Your Prospects
Engaged with Searchable
Transcripts

8. 8 Generating Leads with Webinars How-to Guide
Action Plan
STEP 6 - Edit Rigorously
Take the time to capture multiple takes, and
edit your webcast to optimize its effect. If
you don’t have this type of experience, you
may wish to get some outside help from a
video-production or media agency.
6 Edit
Rigorously
1 Discuss with Senior
Management
2
3
4
5
7
8
Communicate
Effectively
Determine
Target
Audiences
Select Your
Speaker
Select a
Platform
Prepare a Script
Make Your
Webcast
Searchable
Practice Makes Perfect
and A Better Webcast Too

9. 9 Generating Leads with Webinars How-to Guide
Action Plan
STEP 7 - Select Your Speaker
Although your key executives may be the
experts when it comes to your organization,
do not make the mistake of assuming that
they are your best public speakers. Send
a company-wide email out to identify any
speakers who have Toastmasters or Dale
Carnegie training.
7
8
Select Your
Speaker
Communicate
Effectively88
1 Discuss with Senior
Management
2
3
4
5
6
Determine
Target
Audiences
Select a
Platform
Edit Rigorously
Prepare a Script
Make Your
Webcast
Searchable
Who Is Your Best Public
Speaker for Your Webinar?
Webinar Speakers Database
V I E W R E S O U R C E

10. 10 Generating Leads with Webinars How-to Guide
Action Plan
STEP 8 - Communicate Effectively
Stay focused on the topic and avoid pitching
your product/service. Open and close with
interesting value propositions, and ensure
your speaker varies his or her tone and pace.
8 Communicate
Effectively
2
1 Discuss with Senior
Management
3
4
5
6 Edit Rigorously
7
Select Your
Speaker
Determine
Target
Audiences
Select a
Platform
Prepare a Script
Make Your
Webcast
Searchable
Lasting Impressions with
the Webinar Presenter Tool
Webinar Presenter Evaluation Tool
V I E W R E S O U R C E

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