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Posts in Category "Best Practices"

November 7, 2013

Why webinars rank in top 3 most effective content marketing tactics

Tweet 62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to a free research report by the Content Marketing Institute (CMI) and MarketingProfs. Additionally, marketers rate webinars as the 3rd most effective tactic of all (tied with videos).  It begs the question why more […]

9:05 AM Permalink
October 24, 2013

Five ways webinars put me to sleep

Tweet WARNING: The following blog consists mainly of a rant against boring webinars Dear Webinar Presenters and Producers, If I’m going to sign up for a 60-minute webinar, I want to be entertained!  AND I want to participate. I DON’T want to just watch (actually ‘watch’ is a strong word because most of the time […]

10:03 AM Permalink
October 16, 2013

Promoting a webinar requires a specific approach

Tweet Marketing tactics used successfully for other programs do not always work with webinar promotion. After $2M of promotional spend, 500 webinars and five years of analysis and testing of promotional options for webinars, I’d like to share what I’ve found that works and what doesn’t for driving webinar registrations. At a recent conference at […]

11:33 AM Permalink
October 2, 2013

Using webinar behavior to qualify leads

Tweet Live webinars offer a unique opportunity to qualify leads on the spot using real-time behavior. Last week I talked about qualifying leads using webinar content.  Now let’s take lead qualification to the next level.  The rich and interactive experience webinars offer give B2B marketers unique and valuable information about the registrants they’ve attracted.  Marketers […]

8:20 AM Permalink
September 24, 2013

Using webinar content to qualify leads

Tweet Webinar content is as important as demographics when qualifying leads. As discussed in my previous blog, webinars are a tactic – it’s the content that determines where the webinar falls in the B2B marketing lead gen funnel. The webinar content will therefore tell you what stage the buyer is in and what they are […]

10:53 AM Permalink
September 18, 2013

Webinars’ place in the B2B content marketing mix

Tweet Are webinars a good lead generation tool and, if so, where do they fit in the overall B2B content marketing mix?  As with most things, the answer to this is – it depends.  Once you’ve decided that webinars as a tactic belong in your mix for the rich and engaging experience they provide, then […]

10:06 AM Permalink
September 11, 2013

Webinars require marketers to wear many hats

Tweet Recently I wrote a post about the surprisingly large team it takes to pull off a successful webinar program.  In today’s post, I will expand on the critical role of the webinar program manager.  For any significant webinar program, a dedicated webinar program manager is an absolute must for success because this role requires […]

11:25 AM Permalink
August 29, 2013

Creating Valuable Virtual Conference Sponsorships

Tweet As more and more agencies move their conferences online, the conference sponsorships will have to move online as well.  However, I don’t see this as a challenge.  In fact, I believe sponsors may receive an even greater benefit from virtual conference sponsorships due to the in-depth tracking and segmentation available via virtual venues.  Just […]

9:22 AM Permalink
August 27, 2013

It takes a team to run a webinar program

Tweet In my seven years of running webinars (both directly as the coordinator and indirectly as a manager), it has struck me more than once what a significant number of people it takes to run a successful webinar program.   This week I took a moment to think it through and I came up with a […]

10:10 AM Permalink
August 22, 2013

Generic messaging is dead

Tweet Or at least it should be. Generic messaging is hazardous to the health of any company or product.  In this day of digital chaos, if you aren’t delivering relevant content to the right people at the right time no one is listening to you.  Killing and replacing generic messaging takes a lot of effort […]

10:11 AM Permalink

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