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Posts in Category "Best Practices"

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
July 31, 2013

No one wants to see a demo of your product

Tweet Ok, that’s not entirely true.  But it is true in most cases as a first touch. If you are in the B2B marketing space you are already aware of how tough it is to get the attention of your target audience.  Trying to get attention by dishing up an invite to an online demo […]

7:25 AM Permalink
July 23, 2013

Webinars are effective lead generation programs but many don’t reach their full potential

Tweet After a great webinar topic and speaker are secured and crafty invites have gone out to target contacts that sign up in droves, the work only half done! When a marketer stops here, thinking the job is done, there is a missed opportunity. The in-webinar experience is just as important, even with a great […]

10:27 AM Permalink
July 11, 2013

Generate Leads the Sales Team will Love with Webinars

Tweet Roger Courville,  the Chief Aha! Officer at1080 Group, LLC, recently delivered a webinar on our behalf and wrote a follow-up paper on this topic. It was fantastic and I’d like to share an excerpt from that paper here: Every organization would like to have more sales leads. As MarketingSherpa has found, however, marketers’ top […]

10:17 AM Permalink

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