Increase ROI On Your Webinar With 5 Simple Steps

Webinars can be loosely translated into two buckets: webinars for potential customers and webinars for existing customers. We’re strictly talking about the first bucket today. What is the aim of these webinars??

Leads, leads, and more leads.?Today, we dissect? 5 steps to get webinar leads that convert. Stay with us.

Step 1: Define Lead Quality Through Fit-Scoring?

Fit scoring is a method to evaluate and rank leads on how well they match the ideal customer profile (ICP) and marketing-qualified lead (MQL) criteria.?

Purpose: To categorise new incoming leads.

How it works: When a new lead registers for the webinar, they are scored based on how well they ‘fit’ certain characteristics, such as industry, job title, seniority, business size, and technical knowledge.?

Example: A lead from the Technology industry with the job title Senior Software Engineer, at a mid-sized company (200-500 employees) may be the ideal target.?

Step 2: Fit-Scoring as Ranking

Let’s widen the picture a bit more.?

We have the ideal fit for the webinar, how do we determine how involved they were in the webinar??

Purpose: To rank and qualify leads based on their engagement and fit score.?

How it works: After the webinar, leads are further evaluated based on attendance, rewatch %, email interactions, and their initial fit score.?

Example:? So, from our initial example:?

Lead Qualification Score = (Senior Software Engineer) + (Attended Webinar) + (Rewatched Webinar) + (Clicked Through Follow-Up Emails) = Highly Qualified Lead

Step 3: Clearly Define Webinar Content and Partner Involvement?

• Consider adding a partner(s) in a panel or workshop-style webinar to extend your reach.
• Look for individuals or businesses that are complementary, but not competitive.
• Ensure that all partners involved agree on a promotional plan ahead of time.?

Step 4: Draft a Webinar Check List

• 4-5 weeks out?build registration page, create email invitations + reminders, social partners and paid creatives.
• 6-7 weeks out:?Identify the webinar topic, write boilerplate copy for the event.?
• 2-3 weeks out:?Begin promotion on all channels and conduct first run-through on platforms with all speakers.
• 1 week out:?Second run-through, reprobation on socials

Step 5: Nurture What You Captured

Form a real relationship with your lead. Audience segmentation is key. Here’s a framework & plan of action:?

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#WebinarMarketing #LeadGeneration #ROI