Published by/Authors: Spear Marketing Group
Length: 19 Pages
The issue they address: Breaking through the email clutter of webinar invitations. The authors state: “9 out of 10 email invitations show complete ignorance of elementary best practices.” Spear, a well-known marketing agency, says it all comes back to basic demand generation best practices. If you don’t use them, time to start.
- Sell the Event, Not the Product
- Use Your Headline and Subhead Wisely
- Don’t Waste Your First Paragraph
- Include 3-4 Bulleted Benefits
- Include a Speaker Photo and Bio
- Be Cautious About Graphics
- Call to Action: Early and Often
- Include Attendee Quotes
- Use Incentives Wisely
- Subject Lines: Test, Test, Test
SLMA Comments: Spear Marketing is certainly right that publishers jumped into the business of webinars, which they imply (and we agree) is the biggest issue. Publishers in the pursuit of revenue (not a bad thing in itself) have created a webinar machine that fails to connect with an audience of prospects and buyers. There are lots of expectations, but little return when done poorly and while attracting the wrong audience.
Why it’s Important
"Webinars are like buying stocks: if everyone is jumping in, no one is making money except the brokers, or in this case the publishers. Take control, follow Spear Marketing’s Top 10 Tips and see the difference."
- Marketing Operations
- Content Management and Creation
- Product Management
About Spear Marketing Group
Launched in 2009, Spear has quickly grown to be one of the leading B2B agencies in the country, serving a range of clients from start-ups to industry giants. Along the way, we’ve built a team of strategists, creatives, and technicians who are experts at what they do and also have fun doing it.
When you work with Spear you gain more than just a tactical resource. You gain a partner, a team of people who genuinely want your campaigns to work, whether your objective is leads, trials, registrations, downloads, subscribers, or repeat customers.
This review is conducted independently, without the advice or consent of the publisher. Of course, we only review those papers that are worth your time to read; we leave the others to someone else.
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