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Top 10 Tips Webinar SuccessTitle:   Top 10 Tips for Webinar Invitation Success

Published by/Authors:  Spear Marketing Group

Gated: Yes

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Length:  19 Pages

Highlights

Slma-recommended-187The 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.

  1. Sell the Event, Not the Product
  2. Use Your Headline and Subhead Wisely
  3. Don’t Waste Your First Paragraph
  4. Include 3-4 Bulleted Benefits
  5. Include a Speaker Photo and Bio
  6. Be Cautious About Graphics
  7. Call to Action: Early and Often
  8. Include Attendee Quotes
  9. Use Incentives Wisely
  10. 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."

Recommended for: 

  • President
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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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.

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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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Are B2B Webinars Passé?

YawnAs someone said to me recently, “Webinars? They’re so 90s - - poorly produced talking heads and PowerPoint slides we can’t read are tiring.”  ”  As  creative child of the internet, B2B Webinars seem to be running out of steam as a tactic. Users say they’re losing value.  The only more passé term in the promotional world is “Free Webinar.

Certainly, webinars attempt to teach, but its more common to see pitching and preaching using talking heads and PowerPoint slides are sure to lull viewers to sleep.  Often, at the very least, listless content drives them to answer email and browse the web while the webinar drones on, no longer viewed by 10-25% of the audience.

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Webinars are slipping, maybe because the format is 20 years old!

From the webinar presenter’s standpoint, however, the event is the culmination of a lot of work:  recruitment of speakers, 2-3 rehearsals, countless slide versions, pre-webinar promotions, breathless counting of registrations, and disappointment when 60% of registrants are no-shows, abandon rates are disappointing and attendees are answering email.  

Continue reading "Are B2B Webinars Passé?" »