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hey you signed up for our webinar and you couldn't attend would you like the gist of the topic in 15 minutes if you set a meeting with an expert and in many cases they were able to get this meeting and to start this conversation about the product bot of funnel webinars would attract people who are more likely to buy but because there are few of these people overall the top of funnel webinars uh in the cases which I investigated generated higher benefit for the company's pipeline assignments of um contacts who attended live webinar seems to be more likely to generate opportunities how do we measure the success of the program there are ways to measure the webinar uh success as a last touch so for example in one of the companies where I worked the last Touch N indicated that only 1% of booked pipeline was fully attributed to webinars or three% of um a pipeline generated not necessarily booked deals but the pipeline generated were attributed to webinars both top of funnel webinars for leadership webinar and Technical demonstrations they attended by exactly the same number of um SE level exec tives and they have exactly the same level of [Music] Engagement so I I guess let's just get uh started I mean I think you have an amazing slide deck to share I guess we'll talk about the webinar programs M blocking SAS pipeline potential go for absolutely uh first of all for years we probably were talking about how dead the email ISS and then after the pandemic uh we also discovered that webinars may not be performing as well as they did during the P pandemic in many cases companies thought okay webinars may not be the best tactic for us however just like email webinars are pretty much alive and well and companies can take advantage of that the most important fact is to discover is it right strategy for your company even if everybody else might be thinking that email is dead or the webinars are no longer performing if it works for your company it doesn't matter um in general I would talk about a few nuances of the webinar program which uh better not to overlook this is a collection of some of the mistakes which I did in the past during my uh five jobs where I was uh managing the webinar program as part of my demand gen responsibilities and this is a collection of my mistakes and some other aspects which I observed and could be done a little bit better some of them could be strategy clarification and avoidance of the longsome webinar what sometimes happen there are new nuances on measuring success and plus platforms and Integrations what we can think about them and also even some mistakes which I made in experimentation and testing okay just just one quick question uh while we get to it uh so in terms of demer and how much of your budgets and your experience have you spent on webinars versus the other channels I would say I would say about 20% in some companies I would spend on the webinar um activity usually it is a part of the larger initiatives absolutely in this presentation I'm concentrating on the webinar Channel itself as it has its nuances but definitely it was not the only Channel which I was using in the past and it has its role in overall strategy it does have a few nuances which we can emphasize and take advantage okay just go strategy clarification webinar is technically not a webinar webinar is a channel so it could be technically anything it could be a webinar from the top of the funnel it could be a conversation about industry best practices it could be a testimonial of one the best customers it could be a demo of the product and all of it could be just a webinar in many cases when companies are thinking about the webinar program and webinar platform as a part of their demand generation activities there is a definition of what expectation is and what the company wants to do with the program and sometimes it is not that clearly defined and at this point I am not talking about the strategy and the value and what the right strategy and wrong strategy could be but just the clarity of the strategy whatever it is and if you think about an example we will produce x webinars per month um sometimes it could work sometimes it may not you could clarify it a little bit when you say we will produce X top of funnel education ational webinars per month for why audience segment but it still may or may not be enough there is a very good test which you can apply the piece of paper test this test is very useful as an application not only for the webinar program but pretty much for any kind of program which you are making it's very useful to apply to the webinar initiatives in this case you would say if we will produce X pieces of paper per month does it have enough Clarity probably not or we will produce X top of final educational piece of paper per month for y audience segment this is a little better but depending on the company depending on the segment it still may not quite be clear enough and the clarity is particularly important when there are changes in strategy or changes in management other aspects to not Overlook on strategic clarification and Alignment opportunities are related to a few points webinar series it's fantastic opportunity to do webinar series when everybody knows what to expect it's easier to promote the webinar series as one after the other But Here There is a good opportunity to double check are resources defined and how promotions will be prioritized if there are any other conflict in promotions webinars are often dependent on email and email is an excellent channel to promote some other marketing activities so if the company is planning variety of marketing activities and webinar PL program is one of them and it may not be quite a top prioritized program it might or might not make sense to have this program at that time because it if it could not be promoted it may not make sense to invest resources into the program and also how resources are defined uh at one of my jobs there was a change in the organization and uh one of the people who was um finding the speakers for the webinars and uh was serving as a moderator and the industry expert left the company as a result I was a little of vacuum which my colleague and I filled with Vanessa's friends speaking at webinars it was good that the pipeline generated based on Vanessa's friends speaking at the webinars but was it the best opportunity Maybe not maybe there would be a better approach to do as both me and my colleague will relatively new to the business another point is product launches it's fantastic opportunity to use webinars as a part of the product launch promotion however if the program the webinar program relies only on product launches and on product marketing managers to run the webinars it might result in too many webinars at one point when it is not quite possible to promote all of them or too few in a different time point when an opportunity to promote something to the database is not quite used this is another point to consider when when you're trying to maximize what webinar program can do for your company and then some companies have customer Centric webinar as a separate part of the marketing sometimes it's part of the uh customer marketing area and in many cases it's a treasure of content for Prospect placing activities but not coordinating it could be also loss of opportunities again in one company I found the situation when we suddenly discovered should have disc discover covered earlier that there was an excellent webinar targeted to customers so there was a m Dash to repurpose this webinar to make it wider and more applicable to the demand generation for the prospects and uh wider promotion and exposure it was great to do but better to plan and something might be missed and you don't want to miss opportunities where you can get more benefit with less effort another point is global initiatives if you are in a global organization sometimes uh Regional programs are run based on implementation of the and localization of the main um corporate program usually run in United States however in some cases the regional programs might be rather independent and they might talk about very very specific nuances of regional markets which often not applicable to other territories however if these programs use some of other materials such as videos case studies webinars they could be repurposed independently and it could save your time and allow you to do more other promotional activities beneficial for the business so for example if your colleagues in Amsterdam is working uh on a program on a webinar 10 points how to do X specific to the industry it might be relatively easy to repurpose uh on three points how to do X or five points how to do X for United States or for maybe our region because it would be real relatively easy for the speaker to take all these materials and localize it as a webinar and it might save time for the demand generation marketer and allow to do other initiatives to generate Pipeline and then overall marketing plan and webinar programs if something is changing or strategy is becoming a little bit different it's great to make sure that everything aligns everything uh makes sense and maybe to try a piece of paper test because we always try to make sure that everything makes sense everything works together but once in a while it does happen that we end up with a lome webinar okay okay so before getting to a loansome webinar so I have some few question I wanted to ask and in terms of promotional part of webinars so how much lead time would you give for any webinar in terms of promotion uh so is it like a month be before you start promoting a webinar how do you sort of like plan for that it usually depends on the audience and on the type of the industry in some cases uh in some Industries you might get the most of the promotion you want in um about a week before the webinar it could be a couple of the emails in most of the industries what I discovered it's about two weeks if you can send a couple of the emails per week it's about two weeks and it's about four emails and if you start promoting your early then people might register but not necessarily attend or if you start promoting too late you are leaving the opportunities on the table however the webinar is a fantastic channel to address something what is happening in the industry right now because it's easier than create even a blog post in some cases and in this case it's okay to have I don't know two days promotion or even one Day promotion if the webinar is addressing whatever the topic is everybody talking in the industry and okay in terms of promotional you mentioned email four emails two weeks which is a very great Insight which promotional I mean channel would work better in addition to email is it LinkedIn promotional is it messaging like which or a mix of all of those so which one do you recommend it also depends on the industry and what um what is the main medium where the target audience leaves it could be um organic link paid LinkedIn does not always generate return on investment for the webinar promotions and it's uh now more used for I would say more used and more recommended particularly by Chris Walker from refin Labs as a a source of ungated content rather than the webinar but anything what could be done to promote it through the channels where the target audience is uh um LinkedIn P put it on the website uh promoted uh on the homepage of the website on the specific pages of the website if the audience if the target audience might be on the Facebook for example for an SB cases maybe it's a good idea to promote it on Facebook another option is to provide uh sales organization an opportunity to promote the webinar to provide um an out outreach program where the webinar could be promoted by sales reps to somebody in their Network in this case I usually do not expect to generate too much uh regist from the sales promotions I think the most uh the highest number of registrants ever generated by sales promotion based on a Steve in one of the companies where I worked was 9% 9% of the total so it's probably won't be your top Source but sales organization can use a webinar to remind some of the customers some of the prospects they might be chasing that hey uh we have a useful content and maybe you want to check it out okay that's awesome so in terms of let's say you have a list of 100 people and you're you're doing the promotion for and out of that 100 a certain number will register for it and a certain number will show up for it and a certain number will show us some interest do you have any stats what those conversion rates are uh it also depends on the industry and uh sometimes on the platform uh if you are using a relatively regular platform usually I would expect about 30% to throw up live you can increase the number of people who show up live by promoting the webinar closer to the live date uh however there are some platforms such as bright talk if you are targeting uh it audience where the webinar is available for a long time on a platform in this case the number of people who used the webinar on demand might actually be much much much much higher than the number of people who view it uh live because it's available and uh it professionals are searching for the content to get educated so it depends on the industry and the uh target audience but I would say if you are just running a regular standard webinar program uh 30% would be a good Benchmark to start and then in for some Industries it will be higher for some Industries it will be lower if you are targeting your customers and uh trying to promote whatever topic you want to your customers uh the number of number of webinar at in this live could be up to 50% or even higher than 50% okay and uh in terms of uh uh demand real demand generation like uh like in terms of capturing the interest and the people who actually end up buying your product um so do you feel like webinars work uh versus other channels webinars compliment and uh another point is to discuss the metrics how do we measure the success of the program uh which we will get to in a couple of slides uh there are ways to measure the webinar uh success as a last touch and in this case it may not show as much uh pipeline generation so for example in one of the companies where I worked the last touch metric indicated that only one 1% of booked pipeline was fully attributed to webinars or 3% of um a pipeline generated not necessarily booked deals but the pipeline generated were attributed to webinars so you might be asking yourself okay if it is just 1% of bookings uh attributed to webinar should I even do the program should I concentrate more on the P should I concentrate more on other things and this is where other metrics might be more beneficial and uh when you are trying to evaluate uh if you should be doing this tactic or another tactic how is this program this activity can be incorporated in a wider set of marketing activities okay uh one more question before I so so live webinars versus recorded webinars which one are your favorite and why uh if you are thinking about live webinar where uh the audience is live and pre-recorded webinar when you're pre-recording the webinar and then uh it's uh projected to the audience I would say it doesn't matter in some cases um people might be worried that uh there is a need to polish or adjust the webinar before it is presented to the wi the audience but in some cases the the material is so timely uh for example if it is addressing specific event in the industry that the speed of information and interaction with the prospects could be more valuable than uh unfortunate a couple of snaffles which uh otherwise could have been edited out oh okay that's awesome so L of just go for it okay thank you once in a while even if we took care of pretty much everything it happens to be that our webinar is rather lome only one webinar does not relate to anything in other marketing activities no matter how much we try to prevent it and in this case what you can do you can probably repurpose it as a blog post if it makes sense and you can slice the webinar on uh Snippets or videos which could be used in a variety of places how however if you think about creating a connected webinar it can give you more opportunities with not as much more additional work so if you start from the ebook for example uh it could be a topic which has an ebook or report and after that you have a webinar talking about the same topic so you already have the topic and after that you have a demo webinar related to the same topic or more of the bottom of the final webinar which could be uh customer testimonial or which could be uh how to select uh software of this type that becomes the entire topic so you can have a couple of blog posts you can have a video snippet you can put all of this information on your topical web page to help your SEO and to help engagement of your audience and in some cases you can actually start with the webinar Trends webinars are fantastic Trends papers blog posts everybody loves trends at the beginning of the year so you can start as a webinar to make your life a little bit easier so you might have one webinar with uh customers maybe to discuss industry Trends and then another webinar with internal experts to discuss industry Trends and then based on these webinars you can create a report talking about the industry Trends which would combine all of these materials which you already generated just by executing your planned marketing tactics and all of it could generate nice number of video Snippets and a couple of block posts to promote all of it so all of his materials could feed the other marketing efforts and help you work less and get more out of your topic okay okay that's awesome that's awesome so uh just a few few question around that um so do you think we should there should be some gating strategies around webinar or it should be like free for everybody right now uh I do think that gate is beneficial for the webinar why because this is the natural naturally gated piece of content and as we are talking more about ungating uh top of funnel content and we are um trying to touch on that dark social where everything is available and people can nurture themselves to the point until they are ready to buy and then come to the website of the company the webinar is a naturally Gable piece because you want to participate live and if you want to participate live in this case you do register and the registration allows to measure and um see what is working and what is not working so it has an additional benefit which uh companies can use but in terms of uh pre-recorded in terms of on demand webinars so is it something we should get um pre-recording yes you can definitely pre-record the webinar and run it uh later uh usually it doesn't allow on some platforms it doesn't allow you to do polls of your target audience and polls could be used uh for demand generation very very effectively okay okay that makes a lot of sense okay measuring success now measurement measuring success uh sometimes webinars as I mentioned measure it as a last touch effort and if they measured as last T effort you would see a single percentage points contribution to the bookings or to the pipeline which might indicate that it's not as effective Channel as you might might want the better probably uh measurement of success is the influence and influence uh could be taken as anybody who watched the webinar before becoming an opportunity at a certain period of time and after becoming an opportunity after a certain period of time depending on the sales cycle of the business this would give you a better metrick of how important it is the information provided by the webinar program to your opportunities this is a little bit better uh the best metric which I actually could not get in uh many of my previous jobs is a velocity webinars rumor it or uh there is some data indicating that they uh help with deal velocity so if uh number of deals is moving through the pipeline with certain speed but those deals who participate in webinars move through the pipeline faster which would definitely encourage that investment of marketing demand generation efforts into the webinar program and then there is also an opportunity to ask somebody in the company if they have any relevant data a little chart which you can see on the slide right now is actually the chart which um a bdr organization or SDR organization sent to me on one of my jobs totally unprovoked and what it showed is that uh webinar attende assignments to sdrs performed much better uh for the conversion to opportunity than any other assignments which sdrs received okay here is my chart even if the webinars are contributing based on the last touch only 1% to the book pipeline I can see that the bdrs are getting more benefit out of it and becoming more effective oh okay okay so uh in this graph just to maybe I think we can sort of like get a bit deeper into that um uh yeah so so uh what you're saying uh sort of showing is that the people who have attended uh so they have the highest conversion rate okay versus the people even though uh whats is the people a benchmark and even the people who were uh who watch it on on demand still are doing better than than the rest right yes uh CH indicates that based on a benchmark which would be um an average of all assignments which vdrs received assignments of um contacts who attended live webinar seems to be more likely to generate opportunities and even people who registered for the webinar but did not attend when assigned to the vdrs the followup will more likely to generate opportunities than an average assignment uh to the BDS okay that's awesome that's awesome and the point of this chart is you may not have as a like demand generation manager or a marketer you may not have the data on your side but maybe somebody else in the organization does and maybe it's possible to find this data to see if if you should invest more time in the specific program such as a webinar program okay okay that's awesome that's and then one of my favorite mistakes in measuring success of any campaign or a webinar is to create a very very very very complex dashboard somehow if I have access to the data in Salesforce if I can tells how many cups of coffee on the morning uh a prospect have before becoming an opportunity I will add it to my dashboard and uh in many cases my dashboards will actually longer than the Salesforce allow uh this is actually not necessary based on all of my um experience you may not need to spend all this time to create this type of grandio dashboards with my new details uh there are different types of dashboards um the program high level program dashboard and it's relates to the marketing campaigns as a webinar program where you can see the most important metrics and then you could use a diagnostic view something you would see as a marketer to make sure that everything is okay and the good example of diagnostic I would say actually uh comes from um a different program not necessarily the webinar program at one point I was working on Google Display Network with a wonderful agency and I had a diagnostic dashboard in uh Google analytics I created a little exploration where I saw what was happening and I suddenly noticed that people were converting for my program coming from the B why would they be interested looking deeper uh in the setup um we discovered that instead of Georgia State it was accidentally Georgia country what uh definitely indicated why people were converting from B so there are two aspects of the dashboard one aspect is uh actually top high level performance of the program and the second aspect is purely Diagnostic and the diagnostic part may not need to even be shared with the rest of the organization it could be kept in within the marketing operations of marketing demand gen marketing to M it as a program and then for sales what do you give sales uh to follow up on any marketing initiatives and I also discovered in many many situations that minimum necess minimum necessary information is the best and it pertains to webinars or it can pertain to any marketing campaign at one point I had an opportunity to have pretty much all the webinar activity what kind of questions you ask how much time people spent uh watching the webinar what kind of materials they downloaded all of it was available to sales and they didn't use it so in the future I want to make sure that I send the absolute minimum necessary information this person link the Salesforce to the account um to the U to the person's spot attended this webinar asked this question you might want to incorporate it in your followup that's it this was the most beneficial uh information type which uh sales found um useful otherwise when I would send more information deeply um intricate information in some cases um it was not clear if they even saw this type of information because it was just too complex okay so uh still I I guess uh we talked about the kpis and the mates which which one are your favorites like if you have to pick like okay these are the five absolute favorite kpis that I look for a successful webinar what would those be uh from the I would look at the bookings of the program because usually um it would be the webinar would be part of the biger program or some kind of a campaign with a specific topic and if I could associate the bookings generated by this campaign that would be my favorite topic but from the webinar as a separate Channel as a separate program I would use probably influenced because it would show the most of the engagement of is the program okay okay okay that's awesome and one more question in terms of uh you've mentioned that there are uh so you can do a webinar for top middle bottom and all those so for that does your selection of kpis change uh I would say if you think about the marketing campaign it would have a top of final webinar it would have a bottom of final webinar uh but it's also interesting and this is actually on the next slide it's also interesting to see if top of funnel webinars are contributing more to the pipeline or the bottom of funnel webinars and in some cases companies believe that if uh the bottom of funnel uh activity is used it could be a webinar it could be um uh blog post it could be a white paper it's more likely to generate Pipeline and I was fortunate to have enough data and enough statistically significant data in two of my companies where I work uh to see if it was true and involved companies actually it was the top of funnel webinars which were not necessarily talking about the product the company was selling which generated or influenced the higher number of opportunities and the larger pipeline in dollar cents so yes botom of funnel webinars would attract people who are more likely to buy but because there are few of these people overall the top of funnel webinars uh in in the cases which I investigated generated higher benefit for the company and a higher benefit for the company's pipeline however each company might be different and if you look at the data which you have it would be the best approach to measurement okay that's awesome we continue okay awesome another Point what you can get out of the webinar program because it's naturally has more data as in some cases some other programs you can see what kind of um audience is interested in certain topics and one of my jobs uh there was a guess that c-level audience would not be interested in technical demos and it seems to make sense so technical demos will not promote to a C Level audience in um any way but because all of this information was available to pretty much anybody uh to watch On Demand and the data was available after the analysis it was clear that both top of funnel webinars for leadership webinar and Technical demonstrations they attended by exactly the same number of um sea level Executives and they had exactly the same level of Engagement so after this investigation I was able to start promoting the technical demonstrations to higher level audience too it wouldn't be the the only one come to technical demos but it could be one of the calls to action promoted to this type of audience another beneficial uh aspect which you can get from the webinars is if you are targeting Persona X but suddenly you are seeing an increased engagement from the Persona why it might be a good idea to talk with the product marketing management they will probably see if the new persona is interested in the product when they analyze the purchase data and who is purchasing the product but engagement with the topic and the webinar because we have more of the data could be an early indicator which product marketing management could investigate and another point which I uh mentioned already top of funnel webinars versus bottom of funnel webinars what would generate more of the pipeline because it's probably would take as much effort to produce a b funnel webinar as to produce the top of funnel webinar but if one of them is more effective you can optimize your effort I also heard a couple of times in my life that okay we will improve our um webinar engagement we will improve the effectiveness of our webinar program and we will include more customers into our webinars as speakers is it true or is it not this is another interesting point to invest instigate and I was able to investigate in a couple of companies in the past two this is the data from one of the companies where I had sufficient um amount of information and as you can see there is a comparison of external speakers uh webinars webinars based on invitation of external speakers such as uh analysts and customers and just internal speakers and the wasn't that much difference so when comp it's more difficult for the company to invite an external speaker sometimes easier to create a an engagement an engaging presentation with an internal expert uh and this knowledge can save you time again but caveat it may not quite be exactly the same for your audience or your prodct product so measurement is essential this is another okay just just just I have a few questions around that so um so here we are talking about uh you mentioned that okay the top of funel uh Webers are doing better is it because of the fact that the top of funnels are mostly about value and it's about education and it's about teaching and less selling so is is this the case that people are sort of like uh attracted to that topic more my guess you're right uh one of the aspect we do know that only about 5% of the target audience are currently in market and about 95 are not in market so they will not be attracted by the partom of funnel webinar but they might want to check out the top of funnel webinar and it might be the the reason why they will remember about your company after uh the webinar when they are in market so as the webinar or any other type of material attracts why the audience it's likely that it could influence uh pipeline better but again I would uh check your own Data before making any type of conclusion I found this conclusion interesting because it was counterintuitive the same as external speaker participation of external speakers um at one case I even had a very very popular in the industry speaker who was added to a webinar later and I had a couple of promotions without the speaker and a couple of promotions after the speaker was added and I didn't notice significant increase in interest to the topic so it most likely the topic rather than the speaker unless the speaker is a celebrity which um attracts audience just by himself or herself okay okay excellent thank you and this is another interesting uh chart uh in one of my companies where I worked we measured out of 21 webinars promoted to the same audience over six months 82% of this attended only one or two webinars and we were worried oh should we repeat this stopic we just did it like three months ago if we did it three months ago it's perfectly reasonable to repeat the topic because the probability that uh whoever is might be interested in the topic already attended it is not that high but again it needs to be tested uh based on the data but if you realize that you can repeat interesting topics it will optimize your program it will allow you to generate more Pipeline with less efforts and invest these efforts in additional um demand generation effort okay okay that's awesome um so one one related question I just wanted to ask is around the delivery of uh the webinar because obviously it's all it's about keeping the user engaged for that particular topic and for that particular duration what are some of your tips and things that you found that okay that really worked well uh what I found works well is exactly what you are doing asking questions during the webinar sometimes um companies do the presentation and then adjust a little time or save a little time for asking questions and having the discussion after the webinar and this is where you see a drop in the attendance so if you spread all the questions around the webinar presentation this is the best for the engagement so what what you are doing is absolutely perfect another uh interesting aspect is polls everybody loves to see what everybody else is thinking and if you are using polls and polls show the information about the other people's voting only after you vote you have you have a higher number of people voting and in some cases you can actually structure the polls to give to give valuable information to sales to follow up with people who might be getting closer to that decision point if they want to buy your product or not okay okay that's awesome that's awesome thank you platforms and Integrations uh here are a few mistakes which I made personally in the past and do not need to worry about hopefully after vising to this uh you may not need a top webinar platform to generate pipeline I was fortunate to work with uh very nice webinar platforms and the more basic ones and in general it's the topic it's the engagement what you put in a promotion of the webinar which generate the most success so if you are a smaller company which is thinking about trying the webinar program there are ways to do it easier and cheaper than investment in a high-end webinar platform there is also a conversation there was a conversation in the industry versus about the company platform where you are running your own webinar versus the industry platform where you are hosting the webinar for example on bright talk for it professionals and you're driving all your database to the brid talk to register for your webinars some companies say yes why would I have two platforms if I am using brightt for example anyway and some companies might say I would rather have two platforms because I have a very good highly curated database which I would rather not share with my competitors and as soon as people are driven to uh some of the industry platforms they are definitely exposed to the competitive webinars and this is for the company to decide for the marketing strategy to address and uh one mistake which I made is um complex Integrations sometimes it is possible to send everything to the Salesforce how many cups of coffee the prospect had before the webinar and it's so attractive the data is so interesting but it may not be used for sales by sales and it might actually extend the period of time required to integrate the program and to start running uh webinars on the platform so it's a business decision to make how much information do you want to send to Salesforce and make available for sales versus how much efforts do you want to invest into integration of all the data points to the man details um think about it in advance and don't waste efforts on something which may not be used I had in the past okay okay that's uh another point is experimentation and testing and here are a couple of again a couple of mistakes that you truly made and recognize years later does that a obnoxious CTA works I love to put everywhere everywhere you can think of a talk with an expert interested in whatever the company is selling CH is an expert if I can put it on my forehead I will but does it work that was an interesting question uh as part of the webinar program which I run at one point I was always had this question and I would highly report this number of people I had five hand raisers wanting to talk to sales and after a year you I actually asked um sales how did this particular group do they looked at me and said they were weird but weird how they were weird um they did not necessarily want to buy the product okay in this case I dived into the data and discovered that only about 4% of those people who raised their hands were potential prospects only two were associated with any kind of opportunities what was lower than an average one in our audience 9% were direct competitors asking some bizarre questions and 9% were service providers who were trying to sell something to the company this is why they veered from the perspective of the salespeople I tried it in a few companies and when I'm coming to the new organization I usually try it because who knows people are raising their hands they want to speak with sales and then when I ask sales okay how did they do very often I hear oh they are weird at that point I no longer look into the data I just replace it with something else more useful for the business it could be um an invitation for the next webinar works very well it could be a downloadable material related to the webinar but it looks like that the just call to action does not necessarily generate the good results another another interesting approach is po results sometimes um and this is a very good topic to discuss with a subject matter expert who is working on the webinar uh and with a sales organization sometimes it is possible to structure the questions which are interesting enough but also give sales information how to speak with this Prospect and these are very valuable questions but again they require coordination and cooperation between the uh expert who is presenting the webinar particularly very technical topics and the um the product marketing manager marketer and the sales organization and another question but if you want to promote a next webinar and you don't have the topic yet what do you do usually if you have a series of webinars you can just say the next top the next webinar in our series just save your spot it will be on your calendar will be convenient in some cases it's enough um at one point I was worried that I needed a topic to promote the next webinar but when I try promoting it just with a general theme and it generated enough registrants it seemed to work well and it seemed to be more beneficial than the obnoxious CTA which I used to love so much another interesting tip which you might consider one of the uh sales organizations with whom I worked had a very interesting approach to webinar followup usually uh in some cases I will prepare the sequence uh for sales and I would send it after the webinar hey here is the webinar slid and by by the way if you're interested in the topic let us know we will talk we will get you um meeting with an expert but one sales organization actually managed to get more meetings out of no shows than out of people who actually attended the webinar what they did was quite brilliant they actually had a conversation something like that hey you signed up for our webinar and you couldn't attend would you like the gist of the topic in 15 minutes if you set a meeting as an expert and in many cases they were able to get this meeting and to start this conversation about the product no okay that's that's that's nice and then we are all currently experimenting this Ai and I do too uh from the perspective of of using AI for webinars um unfortunately we cannot quite yet tell it run a webinar for us doesn't quite work this way maybe one day not yet but it's great for brainstorming titles uh one of the excellent approach which I found is seed question sometimes when you are working with subject matter experts in a very technical Industries it's difficult for a marketer to recommend seed questions uh for the webinar and uh in many cases when I would ask um subject mattera expert they would look at me funny I don't know what I need to ask myself an answer some excellent but some are not but AI can generate 20 Questions half of them might be silly but it's easier to send these 20 questions to the subject matter expert and say okay can you pick free it works very well and it's remov that during the headlights I don't know what I need to ask myself uh hey I also great in um creation uh promotional copy and poll questions or also we are trying at least I was trying to create webinar Snippets based on AI uh there is a tool oppus clip which suppos if you load along the presentation selects topics and little Snippets which would be more um uh attractive for the audience on social media I tried it several times it didn't quite work for a more content dance webinars um but what I found if I planned pre-planned this topics so for example I would pre-plan certain questions with the speakers and sometimes even remove the presentation so I can have the speaker faces on the screen I could very easily reuse these pieces of information for any other materials for the social for the little snippits on the website or any other needs and for this presentation I actually experimented and I asked AI to generate all the images which you saw in this slides so this musician is is fully generated by chat GPT as all the previous images of very sporty webinar um however the the question here is that it's not yet perfect and I spent many many many hours I would say tinkering with this images for fun but as I am currently in a job transition I have the time time financed by the sever package from the previous employer which I can dedicate to in to investigate to explore AI capabilities but if you are working on your campaigns it may not be reasonable just to spend a lot of time trying to do something with AI which may not need to be done with AI just yet that would be my recommendation do use AI where it can help you but if it's more cumbersome we don't have after okay that's awesome otherwise the webinar channel is in good health it's an awesome channel to use in demand generation activities and it could be working very well if you put it in all your marketing strategy and see how it helps you generate by fly okay that's awesome so uh tell us a story uh uh of your your best performing webinar as to how you started what happened and what were the results just a use case for for users I would rather I would probably answer this question slightly differently uh when I worked for flexport is one of the startups in San Francisco it was a time of covid-19 and I savis was the company which took advantage of the webinar program very fast and very effectively uh as it was time for covid-19 webinar channel was the channel to use because it allowed speed and it allow communication uh there were quite a few things done which were not done in the past for example the production time of the webinar was compressed like to probably 10% of what it would normally be in some cases the webinars were created in a couple of days because there was a new information available which the target audience craved and it was possible to increase the number of sales qualified opportunities eight times this the webinar program uh webinar program received the attention of the company because it was the program working during that time period and also so it was the time period of changing regulations in the industry which flexport also took advantage of and use webinar program to generate uh higher interest and more pipeline from whatever was happening in the University okay okay that's that's awesome so uh so again I appreciate your all the time and effort that you put put in I've learned a lot and I think that user and audience will actually do so thanks a lot for putting it together and sharing it with us where can people find you if they want to know more about you absolutely please do find me on LinkedIn uh Ona bright uh you can find me on L and if your company is hiring a demand generation manager I'm happy to apply that's my only teach for today okay okay okay so Vanessa again uh I really loved our conversation so happy to talk to you again later down okay thank you and it was a pleasure I really enjoyed it okay have a nice day okay take care bye-bye 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