Join Michael McKinnon, Sr. Demand Generation Manager of ReadyTalk and Adam Blitzer, Pardot’s very own COO, for an exclusive look at the world of webinar creation, hosting and all-around webinar best practices. (And trust me – these guys really know what they’re talking about!) Please join us for an information-packed hour of valuable webinar process magic.

1. I’m
Ready
to
do
a
Webinar,
Now
What?
Webinar
Best
Prac3ces
Presented
by:
Mike
McKinnon,
Sr.
Demand
Genera3on
Manager,
ReadyTalk
Adam
Blitzer,
COO,
Pardot
July
12,
2012

2. Agenda
• SeHng
Objec3ves
• Metrics
• Details
• Process
• Promo3on
• Presenta3on
Day
• Webinar
Follow-­‐Up
• Q&A

3.
Se<ng
Objec@ves

4. Objec@ves
Demand
Generate
$XX
in
closed
revenue
within
Genera3on
12
months
of
webinar
date
Generate
500
downloads
of
Webinar
research
brief
in
6
months
Thought
Online
Leadership
Training
Reduce
support
burden
by
25%
for
product
X
in
2012

5. Metrics
Primary
&
Secondary
Primary
• Closed
Won
Demand
Secondary
Genera3on
• Net
New
to
database
• ADended/Registered
• Hand
raisers
• OpportuniIes
Created
Primary
• Downloaded
Whitepaper
Secondary
• ADended/Registered
• Social
media
acIvity
•
Inbound
traffic
spike
Webinar
Thought
Online
Leadership
Training
Primary
• Support
reducIon
on
product
X
Secondary
• Net
New
trained
• ADended/Registered
• Total
trained
• Increased
usage
of
product
X

6. Details
• Lead
hand-­‐off
• System
integra3on
• Lead
follow
up
Process
• Hand
raiser
process
• Lead
scoring
• Sales
Enablement
• Speaker
• Assets
Webinar
Content
• Abstract
• Title
• Train
speakers
• Dry
Run
Technology
• Prac3ce
Sessions
• Interac3vity
tools

7. Process
Process
must
support
objec@ves
Objec3ve
Process

8. Choosing
a
Speaker
• Reach
• Experience
• Area
of
Exper3se
• Name
Recogni3on

9. Title
&
Abstract
Clever
Concise
Cute

10. Assets

11. Technology
• Training
• Tools
• Speaking
• Content
• Dry
Run
• Prac3ce
Session

12. Timeline
Task
Timing
Develop
event
plan
6
to
8
weeks
prior
Finalize
event
topic,
3tle,
abstract
and
speakers
6
weeks
prior
Setup
registra3on
and
begin
promo3on
4
to
6
weeks
prior
Send
email
invite
2
weeks
prior
Dra_
of
slide
presenta3on
2
weeks
prior
Full
rehearsal
and
event
dry-­‐run
1
week
prior
Final
version
of
slide
presenta3on
2
to
3
days
prior
Send
reminder
email
#1
24
hours
prior
Send
reminder
email
#2
2
to
3
hours
prior
Pre-­‐conference
with
moderator
and
speakers
30
minutes
prior
Edit
recording
(if
needed)
Within
24
hours
a_er
Send
follow-­‐up
emails
and
begin
sales
outreach
Within
24
hours
a_er
Promote
on-­‐demand
recording
Ongoing

13. Webinar
Promo@on
Keep
the
lead
in
play

14. Webinar
Deliverables
• Form
/
landing
page
+
thank
you
content
• Invita3on
email
• Cross-­‐promo
ads
• Reminder
emails
(through
webinar
vendor)
• Video
• Thank
you
/
recording
email

15. Landing
page
/
form

16. Thank
you
page

17. Invita@on
email

18. Other
ways
to
promote
• Social
posts
• Email
signatures
• Hello
Bar

19. Webinar
Follow-­‐Up
Keep
your
content
evergreen

20. Post
video
to
your
blog

21. Recording
email

22. Keep
pos@ng
the
video

23. Then
share
it!

24. Ques@ons

25. Contact
Informa@on
Mike
McKinnon
Adam
Blitzer
ReadyTalk
Pardot
Sr.
Demand
GeneraIon
Mgr.
COO
mike.mckinnon@readytalk.com
adam.blitzer@pardot.com
@RTMike
@adamblitzer
ReadyTalk
Pardot
1900
Sixteenth
Street
950
East
Paces
Ferry
Road
Floor
6
Suite
3300
Denver,
CO
80202
Atlanta,
GA
30326
800.843.9166
404-­‐492-­‐6845