Many B2B marketing teams have introduced webinars into their marketing mix. These web-based events attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it’s recorded. Are you making the most of this powerful lead generation asset?

1. HOW TO CRUSH YOUR
REVENUE MARKETING
GOALS WITH WEBINARS
Live Webinar

2. QUESTIONS?
Enter them in the chat
window to the right and we’ll
answer them at the end of
the webinar
RECORDING
This webinar is being recorded.
We will send you a copy within
24 hours.
SHARE
We encourage you to share the
webinar and anything you learn
on your social channels. Use
our hashtag #uberwebinar

3. How to plan &
optimize your
B2B webinars
Today’s Agenda
How to use paid
amplification to
drive more MQLs
How to use
webinars to drive
pipeline impact
How content
marketing is
evolving

4. STREET CRED
OVER 50 INTERNAL WEBINARS
MANY EXTERNAL (LOST COUNT!)
Tara Robertson
Director of Revenue
Marketing
Uberflip
Val-Pierre Genton
VP, Product Marketing
BrightTALK

5. 7+ million professionals
watch free talks on
BrightTALK and interact
with trusted experts to
learn best practices and
inform decisions.

6. A new era of connections
Today, everything and everyone is
connected always.
This is changing the relationship
between buyers and vendors.

7. Your buyers control
who they connect with,
when, where and how.

8. Online connections are driven by addictive
streams of interactive, live and trusted content.

9. Professional
network
Trusted
experts
Interactive
experiences
Live
engagement
Professionals buy
from companies
that connect on
their terms
Personalized
insights

10. What marketing teams need to succeed
Better data quality to accelerate
relationship building
Modern content and
demand marketing platform
Full funnel growth
impact visibility
Communities activated
around streams of content
Scalable content
strategy and creation

11. Content is the destination
Inspire with contentSend prospects sales collateral
Boost traffic to contentDeliver newsletters or attachments
Syndicate contentDrive traffic to direct offer or pricing
Drive content engagementBe part of the conversation
Be an educational hubProvide basic company information Websites
Email/Nurture
Paid Ads
Social
Sales Reps

12. @uberflip Live Demo
Content is the destination
Tell stories through text Tell stories through videos,
webinars
Content

13. Which stage of the
funnel are webinars
and videos good for?
Awareness
Engagement
Consideration
Decision
Advocacy

14. Planning
➔ Focused Topic
(with a great headline!)
➔ Dynamic Presenters
➔ Streamline Process & Ops
LEVERAGING
WEBINARS

15. IDEATION AND
GOALS
● What kind of leads do
you want?
● Choose a topic that is
aligned with their
interests.
● Choose a topic that
solves a real problem.
● Choose a topic that will
teach them something.

16. SPEAKER, OUTLINE,
HEADLINE
● Create a compelling
headline (duh!)
● Find an engaging
speaker / partner
● Create an outline of the
content
● Webinars work best
when they provide uber
useful info!
IDEATION AND
GOALS
● What kind of leads do
you want?
● Choose a topic that is
aligned with their
interests.
● Choose a topic that
solves a real problem.
● Choose a topic that will
teach them something.

17. PROMOTION
● Create Landing Page
Tracking (CRM / MAP)
● Partner Links (if
applicable)
● Define distribution
channels / budget
● Creative (Email, Social,
etc)
SPEAKER, OUTLINE,
HEADLINE
● Create a compelling
headline (duh!)
● Find an engaging
speaker / partner
● Create an outline of the
content
● Webinars work best
when they provide uber
useful info!
IDEATION AND
GOALS
● What kind of leads do
you want?
● Choose a topic that is
aligned with their
interests.
● Choose a topic that
solves a real problem.
● Choose a topic that will
teach them something.

18. FOLLOW UP
● Email follow up to
attendees
● Email follow up to all
registrants
● Send list to partners
(if applicable)
● Scrub webinar list for
qualified leads
● Share webinar lead list
list with sales team
● Provide context to sales
team (webinar topic, link,
etc)
PROMOTION
● Create Landing Page
Tracking (CRM / MAP)
● Partner Links (if
applicable)
● Define distribution
channels / budget
● Creative (Email, Social,
etc)
SPEAKER, OUTLINE,
HEADLINE
● Create a compelling
headline (duh!)
● Find an engaging
speaker / partner
● Create an outline of the
content
● Webinars work best
when they provide uber
useful info!
IDEATION AND
GOALS
● What kind of leads do
you want?
● Choose a topic that is
aligned with their
interests.
● Choose a topic that
solves a real problem.
● Choose a topic that will
teach them something.

19. Live or
on-demand?

20. Distribution
& Promotion
➔ Optimize landing page
➔ Leverage partners
➔ Determine channels
LEVERAGING
WEBINARS

21. Simple, clear & concise
COMPELLING CTA
Optimize forms for goals
JUST Add humans
Landing Pages

22. WHAT IF
NOBODY
COMES?

23. DISTRIBUTION
LEVERAGE
PARTNERS
SOCIAL MEDIA
CHANNELS
EMAIL
MARKETING
SPONSORED
EMAILS

24. Boost
engagement
and demand
● There are many ways to
syndicate content.
● Focus on platforms where
your target audiences are
the most engaged.
● Ensure platform can scale
and doesn’t outsource
audience fulfillment.

25. During the Webinar
➔ Start Strong (and on time)
➔ Warm up the audience
➔ Encourage Interaction
➔ Allow for Q+A
LEVERAGING
WEBINARS

26. Start with:
bio, street cred, share
something personal!
Where can they get more?
Mention content that goes deeper
on the topic (articles, Ebooks etc.)
Q+A:
Answer questions throughout (may encourage
engagement) OR Save the Q+A to the end (better
flow, may see some drop off)
Avoid questions that aren’t relevant to the
majority.
To demo or not to demo?
If you do it, keep demo relevant,
clear and concise.
Follow up with links:
Tools & tech you talked about experts you mentioned
for example, here’s a link to BrightTALK’s Ultimate
Webinar Promotions Playbook – enjoy! ;)
Tips for During the Webinar

27. After the Webinar
➔ Quick Follow Up (attendees
and partners)
➔ Recording / Slides
➔ Repurpose for “On-Demand”
➔ Consider Paid Distribution
LEVERAGING
WEBINARS

28. Edit recording
Send attendee
email
Send to leads +
links to partners
Continue to
nurture
WEBINAR FOLLOW UP
Recording to
BrightTALK/
Uberflip
Send leads +
links to sales
Slides to
SlideShare/
Uberflip

30. REPURPOSE
WEBINAR FOR
ON-DEMAND

31. KEY TAKEAWAYS
● Tell a story and focus on hot topics
● Set up repeatable, scalable processes
● Make it live and interactive
● Follow up quickly
● Amplify the recording

32. What We Do
Uberflip is the #1 Content Experience
Platform that empowers B2B marketers
to create & control personalized content
experiences at scale.
BECOME AGILE
INCREASE CONTENT ROI
CUSTOMIZE EXPERIENCES
GAIN CONTROL

33. “Uberflip has a unique position in
the marketing ecosystem. They’re
not a traditional CMS or a
marketing automation system, but
work harmoniously between the
two. Uberflip Hubs allow marketers
to quickly publish content, create
great experiences, and integrate
with multiple third party tools.”
David Kavanagh
Global Director of Digital @Alight
What Customers Say We Do

34. Visit business.brighttalk.com to learn more!