This month we'll explore the topic of Using Webinars for Lead Generation. Join us for this webinar as we get an overview of how important using webinars for lead generation is for your organization.

1. Using Webinars for Lead
Generation
Ideas & Considerations

2. Today:
Webinars Are Hot!
Metrics We Get
Promoting Webinars for Lead Gen
Quick Success Story

3. Webinars are HOT!
Great Lead Gen

4. 5 Elements that Make Webinars Great
for Lead Gen
Taste What You Offer
Value Exchange
Easy to Measure
Identifies Where You Are in Buyer’s Journey
Entry Point to Follow Up

5. Taste Before You Try
• Authenticity
• Legitimacy
• Sets Expectations
• Increases Brand Trust
• Increases Word of Mouth
• Allows for Benchmarking
• Decreases Buyer’s Remorse

6. Value Exchange
• Fill Out a Registration Form
• Get Email Address
• Understand Initial Area of Interest
• Allows Association Brand to Start Personalized
Dialogue

7. Easy to Measure
 How many people are interested in the topic
 When people registered
 How many people reached out for help, login, etc prior
 How people found registration site (referral source)
 How long people stayed within the webinar
 How people responded/participated within the webinar
 Ratings of the webinar
 How responsive people were to post-webinar follow ups
 Revenue
 Cost per lead/ Cost per acquisition

8. Where You are in the Buyer’s Journey
• Just Learning the Topic
• How to Apply Topical Knowledge
• Best Practices
• Alternatives to What You’re Doing
• Comparisons between Solutions
• What to Expect/Prepare Post-Purchase

9. Entry Point to Follow Up
• Automate a personalized follow up based on
their behavior
• Ask further questions about preferences for
how they want to:
• Interact
• Learn more
• Get involved
• Be addressed
• Etc etc

10. Metrics From Webinars
Create a Complete Profile

11. Typical Metrics
Date registered & price paid
Email registration confirmation, open, CTR, conversion to other
CTA (cross-sell)
Social profile (with marketing automation)
Converting campaign (with marketing automation) & source
Engagement with materials
Follow up conversion
Lifecycle movement through opportunity funnel

12. Promoting Webinars for
Lead Gen
Can’t Email People You Don’t Know

13. Promoting Webinars
 Paid advertising
Linked In
Google AdWords
Paid banner ad placement
Twitter & Facebook
Social media
SEO
Direct mail
Affiliates

14. Quick Success Story
• Free Webinars
• Live & On-Demand
• Packages
• Display Based on Time, Format & Topics
• Uses Discounts to Increase Registration

16. CFMA Results
Great lead funnel
So much data
Understand hot topics & positive feedback loop for new
webinars
Create demand for speakers
Create demand for CFMA brand
Create new customers
Create complete digital profile