Launching a Demand Gen Webinar Program in 2016? Here Are the Guides to Get You Started

 In Demand Generation, Uncategorized, Webinars

Are you starting to run a webinar program in 2016? Or maybe revamping your video and webinar strategy altogether to improve performance? Running a stellar webinar program might seem complex, but we’ve got you covered.

We’ve curated a great list of easy guides to help you through the planning process and turn your webinar program into a demand-generating machine in the new year.

Step 1: Learn the trends and define your goals

Whether you are new to the webinar and video marketing world or just need to familiarize yourself with the latest trends and best practices, it’s helpful to start by researching trend data and learning where your marketing peers are seeing success with their programs. This is where benchmarks reports come in handy. Check out our 2015 Webinar Benchmarks Report for insight into the benchmark data from the tens of thousands of webinars run on the BrightTALK platform last year.

When launching a new marketing initiative, it’s always important to define your goals and determine how you’ll measure success. This element is especially key when starting a webinar program, as there are many different data points to consider (registrations, views, MQLs, etc.). We’ve outlined three main objectives marketers seek to improve webinar programs in our Aligning Webinar KPIs to Business Objectives guide. You’ll find specific, measurable KPIs associated with three common objectives.

Step 2: Plan your content

Engaging, high-quality content is the driver of a successful webinar program. Producing this great content involves a good deal of planning, from coordinating speakers to ensuring that your slide deck is well-designed and on brand. Need some help generating a content plan for your 2016 webinars? Download our Content Checklist for Webinar Success to get you started.

To keep your webinar program fresh, don’t forget to incorporate partners into your plan. New to co-presenting? Co-Presenting Webinars: Your Ultimate Guide to Partner Presentations offers some great tips on how to present with partners and customers without a hitch to drive more demand.

Step 3: Drive registrations

After you’ve spent time developing the plan for your program and content, you’re ready to promote your webinar and drive registrations. Perfecting your promotions requires constant optimization and a solid understanding of your available promotional channels. Not exceeding your registration targets? Check out the Ultimate Webinar Promotions Playbook for a comprehensive list of channels and tactics to drive more qualified registrants to your webinars and videos.

Email is king when it comes to capturing registrants. Are you making the most of your best tactic?  Download these guides to help improve your email promotions:

Step 4: Deliver a solid webinar

It’s go time! Keep in mind that first impressions are key and you’ll want to engage your viewers from the get go. Our guide to The Perfect Two-Minute Webinar Introduction includes tips and a sample script to kick off your presentation effectively.

You’ll want to make sure you’re all set to present a killer webinar designed to turn viewers into prospects and customers. Well-designed presentation slides can make or break your webinar. Need some tips for enhancing your slide decks? Here’s a guide to the 7 Must-Have Slides for Your Next Webinar.

Step 5: Leverage the data

The real power of webinars lies within the rich engagement data that they generate. Marketers can extract valuable insights about their prospects by looking at how they interact with their content, including polls answered, questions asked, and feedback provided. Learn more in our quick guide on How to Harness Your Webinar Engagement Data.

Additionally, all of this information can be pushed directly into your marketing automation platform or CRM to be scored for quicker follow up and more informed sales conversations. To set up a lead scoring system for your webinar programs, download our comprehensive guide on Lead Scoring for Webinars.

The BrightTALK Academy helps B2B marketers make the most out of their webinar programs to achieve their demand generation goals. Find more content, including webinars, videos, and case studies, on the Academy.