Not Another Webinar! Five Critical Things to Consider for Your Virtual Event

December 9, 2010

So how many invitations do you receive a day to attend yet ANOTHER free webinar? Recently I conducted an “audit” of my inbox and during the week of November 15-19 I was invited to 12 different webinars.  My “greater than 2 a day” average is at best … average …and my guess is that many of you are bombarded with far more invitations.

Ironically, despite all the choices out there, webinars continue to be one of the most effective marketing tactics for our clients.   There are many ways to skin a cat and certainly the same holds true for planning, producing and executing a webinar.  At a very high level …here are 5 Critical Things to Consider as you jump into the webinar fray.

1. content is king …. .. pick a hot topic and people will come.

2. feature the primary market
“Who do you want to attend your webinar?” Invite one or more thought leaders who fit the same profile of your desired attendees to participate as speakers or panelists.

3. panels work!
I often identify 3-4 questions around a hot topic and then recruit a panel of thought leaders from the primary market (see #2) to sit on the panel. This enables me to

a) promote a multi-perspective event
b) more easily recruit panelists as there is now no real prep work for them (i.e. no slides)
c) help our brand by sitting “up on stage” with clients or prospective clients
d) showcase our expertise without forcing our audience to sit through a capabilities presentation.

4.  convenience.
Typically, half our attendance results from our “day of event” promotion.” In other words, we generate lots of registrations 3-4 weeks out, but the folks that show up are largely driven by the ”day of” promotion. Why? Webinars are a “convenience” event for most. People are busy and there are a ton of webinars out there so even if your topic is terrific, your attendees will only attend if their calendar remains open on the day/time of the event.

5.  five minutes after.
What is your plan for the first 5 minutes AFTER the webinar ends? This is often the most critical question to answer in you planning as it ties in all the objectives you attached to the event. Three must haves:

i) have a plan on how to identify the attendees you want to follow-up with
ii) have content already prepared to follow-up
iii) have a plan on how to leverage the energy /success resulting from your webinar in the weeks that follow

There are many tactics that can be discussed to embellish or expand upon the above. In addition, as I mentioned at the onset, there is more than one approach to make this all work.   I would be happy to answer any additional questions.  Good luck!


Four Ideas to Produce Valuable Content

November 8, 2010

relationship marketing

engaging in productive conversations

Marketing is as much about engaging in productive conversations with your customer base as it is about targeting and messaging.  How do you begin these conversations?  Whether it is through social media or more traditional distribution channels like email or brochures, relationship marketing (and selling) starts with listening and then providing valuable content to your customers.

Good content is often seen by marketers as hard to come by.  Here are four relatively easy tactics to create valuable content for your marketplace.

1. Facilitate a Peer-to-Peer Discussion.  Identify a hot topic and then promote a discussion among individuals at different companies that represent your potential customers.  The platform can vary.  Your options include using a professional online community, partnering with an online discussion forum, producing a teleconference, or organizing a small face-to-face meeting.  Facilitating peer-to-peer conversations among your potential customers can be tremendously valuable for those participating, and also enables you to build credibility and trust within your marketplace.

2. Survey and Summarize Feedback.  Your prospects probably share similar business challenges but their perspectives on these challenges may vary.  These differences can be interesting and enlightening.  Create a basic 10-20 question survey around industry trends, asking your prospects and clients their perceptions on the most pressing external forces, internal factors and overall market tendencies.  Summarize these findings in a one-page executive summary to distribute to your marketplace.

3.  Interview a Customer. Use a webinar tool like MS Live Meeting or WebEx to conduct a five-minute telephone interview with a customer, discussing current challenges or perceptions on the overall market landscape.  Write a brief one or two paragraph summary of the interview and then link to a recording of the interview either on your web site or on a third-party site such as YouTube, WordPress or Box.net.

4.  Summarize Your High-Level Insights.  Undoubtedly your team has a breadth of knowledge as a result of working with (and listening to) customers.  Listing some of these insights in a short blog post or executive brief can be potentially valuable to your marketplace.  See our recent post, Five Points to Consider before Introducing a New Technology, as an example.

As marketers, we must find creative ways to easily and inexpensively leverage the smart ideas within the “heads” of the individuals in our organization.  These ideas ultimately define who we are as organizations and they are critical to our success in becoming trusted advisers in our marketplace.  In closing, listed below are a few of the many blog posts that offer different and useful perspectives on creating or providing valuable content to your prospects and customers.

5 Steps for Curating B2B Content

7 Step B2B Social Media Content Sharing Strategy

What’s Your B2B Content Strategy?

7 Keys to Leading Highly Effective Sales Conversation


Will Crisis Communications become the New Standard in Marketing?

April 8, 2010

It occurs to me in today’s modern era of communications that we are overloaded with information, and this in of itself causes stress.   Thus I am beginning to employ certain best practices, outlined in a risk communications workshop I attended in ’08, into our marketing approach.  Below I list a few highlights from my notes  (I give all credit for these concepts to Vince Covello and The Center for Risk Communications).

Most important message should always be first
Common sense? Sure, but how often do you send an email to your target market and not insert the call-to-action until the third, fourth or fifth sentence?

Well constructed visuals increases attention and retention by 50% or greater

I typically avoid using image heavy messages when emailing to a large list but I am re-thinking this bias and am certainly focusing on imagery (charts, diagrams, photos) in all our print pieces (yes, I used the subtitle as an excuse to use the photo.  Is that wrong?  It proved a point!)

During times of stress the adult brain processes information at the average level of a 6th grader
Today,  I focus on keeping our communications simple.  We avoid as much jargon as we can (especially jargon that is generated internally).


Rule of 3 (27-9-3)
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information …and typically can only process 3 messages at a time.”  Expert crisis communication managers use a total of 27 words or less for all 3 key messages, with each key message averaging  9 words in length.  I love the concept and use this template as a guide in improving the effectiveness of our marketing communications.

27-9-3 in action
“The number of casualties is more than any of us can bear ultimately.
And I believe we will become stronger.
Stronger economically, politically, and most importantly, emotionally.”
– Mayor Rudolph Giuliani, Sep. 11, 2001

No more than 3-4 bullets on a PPT slide
This is consistent with everything we have learned about great marketing presentations (and the Rule of 3 above).  You want a blog that absolutely sleighs this topic?  Check out  Garry Reynolds blog entitled Presentationzen.  Follow him on Twitter at @presentationzen.

In this crowded world of email newsletters, blogs, white papers, etc. a well thought out marketing strategy using risk communications best practices may be the correct path to grabbing our market’s attention. Email me if you want more info on the topic or how we are employing this approach at CHA.  You can also search “27-9-3 and Vince Covello” to access lots of additional content on the topic.



Keep it Simple

April 5, 2010

Confucius said “Life is really simple, but we insist on making it complicated.” This rings so true in marketing. The companies who “dumb it down” are the ones who rise to the top and stay there … see Google, see Apple, see USA Today.

We often get fixated on certain terms and phrases, and our personal bias prevents us from clearly communicating to our market. As a B2B marketer you can never assume you are your market.

My firm’s business is predicated on bringing pharmaceutical companies together to work cooperatively to evaluate new R&D technologies. For years we avoided the word “consortium” to describe ourselves. We thought of “consortium” negatively and did not want to be associated with the term. Thus we started our own game of Taboo describing the business with words like “short term, multi-company projects,” “collaborative projects” and “collaborative innovation.” Our personal bias generated complex and inaccurate messaging resulting in confused (and/or unimpressed) prospects. We made our job much more difficult than it had to be.

Today, when describing our service to a big pharma executive I simply say “we manage an industry consortium to collaboratively evaluate new technologies.” It was Winston Churchill who proclaimed, “all the great things are simple, and many can be expressed in a single word.” In our case, this single word is consortium.

Here is a fun and entertaining presentation by David Pogue of the New York Times during TED 2006 ….his focus is on technology …but the message is similar .. simplicity sells!


Follow-up to Utilizing Facebook for Small Business Lead Generation” held Thursday, April 23, 2009

April 27, 2009

The Marketing Studio hosted a webinar and expert panel entitled  “Utilizing Facebook for Small Business Lead Generation”  on Thursday, April 23, 2009 at 12 PM ET.   A sincere thank you to our panelists! View the slides here and  links to their Fan Pages below.  Visit the Marketing Studio’s new FB page here!

Rachel Levy, Rachel Levy Consulting on facebook


Susan Liddy, AspireLifeCoachng.org on facebook


Hasan Luongo, Hoodiepeople.com on facebook

Mike Volpe, HubSpot on facebook


Panel to discuss: Utilizing Facebook for Small Business Lead Generation

April 22, 2009

I am very excited to be hosting and moderating a terrific panel of experts (via webinar) who will be sharing their experiences around “Utilizing Facebook for Small Business Lead Generation.”  The free webinar takes place Thursday, April 23, 2009 at 12 PM ET and will last 75 minutes.   During the session our expert panel will provide the following, in a case study format:

* An overview of Facebook and it’s elements
* How Facebook fits in with other social media platforms
* Why and how B2C and B2B companies are using Facebook
* The benefits being derived from marketing on Facebook
* The drawbacks of Facebook
* Best practices for small businesses on Facebook
* Summary and Q&A.

Review our panel and register here.

Our objectives for the call are as follows:
* Provide an overview of Facebook for the beginners
* Explain how businesses are leveraging the various elements of Facebook
* Outline some challenges and/or drawbacks you may encounter
* Provide examples of “wins” from businesses who have “been there, done that”
* Answer your questions

The All Star Panel is as follows:

Rachel Levy, Social Media and Marketing Consultant; Blog: Rachel Levy Blog


Susan Liddy, Life Coach and Founder, AspireLifeCoach.org; Blog: AspireLifeCoach.org Blog


Hasan Luongo, Co-Founder, Hoodiepeople.com; Blog: Hooodiepeople’s Blog

Mike Volpe, Vice President, Marketing, Hubspot; Blog: Hubspot’s Inbound Internet Marketing Blog

Register here.

Who should attend?  Owners and/or practitioners that are responsible for marketing their small business.  (For the purpose of this webinar, small businesses are loosely defined as businesses that generate less than $8M annually).  These may be lawyers, consultants, software vendors, accountants, insurance brokers, store owners, service providers, publishers, etc.


Polling Data & Slides – Leveraging Twitter to Grow Your Small Business

March 19, 2009

We had a tremendous panel discussion last week covering how various small businesses are using Twitter to help their business.

During the Marketing Studio webinar session, we asked our 100+ attendees various questions about their use and perceptions of Twitter.  You may access the PDF to the blinded results data, and the slides used by me and the panelists, via this link.  The questions were as follows:

Do your currently use Twitter?
What do you do on Twitter?
What was your first perception of Twitter when you initially joined?
What is your biggest fear of Twitter?
Who executes your lead generation programs?
In order to execute more Social Media oriented lead generation programs, I need more:
Which most closely describes why you chose to attend today’s webinar?
How do you distribute online content and capture leads?
What is currently your most effective “push marketing” tactic to drive people to your web site or blog?
What is the most realistic short term (next six months) benefit your business may realize from leveraging Twitter?
What is the most realistic long term (beyond September ’09) benefit your business may realize from leveraging Twitter?

View the blinded polling results.

A special thank you to our terrific panelists (links to their latest blog posts):

Kyle Flaherty, Director of Marketing, BreakingPoint
Becky McCray, Small Town Entrepreneur
Aaron Strout, VP, Marketing, Powered
Monica Valentinelli, Social Media Expert, Musicnotes.com

marketing-studio-logo Mark your calendar for April 23 @ 12 PM EDT:
Utilizing Facebook for Small Business Lead Generation, register for free now.


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