Webinars help to generate warm leads in B2B marketing. Here are some important pointers to conduct a webinar.

Before the Webinar

  • Upload the presentation slides a day ahead of the webinar. In case they don’t render correctly on the webinar platform you have time to fix things.
  • Add a technical note at the bottom of the screen with instructions on how to listen to the webinar via the computer and / phone so late comers don’t interrupt the presentation.
  • Do not use cell phones or speakerphones to deliver the presentation.  This is because speakerphones pick up ambient noise. Cell phones tend to drop calls and have fluctuating volume levels.
  • Use a traditional telephone handset with a good set of headphones to deliver the presentation. Alternatively use Voice Over Internet Protocol (VOIP) with computer-connected headphones.
  • Mute his computer during the webinar so you are not distracted by any sounds. Shut down unnecessary applications such as IM and email so that you are not distracted by pop-up windows during the presentation.
  • Be comfortable with webinar technology. The speaker screen can be quite overwhelming with several boxes.
  • Have a hard copy of the presentation.
  • Choose a quiet room to conduct the webinar. Make sure nobody disturbs the recording of the live event. Turn off all cell phones in the room.
  • Check all the equipment, audio settings, computer settings etc ahead of the live event.

On the webinar day the speaker should identify the audience. Arrange an audio feed via telephone, online chat, and video conferencing via webcam apart from the central online meeting location. This not only makes participants more comfortable it also works as a backup in case of any interruptions.

Ideally the speaker should identify each of the attendees and their companies. This gives a personal touch. A round of introductions by each of the attendees would also be nice. But this may not be feasible for large webinars.  The speaker should never rush through the webinar. Let the internal audience signal to him if he is too fast.

Allot time for a QA session. A practical approach is to mute the audience until the interactive Q&A session at the end. If your webinar platform supports it, allow the audience to submit written questions during the presentation. The moderator should introduce the speaker.

Post the webinar

  • Post a recorded video of the webinar on your website.
  • Share the link via social media. Post the presentation on SlideShare.
  • Share the presentation with your sales folks so they can send it to hot leads.
  • Repurpose the content from the webinar to create an eBook
  • URLs shared through webinars can tracked with marketing automation tools that can be used for lead generationand lead nurturing.

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