MM9 - Webinar Pilot Program
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The document outlines an 8-step framework for conducting successful webinars, including collaboration with stakeholders, developing the concept, and building a supporting team. It emphasizes the importance of a promotion plan, live interaction during the webinar, and post-webinar follow-up to maximize engagement and measure results. Key takeaways include assigning ownership, practicing for broadcasts, and leveraging post-webinar activities for better outcomes.
MM9 - Webinar Pilot Program
- 1. Webinar Pilot an 8 Step Framework @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 1
- 2. 8 Step Framework 1. Collaborate with stakeholders on concept and theme. 2. Create the overarching message. 3. Choose the right team 4. Choose the tools for promotion, setup, broadcast and measurement. 5. Build a promotion plan. 6. Do the live broadcast. 7. Post webinar promotion 8. Measure and share results. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 2
- 3. 1. Collaborate with Stakeholders Agree on the objective. Agree on the definition of success. Choose the target audience Select a topic in line with your AFMS. Agree on what happens after the webinar. Gain commitment on budget, time and other resources. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 3
- 4. 2. Develop the Concept and Face Image, brand, voice Webinar theme title Webinar titles and descriptions Templates for emails, slides, landing pages, etc. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 4
- 5. 3. Build Your Team Ensure you have an ironclad commitment Assign ownership to a project manager Find subject matter experts (SMEs) You’ll need at least 2 speakers Supporting team – chat moderators, promotion manager, post webinar manager @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 5
- 6. 4. Get the Tools Webinar platform Marketing Automation Platform CRM and ESP Outbound venues Inbound SEO tools @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 6
- 7. 5. Promotion Plan Your house database is your best list. Use inbound and outbound channels. Make sure the process to register is super easy. Align the invitation/notice with the target audience. Be consistent with your value proposition. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 7
- 8. 6. Live Broadcast Use 2 or more speakers. Practice, practice and practice some more. Use interactive features like polls, chats, quizzes. Do live questions through the chat. (never open a line) @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 8
- 9. 7. Post Webinar Promotion The gold is mined in post-webinar activities. Follow up with attendees and non-attendees. Follow up within 24 hours. Offer a recording and the slide deck. It’s ok to connect after the webinar. Debrief the entire team. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 9
- 10. 8. Measure and Share Results Metrics were agreed to in Step 1. Show meaningful metrics Registrants Attendees Time signed on Recording playbacks Qualified leads New opportunities created Other sales or revenue metrics @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 10
- 11. Takeaways 1. Create a checklist to keep track of all the details. 2. Ensure an owner/program manager is assigned to keep things moving and on track. 3. Practice, practice and practice for the live broadcast. 4. Leverage the post-webinar for the gold. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 11
- 12. Congratulations, you’re on your way to a New Way to Market! Join the Manufacturing Marketing Institute – MM Academy today! @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 12
Editor's Notes
- #2: Welcome back Manufacturing Marketers! In the last lesson, we talked about the pilot program and best chance tactics for success in proving the concept. Remember there are 3 criteria for a best chance tactic; must be able to show meaningful numbers, must be able to capture the contact information, topic must resonate with the target audience. In this lesson, I’ll show you how a webinar is, in my opinion, the best tactic for a pilot program for a number of reasons. And we’ll walk through an 8 step framework for producing a great webinar pilot.
- #12: Unless it is an A-B test.
- #13: Webinars are fantastic pilot program tactics because they show numbers, collect the contact information and more, and you can pick a topic that matters to the target audience. In the next lesson, we’ll look at my second favorite pilot program tactic, the opt-in enewsletter. Special note on the opt-in part of the lesson. Thank you and I’ll see you at the next lesson. Now let’s go out and advance the practice of marketing in mfg today!