If you’re a B2B marketer, you know one thing is for certain – driving qualified, ‘sales ready’ leads is tough. I’m talking about leads that are truly qualified and fit a defined criteria. Quality lead generation is the #1 thing that keeps marketers up at night, and it should because the B2B landscape is more competitive than ever and it’s difficult to stand out from the crowd. With that in mind, here are our top lead generation trends in 2018 that B2B marketers should implement into their strategy to drive pipeline like never before.
The Top Lead Generation Trends in 2018 for B2B Marketers
Posted on Jan 31, 2018 by Jason Stegent.
60 Quotes to Ignite your Sales & Marketing Drive
Posted on Jan 26, 2018 by Jason Stegent.
Sales and marketing professionals are the lifeblood of any B2B organization. They also get told ‘no thanks’ and have more doors slammed in their faces than the rest of the departments in any organization combined! Extremely thick skin, ‘can do’ attitudes, and a fearless mentality are a must in the sales and marketing game
As we’ve done the last few years, we direct you to our friends at Hubspot for their 60 Motivational Sales Quotes to Ignite Your Sales Drive in 2018. It’s a short read, but totally worth it. Now go make 2018 the best year yet! Click here to read on.
4 Tips for Better Content Engagement
Posted on Oct 12, 2017 by Jason Stegent.
Content is king, and the amount of engagement that content is generating will tell you whether or not you’re hitting all of the right notes with your audience. The challenge, however, is that most folks know that content is king and marketers are creating more content than ever before, making it increasingly difficult to stand out from the crowd.
5 Traits of Successful B2B Marketing Teams
Posted on Sep 12, 2017 by Jason Stegent.
The world of B2B marketing is ever evolving, and today’s marketing team needs to be able to adopt new strategies and leverage a mix of technologies that educate, engage and increase conversions. Marketing is part art, part science, and there are a number of different things that make up a top-notch marketing team that always keeps the pipeline full. With that said, we’ve paired it down to 5 essential traits.
Great Webinar Content Is Staring Back At You
Posted on Aug 8, 2017 by Jason Stegent.
Marketers (and anybody else involved with producing webinars) have a number of challenges and questions they’re faced with when executing webinars:
3 Online Marketing Events That Drive Measurable ROI
Posted on Jun 7, 2017 by Jason Stegent.
Marketers are constantly looking for the right mix of events to build brand awareness, educate their customers and prospects, and, of course, help them close more business. Unfortunately, most marketers think that a certain type of event always needs to be executed a certain type of way, and that couldn’t be further from the truth. With the technologies available today, and the different ways customers and prospects want to engage, companies need to be taking more of their events online to extend their reach and touch more of their audience, drive more measurable response and save a good chunk of change in the process. Here are three events that have traditionally been in-person, but are tailor-made for an online/virtual approach: Continue reading
The Perfect Webinar Registration Page
Posted on Mar 2, 2017 by Jason Stegent.
It’s where everything begins. It’s where you make your first impression. It’s where you’re audience decides whether or not they’re going to give you 45 minutes to an hour of their time. The registration page. Seems simple enough, but a boring, vanilla, unoptimized registration page can be the difference between a webinar with huge registration numbers or one with little to no audience at all. Let’s look at the key components to the perfect webinar registration page
It Needs to Look Good!
People consume with their eyes, and your registration page needs to look good to convert them from a visitor to an actual registrant. If your plate of food didn’t look appealing, you’d be less likely to dig in, right? Take the same approach with your registration page. Too many webinar/online event platforms out there offer little to no customization, and what you’re left with is a plain Jane registration page with no appeal. You should be able to customize the page with your banners, logos, color schemes, branding, call-to-action, presenter pics and bios, etc. Anything to make it look like the registration page is YOURS. Another thing that more and more marketers are starting to leverage on their webinar registration pages are videos. Either a short video talking about the product/solution/service that the webinar is going to focus on, or a webinar ‘trailer’ of sorts giving the audience a quick glimpse into what the presentation is going to cover. Remember, people love consuming short videos and they’re an extremely engaging content marketing tool. If your platform has the capability, it’s something you should look into.
Date & Time, Social Integration:
I like to list the date and time in a few places. If you have a banner at the top of the page, list the date and time within the banner. Another good place to put it is above the abstract. Your platform should provide the ability to save the webinar to an Outlook or Google Calendar. Remember, people’s attention spans are shorter than ever. They don’t remember what they did yesterday, let alone 1-2 weeks ago. Giving them the ability to save it to their calendar is critical. Also, your platform should provide social media integration and give your visitors the ability to share your webinar through various social media channels. This is an effective way to extend your reach and get your message in front of people you otherwise wouldn’t have reached.
The Title and Abstract Must Speak to your Audience:
Your title should be 6-8 words and speak to the target audience you’re going after. Too many webinar titles are entirely too long and lose the audience right off the bat. As for the abstract, put yourself in your audience’s shoes. If you were them and read the abstract, would it be compelling enough to get you to register? I believe every abstract should have a quick intro setting the tone; the body should introduce the speakers and what they’ll be talking about; the conclusion should mention who should attend and the value/educational benefits they’ll get out of attending, and how they’ll be able to interact with the presenters during the webinar (live Q&A, for instance). This format works, plain and simple. Not too long, not too short.
Only Collect the Info you HAVE to Have:
Today’s buyer has thousands of people and hundreds of vendors vying for his/her time. Be cognizant of that and only collect the info you absolutely have to have. I cringe when I see a registration page with 10 plus registration fields. If that’s you, you’re losing registrants because of that…I guarantee it. 5-7 fields should suffice. For us, a common list includes: first name, last name, company, email, title and one qualification question (For example – Are you struggling with converting qualified leads into actual revenue?. That’s 6 and does the trick for us every single time. Try your best to stay in the 5-7 range. Remember, you want to make it as easy as possible for your audience to register. Don’t make it a hassle.
If you’re compelled, please share your feedback below. Talk soon.
Jason Stegent is the Founder & President of ElasticSolutions. Email him @ firstname.lastname@example.org
5 Common Traits of Bad Webinar Campaigns
Posted on Feb 9, 2017 by Jason Stegent.
Webinars have increasingly become the most important piece of any B2B marketer’s lead generation strategy. We all know the benefits: they allow you to more cost effectively reach more of your target audience; educate and engage them with top quality content that’s much more interactive than other forms of content marketing; get invaluable audience engagement metrics that enables you to determine who’s hot and who’s not; and drive more qualified leads into the pipeline, ultimately accelerating revenues. It’s everything you want in a demand/lead-gen tool. Unfortunately, not everybody takes the right approach from registration page creation to event archive, and the result is a campaign with no webcasting ROI and marketers saying “we’ve tried webinars, but they didn’t work for us or our audience.” Here are 5 Common Traits of Bad Webinar Campaigns:
1. Thinking the Registration Page is “Not that big of a deal”
EVERYTHING starts with the registration page. The whole point of a registration page is that when people get there, you want to convert them into registrants. The best way to do that is to align yourself with a webinar provider that allows you to customize your page to meet your brand and your call to action. The right tool should allow you to customize banners, logos and color schemes on the page. You should have freedom to create the registration fields you want and not be forced to use the fields that your provider has hardcoded. In today’s day and age, all registration pages should be optimized with social media integration so it can be shared through various platforms. Outlook and Google calendar integration so folks don’t have an excuse to ‘forget’ about your webinar. Finally, video is huge these days (we talked about that in our recent webinar – 10 Marketing Predictions for 2017). You should be able to add video to your registration page to tell the story of a product you’ll be promoting in the webinar, or to act as a webinar trailer of sorts so your audience will get a better feel for everything the webinar will cover. Video is one of the most engaging tools a marketer has in their toolbox. Add them to your registration pages and watch your traffic numbers soar.
2. Not Promoting Long or Hard Enough
I can’t tell you how many times I’ve talked to a marketer who told me they’ve had zero success with webinars, and then I find out that they promoted it for two weeks and their marketing mix was non-existent. At Elastic, we believe a webinar should get four weeks of promotion time, three weeks minimum. But I’m a big stickler for four. Over this time you should have it front and center on your website and in your social promotions (FB, Twitter, LI). Plug it in blogs and newsletters, do a press release. If you have the budget, promote it through industry publications and associations. And for best results, email still reigns supreme. Over the course of four weeks, you should send three promotional emails – at the beginning, 1-2 weeks out and 2-3 days before. And don’t forget the reminder emails!
3. Not Providing Any Value Before the Webinar
In my opinion, when somebody registers for your webinar they become a prospect. They’re not a lead yet, but they’re somebody that has shown interest in what you’re going to cover. Once they’ve registered, the time leading up to the webinar is a great time to give them additional content that would be relevant to them and their role. The registration confirmation landing page, confirmation email, and reminder emails are great places to do this. For example, when somebody registers for a webinar of yours and goes to a page confirming they’re registered, it’s a good play to provide access to other pieces of content on that page. When they get the confirmation email with details about the event, why not say “Thanks for registering for our upcoming webinar. Based on your interest in this topic, we think you’ll get a lot of value out of our recent whitepaper on XYZ.” You can take this approach with your reminder emails as well. It simply allows you to drive more value for your prospects before the live event. You need a webinar provider with this capability.
4. Not Letting Your Audience Engage
Webinars aren’t a ‘one person talking to many’ environment anymore. They’re multi-touch, interactive, collaborative events that drive attendee engagement. We believe that audience engagement is the true measure of a successful webinar (that and did it ultimately convert to real $?). I see too many webinars today that are vanilla and it’s some guy talking for 60 minutes without getting the audience engaged. Your platform should give you the ability to have live Q&A and group chats. It should allow your attendees to interact with one another and network with each other within the webinar environment. Polls and surveys should be in your toolbox if you wish to use them. If you want to show your product, seamless screen/desktop sharing should be a play. Your attendees should be able to share the webinar through their social networks and get their colleagues involved that they believe would get value out of your webinar. And finally, you should be able to host other forms of content in the webinar environment, enabling your attendees to download literature, read blogs, view videos and register for other webinars that are relevant to the topic you’re covering. These capabilities make your webinars multi-touch, engaging events that provide more measurable results for you and your team on the backend.
5. Thinking the Live Event is all that Matters
Marketers do all of this hard work to have a great webinar. They get great speakers. They promote the hell out of it and have an awesome turnout. The webinar itself is jam packed with fantastic content and the audience is truly engaged. And then…they do absolutely nothing with a great piece of on-demand content and crap the proverbial bed. This drives me crazy. I argue that your on-demand strategy should be just as important as your strategy to drive traffic to the live event. The first thing you should do is immediately archive the event on your site. The right webinar provider will not only host the webinar on their platform for a certain period of time, but you’ll also be able to build an MP4 (complete media capture) of the webinar and host it behind a registration page on your site. Within 24 hours of the event, you should send emails to those who attended and those who registered/didn’t attend letting them know how they can access the on-demand version. After that, you should send an email to everybody on your list that didn’t register letting them know the webinar is now available on-demand for them to watch. Promote the on-demand version through social media and any other channels you see fit. Another great thing about on-demand webinars is they can be used to build other pieces of content as well. Use them to create a blog, eBook or whitepaper. How about this – take the highlights of the webinar and bundle them into a 3-4 minute video and distribute that to your audience letting them know these were the key points of the event. For people who don’t want to sit through a 45 minute on-demand event, this approach is much more consumable and engaging. The point is you’ve got a great piece of content…don’t waste it. Extend its shelf-life and watch your webcasting ROI improve dramatically.
If you’re compelled, please share your feedback below. Talk soon.
Jason Stegent is the Founder & President of ElasticSolutions. Email him @ email@example.com
50 Motivational Quotes to Ignite Your Sales Drive in 2017
Posted on Jan 5, 2017 by Jason Stegent.
We did it last year, and here it is again. From our friends at HubSpot, here are 50 quotes that are tailor-made to motivate all of the sales warriors out there:
1) “Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” -Thomas Edison
2) “Always do your best. What you plant now, you will harvest later.” -Og Mandino
3) “Become the person who would attract the results you seek.” -Jim Cathcart
4) “Don’t watch the clock; do what it does. Keep going.” -Sam Levenson
5) “Everything you’ve ever wanted is on the other side of fear.” -George Addair
6) “The secret of getting ahead is getting started.” -Mark Twain
7) “Quality performance starts with a positive attitude.” -Jeffrey Gitomer
8) “Do you want to know who you are? Don’t ask. Act! Action will delineate and define you.” -Thomas Jefferson
9) “Setting goals is the first step in turning the invisible into the visible.” -Tony Robbins
10) “The harder the conflict, the more glorious the triumph.” -Thomas Paine
11) “We herd sheep, we drive cattle, we lead people. Lead me, follow me, or get out of my way.” -George S. Patton
12) “Motivation will almost always beat mere talent.” -Norman Ralph Augustine
13) “Change before you have to.” -Jack Welch
14) “Human beings have an innate inner drive to be autonomous, self-determined, and connected to one another. And when that drive is liberated, people achieve more and live richer lives.” -Daniel Pink
15) “I attribute my success to this: I never gave or took any excuse.” -Florence Nightengale
16) “Your attitude, not your aptitude, will determine your altitude.” -Zig Ziglar
17) “Well done is better than well said.” -Benjamin Franklin
18) “You miss 100% of the shots you don’t take.” -Wayne Gretzky
19) “I got lucky because I never gave up the search. Are you quitting too soon? Or are you willing to pursue luck with a vengeance?” -Jill Konrath
20) “There is always room at the top.” -Daniel Webster
21) “It ain’t over ’til it’s over.” -Yogi Berra
22) “It’s not about having the right opportunities. It’s about handling the opportunities right.” -Mark Hunter
23) “A goal is a dream with a deadline.” -Napolean Hill
24) “Winning isn’t everything, but wanting to win is.” -Vince Lombardi
25) “Big shots are only little shots who keep shooting.” -Christopher Morley
26) “If you’re offered a seat on a rocket ship, don’t ask what seat! Just get on.” -Sheryl Sandberg
27) “Outstanding people have one thing in common: An absolute sense of mission.” -Zig Ziglar
28) “You can’t build a reputation on what you are going to do.” -Henry Ford
29) “Trying is winning in the moment.” -Dan Waldschmidt
30) “Fall down seven times and stand up eight.” -Proverb
31) “If you aren’t going all the way, why go at all?” -Joe Namath
32) “Act as if what you do makes a difference. It does.” -William James
33) “You just can’t beat the person who never gives up.” -Babe Ruth
34) “Lean in, speak out, have a voice in your organization, and never use the word ‘sorry.'” -Trish Bertuzzi
35) “Whatever you are, be a good one.” -Abraham Lincoln
36) “The road to Easy Street goes through the sewer.” -John Madden
37) “Fortune favors the bold.” -Virgil
38) “Success is never final. Failure is never fatal. It is courage that counts.” -Winston Churchill
39) “Don’t be afraid to give up the good to go for the great.” -John D. Rockefeller
40) “High expectations are the key to everything.” -Sam Walton
41) “No one can make you feel inferior without your consent.” -Eleanor Roosevelt
42) “Don’t let what you cannot do interfere with what you can do.” -John R. Wooden
43) “There is little success where there is little laughter.” -Andrew Carnegie
44) “We cannot solve our problems with the same thinking we used when we created them.” -Albert Einstein
45) “What we dwell on is who we become.” -Oprah Winfrey
46) “It is not necessary to do extraordinary things to get extraordinary results.” -Warren Buffett
47) “Nothing is impossible; the word itself says ‘I’m possible!'” -Audrey Hepburn
48) “Innovation distinguishes between a leader and a follower.” -Steve Jobs
49) “The successful warrior is the average man, with laser-like focus.” -Bruce Lee
50) “Be miserable. Or motivate yourself. Whatever has to be done, it’s always your choice.” -Wayne Dyer
If you’re compelled, please share your feedback below. Talk soon.
Jason Stegent is the Founder & President of Elastic Solutions. Email him @ firstname.lastname@example.org
When a True Webinar PARTNER Makes Sense
Posted on Dec 21, 2016 by Jason Stegent.
My message isn’t striking a chord with my audience.
I’m unsure how I should promote this to my audience.
My registration page is boring as hell, and so are my confirmation and reminder emails
Why are my registration numbers so low?
Why do I have seat limits?
This technology is too hard, my presenters are never going to get how to use it
Speaking of my presenters, I can’t track them down to save my life.
Why is my attendance so low?
Wait, only X amount of people can attend?
Why can’t my audience hear me? Why is the audio quality so crappy?
I have to wait to get my reports? Are you kidding me?
I can only post this on-demand for 3 months? I have to pay more for more archiving?
What are best practices to extend the shelf-life of this content so it can keep generating leads for me?
You know what, this is just too hard. I don’t have time to plan, schedule and execute webinars. I simply don’t have the bandwidth
Does this sound familiar? If you’re a B2B marketer and you’ve run webinars or they’re a key part of your marketing strategy, chances are you’ve made some of these statements and/or asked some of these questions. If that’s the case, then you don’t need a webinar vendor…you need a webinar PARTNER. A partner that has a vested interest in making sure that you’re webinars do what they’re supposed to do – they drive traffic, they provide a platform to execute a customized, multi-touch content marketing event, they provide deep insight into audience engagement, they drive qualified leads into the pipeline, and they actually work!!!
At Elastic Solutions, we provide a managed-service webinar offering that has us managing the process from registration page creation to event archive. This includes:
• You’re given a webinar account manager that will be assigned to your account to make sure the process runs as smoothly as possible for every webinar you run on our cloud-based platform, Elastic Meetings. We handle technical, production and scheduling details. You worry about putting together great content (we’ll even consult with you on best practices for driving a value-centric message that drives traffic
• Webinars can be live, simu-live (pre-recorded and then broadcast as a ‘live’ webinar with live features) or on-demand. Elastic supports audio and slides, video and slides, video only, live screen share, etc. You name it, we can do it
• Customized registration pages with your logos, color schemes, call-to-action and overall branding. Unlimited possibilities. A more optimized registration page will convert more registrants
• Customized confirmation and reminder emails with your branding, as well as the option of offering additional pieces of content leading up to the live webinar date. This will help increase registration to attendee ratios
• Dedicated and customized dashboard for each webinar where you’ll have access to real-time reports before, during and after each webinar. These reports will give you a true sense of audience engagement
• Completely customized webinar attendee interface with a number of different engagement widgets that turn your webinars into multi-touch marketing events that increase audience engagement, provide more audience analytics and drive greater lead results. Like the registration page, this includes logos, color schemes, images, overall branding, etc.
• Managing schedules with your presenters, including running dry-runs to make sure they’re comfortable with the technology and the message that they’ll be delivering the day of the event
• Recording the webinars the day of the event so they can be ready for on-demand archiving
• Post event emails promoting the on-demand version, sending separate emails to attendees and those who registered/didn’t attend
• Each webinar is archived on our platform for 12 months
• Providing an MP4 (complete media capture) of your webinar so you can host it on your side for perpetuity
• Consulting with you on best practices to extend the shelf-life of your webinar content so it continues to act as a lead generator for your business for months to come
If you want to make webinars a bigger part of your lead generation and overall marketing plan in 2017, but you just don’t know if you have everything it takes to pull it off, a provider like us could be the solution you’re looking for. Happy Holidays!