A step-by-step guide to hosting successful webinars - GoToMeeting

AND CO-FOUNDER OF WEBATTRACT .... “Culture Shock: Shake Up Your Company, Your Store, Your People –. And Sales ...... as Apple, Oracle, and MapInfo.
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MIKE AGRON, EXECUTIVE WEBINAR PRODUCER’S

WebinarReady

TM

A Step-by-Step Guide to Hosting Successful Webinars

SPONSORED BY BY MIKE AGRON, EXECUTIVE WEBINAR PRODUCER AND CO-FOUNDER OF WEBATTRACT PUBLISHED FEBRUARY 2012

Table of Contents Prologue ................................................................................................................2 The Role Informational Webinars Play in Today’s Content Marketing Mix .............3 Why are Webinars so Effective? ............................................................................4 Sounds Great–What’s the Catch?...........................................................................5 The Case for WebinarReadyTM Methodology, Best Practices, and Metrics...............6 Getting Started......................................................................................................7

WebinarReady is a scripted TM

methodology, with best practices and metrics that

Act I – Setting the Stage for a Smooth Production ................................................8

ensure predictable outcomes,

Act II – Getting the Right Audience to Register ...................................................15

while encouraging creativity

Act III – Breathing Life into Your Production ......................................................25

and iteration as the webinar

Act IV – Sound Check and Go Live!.....................................................................35

ensemble performs to attract

Act V – Put Your Sales and Marketing Hat On ...................................................39

and engage an audience.

Epilogue ..............................................................................................................46 Appendix A..........................................................................................................47 About WebAttract ...............................................................................................49 About GoToWebinar®...........................................................................................50

1 COPYRIGHT 2012 WEBATTRACT

Prologue Who is this eBook for? If you are currently responsible for lead gen or content marketing and looking for a new take on producing and delivering webinars that will allow you to harvest more qualified sales leads, this eBook is for you. If you are new to webinar demand generation, or if you want to produce and deliver a polished webinar for training or other purposes, this information will help you maximize your outcomes. This “How To” reference guide takes you step-by-step through the process of demand generation webinar planning and lays out what you need to do before, during, and after the webinar to be successful. Anyone can deliver a webinar – the GoToWebinar® platform is easy to use. Our goal is to help you to produce engaging, results-assured productions using our proven methodology and best practices that have helped a variety of organizations deliver high-performing, high-impact webinar events. This eBook presents a unique value proposition: the marriage of a step-by-step GoToWebinar® guide with WebAttract’s strategic consulting advice and a deadline driven project management approach that leads our clients to High Performing – High Impact Webinars – something that meets your business goals, and meets or exceeds your audience’s expectations. We’ll tell you when and where you need to develop strategies and action plans, and the considerations you need to take into account. We also give you checklists to keep you on track and encourage best practices leading to a successful outcome.

“A webinar is considered WebinarReadyTM when all the moving parts and logistics have been seamlessly coordinated to provide an engaging event with predictable commercial outcomes that meet or exceed the expectatio