MH.jfif

👩‍💻 Created By: Michelle Hsu, Founder of *KJMH Digital*

📚 B2B SaaS Marketing Resource Library

📅 Book Free Strategy Call

🤝 Let's Work Together

<aside> 📌 **Webinars are a great way to educate your target market, build credibility/brand authority, and build relationships with prospects. But it's also a lot of work since there are a number of moving pieces. Let's make your life easier!

Below you'll find the framework on how to set up, execute, and measure your webinars. I've kept it general enough so you can customize it for your specific needs as no B2B SaaS company is exactly the same.

No fluff. All actionable tips you can apply right away. With that said, let's jump right in. ⬇️**

</aside>

Set-Up 🏗️

Potential Webinar Topics can Come From

• Sales feedback
• Customers' feedback
• Market research
• Target buyers' questions/comments
• Target buyers' need to get their job done (JTBD theory)

Potential Webinar Formats

• Solo - 1 presenter (can be a subject matter expert, customer, prospect, etc)
• Pair - 2+ presenters (one from your company and the other can be a customer/industry expert/prospect)
• Panel - 3+ presenters (host from your company and 2+ guests)
• Q&A or AMA - 2+ presenters (host from your company and others can be a customer/industry expert/prospect)
• Interview - 2+ presenters (host from your company and the other can be a customer/industry expert/prospect)
• Workshop - 1+ presenter (SME from your company or an industry expert/customer)

Speaker Invitations/Pitches

Cold Outreach 🧊

• Source a list of potential speakers by combing through industry associations, social media, academia, publications, VCs, etc
• Key elements to include in the cold email/DM:
  • Why you'd like them to be on the webinar (expertise, particular opinions, unique experiences, etc)
  • Webinar details - suggested topic, date, time, other speakers present (if applicable)
  • Time/Work commitment
  • Your contact info and next steps

Warm Outreach ️‍🔥

• Ask people in your organization or social network to directly connect you to potential speakers that fit your webinar topic
• Key elements to include in the warm email:
  • Why you were introduced and how you'd like to loop them into the webinar
  • Webinar details - suggested topic, date, time, other speakers present (if applicable)
  • Time/Work commitment
  • Next steps

Speaker Tracker Template

Webinar Talk Track Flow 💬

Webinar Landing Page Checklist 📋

Intro

• Intro from either the speaker (if it's just a solo presenter) or the host (if it's more than one person)
• Speaker gives a 30-sec intro about themselves OR the host introduce both themselves and the speaker(s)

Body

• Transition into the topic of the day and how it's relevant in your specific business/industry context
• Depending on the webinar format, the core of the presentation could be going through the speaker(s) deck or a list of questions

Conclusion

• Do a recap or highlights from the core presentation
• Q&A period (if applicable) - make sure to prep some questions beforehand in case there are no questions raised by the audience

For visual inspirations, can consider: Qualtrics, Slack, Outreach, Demio, Livestorm

• [ ] Webinar banner image
• [ ] Webinar topic in header
• [ ] Date, time, duration
• [ ] Speaker's name, title, company name
• [ ] Speaker's headshot
• [ ] Registration form: full name, email, company [Note: This can vary depending on your business needs but it's best to try progressive profiling if you can!]
• [ ] Webinar's target audience (who this is best suited for)
• [ ] Webinar overview
• [ ] 3 key takeaways and/or actionable resources they'll gain after attending
• [ ] RSVP CTA button within the top fold of webpage and bottom of page

Execute 🖥️

Webinar 🎙️

Dry Run

• Set aside an hour to run through the webinar with your presenter(s) to resolve any technical difficulties and/or give feedback on how to improve the presentation if applicable

Day of

• If have chat enabled, make sure to have another staff monitor it and answer questions where applicable
• Present clear CTA at end of the presentation
• Notify the audience that it's going to be recorded (if applicable)
• Have Closed Caption (if possible)

Post-Webinar

• Use recording as an on-demand asset afterward
• Re-purpose webinar content for the website and/or social media
• If have nurture email program, include on-demand webinar as a new resource

<aside> ❓ Let me know on Twitter or LinkedIn if it'd be useful to include the following on this Webinar Foundation webpage. Love to hear from you!

• Webinar Logistics/Planning Schedule Template (2 months, 1 month, 3 weeks, 2 weeks, 1 week out)
• Webinar Platforms Comparison Chart (Pros & Cons)
• Anything else you'd like to see

</aside>

Promotions 📣

Social - LinkedIn, Facebook, Twitter, Instagram, Online Communities

Emails (for visual inspirations: check out here )

• Existing Subscriber List
  • If have an existing email list, can promote your webinar to the database. Include webinar details, related resources, social share buttons, and RSVP CTA.
• Thank You for Registering Email
  • Webinar details and any related resources
  • Make it shareable (whether it's including templated social posts or prompting them to forward the webinar invite to their colleagues)
• Share with Colleagues/Network Email
  • Include this email mid-nurture stream to keep it top of mind and remind them to share with their network
• Reminder Email
  • Can do 1 week away, 1 day away, or day of email (a couple of hours before) to remind them of webinar + if there's anything you'd like to ask them (questions for the webinar speakers, resources they'd like to see, etc)

Website - If have a resource section on Homepage, include your upcoming webinar on there. Alternatively, have a horizontal banner near the top of the webpage that links to your webinar's landing page. If really want to use pop-ups (whether it's on-page or exit ones), use them sparingly. Good rule of thumb is to think about how your prospects would feel about pop-ups in general.

Speakers - Either draft templated promotional copy for your speakers to share or have them personally share about the webinar within their social networks.

Potential Gift for Speakers 🎁

• Donating to charitable organizations in their name
• Giftcards to their local businesses
• Supporting climate change initiatives
• Committing volunteer time together to local organizations that support causes they care about

Metrics 📈

What's Next? ➡️