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Webinar Program Methodology

Creating a Results-Oriented Webinar Program is a 36-page PDF planning methodology that highlights our premium tool-kit of 21 premium tools & templates (available for download to Premium & Analyst level members) to help you develop a comprehensive webinar program. Download the slides @ http://www.demandmetric.com/content/webinar-program-methodology

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Webinar Program Methodology

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  1. Webinar Program Methodology Webinar Program 01 Executive Summary 01 Objectives & Buy-In Methodology: 02 Situation Analysis 02 Pre-Webinar Planning 03 Planning a proven approach and premium tool-kit 03 Webinar Execution 04 Administration 04 Post Webinar Marketing 05 Measurement Follow this simple, step-by-step, methodology 06 Budget Measurement 05 Program to develop a webinar program that supports your company’s goals & objectives.© 2013 Demand Metric Research Corporation. All Rights Reserved.

  2. What is the purpose of this methodology? To help you develop a Webinar Program that: » Is aligned with corporate values and vision » Provides a valuable form of content for your marketing mix » Supports the following:  Corporate marketing strategy  Product marketing plans  Marketing communications plan © 2013 Demand Metric Research Corporation. All Rights Reserved. What is the purpose of this methodology? To help you develop a Webinar Program that: » Is aligned with corporate values and vision » Provides a valuable form of content for your marketing mix » Supports the following:  Corporate marketing strategy  Product marketing plans  Marketing communications plan © 2013 Demand Metric Research Corporation. All Rights Reserved.

  3. How to use this consulting methodology:This methodology consists of give stages, each with a description, steps and action items.Action items include using our premium tools & templates. Our intention with thismethodology is to help you:1. Plan your webinar program by identifying goals, objectives and building a business case.2. Manage your webinar program by providing you with time-saving tools & templates.3. Measure the results of your program and foster an environment of continuous improvement. © 2013 Demand Metric Research Corporation. All Rights Reserved. How to use this consulting methodology:This methodology consists of give stages, each with a description, steps and action items.Action items include using our premium tools & templates. Our intention with thismethodology is to help you:1. Plan your webinar program by identifying goals, objectives and building a business case.2. Manage your webinar program by providing you with time-saving tools & templates.3. Measure the results of your program and foster an environment of continuous improvement. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  4. What is Web Conferencing?Web conferencing refers to a service that allows conferencing events to be shared with remotelocations. These are sometimes referred to as webinars or, for interactive conferences, onlineworkshops.In general the service is made possible by internet technologies, particularly on TCP/IP connections. Theservice allows real-time point-to-point communications as well as multicast communications from onesender to many receivers. It offers information of text-based messages, voice and video chat to beshared simultaneously, across geographically dispersed locations. Applications for web conferencinginclude meetings, training events, lectures, or short presentation from any computer. - Wikipedia © 2013 Demand Metric Research Corporation. All Rights Reserved. What is Web Conferencing?Web conferencing refers to a service that allows conferencing events to be shared with remotelocations. These are sometimes referred to as webinars or, for interactive conferences, onlineworkshops.In general the service is made possible by internet technologies, particularly on TCP/IP connections. Theservice allows real-time point-to-point communications as well as multicast communications from onesender to many receivers. It offers information of text-based messages, voice and video chat to beshared simultaneously, across geographically dispersed locations. Applications for web conferencinginclude meetings, training events, lectures, or short presentation from any computer. - Wikipedia © 2013 Demand Metric Research Corporation. All Rights Reserved.

  5. Scope of the Webinar PlanA webinar program should be considered part of a larger, integrated Marketing plan. This methodology willhelp you develop a webinar plan that is aligned with corporate strategy, marketing communications andproduct marketing. It should also be considered part of a larger content marketing initiative.If you haven’t already discovered our other methodologies, be sure to review them before moving forward:Product Marketing Plans Marketing Communications Plan Content Marketing Plan Download Download Download © 2013 Demand Metric Research Corporation. All Rights Reserved. Scope of the Webinar PlanA webinar program should be considered part of a larger, integrated Marketing plan. This methodology willhelp you develop a webinar plan that is aligned with corporate strategy, marketing communications andproduct marketing. It should also be considered part of a larger content marketing initiative.If you haven’t already discovered our other methodologies, be sure to review them before moving forward:Product Marketing Plans Marketing Communications Plan Content Marketing Plan Download Download Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  6. Outputs from this Methodology:Key Deliverable: Webinar Plan TemplateStage 01 – Maturity Assessment, Risk Assessment, Strategy Workbook, Business CaseStage 02 – Customer Profile, Vendor Evaluation, Database, Message Mapping, CalendarStage 03 – Promotions Plan, Execution Checklist, Webinar EvaluationStage 05 – Follow Up, Lead Nurturing, Content MarketingStage 06 – Dashboard, Budget and ROI Calculator © 2013 Demand Metric Research Corporation. All Rights Reserved. Outputs from this Methodology:Key Deliverable: Webinar Plan TemplateStage 01 – Maturity Assessment, Risk Assessment, Strategy Workbook, Business CaseStage 02 – Customer Profile, Vendor Evaluation, Database, Message Mapping, CalendarStage 03 – Promotions Plan, Execution Checklist, Webinar EvaluationStage 05 – Follow Up, Lead Nurturing, Content MarketingStage 06 – Dashboard, Budget and ROI Calculator © 2013 Demand Metric Research Corporation. All Rights Reserved.

  7. What is the Webinar Plan Template?The purpose of the Webinar Plan Template is to help you develop a plan to fully exploit webinars as a sales,marketing and support channel. Webinars are a very influential type of content, capable of meeting multiplebusiness objectives.Organizations have embraced webinars to accomplish anumber of important business goals, including leadgeneration, to establish or strengthen their perception as anindustry thought leader, and to train employees, customers orpartners.Download the Webinar Plan Template to document the plan Downloadyou create as you go through this methodology. © 2013 Demand Metric Research Corporation. All Rights Reserved. What is the Webinar Plan Template?The purpose of the Webinar Plan Template is to help you develop a plan to fully exploit webinars as a sales,marketing and support channel. Webinars are a very influential type of content, capable of meeting multiplebusiness objectives.Organizations have embraced webinars to accomplish anumber of important business goals, including leadgeneration, to establish or strengthen their perception as anindustry thought leader, and to train employees, customers orpartners.Download the Webinar Plan Template to document the plan Downloadyou create as you go through this methodology. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  8. 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 01 – IDENTIFY OBJECTIVES Before you start your webinar program, you will need to:  Establish a Benchmark  Review Marketing Objectives  Evaluate the Competitive Landscape  Outline your Webinar Program’s Purpose & Objectives  Build a Business Case © 2013 Demand Metric Research Corporation. All Rights Reserved. 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 01 – IDENTIFY OBJECTIVES Before you start your webinar program, you will need to:  Establish a Benchmark  Review Marketing Objectives  Evaluate the Competitive Landscape  Outline your Webinar Program’s Purpose & Objectives  Build a Business Case © 2013 Demand Metric Research Corporation. All Rights Reserved.

  9. 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Establish a Benchmark  Action Item – Use the Webinar Program Maturity Assessment to evaluate and to benchmark your organizations webinar program maturity. Areas of evaluation include:  Buy-In  Promotions  Strategy  Assets  Competition  Measurement  Resources Download © 2013 Demand Metric Research Corporation. All Rights Reserved. 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Establish a Benchmark  Action Item – Use the Webinar Program Maturity Assessment to evaluate and to benchmark your organizations webinar program maturity. Areas of evaluation include:  Buy-In  Promotions  Strategy  Assets  Competition  Measurement  Resources Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  10. . 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 2 – Review Your Company’s Marketing Strategy  Action Item – If you have not developed a Marketing Strategy, do that first before attempting to create a webinar program. Use the Marketing Strategy Plan Methodology to do this. Regardless of how your marketing strategy was developed, refer to it to get the context for developing your webinar program:  What products or initiatives will your webinar program support?  What core values or strategic objectives should influence the development of content for your webinars? Download  What core competencies can you exploit or showcase through the use of webinars? © 2013 Demand Metric Research Corporation. All Rights Reserved.

  11. . 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 3 – Evaluate the Competitive Landscape  Action Item – Use our Competitive Webinar Tracking Tool to keep track of your competitors webinar efforts. The goal of your evaluation is to understand the following: • How your competitors are using webinars to influence the market • What topics and subjects they are addressing • How effective their efforts are Download Helpful Hint – Get content updates automatically by using "Google Reader" (subscribe to RSS feeds and set up "Alerts"). © 2013 Demand Metric Research Corporation. All Rights Reserved.

  12. . 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 4 – Conduct a Risk Assessment  Action Item – Use our Webinar Risk Assessment Template to document webinar risks, assess their impact and probability, and develop risk mitigation plans. For most organizations, the risks associated with a webinar program are reputational in nature, resulting from failing to execute well. This assessment, therefore, is not so much to make a go/no-go decision on a webinar program as it is to simply identify and mitigate Download in advance any risks of a poorly executed webinar program. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  13. . 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 5 – Outline Your Webinar Program Objectives  Action Item - Use the Webinar Program Strategy Workbook to outline, summarize and communicate your webinar program strategy plan and objectives. Use the workbook to document your program’s purpose from the following key perspectives:  Marketing Opportunities  Sales Opportunities  Customer Service Opportunities Download  Other Helpful Hint – Use the Objectives Scorecard tab to document high level objectives, programs, KPIs and target timeframes. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  14. . 01 Objectives & Buy-In 04 Post-Webinar MarketingObjectives & Buy-In 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 6 – Build a Business Case and Get Approval  Action Item - Use the Webinar Program Business Case to help you build a business case for an investment in a webinar program. Your first instinct may be to justify a webinar program based on cost savings, which are real enough. Most organizations, however, find that the value of a webinar program is the increased engagement it provides with key audiences, such as customers. Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  15. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 02 – PRE-WEBINAR PLANNINGBefore you start your webinar program, you will need to research and plan in each of these areas:  Audience  Content  Talent  Delivery  Promotions © 2013 Demand Metric Research Corporation. All Rights Reserved.

  16. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Understand the Audience  Action Item - Use the Customer Profile Template to help you identify and understand the target audiences for each webinar. In addition to using this template, answer the following questions:  Who they are?  What do they need to know?  Where do they tend to get their information?  What do you want them to do with the information you provide? Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  17. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 2 – Hire a Program Manager  Action Item - Use the Webinar Program Manager Job Description to outline roles & responsibilities. You many not initially need a full-time person to manage your webinar program. What many organizations discover is that when they execute their webinar program well, demand is created, leading to the need to produce more content at a faster rate. To do this without sacrificing quality, you will need to bring a Program Manager into the picture, and this is best done early in the program. Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  18. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 3 – Select Web Conferencing Technology  Action Item - Use the Web Conferencing Vendor Evaluation Tool to help you evaluate and select the right web conferencing technology solution for your business. Areas of the evaluation include:  Requirements  Features Download  Support Helpful Hint – Webinar Consulting Services RFP Template to help you design a RFP for Webinar Consulting Services. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  19. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 4 – Build a Roster of Speakers  Action Item - Use the Webinar Speakers Database to keep track of information on webinar resources and speakers. The ideal webinar speaker is a subject matter expert and is known to your audience. A few important Items to keep track of include:  Contact Information Download  Expertise  Cost © 2013 Demand Metric Research Corporation. All Rights Reserved.

  20. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 5 – Prioritize Your Messaging  Action Item - Use the Message Mapping Tool to help you prioritize the messages you wish to convey in your webinars. Use what you learned in Step 1 of this Stage to develop core messages for your webinars. Use this template to prioritize those messages for:  Effectiveness  Credibility Download  Resonance © 2013 Demand Metric Research Corporation. All Rights Reserved.

  21. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 6 – Identify Webinar Topics  Action Item - Use the Webinar Topic Mapping Template to identify webinar topics that address the informational needs of your target audience. Refer to the Customer Profiles you created during Step 1 of this Stage. Make sure the webinar topics that you identify address things your audience wants to know. For more information about buyer personas and buying stages, refer to Download our Content Marketing Plan Methodology. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  22. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 7 – Select Speakers for Upcoming Webinars  Action Item - Use the Webinar Presenter Evaluation Tool to help you select the right speaker for the webinar. The right speaker for your webinar is someone with subject matter expertise who is an engaging presenter. Use this template to evaluate presenters based on the following criteria:  Experience  Professionalism Download  Skill Set  Personality & Fit © 2013 Demand Metric Research Corporation. All Rights Reserved.

  23. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPre-Webinar Planning 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 8 – Plan Your Webinar Promotions  Action Item - Use the Webinar Promotions Calendar 2013 to visualize your promotions plan. Webinars lend themselves to promotion through a number of channels. Here is a list of proven, effective ways to promote your webinars, and your promotion plan should include a blend of several of these:  Online  Sales Team  Email  Advertising  Direct Mail  Partners Download  Social Media  Webinars Helpful Hint – Use the Webinar Project Management Tool to keep you webinar program on track. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  24. . 01 Objectives & Buy-In 04 Post-Webinar MarketingWebinar Execution 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 03 – WEBINAR EXECUTIONThis Stage will cover the things you must address to successfully execute your webinar program:  Logistics  Management  Lessons Learned © 2013 Demand Metric Research Corporation. All Rights Reserved.

  25. . 01 Objectives & Buy-In 04 Post-Webinar MarketingWebinar Execution 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Handle the Logistics  Action Item - Use the Webinar Plan Template to document the logistics of hosting a webinar. Recognize that the logistical considerations presented here may not be the same for all webinars you host. A few items to consider include:  Monitor Registrations  Session Start Times Download  Polls & Surveys © 2013 Demand Metric Research Corporation. All Rights Reserved.

  26. . 01 Objectives & Buy-In 04 Post-Webinar MarketingWebinar Execution 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 2 – Organize the Execution  Action Item - Use the Webinar Execution Checklist to help you manage your webinar session. A webinar is not unlike a performance where the presenter is the actor and your Webinar Program Manager is the director. Use this checklist to clearly define the roles and responsibilities to ensure your performance goes off smoothly. Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  27. . 01 Objectives & Buy-In 04 Post-Webinar MarketingWebinar Execution 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 3 – Document Lessons Learned  Action Item - Use the Webinar Evaluation Template to help you track and analyze the feedback that you get from attendees and speakers. This template covers the following sections:  Overall Assessment  Lessons Learned  Scope Management  Opportunities for Improvement  Quality of Deliverables  Future Considerations  Key Accomplishments  Best Practices Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  28. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPost-Webinar Marketing 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 04 – POST-WEBINAR MARKETINGPost-webinar marketing helps you get the full ROI from your webinar program. Before you host your firstwebinar, you should define your post-webinar marketing plan to ensure that these critical activities areoccurring:  Follow Up  Lead Nurturing  Leveraging the Content © 2013 Demand Metric Research Corporation. All Rights Reserved.

  29. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPost-Webinar Marketing 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Follow Up  Action Item - Use the Webinar Plan Template to document a follow-up plan with timelines or standards and measures for every webinar you produce. When it comes to follow-up, you need to consider:  Timeliness  Frequency  Methods Download Best practices for webinar follow-up suggest some form of communication, typically email, within two hours of webinar conclusion. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  30. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPost-Webinar Marketing 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 2 – Lead Nurturing  Action Item - Use the Lead Nurturing Toolkit to help you identify and document how you will nurture leads generated through your webinar program. Your webinar program should not dictate your lead nurturing strategy, but fit within it. Webinars have the ability to create many new leads, so having a lead nurturing program is essential to getting the full ROI on your webinar program. The use of marketing automation can greatly simplify your lead Visit Site nurturing efforts, an increase their effectiveness. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  31. . 01 Objectives & Buy-In 04 Post-Webinar MarketingPost-Webinar Marketing 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 3 – Leveraging the Content  Action Item - Use the Content Marketing Plan and ensure that your webinar plan includes some provision for recording and using this content. Webinars usually enjoy more recorded than live views, so make them available in some sort of webinar archive. In addition, leverage your webinar content through other channels as well, such as: Download  Blog Posts  How-To Guides  Newsletters  Infographics © 2013 Demand Metric Research Corporation. All Rights Reserved.

  32. . 01 Objectives & Buy-In 04 Post-Webinar MarketingProgram Measurement 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTAGE 05 – PROGRAM MEASUREMENTMeasuring the effectiveness of your webinar program is imperative to determine your ROI as well as makingimprovements to keep your program growing. During this Stage, we’ll discuss:  Key Performance Indicators  Budget  ROI © 2013 Demand Metric Research Corporation. All Rights Reserved.

  33. . 01 Objectives & Buy-In 04 Post-Webinar MarketingProgram Measurement 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 1 – Key Performance Indicators Action Item - Use the Webinar Metrics Dashboard to identify and track a set of metrics or Key Performance Indicators (KPIs) that will help you understand how effective your webinar program is. Choose metrics that have meaning for your company, not just the marketing function. Here are a few examples of metrics that you can consider for use:  Registration Numbers  Sales Download  Live Attendees  Social Mentions  New Leads & Return Viewers  Cost Per Lead © 2013 Demand Metric Research Corporation. All Rights Reserved.

  34. . 01 Objectives & Buy-In 04 Post-Webinar MarketingProgram Measurement 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 2 – Budget Action Item - Use the Webinar Budget Template to create a budget for your webinar program. Develop a total budget for your webinar program, and track costs at the individual webinar level. Make sure you consider each of the following expense categories:  Webinar Delivery - This is the cost of your platform.  Promotion - Any costs associated with marketing your webinars: ads, direct mail or the use of any channel for which you must pay.  Talent - These fees include honorariums for speakers, equipment, connectivity, travel or living (if any) associated with securing and Download using presenters for your webinars. © 2013 Demand Metric Research Corporation. All Rights Reserved.

  35. . 01 Objectives & Buy-In 04 Post-Webinar MarketingProgram Measurement 02 Pre-Webinar Planning 05 Program Measurement 03 Webinar ExecutionSTEP 3 – Calculate Return on Investment Action Item - Use the Webinar ROI Calculator to determine the ROI, in quantitative and qualitative terms, from individual webinars. A few examples of potential costs include:  Quantitative – Technology, Equipment, Promotions, Sales, etc.  Qualitative – Brand Awareness, Thought Leadership, Customer Relationships, Leads. Download © 2013 Demand Metric Research Corporation. All Rights Reserved.

  36. . Conclusion At the end of any business process, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective webinar program. » Create or audit your webinar plans » Assist with using any of the tools referenced in this methodology » Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, simply contact Demand Metric: info@demandmetric.com © 2013 Demand Metric Research Corporation. All Rights Reserved.

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