Webinars can be a great marketing tool for driving new business. These interactive online events provide companies with an opportunity to connect with their customers and prospects, prove their credibility, and provide expertise on both their industry and products.

Last week, I joined Mike Agron’s Inside Sales Virtual Summit session, “How 3 Brands Use Webinars to Drive New Business”.

According to Mike, the three keys to a successful webinar are:

1. Logistics
2. Business Drivers
3. Content 

He notes that "to do a webinar right, it takes a proven methodology, so that you can optimize your outcomes." With that in mind, let’s dive into the logistics of webinar planning. 

The 5 Acts of Webinar Planning 

Mike broke the planning timeline of webinars, or “theatrical events,” into 5 acts with  a 6-8 week life cycle.

Act 1: Setting the Stage - 6 Weeks Before Webinar

• Develop objectives
• Kickoff meeting
• Schedule Webinar
  

Act 2: Recruit Your Audience - 4 Weeks Before Webinar

• Identify target audience
• Promote via email and social channels

Act 3: Develop Content - 2 Weeks Before Webinar

• Shape message
• Generate PowerPoint presentation and script

Act 4: Go Live

Webinar day!

Act 5: Post Webinar - 1 Week After Webinar

• Analyze results
• Re-purpose content for on-demand views
• Nurture leads

Measurement

Once your timeline is locked in, identify clear, predictable metrics and benchmarks that you wish to track.

Here are some suggested numbers to outline during your kickoff meeting:

1. Registration goal
2. Attendance goal
3. Email database that you will touch
4. Registration page click through ratio (Benchmark metric: > 25%)

Post webinar, run reports to show off the following metrics:

1. Prospect / Customer attendance ratio
2. Attendance ratio goal (Benchmark metric: > 40%)
3. Pipeline touched
4. Clicks on CTAs on webinar page or follow up email (eBooks, demos, trials, etc)
5. Post webinar survey participation (Benchmark metric: > 30%)

Recent studies note that 70% of B2B buyers prefer to check you out online before purchasing. Follow this timeline and set benchmarks for success to plan a stellar webinar, and jump on your opportunity to educate prospects.

Check out salesforce.com/webinars to register for an upcoming or on demand salesforce.com webinar.