How Do I Create a Webinar Campaign?

Hey Jo,

I’ve been asked to manage a webinar campaign at work. It’s my first time taking charge of webinars, and I’m unsure of all the processes to account for and the information I need to gather.

Where do I start with webinars? What do I need to do to make this succeed?

Thanks,
Webinar Willa.

 

Willa, thanks for writing in. Putting a webinar campaign together for the first time isn’t always easy, but it’ll be a rewarding experience and a good step forward in your role.

From my time working on webinars over the years, I’ve found there to be a pretty low general awareness from other stakeholders towards the demands of webinar campaigns and preparation required. Before you can start to build a registration page, the concept of your webinar needs to be compelling and the strategy solid.

So, before focusing on anything technical, take some time to clarify the fundamentals; your manager and team are there to help. Here are some of the key points to establish:

  • Purpose: What’s your webinar trying to accomplish? Who’s the target audience?
  • Content: What’s your webinar about? Who’s presenting?
  • Delivery: Which webinar software will you be using? Is it integrated with your marketing automation platform?
  • Promotion: Do you know which channels you’ll use and how you’ll allocate spend? What copy and assets do you need? Look back at past webinar campaign report data to inform your decisions here.
  • Scope: Ask a colleague to work with you to develop a webinar blueprint or briefing form that contains all of the relevant information. This can help to establish and convey the scale of the work involved to other team members as you go through the process.At this stage, you can start working out the flow of processes and getting stuck into the technical side:
  • Share your steps: You want all your relevant stakeholders to understand the steps, timescales, accountable team members, and dependencies involved in getting each piece of the puzzle together. A visualization tool can help you communicate your processes succinctly.
    Templates and testing: Program templates are likely to save you some time.Once you’ve uploaded them with the relevant details, loop a colleague in to test them out. Play with it until you can register for the webinar, get the correct emails flowing at the right time, and generate a link to access the session.
  • Self-serve: Self-service updates will make your life easier after you start the program. Create a shared space where relevant teams like Sales can see automatic updates with registrants and attendees.
  • Follow-up: Think about how you want to engage your registrants after the webinar, whether you send a follow-up email to suggest other relevant webinars or set up a nurture program.After you’ve got performance data on the webinar, bring your team together to show how your processes worked and share the results. You’ll get the opportunity to reflect on what went well and what you can improve for the next campaign. But this is also your moment of recognition; congratulations, you pulled it off.You’ve got this,
    Jo Pulse.

Why Your CMO and CFO Will Love Knak

TLDR: Knak is the first campaign creation platform for enterprise marketing teams—and it seriously speeds up the production of emails and landing pages. But together, Knak and Revenue Pulse give you as much control as you want over emails and landing pages, deployed at the speed you need.

When working with agencies to create emails and landing pages, costs and timelines are often out of your hands. Emails can set you back anywhere from several grand each to dozens of thousands for a batch. Factoring in your partner’s various processes and steps, campaigns might take weeks to get out the door—and even then, code errors and display issues can creep into the final product.

This production process is crying out for improvement. High price tags, high wait times, limited ability to shift direction mid-campaign, no guarantees of perfection; as long as these issues slow down and strain the execution of your most basic campaign materials, your Marketing Operations function will struggle to become as productive and profitable as it deserves.

Good news: it doesn’t have to be this way. For this Tough Talks Made Easy, pull up a chair with your CMO and CFO; it’s time to tell them about Knak.

 

KNAK 101

Knak is the first campaign creation platform for enterprise marketing teams—and it seriously speeds up the creation of emails and landing pages. Knak makes it possible for users to create emails and landing pages themselves, code-free, to an average production time of 23 minutes. 

If your C-Suite needs a sense of what this means for agility: this is roughly the amount of time you’d spend briefing an agency, or even less. From there, they’d likely return your campaign materials several days or weeks down the line. Compare 23 minutes to weeks for one email—now imagine the productivity gains across a whole working week, with all the coding and drawn-out processes eliminated.

That increased speed also fuels value for money. Putting your previous email budget into a Knak subscription frees you to quickly execute unlimited emails and landing pages against your budget, and it also saves significant cash money. The result? Greater bang for the buck and streamlined spending compared to working piecemeal with agencies on campaigns. 

Persuasive as that might be for your CFO, your CMO also wants to hear about brand control. Knak lets you populate templates with your organization’s branding, and the platform’s approval workflows and permission management mean that only the people relevant to each campaign can make changes. 

In other words: you avoid a Wild West situation where too many cooks spoil your assets with inconsistency. The people in your team who really understand customers unleash their creativity on beautiful, on-brand emails and landing pages—and get them to market up to 95% faster than before. 

That’s a significant leap forward, but for some organizations, time is too valuable. Knak cuts email and landing page creation down to 23 minutes, but your CMO might still prefer to delegate all executional work and have MOPs steer strategy and deliver high-value projects. If that’s the position your leadership’s in, we’ve got even better news for you.

 

KNAK AND REVENUE PULSE: THE PERFECT COMBO

When it comes to agencies, Knak works exclusively with Revenue Pulse. Working with both at the same time drives even more value from your investment; our staff are Knak experts, and you have the option of deferring to our team for the hands-on work while delivering campaigns exponentially faster with Knak. 

This, for C-Suite, is where the magic really happens: together, Knak and Revenue Pulse give you as much control as you want over emails and landing pages, deployed at the speed you need. Both sides of this partnership amplify each other to substantially increase the agility and control you have with campaigns; far beyond what other agencies that provide these services can offer.

With emails and landing pages being created faster than ever, perhaps off your plate entirely, this opens the door to high-level prioritization. Your CMO can elevate the workload of your MOPs or Rev Ops teams so your time and energy are spent achieving A-list strategic items—think lead lifecycles, lead scoring, attribution, and analytics.

The ability to iterate faster and more effectively, while deepening the sophistication of projects your Marketing Operations team handles, leads to evolving maturity. The more you can execute and refine campaigns, the more you can optimize the ROI and impact of your marketing automation investment. 

Long-term, using Knak and Revenue Pulse together expedites your evolution into an operation that produces effective campaigns with swift efficiency, to the benefit of your bottom line. This is what C-Suite ultimately wants Marketing Operations to achieve; Knak and Revenue Pulse give you the tools and the expertise to get there.

Knak was born of a necessary, urgent need to simplify complex processes with emails and landing pages. As it develops to become the starting point to create any campaign, we’re excited to see how else we can make the lives of marketers easier.

Curious about Knak and/or Revenue Pulse? Contact us or our friends at Knak for a chat.

 

11 Tips On How To Turn Webinar Nightmares Into Dreams

TLDR: Last-minute webinar requests often arise from a lack of awareness of the work involved. A little education and extra time can significantly improve the results of your webinars. 

If you’re in MOps you’ve seen this request before:

“Hi Marketing Ops Friends, we need to host a webinar next week, so can you get me the landing page link so we can get the invite out?”

Put your stress on hold. It doesn’t have to be this way.  Pour yourself a cup of tea (Emily) or coffee (Joe) and curl up with this week’s Tough Talk Made Easy.  We cover how to have a conversation with your friends and colleagues about how to get the most out of a webinar.  A little extra time can make the difference between a webinar that’s mediocre and one that’s great.

 

TIP ONE: PLAN FOR EDUCATION

They really mean well.  Truly.  What we’ve found is that there often isn’t any education around building a webinar program.  They haven’t seen what’s under the hood.  Like many things we can’t fully appreciate how hard things can be (e.g. skateboarding tricks, memorizing lines in a play) until they are explained to us.  Take your stakeholder on a journey with you by taking the time to show them all of the ingredients for a successful webinar, including its promotion.  Ask the right questions and let them know all the elements you need before you can even start building the registration page. Sharing is caring, right? 

 

TIP TWO: THE BASICS

Here is a list of what’s required as a starting point for any webinar conversation.

        1. Speakers and presentation

        2. Webinar software integrated into a MA system

        3. Promotional budget

        4. Promotional copy & assets

        5. Promotional channels

This list on its own can help get things on track.  It’s a far cry from the webinar request that we saw above.

 

TIP THREE: FRIENDS AND FORMS

Now we start to get practical.  You’ll need a friendly guinea pig to start.  Get a stakeholder to work with you to develop a webinar blueprint or briefing form that gets at all of the pertinent information.  It doesn’t have to be perfect, but it can help translate the scale of work that is involved in building a successful webinar.  This friend/victim can also be an advocate for the process, moving forward.

 

TIP FOUR: BIG PICTURE

There are two key questions to start here.  What is the objective of the webinar?  Who is the target audience?  This may seem like table stakes for some but it’s overlooked or assumed knowledge in many instances.  We can get into logistical questions like where and when will the recordings be available, later on down the list.

 

TIP FIVE: BE A PARTNER THAT ADDS VALUE

Shift roles from order taker to collaborator.  Consider providing advice such as “I would suggest these channels; typically subject lines in this format have performed better; conversions by channel, by segmentation.”  If you have data to back it up, it will give your advice some extra weight.

 

TIP SIX: VISUALIZE

There are certain members of the team at Revenue Pulse that love a good process flow.  They can often be seen in real-time playing around with sequences in Lucidchart, just for fun!  A good process flow can help show your colleagues the steps and complexities in a single snapshot.  The magic happens when you can communicate clear timescales and dependencies against the sequences, as well as who is responsible for what.  “I need x weeks to deliver this from when I get the assets.  If I only get them next week, I will need x weeks from that.”

 

TIP SEVEN: TEMPLATES

Program templates will definitely save you some time.  Most often we find that a couple of templates can address 90% of the need.  If you have a system like Knak, you can create a series of modules that will allow you to assemble templates in minutes. 

 

TIP EIGHT: TEST

Once you have the templates and the details uploaded it’s time to find a friend to test things out.  Testing is often overlooked, but if you can sign up for the webinar, get all the right emails flowing into the right lists, and have a link to access the webinar, you are golden.

 

TIP NINE: SELF-SERVE

Here’s one tip that can make your life easier after you start the program: self-service updates.  Create a shared space where relevant teams (e.g. Sales) can see registrants/attendees (e.g. SFDC campaign).  This saves you time from having to provide updates.

 

TIP TEN: FOLLOW-UP

Make suggestions on what to do after the webinar has taken place.  You might suggest that a nurture program be set up for engaged audiences.  You could also ask if a follow-up email with other webinar suggestions, might be helpful.

 

TIP ELEVEN: SHARE THE RESULTS

Once you have the form and process smoothed out and underway, it might be time to bring the team together to share results.  Show how the process worked and share data on the results.  This is the fist bump, high-five moment. Don’t skip this one.

There probably isn’t much we haven’t seen when it comes to webinars at Revenue Pulse.  We know that some patience and education of internal stakeholders can go a long way in improving results and quite frankly the quality of work-life for those in MOps.

As always we’re ready to chat whenever you need a hand.