27 minutes | Dec 6, 2018

How to Produce Better Webinars – Todd Earwood

In this episode of the podcast, I talk with, Todd Earwood. Todd is the founder and CEO over at Money Path where he and his team build growth campaigns using several tactics, but most importantly webinars. He does it so well the folks over at Hubspot and GoToWebinar encouraged him to help others and share his formula. Todd talks to me about his webinar secrets and offers some advanced tips on how to leverage your webinars. Questions During Podcast How many webinars do you think that you’ve done over the years? Do you think webinars are more centric to a technical sale or are you guiding people to use webinars in other industries? Your email research found webinars are the second most prominent follow-on offer? Why do you think that is? How do you see webinars evolving? Do you think, they’re going to be more prominent, less prominent? How would you guide a senior marketer with their next webinar? How can we produce better webinars? What’s one of your, most successful webinars that you can recall? What made it so effective? How did you measure the success of your customer’s niche webinar? What you do or read or listen to or watch to stay on top of your game? What people ask your advice on other than marketing and sales? If you didn’t have any responsibilities at home or work, what would you do with your time next week? Contact Todd Earwood Website: https://www.webinarworks.io/ LinkedIn: https://www.linkedin.com/in/toddearwood/ Transcription Scott: Well, hey everyone. This is Scott and thanks for downloading the latest episode of the Scott King Show where I talk with sales and marketing leaders from all over the world on how they are building their brands and growing their businesses. Today’s guest is Todd Earwood. Todd is the founder and CEO over at Money Path where he and his team build growth campaigns using several tactics, but most importantly webinars. He does it so well the folks over at Hubspot and GoToWebinar encouraged him to help others and share his formula and he’s going to give us some tips on whatever his webinar formula is and I’m very interested because I myself have probably done over 200 webinars in the past and I guarantee you I’m going to learn something from Todd. So, Todd, welcome to the show, Todd: Scott, man great to be here. Thanks for having me. Scott: It’s my pleasure. And like I said, you know, we were talking earlier about, about webinars and they’re a pretty easy vehicle. Most people that listen to the show have either produced a webinar or have attended one either live or recording the webinar. I’ve got a friend that actually has done a 24-hour webinar. I’m really curious about what you’re going to teach us about what you’ve learned, and what tips you can provide us to make a more engaging and entertaining a webinar. How many webinars do you think that you’ve done over the years? Todd: Oh Man, I mean the hundreds. I don’t, I’ve way past losing count, right? It’s something that I built as a good lead driver or lead accelerator for my software companies in the past. After I was done building software, I went towards the consulting route where we’re helping companies build, as you read it earlier, the marketing and sales campaigns. I found that the number one thing I could do was take- take a deep dive into what are the direct response marketers doing. How do you take out the sleaze of some of the methods they use and use it for us on the corporate business side. Then, marry this with the whole intent of driving segmented qualified sales leads. Scott: Yeah. It’s interesting you talked about software. I don’t know if I have my blinders on as well since I’ve always sold software. You know, we’ve always used webinars. Do you think webinars are more centric to a technical sale or are you guiding people to use webinars in other industries? Todd: Definitely other industries. What really led me to go really deep on webinars was a research project I completed. I think B2B SaaS companies are the world’s best content marketers. I think almost by necessity if you’re going to- if you believe in the whole education model for marketing, I think B2B SaaS people are the best at it. So, what I did was I found a public ranking of the top 300 SaaS companies and then I opted into their some piece of gated content that was on their homepage. Then, I hired two data scientists to track all of the data points about how people email a cold lead and what do they do to nurture it. What came out of that was a ridiculous amount of research. I was shocked because the number one thing that SaaS companies email cold prospects about, or in this case at the top of funnel prospects. They email number one about, you know, blog posts, basic content on the website. Number two is a webinar. That made me dive deeper into why is the second most popular content type of an email going to be a webinar and now I’ve gone so far down the rabbit hole, I can’t come back out. Scott: Wow. Why do you think the webinars were number two? I mean, I could guess, but did the research like explicitly tell you a definitive answer or are they just one. They [laughter] I mean, they’re easy to produce and they’re easy to consume. So, is that the reason or was it something else? Your email research found webinars are the second most prominent follow on offer? Why do you think that is? Todd: What I’ve been kind of extrapolated from all the data and then by talking to enough people is, it s a, high-intent high-value proposition for both sides. So you’re going to add more value in that then you will a blog post or an e-book or a social posts to the prospect and the prospect is giving you so much of their time and their attention. And of course, as you said, it’s easier to produce. So, we’ve got all the technology, webinar tools now to track everything you do. If you’re looking at another screen, did you click on the poll? All those things. So, I think it was just a matter of both parties win with a webinar. If you’re willing to invest the time and learn and sit in front of the computer and let someone presenting information to you, then you can also get on the prospect side. I’m going to hopefully learn something and not get schemed into a sales pitch when really, I was told I was going to learn something. So, I think both parties can win from it. And if you think about it, most of these bigger SaaS companies and when your ranking the top best a revenue was a variable in this third-party list. They have more resources and time. I think bigger companies ere on the side of webinar because they know it’s high value and they had the time and resources to produce them. Not everyone on the smaller side I think has. Scott: Yeah, it’s a good conversion point too, between sales and marketing. Everyone always argues that with each other. Sales isn’t doing their job. Marketing isn’t doing their job. A webinar when someone attends and actually watches it or a meeting, they’re really good conversion points. You can more easily hand off a conversation if someone is already consumed all of your content and they’re interested just like in a meeting. So, I agree. I love them, because, one, they’re easy to consume. And luckily, we have a video player in our pocket at all time with the mobile device. Todd: Right. How do you see webinars evolving? Do you think, they’re going to be more prominent, less prominent? Todd: Yeah. So, it’s interesting. I have my thesis, you know, has been kind of tested and tested and tested over the last few years. Hubspot figured out what I was doing and then GoToWebinar. Now I’ve got external data points where they’re helping me piece this together and so that’s become more clear to me. I don’t think the term webinar is obviously like you said, it’s old. Most of us have done them time and time again. I think the format of video and producing content where someone is more engaged in that and he hadn’t can commit more time and be tracked on what they’re doing. I think that whether you call it a webinar or whatever the new thing they’re going to call them but is only going to grow and knowing some of the things about go to webinars roadmap, where they’re taking it is exactly what you’re thinking Scott. It’s a video and it’s a great way to produce a video without hiring a videographer and we have all the screenshot capability. If you can add that in and mix it into your marketing automation software and track it properly, it becomes really really powerful. So, I think that’s where it’s headed now it’s not really that focused today. People are still using the traditional – I need registrations and then I’ll do a replay. We’ve expanded that model to be far greater than what it is today. Scott: I’m curious what some of your standards to do’s are or not to do s? If you were talking to a senior marketer, how would you guide them to either do or not do with their next webinar? Say we’re going to produce one in a couple of weeks. Right? How would you guide a senior marketer with their next webinar? Todd: Perfect. Scott: What are some tips? Todd: I think there are a few key things to think about in the very beginning. Number one, as marketers, we love numbers. We love metrics. I think you’re worrying about the wrong metrics when you only think about registrations and attendees. Now, with all of these webinar platforms and because you’ve got a video player in your pocket, you also need to be thinking about this webinar system is going to export an MP4 or video file. I should have a content replication process because if you structure web
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