The Manufacturing Executive
The Manufacturing Executive

Episode · 7 months ago

Building Trust Through Webinars w/ Matt Sciannella

ABOUT THIS EPISODE

Audio is huge right now. Podcasts are part of that, of course, but so are webinars. The unique magic of the webinar lies in its interaction. Your viewers can ask questions or offer ideas during the event.

Most companies just use webinars to sell products. But if you create a webinar with no agenda other than helping your audience do their jobs better, you can win big in the long term.

In today's episode, I talk about how to make magic with webinars with Matt Sciannella, thinker and strategy director at Gorilla 76.

Here's what Matt and I discussed:

  1. How your webinars could be capturing a larger market share
  2. What to do a webinar about
  3. Making the most of a digital live-event

To ensure that you never miss an episode of The Manufacturing Executive, subscribe on Apple Podcasts, or Spotify, or here.

If you creat a Webnar with the absoluteone hundred percent selfwossintent of creating value for your audience andhelping them, do their job better you're, going to create repe, attendesand an affinity for your company and ultimately you're building, no liketrust through a platform that really gives your stepic matter expert, to wayto show case their capabilities. And you know how welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving. Midsize manufacturers forward here. You'll discover new insides frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles and youill learn from btob sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show, welcome to another episode of theManufacturing Executive Podcast, I'm Joe Sollivin, your houst and acofounder of the Industrial Marketing Agency Gerrilla. Seventy six soremember the good old days and we used to go into our customers buildings andsit next to them and have face to face conversations. Maybe we'd evencongregate. At trade shows and industry events yeah well nothing's, better than being in theroom with a customer or our prospect, but that doesn't mean it's all losteither and frankly, everything that's happened since early to thousand andtwenty has created an opportunity to humanize ourselves in front of morepeople or in other words, to do it at scale. Today, my guest is a colleagueof mine at Gerilus, seventy six and being the marketing nerds that we bothare we're both a little bit Giddy to talk about one of our favoritemarketing mediums and that's the Webin are we've all been a part of them. Someof you, I'm sure, have been a part of running them too, but ninety fivepercent of webonars completely missed the boat. So today we're going to talkabout how to do webinars in a way that will build thought leadership for YourBusiness Start Conversations with prospects, humanize you and your brandand become a central part of Your Business Development Infrastructure. Soon that note, let me take a moment to introduce our marketing director atGerrillu. Seventy six Matchanella Matt has been a marketing professional foralmost nine years. He started his career. Doing technical and proposalwriting for ane companies before transitioning to t design buildconstruction there. He was introduced to marketing where he started withcontent, marketing and website development in two thousand and sixteenmet moved to welding equipment, maker, Abicor Binzel, where he was marketingmanager. Before moving up to marketing director for the United States inCanada, at Binzel, Mat evolved, the marketing department from a Krenadtrade show approachd to an inbound content and demand generation modelexpanding his programme to other areas, including Mexico, Brazil, Germany andthe United Kingdom, and helping to get regional programs off the ground. Mattmoved to the financial tect startup company Gravy to be their contentdirector before returning to the industrial space is senior strategistfor Gerilla. Seventy six recently mat was elevated to the role of strategydirector and helps lead the overall strategic direction for both gorillaand our clients. Well, Matt, you are officially the first return guest I'vehad on Thi show. I think this is going to wind up bein episode. Thirty, eightand H. First Person To who got an invite back, so you can either chalkthat up, as you did a really good job last time or that I didn't have anybodyfor next week's show, and I had to get somebody in there real quick. You do. Ithink I'm chalking up to the ladder that I think you run aout as year, butI'm honored to be back because podcasting is one of my one of myelements and newe're going to talk about whether or ors wenjust anotherone on my elements and so yeah. I'm just feeling excited to talk, talk thisout because I'm a just a massive fan of the Lebanar when it's executed well-and I think comphanies get a lot of...

...value out of it when they, when they doit, corrently butwwe'll get into that. But yes, I do chocolate up too thisrurning ot eningn! Well, I will say your episode to date is the mostdownloaded. So if you haven't listened to the one I did with mat a few monthsago go take a listen and feed his ego a little bit because it was. It was agood one. We talked about content distribution, which is another passionof yours and area of expertise. So so anyway, welcome back. Oh, I like tostart off first by thanking my parents for the for that moment. Yeah. I knowthat's awesome, just Wen o all the people who did download that. Thank you.I don't know what I did to deserve that but appreciate each and every one anyou. Thank you all awesome. Well, all right! So weaboners, let's get into it.So this is certainly not a new medium. That's Om, in fact a media, it's betteron for a really long time, but I think there's been a resurgence for sure. Ithink some of it's you know has to do with people. What's happened in twothousand and twenty and people have being forced to communicate more onlineand through video and everybody's just getting comfortable with that. That wayof of sort of communicating, I guess, but I guess what I see happening is inthe manufacturing space and probably beyond the manufacturing space tothat's just sort of w re where you and I largely live, but you webinars arethey're not being used the way they should in a lot of cases. And you knowit's a lot of talking at an audience. It's a lot of trying to sell productsand- and you know a lot of Mimi me and I just every time I see this happening.I'm like Oh man, you're missing such an opportunity right now, so I'm just kindof curious fom. Your perspective Mat like tell me where you're, seeing inparticular manufactureres using the platform the wrong way yeah. So I think it's really easy to fall into the trapof doing a sales, Webin or abatchin product, and they certainly have theirplace. I'm not saying to not do a Sal Levinar, but the best levonars that you,the vest, Weabon or strategy you can have, is going to mix a lot ofdifferent sort of elements to it, and but you should be doing a lot moreweminars to me. Neutralizing your product whenever you can and so there'sthere's little very sutle ways you can do that where you can remove yourproduct from the equation, but still talk about exactly what you do and Ifeel like it's a really important distinction for people for people toknow, because it's the it's the difference between showing value to your audience versushaving commission breath. You know, there's those are two different things.You know if you creat a Webonar with the absolute one hundred percentselfloss intent of creating value for your audience and helping them do theirjob, better you're, going to create rep attendes and an iffinity for yourcompany and ultimately you're building, no, like trust through a platform thatreally gives your stefic matter expert, to way to show case their capabilitiesand Tyou know how which I think is what makes the Levon are. The most one ofthe most unique prefeers out there I know audio Morrinkinein is so big rightnow. Podcasting is another version of that for sure, but I think what makesthe Lemen are special is the interactive element to which I knowwe're going to get to, but where companies bi a large Gettan Ong for me,is there too product focused on their product? They try to talk too muchabout themselves and what they're, capable of and ultimately like you're,only going to capture that small percentage of the market who's in themarket for that product. When you do that, and I don't think that that willwork, I will say, I will definitely say, though, if you sell a product- and youhave a very large distribution network or dealor network that you sell yourproduct through, I think webanars and doing those kind of Sa lovernors aregreat ideas, because there're a great way to get in front of yourdistribution in a scalebl way that ould that would be difficult. Otherwise youcan bring your regional subject matter, experts on and talk about it, and thenyou can really arm your dealer network to sell your product better. That, Ithink, is a great scenarito use to use a sales and tell weter ar, but ifyou're selling you know, custom configure machinery if you're enuserfocused, I think you get a lot more le You'll get a lot more burn to doit amore value based whether or yeah I think you know everybody just sort offeels like they just default to going...

...into selling mode, and thinking thatyou know the straight to the product pitch, and this is true acrossdifferent content marketing platforms. You see people doing it in theirwritten content, you see, I doing it them doing it and outbound emails, butI think the the same principle holds true here. If you can educate and takethe expertse out of the brains of your SMEs and get that stuff in front of theright. People play the long game and you're going to win a lot bigger thanthan trying to just sell cell cell and, frankly, probably drive a lot of peopleaway in the short term. Right I mean it's just again like I'll go back to it.Niney nine percent of your markets, probably not inactive, buying those foryour product. So when you do elevenr that says, you know by the how how ourproduct transforms your factory, you know most people are going to be like.I don't really care, I'm not in the market. For that Ut. One person who,like Oh you know, hat, am looking for six axes. Roll Onan am we'r doing. I amreviewing a bunch of different Robat robot makers, yeah, they'll, attenditor baby most likely most of you rollot competitors will attend it, but yeah I just to me. I just I justnever underestimate the fact that most of my markets- probably not in TA,buying position right now, and so when I do webinars that are more geared forits value and education. That makes when I do sprinkle in that sales intolevanr makes it much more effective, because I've already tobe already trustthat I'm not even if people already people already trust me becausethat,given the value and I've shown demonstrated an ability to give valueand and want to educate the market. And then, when I do, my sales wethen areall of a sudden. People are more willing to attend own and toleratedokay. So now that we got that one out of the way, which is something you andI both feel very strongly about, people are probably wondering okay. Well, whatwhat should I do? A webon are about, and so my next question for you is: Howdo you generate topic, ideas for Webinar that you can feel confident oregoing to resonate with your audience and engage them and compel them to comeback for the next one, two or three or four weeks later yeah? It's a goodquestion, so I usually start with frenting doing al market research thatI always talk about. Whit people like go talk to customers and go ask theme,questions and also like get into the habit of you know, feeling questionsand feeling questions Fon your sales team that they get like if you'remarketing like ask Pesa a Wuestions. The people ask about this this this andthis maybe they're, not the things that you want to make topics out of, butthey're, probably the things that you want to make sub topics out ofYoulevanor. You know what I mean, and so I'll go back to my days at Denzil asan example, because I've done. I did this love in our program at Hinzil. Itwas really successful for us, so we did one on. We did a FEM extraction seriesWer, basically walk through all these different FEM extractions in our ISISALhumix traction Olle quitmess pesivially. It was source capture, but we sold likethe product was called the extract or it was before end. We call it the xmebecause we get sued. Be that as it may, it was called we sold a Fewmenherton nhing and it wase. The obvious thing was like: Oh, let's do leven hours on Pumic Jack,because TNHOT lot of people know about it and it was a good idea, but wedidn't want to do the we didn't want to do it about. I didn't want to do itabout the products I knew people wuldn't show up. People were more PIA e,very interested in humanstraction therewas. A lot of like you know,there's a lack of education in the market about it. So I just neutralizedthe product and remoted from the scenarioas like well, we stell theproduct group is them attraction. Let's do a webanr series on the product groupFeintraction, because that has you know, keyword density that has abunch of other competitors in the space. We have our own point of view on itthat we are Greaty feel very strongly about, and we can push that point ofview on the Webnar without pushing the product, which I think is a veryimportant distinction again to make, because we still specifically storecapture, fem attraction and is more secidically on like like source capture,like you know, on the on the torch. So what so? For us, we basically presentedall the different human saction options out there, and then we talked a littlebit about prosent house reach,...

...including Broz and cons of our own F,our own solution, and we were able to show our weling gone and our weldingand our vacuum system without having to name it. We just use it simply toillustrate the example of like this is what source capture Femix chasion loslike, and this is how the technology works, and this is- and this is whyit's different from like loaf, from like low static pressures, is a highstatic pressure system were like you need more, you need, you need morevacuum pressure than Olos datic, because you're trying to extract themesin a smaller area footprint, and so you need enough suction to get it all theway through the hose and down into the vacuum system, whereas with with lowerflow systems, it's a higher kind of cubic meters, and so it's kind ofpulling from a larger area. And so now we were able to had to walk throughthat whole Gamet. When the Wevin Arn, it was wildly successful, people endedup getting a lot of value out of it and a lot of feedback, but really, where Istarted was I started at all the misconceptions about our product thatexisted and then I just extrapolated it out into neutral format, and I go okay,here's all the promise people have with the extract or the xfume aight. So howdo I make that a topic about Fum axtraction, which is what we sell?OANTRUCTION equipment and that's ultimately, how I generate topic, ideasfor webinars other things that I'll do is like. Let's say you have a newindustrial product and you're like a category treator. We had this scenarioas well. We had we had a new partnership with Ha Company in Europe.We were selling inline thred, lasour inspection, ONA, six access, robotnolike, nothing like that existed in the US. This is a company in Germany.They were doing subsuff in China a little bit in Gerrany, Havn'nt reallydone it yet in the US is really civily for Automotovilya manifacturs, and sowhat we did is like and the product was called smart right, but like no oneknows what smart ray is and like we could say, you could say like howsmartray will revolutionize quality quality assurance and interanautomotive and Automotiv em. No one would have came to that. You know whatI mean, but if I start talking about thrdmline weld inspection like that asthe topic without having to interject my product into it. Allo Soden peoplelike what is threedinline welve inspection, like that's a new processthat I've never heard of before, and so I was able to present the entire thingon that and I got a whole bunch of tear Wan Er Automotiv viliums to attend itas well, as you know, integrators who would be interested in then onRobatoliams and got a lot of intrests out of that, because I just I removedthe product from the Webinar and I was more focused on the process and how itwould give value to their manufacturin product onit, and that, ultimately, ishow I go about generating topic ideas, and I think that to me has been awildly affective way to run Weben or programs, and I would highly encouragepeople just try to think outside the box and think what's important to mytarget market, probably not my product but probably the process and how ithelps them. You know what I mean: Yeah, that's that's really great stuff. Youknow, I'm sitting here, think you're listening to you, talk about this andthinking Yo. Think about how smart you sound to in front of this audience thatyou know is probably an ideal audience for you. You could be sit there sittingthere pitching them a product that they may not have any interest in right now.But if, if you're sitting there educating them and demonstrating yourexpertise, I mean who do you want to work with? The company is trying tojust sell stuff constantly or the company. That is clearly a deep experton a topic, and I sitting there sharing their knowledge, like you are going tojust develop a captive audience purely by teaching. You'd also be surprised ifyou, when you do the process orienits stuff, you may people aren't stupid.They're like Oh wow look's, like this company, sells a product for thisprocess, and so, if you have a really good weapenor, where you showcase theprocess and how it helps them, do their job better. Without having to jam yourproduct down, you grow they'll, come to you and go hey. That was reallyinteresting. Wevanar. I wondering if you guys, if we coul talk a little bitabout that for my product line, because I didn't have sales breath on me when Iwas doing leven or- and I just was try to educate him and they not comin to meanyone, and so that's Ame hat's me it's a fascinating phenomena, how thathappens, but it does work without you...

...having to do like. You know like asales follower. Now, that's a very that can be a very long game to play, but Ihave seen it play out where, like that, I line wellinspection, Leven or whish.I just talked about. I had three companies reach out when I sent thefowlow up deck and recording and asked to talk to us about, because I just youknow positioned it correctly, and people were responsie to it and I andended up becoming a few opportunities from it, something that a thinks reallyspecial about this platform that frankly gets overlooked. I thinksometimes, when companies put on Webanurs is the interactive component,I mean you've got a captive audience here of it's a live event. I'm not afan of recorded weveners. I think it's good to publish, I never knew Bat WelYeah yoonly th. Only time I recommend ad recorded Wevanar is if you're doingproducts Ainin like so er. If you're going to be partof product cleaning,especially like you know, a very high level product anning, like here's, amaintance schedule for how to do this, like that's a good thing to do withRecordeng eleven or on but other than, I would have recommended sure sureabsolutely. But you know how do you you know? I've also watched companies, dothese Webon, ars and, and they keep the cameras off. I mean turn your camera onright, like we've got webcamps here. The humanization element of this is sokey. I mean I can't tell you how many manufacturers I talk to that say of Icould just get in the room with somebody if I could just get in theroom with well. This is the next best thing right. You've got a video cameraon. They can see your face. They can hear your voice you're a real personnow, as opposed to to these Webben Ares, where it's just a picture of somebody'sface, or maybe not even thats. Just a deck and people are staring at bulletpoints. Wen turn your camera on, spend a hundred twenty Dolas and buy a niceweb. Cam It'lll be worth the investment, but you what are? What are some otherways mat that you can engage people you know: can you bring them into theconversation? Can you you know as opposed to just making this about youtalking at them? Okay, so I'm gonna, I'm going to roll into a couple ofthese- are frameworks that I didn't come up with these. I'm not I'm not agenius when it comes to Leven hours. I just thollow best practices and I knowhow to exce on them. Okay, so one is like you got. Ta is getting that cameraon and starting Tolevein or a few minutes early you're going to getpeople sitting in the lobby and they're going to be like filling their fhunbs.Maybe they're checking their phone, maybe they're on email but, like youknow, get on a few minutes early and like make that your opportunity to gobreak some ice. You know like ohey guys walking to the Weband are glad you guysare here, we're aunt, I'm jazz we're going to get started a few minutes, andthen this is the moment in time where you immediately showcase whether youare interested in them or you're interested in yourself and Co. Thepersthin Youre supposed to do when you do these levenars is like ask peopleman just like talk to them, talk to your audience and go hey. I want to askOu to every one of you. If you go in the chat, will quit tell me whereyou're from tell me what you make tell me what you do and then you know yourpeople will respond. I mean just start engaging your audience as soon aspossible and then always bring it back to. Let really excited. Have you guysfeer along Doct, tat, Ot Tho do so I mean you engaging your audiececonstantly throughout the levonars one way to get them engaged and get thatinteraction going like the magic of the Weben art and when you get this is theQNA and well get into that thinking in the next question. But let start off byasking people: Where are you from what do you make? What do you do you knowand then with that and then, when you get there responses he the hardestthing that I see people doand, it makes me cring. A little bit is like they'll,just read off like like hey abby from from greensborough North Carolina andit's like okay. Well, let's talk about. Do you gate a story when you went toNorth Carolina one time, do you know that company? Do you know what theymake or like have you? Maybe maybe somee orks Letoron Wend you're, likeHea Youraon, your lawn mowers, and I love it. You know get relational andget personal with that intro! That's going to basically set the tone for therest of the Levanor and again when you do that with the camera on and you'retalking to People Tho, that's when you're making a base to faceinteraction. You are really really garnering. Trust and people are liking.You before you ever even get into show casing how much of extpert you are,what you do, and so that's just iseen...

...on the take at that point, and thentheyre also, like I said, sets up for the rest of the Levenar and the first.The other thing you want to do constantly throughout the Weben ar isencouraged questions and we'll get in that in the in the next, and I thinkthe next segment, but yeah yea I mean get in there and get involved early onthe Webinr, engaging your audience and bring them in to engage with you,you're, basically setting the tone, but what the Webonris going to be yeah, Ithink that's a really great tip and- and I bet Ju'St one that most peopledon't use frankly, like imagine if f, this was happening in person andeverybody was filtering into into a big room and standing around and everybodywas just sort of staring at the ground or you know you see people looking attheir phones and stuff, but I mean what an opportunity to just set the tone,like you said, especially as the moderator to people like working withreal people that Thatr ar carismaddect other great things that come. I mean wehave one client who does this a'm not going to name who they are but liketheir first slide on every one of their weaponars? is they describe like whothey are as people and I love that they were like? I went to this college. I'vebeen married this many years. I had this many kids. These are my hobbiesand I'm like this is a. This is a wonderful thing to do, because you'retrying to create common commonalities with your audience, and so when youbreak down the wall of like Oh, this is business the business. Oh, this isbusiness, Pickan, Simor, no Nin. No, IT'S PEOPLE TO PEOPLE! Ok, peopleselling to people so inbeeto bee means boring te morning all right and that'swhat leatherours are are too often. Okay, so think about what you do ispeople to people and then all of a sudden like you're marketing and yourcontent. Efforts are going to be much more impactable relational and personalaniwas yeah good bit there. So you've hinted a couple times at the QNDA. I'vegot yeah it you to talk about the Cuoaan I've heard ot heard. You saidthe magic happens in the QNA about a hundred times over the last three orfour months. So let's share what that means. With the audience here, YeahYeah, so the cutit am to me, is the absolute best part of the Levenar, andI think I think what it does is it separates contenders from pretendens,because you can rehearse the best Webbinar slide deck ever and you canlike go, I'm going to say this and then I'm going to say this and then I'mgoing to say this, but you know what once I get to the QA, the gloves areoff man becauses, like you, don't know what the audience is going to ask and agood moderator is going to ask almost every question that gets that getsposed. I mean I when I'm moderated webinars N my career. I usually unlessit's a a less, it's a really really really tricky question, or it'ssomething that kind of gets a new nethical quandary. I ask almosteverything that I possibly can to to my tmoes, even if he doesn't know theanswer, because it's okay to not know the answer to every question and Idon't think that's a problem, so the qnais wore of the magic havens is ha. Iwould encourage anyone on this. Listening to this, who wants to thinkabout doing a webanor get out of the slidedeck as soon it's humanly possibleand geting to the QNA, you should really really be trying to have athirty minute presentation with a thirty minute QNA that is the perfectmix, and so going back to the beginning, where you like ask people like whereyou from what do you do you know what company do you work for also startencouraging questions immediately and go hey man. I want to get yourquestions like yes, we're going to have this slide deck and yeah we're going topresent in this, but why? What I'm really more interested in? Is You guysI'm more interested in your questions and what you guys have going on and howwe can maybe help walking through it? Okay, so please don't hetate to askquestions. If you got hem, you know drop them in Dra them in the questionpan or Dropmin the chat panel, I'm going to bring I'm going to answer asmany as I can, if they're a contextual to what we're doing we're going to askhim in real time, if not I'm going to get him at the end and then anothertrick that you want to do with the QNA like you got to encourage questionsconstantly throughout, like you can't just do it once in the beginning, andthen you know again at the end, like almost every five to ten minutes, youneed to be saying: Hey guys, just really hop you guys you cetn value outof this. Please ask your questions in the panel. We really did your questions.We want them so bad, please don't has to tay any kind of question. Yeah!That's going on that! You want to know more about this presitation or what'sgoing on in your life in terms of your job like I want to answer that for youto drop them and then at the end, when...

...you're going through the Qaa. This iswhat your subject matter: Exports look like experts aces because you canrehease it as well as a can, but when you really have a subject matter experton your Webinar who man they really show out on the QNA, because they'retrying to rehearse it's very natural for an engineer or for someone who'stechnical, the rehearse that o there weavin our slidedeck, it's just humannature. We all want to look good I'll. parenthatically say I don't rehearse mysidedex very much for Industio markenting live, but a lot of peoplelike to do that. Ind, that's fine! But when the questions come, that's whenthey really have to reach way back into the deep recesses of their brain andthat's when they really demonstrate what they know, because the'they'llbring in stories they'll bring in examples. They'll really show theirtechnical, millhow and they're going to shine when it comes to that. If youreally got someoney else, wat talking about they're going to shit and soanother trick to do when you do the questions even during the QNA, keepencouraging questions and then have a couple of trips that I like to. Do So,and I have like a log of questions- and I know people are, probably people aregoing to dip out of like thirty forty five inr an hour like they just do,because they have this time blocked in their head. Like have thirty minutes todo this atd forty five minutes around sixty minutes and then you're going tonotice drop of back to that that's natural s on a bad thing. But if youknow people have questions in the que and if they think they're going tothey're going to get their question answer they're going to stay on, so yougo like Roger Rachel Randy. I see your questions we're going to get to them.FRIGH AFTOR! You guys are up next as soon as soon as we get this questionanswered, so just worls just start role, calling people who asked questions andsay Gotcha, Gacha, Gotca, Gotca Gotcha that will keep them on an gage becausethey're going to know their questions going to t answer and that's going tokeep them on longer, and so that to me is where h and a is just sounderutilized people try to rush through that or they trying to limit itlike. No, no, that's the best part of your webinare. That's where you get allthe great content. That' you get the follow up, content ideas and that'sfrankly, where people who are attending the Wener, who may be interested inwhat you have to sell, are getting you in real time. Like look at people whoask multiple questions. Look at people who ask really specific questions. Lookat people who bring your product into the equation in the QNA session whenyou weren't, even really talking about your product, like those to me, arelike very strong siene that that person might be in a buying cycle and theymight be betting. You in real time during Yo, weathero man, so much goodstuff. You just said there yeah. I mean this is your first sales call wit withsome of these people and not not for you to push a product but to be able tostart building a human relationship with specific individuals who, as Mattsaid, are actually vetting. You I mean Youis your chance to earn trust todemonstrate. You know how smart you actually are by being able to answertheir questions on the fly, and then you know something else I would thinkabout doing is okay. You know I interacted with you know these five orten people ask questions on the Webonar follow up with them after and elaborateon it. You know what, if you've published a blog post about that topicor you've got a recorded, video or or something like that, like I use mycontent all the time these podcasts, like you're, listening to right now oryou know, Matts Webonars for Industrial Marketing Live his web in our series orthe written blog post like I am always every time I get off a sales call, I'malways thinking. What did we talk about that? I have published something thatwould be helpful to this person on and I think you can do. The same thing inyour Webon are just be taking note of all that stuff because t a that's yourfirst touch with with a potential prospect, nowit's time to nurture themyeah, and I mean for the nurture stuff like there's a couple different tacksyou can take and if you want to be kind of sales intensive with the Webenarn,that's fine, it's all comes down to braining to so you know, take yourWebinr Tende list, send them an additional piece of confident you havesomething on Sour Catpe, Fam anstraction. Then you have a case studythat you gi with a customer. An swort, skepcto peas actual go hey, we talked alot about that, and maybe it was hard for you to picture it, because you knowwe were talking about it kind of in a conceptiual way. Bun. Here's like areal ef example of how that got applied, and I just wanted to throw this youaway and Pec ad something you. Additionally, you wanted to take a lookat then after you send them. That case study t the probably the best thing youcan do is offer a very no pressure...

...opportunity to hop on a sales call.Usually you want to bring the person who is Mott who's, paneling, theWebenar or the highest person up in your organization. You can talk aboutit in Athoritati level and said: Hey, you know, usually people who attendd,who levenours are in this stage of their life or this stage of their lifeor this stage of the life in terms of human cracton, like they're, justtrying to get education out of it. They they think they want it, but they'renot really sure what they want or they're really in the market. For thisand there and they're trying to look to maybe take the next step. I don't knowwhich one of these steps you're in, but if you possibly in two or three I wouldyou think it would be a good idea if you talked with one of the panelistsand our VP of engineering about your problems, this is treally no hassle. Wejust want to give you value and answering really specific questions youmight have, and just let me know if you're Interestingo and that's it youmean just it all- comes down to intent and my Willat on O. I want to help thisperson or not and then once you get on the phone with them, you know that'swhen you can keep the conversation going. T that point like you have anincyway to maintain a dialogue over over the long term without you havingto like. Have Commission Bro, you know so that to me is like one of theframeworks I would use fo follow up the other one. Is You can just be reallywell touch and do nothing, and just if you have a webinr program that you wantto run over like twelve months, which I think is a really smart idea that Ithink a lot of companies should consider doing, because trade showsaren't coming back and a lot of people still can't get into a lot of buildingsright now. You know just do the Levanars, you know, send the the asssetafterwards and t it always Hav the low. You know the low friction book a callwith this here at the beginning, like hey, if you had any needs like justreply here, go straight to my imbox or if you, if you're interested in talkingabout this Aon, no pressure like here. You can book time with this hereanytime, that you want Tobe, happy discussion needs more indepth, and thenyou know those tome are the methods by it to go about it. Just kind of dependson what your apposite is: Yeah, that's great, so Matt, potentially the biggestmissed opportnity with webinars. For my perspective, or one of the biggest ones,is theyre ever green potential. Instead of running these events and then justletting them die, you should be recording them and then publishing thema D and I'm a fan of not putting the published recordings behind formsbecause I hin thik you're not going to get eye balls on them. But can you canyou tell us like how do you like to make use of Awevenar after the event isactually over? I mean that', O Heis, one of t, the best parts of thewebanars. I love it's a lot of content in a really short amount of time. YesI's prepand stuff, but like you're doing thirty minutes do an hour, andthen you got a lot of stuff to work with which I always find they'reattractive, because I love the repurpose content. I'll concur on thegating, I mean if you gave tough Levanar unless you're a company thatgets an enormous amount of traffic of people to your site. Like I mean most,people who are listening to this, their company website probably gets fivehundred to two thousand hits a month. That's really not a lot in the Ganheman thing, you're, probably getting Oneo to weaven orn conversiens he month,if you're going to do something like that and like is that amount offrictional worth it like? Do you make content for it to be consumed, or doyou make it to acquire emails like at? That would kind of be my my question toyou an it when it comes to your intent, elevanors and so in regards to theevergreen part of it. The first thing that is not including that questionthat Yo should also be doing is transcriting okay to spend a hundretwenty five a minute takes on red, spend seventy five to get ittranscribed rather going to do it much faster than you're going to pay someonethirty bucks, and do you pay thirty bucks an hour to do it's going to takethem three or four hours, so it's more cost effective to do it that way. Takethat transcription writen run through it. Take that genship and you'llidentify like really good audio clips and you can make videograms out of it.Give it to your subject matter. An expert throw it up, help them with content on linked inorganic. To, like you know, post that kind of stuff, or you could put on yourcompany page as well accompany Newsticker instagram. Whatever is rightfor you guys, the Wondow, Ond format use it too, like beed usin. To likewave hand you can you can do the the...

...audio gams. The other thing that I liketo do this is a little trickier to do is be purposing the Webanar into Blodcoast, and so the way that you do, that is in the print. So you, if you don'tcreparate with you, Levenar you're, not going to make a good lankpost owt of it,and so, when I mean by the preface when you're going back to generate the topicidea, this goes all the way back to like getting the questions right, andso you get the questions that Youre people that you sale team is gettingand you plug them into kind of being the subtopics. Well, each of thosesubtopics become Blod Post Bor, you, and so, if you're really smart and youreally structure your Levinar well, you can get three walkposts out of oneweven Ar, if you do it correctly, but it kind of depends on how you on howyou organize the topic itself. So for me what I would like to do becase Iwould do a Webin or topic a big big line when, like beginners, Guid Te femeattraction and then I have three sume topics within them and will each ofthose south topics to me I very intentionally structured then so theybecame blockcots on the back. ADIMATES is like the transcription. I would takeit much out of the topic as I could to make a Blak, pust maybee five hundredwards Abe, seven. Fifty then I go back through the QA and the I would go findit questions that related to that suptopic and then I would fill it ineven more and then I would rerit and then I would just rerite the tire thingkind of you know work it a little bit give it to my sme. Make sure it's coolwat that publish it, and so that to me is the best way you can repurpose Blok,Weben or concent for yourself, and you also hit people and how they want toconsume concent. If they want to read it, you have you want to watch it, youhave you want to listen to it, nothing procluding! You also for making you Owemen or into a podcast. You know go ahead and take the audio which you haveand just just record a little preface like hey guys, welcome to thefumixtraction technology show we did this wevenor recently with with, withwith STN on a Duman Jaction and thought itd be really good for the podcast. Soyou know this. This is a thirty minute recording of our podcast. That's Atat,tit o and then do now. You just major Elevin Arinto, three different piecesof a content that can be consumed any which way that your audience scares to,which is to me why I like the Weaben ar so much itst the most repurposablepiece of content out there, that you can make great stuff so much good stuff.There Mat: What what advice can you offer about how to get started forpeople who are sitting here, which I hopefully is most of the audiencesaying? Oh my gosh I need to. I need tolike, be doing this differently orstart doing it for the first time like how do you get started, because I thinkthere's a lot of technology antimidation that I see from yeahpeople, we advise I'll acsually go back to step, so I think the first thing youshould look affer your Weppo. If you want to do webanors, you need to take alook at your email list. Okay, do you have an email, wis, big enough to doebenars, because if you listes, like two hundred people, you're going to getten people to register and three Youre going to attend and then your salesteam is going to go what the heck? Why did I do eleven hour for three peopleand then you're going to be like this and then you're never going to do wemenor again? So, if you're, one of those companies and you're like I, don't havemuch moemail us how the hell do? I get started on this, my do not ret, you canstill do wetenor, okay, the best thing you can do go fy another company thathas a bigger email list. Maybe it's a partner of yours. Maybe it's you know.Maybe it's maybe it's. You know. Sister Company of some kind, enjoyd venture toin Fenti on eleven are with. Maybe they have a bigerenail es te go hey. I wantto do televen ar with you guys I'll do all the work. I will pay for theplatform. I will do the slidedeck. I will you know. Do all the email stuffwhere all you guys have to do is just send an email to your list and show up.You know, do all the work for them and then all you want is that email listright so joint benchal with big other companies who have biggor, lest thatcan help get you in and then that's a good way to get started with with withthe weaten ar with Weten Art Brogan. Let me build one thing on that on thatmatc, you, I think th, because I love that idea of the joint joint webanareYoue. Not only are you utilizing their email list, but you know in those casesyou're also leveraging the brand equity and logo of those companies like Icould think of literally in the last week I have talked to two of ourclients. One of them may may partner on...

...a Webbinare with Rockwell automation.Another one is maybe geing a partner with FANOC and because they've got youknow one individual in those companies in sales that would come in and nowyou've got. You know, you've got those logos that are associated with yourbrand and potentially tapping into their contacts as well, and that's justso powerful yeah and it's smart. I mean it's Super Smart. We did one recentlywith one of our clients and we partner with what the CLIENTO actually reachedout to us for Coler Eleven. I was a wanted to join venture and we were likeyeah, I'm happy to do that and they brought you know a. They wrought, likea fifty percent, lift in registrings, perfect, so yeah joint Benchal Wevenaswork. It's a great way to get Sarr. If you don't much in the list, if you dohave a lest an you, have all that stuff. The best way to get started is toreally start looking at what you have subtic matter expertise, and I what youguys do well, and you can speak to authoritatively- have a point of viewalso point of view such onyour rate anoucement, like you, need to have likea point of view on why, on this process like you should be objective enough tocover all aspects of it of that topic, but also, you know, don't be apaied tobring your pob into it, because people ultimately will have a feeling one wayor the other. So you can either pulse them, not a bad thing or you can havethem going yeah and like that's, not a bad thing, Odo and so yo bring yourpoint of view in the other thing is to just like think about Lebenars assomething programmating and what I mean by that is like look at it. Assomething where you wanted to try to figure out how you're going to do fivesix, seventy eight of these not do one and then wait three months. An do. Thenext one like wevanors are like any piece of content. It's like podcastingor like blogging or like linked in organic. It all comes down to momentum,and so you need to give yourself a chance to have momentum with your Ebinour program, otherwise you're going to you're going to just constantly beputtering out and not being able to go capture that momentum yget. So anotherthing I would, I would keep in mind the other thing is t I would experimentwith formants, and so personally I do eleven or every Tuesday night andthere's no slide deck. It's just me and a group of people and it's Chris Walkerwho's. One of my idols in marketing and he's just holding court doing and askme anything. He's got like three topics and he talks through the whole Dankthing and then you know serfs like me, show up and ask questions and- and he answers them and it's brilliant,like it's and and on thinks he's the Best Guy Marketing because of thatright, and so, if you really got someone who knows your topic like that,you should not be afraid to experiment with that kind of fireside chat.Omthing I did a. We do a modify version of that with one of our customer on about one of our clients, and it works really really well because they havereally good report. They play off of each other they're in thei room likesiting atte each other talking, and then they had to have the slidedeck aswell, but like experiment with formats and then the other thing is just likeyou know commit to it like I can. I can safely tell you the first weapon I everdid. I got thority registrancs and I got fifteen people at ten or twentypeople and ten and I was disappointed in it, and I was like man. I don't knowthis pors. I also will say it was a vairy sales and tent webanart. Then Istarted to think about webinars a little differently. I started to getmore. I started to get more process around it. I started to try to take theproduct out of it. Then I frankly just committed to it a little bit more andall of a sudden I went from, like you know, thirty registrance to sixty, andI want from sixy eighty eight o UN twenty and I'm like. Oh my gosh, likeyou know, people are into this and the thing is like I was getting fifty tosixty percent attendants right throughout it pretty consistently andI'm like there's something here and so I would say, give it give yourself somegrace and give your programs and patience and you're going to figure outthe form one that works if you're consistent about it, because I didn'thave a figured out the first two or three times I did t a Webenar, but onceI did it the fourth fifth and sixt time, I started to notice what people wereresponse that were responding to and that ultimately gave me a lot ofclarity into what pro, what would work and what wouldn't work and had a lotmore success to Weabernd Owebon Aras, a result, great advice, anything youd ADto the conversation mat that we haven't talked about or any parting advice. I'man e enormous Standa Wevanars, I think,...

...is very well documented in terms oftechnology. There's three that I would consider zoom go to Webanar and thenDemio a Demio I've not used before. But I know the person who runs marketingfor Damio and she's. She was in the manyfacto space before it's a greatproduct. I know people who do a lot more webenars than I do rave about it,so I wouldn't discount demio. I know I know zoomand Gooto Wavin ar thedominant ones, but you know look at that. One TEC. The technology is notit's really not that intimidating. If you can run a virtual mening, you couldrun a Webenar ts, really not that much of a really not that big of belief.Promotion. Also, I think, is another key think about promotion. You know,don't just put a weather up and throw on your home, page and hope people willcome, have a plan for just forgetting that out into your audience, if youwant to put a little Pai Budchet behind it, that's okay always always alwaysalways had an email blast plan for the day before always you're going to getalmost thirty you'll get anywhere from twenty five o fifty percent of yourregistrin Te day before it just always happens that way. I've. My recipe thatI found is to what two emails work really well for me. Tree can sometimeswork. There's another like there's a couple small hacks. You can do likeit's sat. You want to get on the Webenar and it's like fifteen minutesbefore it starts, and you want to s it this. You can send like an email tolike your list and go hey the lobbies open for the Webinr and then anyone who,like does anything to do. You may end up getting a lift from that, and solike experiment with promotional tactics, to see how you can get morepeople in there and drum up more interest. So I definitely have a planfor promoting the weather. I don't think that you can simply throw it onyour company, social media, page and nothing D, and it's going to work likeget your other teamage participating in it. Put it in your email signature whenyou guys have one going on put the pay promotion behind it have an emaildistribution strategy. So definitely promotion cannot be overstated likedefinitely think long and hard about it. Reaht tips, lots of good nuggets therelmat. This was fun man, I mean I'm a huge advocate of of Webbon eyes aswellwe're, helping our clients figure it out you're leading the charge onthat front, which has been really exciting. So thanks for sharing yourwisdom to cruel, I appreciate it. Anyone has any questions they want toask me or just or think I don't know what I'm talking about police we got. Iwould be happy to just y now just talk shop with you, but yeah. Anyone who hasan questions about wevenars, I mean y'all, know me on like them. My Dms arealways open and yeah Yall got some value out of this. You know, Levin, orsto me are still very elastic and and timmy still have staying power until Isee so until I see a better acontent forment out there, that's great so madhas mentioned it. I think a couple times here in passing throughout thepodcast today, but he's got a show industrial marketing alive, which issort of under the GIRRILA seventy six umbrella or company, and what we weredoing every three weeks at this point mat right, thre weeks, yeah andschedules been moving a lot, but am I am trying to stay every three weeks Ihave a killed it colord sale on an TA, Convergen Right, outimization and heatmaps from my next one, and then I got other ones in the work as well. So ifyou guys join me for that, it's a super tactical session every time and reallywe try to really get down in the content in some other parts as well.That's great! So we'll drop a link to that registration page into the shownotes. You can check that out there Matt what else? What else o you want?This crowd to know about you and work where they can get in touch with youand you've got a podcast of your own, which is phenomenal of for you to yeahad a little plug here too firt. So you can find me all linked in that's theeasiest way to find Mak, O Valium twitter, also an atnap UndeSporchanella, I believe Scia and Nella, and then yeah my Shi podcast, theindustrial marketing show were having so much fun on that show. So pleaseplease join MJ and myself. We switch O format up we're having a lot of fun. Weare talking with leaders in the marketing inindustrial marketingcommunity. We have henery peck from Johnson and Johnson on e rlatestepisode, everyones, er, Johnson and coon right. You want to hear a Henryfact is doing a club house. You Know...

Henry Peck is was a great gas. We gotothers lined up o we're just having a lot of fun. I molos it's hard tobelieve, but almost going to be a year since I started that Webanar and ourstar Star that podcast and that podcast is just paid for itself in spade. Ijust can't can't tell you how how much that thing is changed. The troductoryof my life, let alone been a great content project for me. Well, I met youas being a guest on your podcast Rit Yo ther. I think O was a third gas Tahonyeah, it's amazing. It's a really powerful platform. I mean we. We got adifferent topic today, so we want we wan't to start getting into podcast,but but anyway, so yeah mat. This was awesome thanks again for taking thetime to do this. I know first hand how busy you are because we were together,and so thanks for taking the time out of your data, to do this here. So forsure I thank you, Allso wash to listen. As for the rest of you, I hope to catchyou on the next episode of the Manufacturing Executive. You've been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you'd like to learnmore about industrial marketing and sale strategy, you'll find an everexpanding collection of articles, videos guides and tools specificallyfor btob manufacturers at Grilla. Seventy sixcom flashan learning. Thankyou so much to listening until next time.

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