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Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to The Dave Gerhardt Show.
Dave [0:00:17]: Hey.
Dave [0:00:17]: We're alive?
Dave [0:00:18]: We're live.
Dave [0:00:20]: Are.
Dave [0:00:20]: This is a big this a big day, man, there's a lot happening.
Dave [0:00:23]: Bae you're good to see you.
Dave [0:00:24]: Where are you...
Dave [0:00:24]: Where you're calling in from today.
Dave [0:00:26]: My friend.
Dave [0:00:26]: Good.
Dasha [0:00:27]: See you, Dave, I'm precisely three hours away from where the coolest marketing conference is gonna take place.
Dasha [0:00:33]: I'm in Ottawa.
Dasha [0:00:34]: Okay.
Dasha [0:00:35]: Little Exit Five drive plug here.
Dasha [0:00:37]: Are you how many tickets are relax?
Dave [0:00:39]: Coming to drive.
Dasha [0:00:40]: Hell yeah.
Dasha [0:00:40]: Of course.
Dasha [0:00:41]: Are you?
Dave [0:00:42]: I will.
Dave [0:00:42]: I...
Dave [0:00:42]: Lord willing.
Dave [0:00:43]: I think there's twenty...
Dave [0:00:44]: Two, maybe twenty two or twenty nine left out as of this morning.
Dave [0:00:48]: I'm a marketer.
Dave [0:00:49]: I'm a serial rounder upper or rounder downer.
Dave [0:00:52]: So there might as well be, like, zero tickets left at this point.
Dave [0:00:55]: But I'm excited to be here.
Dave [0:00:57]: We put a ton of work.
Dave [0:00:58]: These sessions have been awesome, and we've put a ton of work into making this one even more awesome if you will.
Dave [0:01:05]: Like, you know, Dash, you were on the prep call yesterday last night.
Dave [0:01:08]: We just had the session just quick reaction to what we're gonna go through today before I get into the spiel here
Dasha [0:01:14]: It's gonna be so fun.
Dasha [0:01:14]: Is gonna be so fun, and I've sat through a lot of terrible webinars.
Dasha [0:01:17]: So what I love is that this is all about how to make your webinar are actually great and the speaker lineup is awesome, and everyone's prep has been amazing, So, yeah, I'm hyped...
Dasha [0:01:26]: Okay.
Dave [0:01:27]: Alright.
Dave [0:01:27]: So as Dasha said today, our focus is on, webinar.
Dave [0:01:30]: Real quick.
Dave [0:01:31]: If you've never been to one of these sections before, this is called five Live.
Dave [0:01:35]: We do them twice a month.
Dave [0:01:37]: I'm here at Hula in Burlington, Vermont had to get out of house today and do this.
Dave [0:01:40]: We do them twice a month because, look, I believe you can get a lot of knowledge from Ai, but there's a different level of knowledge you can get from the people that are actually doing the same job as you are.
Dave [0:01:49]: Your peers in B2B marketing.
Dave [0:01:50]: Our job with these sessions is to give you real tactical specific examples.
Dave [0:01:55]: Of what real humans are doing in marketing.
Dave [0:01:58]: And today, the topic is all about webinars.
Dave [0:02:00]: We've got five B2B marketers joining us.
Dave [0:02:03]: They are gonna share their single best performing webinar play, what they did, how they did it and what it drove.
Dave [0:02:08]: This is real tactics and real numbers because Despite way you might read on Linkedin, we run the probably largest community of B2B marketers and webinars are not dead.
Dave [0:02:17]: In fact, for almost every single person here today, I bet at you're doing some type of webinar program at your company.
Dave [0:02:23]: And so your goal is to take notes, learn something, bring it back, put it in the chat right now?
Dave [0:02:27]: Like, well, why are you here?
Dave [0:02:29]: What do you wanna get out of this session?
Dave [0:02:30]: Hopefully, it's gets smarter about running interesting webinars.
Dave [0:02:33]: The format for today as a reminder, each speaker.
Dave [0:02:35]: Gets about five minutes.
Dave [0:02:37]: They're gonna go through their play.
Dave [0:02:38]: And then we have two minutes of Q&A with the speaker.
Dave [0:02:41]: So get your questions into the chat.
Dave [0:02:43]: Our team will organize them, hopefully we'll have some time to do that.
Dave [0:02:46]: And then at the end, obviously, we gotta make little competition We're gonna vote on which play you're most likely to put into action and then we're gonna ask.
Dave [0:02:53]: The winner, why they think it resonated.
Dave [0:02:55]: So super fun format, these have been really engaging and super fun.
Dave [0:02:59]: So before we get into today's show really quickly.
Dave [0:03:03]: I wanna give a shout out to our friends at Zoom for sponsoring this session, check it out.
Dave [0:03:07]: Look at this fresh makeover here.
Dave [0:03:08]: Zoom webinars and events.
Dave [0:03:10]: They're the virtual event platform built to engage, connect and scale.
Dave [0:03:13]: You'll you know I love webinars I'm I'm not afraid to say it.
Dave [0:03:16]: In this building, I feel safe saying that.
Dave [0:03:18]: By the way, Outside of here, I don't like to let people know.
Dave [0:03:20]: But, and my last two companies I've been running webinars and now here at Exit Five webinars are a huge part of our content machine.
Dave [0:03:26]: Despite what you've heard about webinars being dead, in B2B b, they're not.
Dave [0:03:30]: It's one of our best performing channels period.
Dave [0:03:33]: By way I think I'm the one that makes up that narrative and then I get to defend it.
Dave [0:03:36]: So it kinda works.
Dave [0:03:36]: That's why we've partnered with Zoom to take our love for webinar to a whole new level starting today, every Exit Five live session through the rest of the year, are gonna be right here on Zoom webinars webinars and events.
Dave [0:03:47]: And as you'll see today, they have an entire platform for running marketing events that includes registration pages to match your brand.
Dave [0:03:52]: The tools you need to promote your events, and live engagement tools so people actually stay tuned in, get custom branding production tools and built in analytics with no technical skills required.
Dave [0:04:02]: Look, we have a high bar for our content at Exit Five and webinars are a huge part of that.
Dave [0:04:06]: So I'm excited to be doing it all on Zoom webinars and events now and moving forward.
Dave [0:04:11]: And look, on the top of the webinars, man, I think you're gonna get some value out of today.
Dave [0:04:15]: We got five people here, awesome crew of marketers.
Dave [0:04:18]: So we're gonna do quick intros.
Dave [0:04:19]: We got Logan Mary, Caroline, Christina, and Josh.
Dave [0:04:24]: I think we're good.
Dave [0:04:25]: I think that's it.
Dave [0:04:26]: Housekeeping out of the way.
Dave [0:04:27]: We're ready to get into the meat of this show.
Dave [0:04:29]: Dasha Am I good.
Dave [0:04:31]: I missed anything.
Dave [0:04:31]: Should we bring up our guy at Logan to kick this off.
Dasha [0:04:34]: Let's do quick intros.
Dasha [0:04:35]: Let's introduce all the speakers, and then we'll bring up Logan.
Dave [0:04:38]: Okay.
Dave [0:04:38]: Perfect.
Dasha [0:04:40]: So, Logan, do you wanna quickly introduce yourself twenty seconds?
Dasha [0:04:43]: Yeah.
Dasha [0:04:43]: Hey, guys.
Dasha [0:04:44]: Logan Lyle founder of demand shift.
Dasha [0:04:45]: We actually run webinars as a service for our clients.
Dasha [0:04:48]: I'm gonna be showing you guys the two step sign up flow that five back start conversions.
Dasha [0:04:52]: At a points that you're probably not thinking you can drive conversions in your webinar flow.
Dasha [0:04:58]: Awesome.
Dasha [0:04:58]: Mary, little intro from you.
Mary [0:05:01]: Hi.
Mary [0:05:01]: I'm Mary, revenue marketing at Cal Remind, and I'm gonna show you how we as two people to a webinar series that compounds over time.
Mary [0:05:09]: Period.
Mary [0:05:10]: Caroline?
Caroline [0:05:11]: I am Caroline Inc wright.
Caroline [0:05:12]: I'm the head of marketing at Phase shift just joined the company a week ago, so excited about that, but I'll be talking about something I around my old company, the post webinar follow up plan that drove one million dollars of pipeline in one week.
Dasha [0:05:26]: That's a lot of pipeline.
Dasha [0:05:27]: Christina.
Christina [0:05:28]: Hi.
Christina [0:05:28]: I'm Christina.
Christina [0:05:29]: I'm Director of marketing at Treasury four.
Christina [0:05:31]: I'm gonna be talking about a virtual webinar series that I'm running on the spine of building it as a conference format.
Christina [0:05:37]: Hello.
Dasha [0:05:39]: Okay.
Dasha [0:05:39]: Josh.
Dasha [0:05:39]: Round us out.
Josh [0:05:41]: Hey.
Josh [0:05:41]: I'm Josh, head a search marketing.
Josh [0:05:43]: You at Air, running our webinars program.
Josh [0:05:45]: I'm here in New York City.
Josh [0:05:46]: I'll be talking about influencer in automation plays behind our best performing webinars.
Josh [0:05:51]: Excited to be.
Dasha [0:05:52]: Excited to have you.
Dasha [0:05:53]: Okay.
Dasha [0:05:54]: Now, let's bring up our friend Logan with the cinematic backdrop.
Dasha [0:06:00]: I love it.
Dasha [0:06:01]: Alright.
Dasha [0:06:01]: My name is Logan.
Dasha [0:06:02]: I'm the founder of demand shift.
Dasha [0:06:03]: And before I started running webinars as a service for our clients One thing you need to know is that for two years, I was an in house Saas marketer, like, a lot of you guys who are probably here live today.
Dasha [0:06:15]: And I ran webinars for two years for teamwork.com.
Dasha [0:06:19]: And the embarrassing thing was, I was hitting what I now call the conversion cliff.
Dasha [0:06:24]: We were seeing high webinar registrations.
Dasha [0:06:26]: We were even seeing people attend multiple sessions.
Dasha [0:06:29]: Our attendance rate was pretty good, but the conversion to pipeline was woe small.
Dasha [0:06:35]: I won't actually put a number to it, but let's just say, I wasn't happy with it.
Dasha [0:06:39]: I actually set out in Surveyed two hundred and fifty plus B2B marketing teams that are running webinars, and I found that I wasn't alone in this conversion cliff.
Dasha [0:06:47]: I found that most B2B webinar campaigns convert at less than two percent.
Dasha [0:06:52]: To book sales call or demo or trial or whatever that next step was.
Dasha [0:06:56]: So I started to think about...
Dasha [0:06:58]: Well, where are the conversion moments?
Dasha [0:07:00]: Right?
Dasha [0:07:00]: They're are typically after the webinar and our follow up emails.
Dasha [0:07:03]: I know one of the other speakers is gonna talk about where you can tweak that, and there's something to that.
Dasha [0:07:07]: There's during the live show, and that's another spot, but I started thinking where are other opportunities because even with the live show on average, only about thirty five percent of your registrantsregisters who said they were interested in the topic actually show up live.
Dasha [0:07:21]: But then I realized, what do a hundred percent of your webinar registrantssee.
Dasha [0:07:25]: They see your thank message.
Dasha [0:07:27]: They see the thank you page.
Dasha [0:07:28]: Right?
Dasha [0:07:28]: That is a hundred percent conversion and we're marketers, we love a hundred percent of anything.
Dasha [0:07:33]: Right?
Dasha [0:07:34]: And so what I did was I replaced that what I call dead end thank you page with a survey that was designed to leverage the fact that someone just showed interest.
Dasha [0:07:45]: This is one of their highest intent moments because they're interested in the topic They wanna be educated on it, and they were willing enough to give you their name and email and whatever other things are on your form.
Dasha [0:07:56]: And so it's this two step process from sign up to survey that allowed me to actually increase conversions, like I said, by five bags, and actually book demos, calls, and trials before the webinar even started with about a five to eight question survey that's meant to qualify folks, put an offer in front of them if they're qualified and give them the opportunity to convert.
Dasha [0:08:18]: A little bit of detail.
Dasha [0:08:20]: We don't have time to build the whole thing in front of you guys, but a few things to think about how this might work for you.
Dasha [0:08:25]: You go from sign up.
Dasha [0:08:27]: You redirect to the survey.
Dasha [0:08:28]: We've tested a lot of language this that's on screen if you wanna screenshot it.
Dasha [0:08:32]: Complete your free webinar registration by answering a few questions here works the best in my experience.
Dasha [0:08:38]: Few other things.
Dasha [0:08:40]: You wanna start with easy questions.
Dasha [0:08:41]: You wanna ask for only what's useful.
Dasha [0:08:44]: So for instance, if it's something you aren't gonna use to segment or take someone down a certain path, don't ask it.
Dasha [0:08:50]: If it's something you could get through enrichment like a Linkedin profile Url Don't ask someone to type that in, you're gonna increase your conversions that way.
Dasha [0:08:57]: Create some branch logic whether they use type form or high level or any other sort of survey tool.
Dasha [0:09:02]: Surveys are a great way to personalize that experience, so take advantage of that.
Dasha [0:09:06]: And then most important in with an outcome based Cta.
Dasha [0:09:10]: Now, I actually had a client who we implemented this for, and they didn't believe me when I told them that over ninety percent of people across webinar campaigns typically complete the second step of this flow in the survey.
Dasha [0:09:22]: So I just brought some screenshots to show you guys in the ninety one at ninety four percent here.
Dasha [0:09:26]: This has worked in services as well as Saas.
Dasha [0:09:29]: So here's an example of an agency offering a Linkedin ads audit.
Dasha [0:09:33]: Again, they only saw this final Cta question if they were qualified.
Dasha [0:09:37]: Then if they say yes, they have the opportunity to book a call right there.
Dasha [0:09:41]: Actually have clients where they're booking more calls before the webinar, then they are live or after, But now we have three conversion points and other speakers are gonna help you guys convert more live and after, but I guarantee converting before is probably not something that you're thinking about right now.
Dasha [0:09:57]: We This is another example in Sas what's cool about this one as you see the branching logic.
Dasha [0:10:02]: We actually have two different versions of the Cta based on who the prospect is and the questions that they answered earlier in the survey so we could customize that last question.
Dasha [0:10:12]: And then you notice the calendar doesn't just say, like, book a demo.
Dasha [0:10:15]: Right?
Dasha [0:10:16]: That's outcome based as well.
Dasha [0:10:17]: So that's...
Dasha [0:10:18]: Those are some of the things you can do to use this flow and make sure that you're converting at a high rate.
Dasha [0:10:23]: What's cool is you can also use this survey data even for people who don't say yes.
Dasha [0:10:30]: You've got more segmentation data to do more personalized follow ups.
Dasha [0:10:34]: You can hand your sales team not just a list of emails, but actually, all the survey responses that people gave with their registration.
Dasha [0:10:42]: And if a webinar about webinars wasn't meta enough, I'm actually gonna do a deep dive on this two step sign up flow on a future webinar, if you wanna scan the Qr code, you can register for that.
Dasha [0:10:51]: And know by the way, you can see it live in action.
Dasha [0:10:54]: So that's as Meta as we can get today.
Christina [0:10:57]: I'm amazing.
Christina [0:10:57]: Work.
Dasha [0:10:58]: K.
Dasha [0:10:58]: I'm just gonna reset our timer here, and we're gonna do two minutes of Q&A.
Dave [0:11:04]: By that that sounded was a highlight of our.
Dave [0:11:05]: Prep call last night learning that.
Dave [0:11:07]: So that's why we we smile there.
Dave [0:11:08]: Okay.
Dave [0:11:08]: Gosh.
Dave [0:11:09]: I why you take some questions for Logan that we got.
Dasha [0:11:11]: Yeah.
Dasha [0:11:11]: One question that came up in the chat is what software you using for for running the survey?
Dasha [0:11:16]: And I guess, my follow question to that is, like, does it matter?
Josh [0:11:19]: We're there's lots of ways you can
Dasha [0:11:20]: do it.
Dasha [0:11:20]: So I've done it two different ways, and I'm working on a third.
Dasha [0:11:23]: So the first way was using un unbalanced for the landing page, type form for the survey, and then both of those integrate really well with Hubspot.
Dasha [0:11:32]: I've also consolidated it and done it all in high level to do the landing page, the form, the survey and the automations in the back end.
Dasha [0:11:39]: Option three is where we're all looking.
Dasha [0:11:41]: Hey.
Dasha [0:11:41]: You could probably vibe code this.
Dasha [0:11:43]: What happens if someone wants to skip the survey.
Dasha [0:11:45]: Do they still get to watch the webinar?
Dasha [0:11:48]: Yeah.
Dasha [0:11:48]: And that's important.
Dasha [0:11:49]: That's why I divide this into a two step sign up as opposed to just making this one long progressive form.
Dasha [0:11:55]: So the way that we do it is we have the sign up form.
Dasha [0:11:58]: The moment that they're there...
Dasha [0:11:59]: They get registered for the webinar.
Dasha [0:12:01]: And it's actually a redirect to a second page with the survey and I'm passing over their email via Ut parameters.
Dasha [0:12:08]: There's a couple ways you could do it.
Dasha [0:12:10]: But that way, it feels like a continuation, but you're not losing that ten percent that don't complete the survey.
Dasha [0:12:16]: What are you using the survey responses for?
Dasha [0:12:18]: Christy is asking?
Dasha [0:12:19]: Do you use it to identify better content direction for the webinar or something else?
Dasha [0:12:24]: All of the above.
Dasha [0:12:25]: So one, to qualify folks to put the offer in front of them two to segment my follow up because I'm asked I've got first party data on these folks now that they've recommended.
Dasha [0:12:34]: And that's a great point.
Dasha [0:12:36]: You have three hundred registrantsregistrations, ninety percent of them answer these questions.
Dasha [0:12:40]: You can actually bring that in as a a stat.
Dasha [0:12:43]: During the live webinar and to shape your long term content strategy.
Dasha [0:12:46]: So yes, yes, yes and yes.
Dasha [0:12:49]: Let's see if we can get another yes for from you.
Dasha [0:12:50]: Do you use Sms for nurturing?
Dasha [0:12:52]: Not yet, but that's on the road map.
Dave [0:12:54]: Good job logan.
Dave [0:12:55]: Good job, Dash, with the follow ups.
Dave [0:12:57]: We're running well out of schedule right now, which produce Mrsa is in my ear is telling that's huge because I'd like to ramble and we'll get some time back later.
Dave [0:13:04]: So let's kick it over to Mary.
Dave [0:13:06]: Mary's director of marketing at caliber mind.
Dave [0:13:08]: Mary, Welcome to the show
Mary [0:13:10]: with Awesome.
Mary [0:13:10]: Cool.
Mary [0:13:11]: Are we timed?
Mary [0:13:12]: We're live?
Mary [0:13:13]: Okay.
Mary [0:13:14]: So our webinar series, Hitch check guides marketing analytics is really...
Mary [0:13:18]: It's kind of opposed to what Logan's doing, which is awesome, But it's really at the center of our content strategy as opposed to this is a league play.
Mary [0:13:26]: So you'll see, like, I talk about on gating things like that.
Mary [0:13:30]: But for starters, what it is is three seasons of live episodes with outside thought leaders, as well as some internal stakeholders as well.
Mary [0:13:37]: And one registration covers the whole series.
Mary [0:13:40]: So people register back in August of last year when we started, they could attend today no additional forms or anything like that.
Mary [0:13:47]: And the crux of it is there's really just two of us in Market.
Mary [0:13:51]: Bank for Cal.
Mary [0:13:51]: And we don't have the luxury of treating each one of these like a sprint.
Mary [0:13:57]: We need something that compounds compounds over time, and that's why we chose a series because people register and they're registered for the whole thing.
Mary [0:14:04]: So we don't start from zero for each individual event.
Mary [0:14:07]: Some highlights off the top.
Mary [0:14:09]: We've had nine hundred registrantsacross the series.
Mary [0:14:12]: Like Dave said, I rounded up a little bit.
Mary [0:14:14]: I think it was like, eight ninety two or something like that.
Mary [0:14:17]: Some clean numbers for.
Dave [0:14:19]: He'll then My secrets Keep going.
Dave [0:14:20]: You worry about your presentation.
Mary [0:14:21]: Alright.
Mary [0:14:21]: Five hundred attendees live and on demand.
Mary [0:14:24]: What you'll notice there is that that's over fifty percent.
Mary [0:14:27]: I'm really happy with that as a marketer who's heard, like, the stats on show rates and all that.
Mary [0:14:31]: Then over a thousand hours watched live on demand.
Mary [0:14:34]: This is not counting un gated content.
Mary [0:14:36]: This is just purely the content in our webinar our platform.
Mary [0:14:40]: So again, two hours on average watched each is huge for those registrantsregisters.
Mary [0:14:46]: Eighty opportunities influence in less than a year, and twenty five percent of all of our revenues touched by this series.
Mary [0:14:52]: So that's a real...
Mary [0:14:53]: Like, it's got a broad influence within our programs And then lastly, we won and work for it, which is always super fun nice.
Mary [0:15:01]: But more importantly, how we did it.
Mary [0:15:04]: The biggest thing here is automation really powers all of this.
Mary [0:15:07]: So all these things are only possible because of the things that I've automated that run in the background, promotion wise.
Mary [0:15:15]: We promoted this series early on through third party communities and publications, and that was a huge unlock.
Mary [0:15:21]: I've seen people talk about paid social being really expensive at times.
Mary [0:15:25]: We're driving registration activity.
Mary [0:15:27]: This was, I think way more cost effective for us.
Mary [0:15:29]: If you can find a community with high affinity for what you're looking for.
Mary [0:15:33]: That's a great thing to start with.
Mary [0:15:35]: Our own email, couple of sends, organic social thought leader posts are also very, very valuable.
Mary [0:15:41]: You'll probably see a lot of us posted about this event, and I think that it helps to drive a ton of visibility for your events.
Mary [0:15:48]: And then lastly, Spotlight ads, that's just something I threw in there because I had the time.
Mary [0:15:53]: Then the live event, another thing that was a differentiator for us was It's hosted on our own website.
Mary [0:15:59]: So when people are on the webinar.
Mary [0:16:01]: If they get distracted, which people do tend to do, they engage with other content of ours, because they're on our own website, they're surrounded by our content.
Mary [0:16:09]: And they can learn more about us there as opposed to being on a third party platform where they kind of as soon as the events over, they're done with our engagement of us.
Mary [0:16:17]: And then lastly, post event, this is really the crux of the content piece of our strategy where...
Mary [0:16:23]: With just two of us.
Mary [0:16:25]: We run so many different things across the board and marketing, and this creates so much content for our marketing because it's, you know, thirty, forty hours of content that we can pick from, So I use Ai to generate clips from it and then I choose from them, so I'll generate, like, as many as our webinar platform will give me, and I'll pick through those.
Mary [0:16:45]: I have the transcriptions that can be used for social for blogs, all that stuff.
Mary [0:16:50]: And then this is just our our workflow that we use.
Mary [0:16:53]: The big unlocks here are that registration emails and reminder emails and calendar invites and post event thank use all automated.
Mary [0:17:02]: I don't have to think about them at all.
Mary [0:17:03]: As well as the campaign activities.
Mary [0:17:05]: So that's another thing where I really needed something to manage this for me so that I can focus on the content and using that content and creating more content as opposed to the sort of operational, moving things around.
Mary [0:17:17]: Yeah.
Mary [0:17:17]: I think I actually gave myself a little more time than I needed, which is goodness bad.
Mary [0:17:23]: I tried to talk faster than I wanted to.
Dave [0:17:26]: Oh, you did great.
Dave [0:17:27]: Quit all your head.
Dave [0:17:27]: Leave people wanting more versus being like to lady officer.
Dave [0:17:30]: You did great.
Dave [0:17:31]: Oh, you've did great job.
Dasha [0:17:34]: Nice job.
Dave [0:17:35]: Probably because that sound is gonna play any second, and I'll just feel for.
Dasha [0:17:38]: No I I can't I can't out.
Dasha [0:17:39]: Waiting for everyone because...
Dave [0:17:42]: Okay.
Dasha [0:17:42]: I chose a different sound.
Dasha [0:17:43]: So
Dave [0:17:44]: I wanted to more sounds.
Dave [0:17:46]: You bet.
Dave [0:17:47]: Bet know that.
Dave [0:17:48]: Yeah.
Dave [0:17:48]: Alright.
Dave [0:17:49]: They want more Mary.
Dave [0:17:50]: Good news.
Dave [0:17:50]: Mary is gonna be in the chat, lots of opportunities.
Dave [0:17:53]: I'm just gonna jump.
Dave [0:17:54]: I'm not looking in our Slack right now, Dash, if you wanna check that.
Dave [0:17:56]: But I just...
Dave [0:17:57]: I really like...
Dave [0:17:59]: This is more of a statement and less of a question, but Mary, like...
Dave [0:18:02]: I like what you said at the end there are talking about how you see these webinars as an opportunity to get a bunch of content.
Dave [0:18:07]: And I like that because I think so often we think very one dimensional with these like, we must get seventeen people on here, we must get six Sql, and we must convert one into pipeline.
Dave [0:18:17]: Is that a narrative that you share and the team?
Dave [0:18:20]: Like, do you intentionally use these as a trojan horse to get content beyond just being a vehicle for selling?
Mary [0:18:26]: I think, like, it can kind of start with, you know, honestly, when you think about the content itself, you want something that you would watch.
Mary [0:18:32]: Right?
Mary [0:18:33]: Especially if you're marketing to other marketers, you know what you don't like in marketing.
Mary [0:18:38]: So it's easy to think more critically about the content.
Mary [0:18:41]: So when you produce something that you would happily watch, You did a bunch of content that you are proud of, and you can put out there on Linkedin and Youtube shorts and all that.
Mary [0:18:51]: So I think that that's really...
Mary [0:18:52]: It also, like, anyone here has probably had a bad webinar before.
Mary [0:18:56]: So you've had a webinar where people didn't show up.
Mary [0:18:59]: Everyone's had one.
Mary [0:19:00]: And you feel like a failure.
Mary [0:19:01]: So I think even from that, you see that you have all this content that you shared.
Mary [0:19:06]: Well, you should do something with it.
Mary [0:19:07]: Because otherwise, it's just a a failure and that's really sad.
Dave [0:19:12]: To write a passage.
Dave [0:19:13]: Dash.
Dave [0:19:14]: Go ahead.
Dasha [0:19:15]: Mary, people are wondering both on, like, your tech stack.
Dasha [0:19:18]: So what are you using to embed the webinar on your own site so people can stay around for your own content?
Dasha [0:19:23]: And then what are you using to chop things up and reuse reduce recycle your content.
Mary [0:19:30]: Yeah.
Mary [0:19:30]: So if most of it is Sql.
Mary [0:19:31]: So Sql is our webinar platform.
Mary [0:19:33]: I'm not familiar with all the other ones.
Mary [0:19:35]: There might be so much functionality, but that's what we use.
Dasha [0:19:39]: Perfect.
Dasha [0:19:39]: Okay.
Dasha [0:19:40]: There were a lot more questions in the chat.
Dasha [0:19:41]: If you wanna answer them there or you can answer them in the community?
Dave [0:19:45]: Yeah.
Dave [0:19:45]: Go in the chat.
Dave [0:19:45]: Go in the chat.
Dave [0:19:46]: Get the chat.
Dave [0:19:46]: That there's a million questions.
Dave [0:19:47]: The chat is popping.
Dave [0:19:48]: And this is what I love.
Dave [0:19:49]: I love about this chat.
Dave [0:19:50]: I'm not joking, like, I love seeing people in there.
Dave [0:19:52]: Hey.
Dave [0:19:52]: What was that tool like, people are helping each other out answering questions, be active in the chat.
Dave [0:19:56]: It's it's makes it very, very nice, very useful.
Dave [0:19:58]: Let's go Caroline.
Caroline [0:20:01]: Hi, everybody.
Dasha [0:20:02]: Hi.
Dasha [0:20:02]: Good to
Dave [0:20:03]: see you again.
Caroline [0:20:04]: Thanks for calling guys.
Caroline [0:20:05]: So I wanna set the scene.
Caroline [0:20:06]: Eight k is a Series a startup up that sells cash assistance platform to government's nonprofit and humanitarian and organizations.
Caroline [0:20:14]: So any org that needs to deliver cash aid quickly, like for disaster relief.
Caroline [0:20:19]: The sales cycles were long six to eighteen months, and we typically saw five to six figure deals.
Caroline [0:20:23]: And at the time, we were a marketing team of three.
Caroline [0:20:25]: So our first two webinars generated, but no pipeline.
Caroline [0:20:29]: Not great.
Caroline [0:20:29]: Right?
Caroline [0:20:30]: Come, no for our third one, we changed almost everything at once.
Caroline [0:20:33]: I know that's not an ideal experiment design, But when you're chasing a pipeline number, you have to pull every lever and see what combination works.
Caroline [0:20:40]: So we switched our usual customer case study format for a fireside chat on a hot topic in the aid industry.
Caroline [0:20:46]: This was anticipated changes to Fema guidance.
Caroline [0:20:49]: With live Q&A.
Caroline [0:20:50]: The big draw was our featured speaker, former female administrator Dean Cri.
Caroline [0:20:54]: She happened to be an eight kit board member, check your board members.
Caroline [0:20:57]: They're really cool usually, and they like to help you.
Caroline [0:20:59]: Her opinion navigating the shifting female landscape was the main attraction, and the opportunity to ask her questions directly was the carrot for showing up live.
Caroline [0:21:07]: Though the topic was already on our ICP mind before the invites even went out, and we knew that some people would join out of curiosity to see what a former female administrator might say about the newly appointed Dhs chief her but we gear the content towards our target audience of county and local leaders.
Caroline [0:21:22]: Our channel mix philosophy was the more the mer.
Caroline [0:21:26]: And the Tl was this.
Caroline [0:21:28]: Free or owned channels like organic social, emails, and our homepage banner performed the best.
Caroline [0:21:33]: Major drove of the highest number of quality regis.
Caroline [0:21:36]: Paid search woe under performed, both a number of registrantsand quality, most of them were not in our ICP.
Caroline [0:21:42]: Linkedin paid drove higher volume and quality registrantsat a lower price than Google, who is almost thirteen times less expensive, and we also did a press alert, sponsored newsletter passed out Palm cards at conferences and invited folks through our Str, but the impact of those channels was marginal at best.
Caroline [0:21:59]: Finally, what cli it was the follow ups.
Caroline [0:22:02]: Crucially, we fixed the weak point in previous webinars, the handoff for marketing to sale.
Caroline [0:22:06]: We secured sales alignment in advance with our CRO, but all leads would be picked up the same or next day by Aes.
Caroline [0:22:13]: No later.
Caroline [0:22:14]: And immediately after the webinar, marketing processed via attendee data and handed sales a prioritized list of hot leads.
Caroline [0:22:21]: So attendees who engaged in the Q&A or the chat topped the list followed by attendees and target accounts, and then all attendees in our ICP.
Caroline [0:22:28]: The team raced against the clock, to enrich attendee records with buyer persona, segment and enter any prior context we could find.
Caroline [0:22:36]: So we could draft personalized messaging for sales to adapt.
Caroline [0:22:39]: And I know I scoop my own thunder by putting it all on the slide The numbers were the strongest that we'd ever seen.
Caroline [0:22:44]: A few hundred people registered around fifty percent showed up live with forty five percent of those in our direct ICP.
Caroline [0:22:50]: They had an average watch time of fifty minutes for a sixty minute session, and most importantly, we drove almost a million dollars and...
Caroline [0:22:57]: Pipeline in the first week after the webinar.
Caroline [0:22:59]: It took the marketing team an entire afternoon into early evening, cross referencing Hubspot, Linkedin, Googling and writing personalized messaging by hand for one webinar, but it was definitely worth it, and shout out to my teammates to Dimitri and engaging for their speed and attention to detail.
Caroline [0:23:14]: So after I left aid kit.
Caroline [0:23:17]: I was inspired by this experience, and I built three Ai agents that work in concert to do what we did by hand automatically, So they cod the best practices that we use, and they also add a few nice to haves that we didn't have bandwidth to do, like deep linking the most relevant session clips into emails for each persona and each segment.
Caroline [0:23:35]: But when you strip away the agent infrastructure, the core workflow is simply three steps.
Caroline [0:23:40]: The first one is rich.
Caroline [0:23:42]: So cross reference attendees against your Crm in the Internet at large to bring in all the context you can to give Aes as much to work with as possible so they can craft the best approach.
Caroline [0:23:51]: Number two, match.
Caroline [0:23:53]: So tag key session moments by segment ant persona, identify which parts speak to them and why, do the digging so that you can direct them to the highest value content for their needs and their circumstances.
Caroline [0:24:03]: And finally, personalized.
Caroline [0:24:05]: Reference the people actually asked or saw during the session and tie that back to who they are and what they do.
Caroline [0:24:11]: Questions, pull responses and comments from the chatter goal to use those nuggets to respond.
Caroline [0:24:16]: And for the record, you don't have to be technical to design this as an agent workflow.
Caroline [0:24:21]: I came to claude with their ideas of the inputs, steps and outputs, and it helped me build the system.
Caroline [0:24:26]: Even if at times it was just me playing the intermediary meat puppet between claude chat and Claude Code, pasting things back and forth, so they could have a conversation with each other.
Caroline [0:24:35]: But in the end, I'd say substance really matters more than the tooling.
Caroline [0:24:39]: A spreadsheet populated manually can get the job done, but it will take a lot longer with a high opportunity cost for your team.
Caroline [0:24:45]: So in summary, kindly personalized follow for webinar attendees is key.
Caroline [0:24:50]: Due to the hard work, to make it easy for sales and build agents and make it easy for yourself.
Dasha [0:24:56]: Pencils down.
Dave [0:24:57]: Pencils down, good job Caroline Dasha take us.
Dasha [0:25:00]: Caroline, I am curious to learn in general, like, as you were preparing this how are you thinking about matching up the content to your audience?
Dasha [0:25:09]: Like, you had amazing results you built a ton of pipeline?
Dasha [0:25:12]: How did you make sure you didn't fall into the webinar trap of just, like, pitching your solution?
Caroline [0:25:17]: Yeah.
Caroline [0:25:17]: We really started with a deep understanding of who was coming to the webinar.
Caroline [0:25:21]: The nice thing is often you can see exactly who's registered, and we sorted them into the different segment.
Caroline [0:25:27]: So thinking about, okay.
Caroline [0:25:28]: This segment is in charge of operational their are disaster relief program.
Caroline [0:25:33]: So these are the parts of the webinar and the things that we think The is gonna be talking about that will map closely to them.
Caroline [0:25:39]: And, you know, these are the folks who are responsible for funding.
Caroline [0:25:42]: So we think that they'll care about this.
Caroline [0:25:44]: And obviously, we had to play it a bit by ear because, you know, fireside side chats pretty unstructured, but we had a rough outline.
Dasha [0:25:51]: Did any of your people that attended, like, have clout, like, were able to use the people participating to drive attendees?
Caroline [0:25:58]: Oh, we had a bunch of people from Fema and a lot of local and county agency leaders.
Caroline [0:26:02]: We tend to not pull out people from the chat because often we want people to feel really safe then they can say whatever they want.
Caroline [0:26:09]: So we focused mainly on Dia.
Caroline [0:26:11]: But she was a big draw because she was really well known in the industry and people wanted to hear what she had to say.
Dasha [0:26:17]: And then you said you would never do the Google Ads play again?
Dasha [0:26:19]: How come?
Caroline [0:26:21]: I think To be honest, you know, kit was a bit of a a special case because most people are not googling cash assistance platform for a disaster relief near me.
Caroline [0:26:33]: Right?
Caroline [0:26:33]: So it it just like that channel had never really worked for us, but I would say, know, I would try partner plays again for industry associates films, that kind of thing.
Caroline [0:26:42]: I'd probably give her a bit longer, But really our owned audiences were the ones who cared you know, unsurprisingly.
Dasha [0:26:49]: Sweet.
Dasha [0:26:49]: What have you found building these agents?
Dasha [0:26:51]: It sounds like you're...
Dasha [0:26:52]: You've built them or in the process of building them.
Dasha [0:26:54]: What are you using?
Dasha [0:26:55]: Is it just like claude?
Dasha [0:26:56]: Is it a mix of things walk us through that?
Caroline [0:27:00]: Yeah.
Caroline [0:27:00]: I think that the biggest thing I would say is you just have to really know what you wanna do.
Caroline [0:27:04]: I find that...
Caroline [0:27:06]: When I think about what I want the agents to do, it's best practice, and I want them to do it every time.
Caroline [0:27:10]: So I just get clogged to do it for me.
Dasha [0:27:13]: Sweet.
Dasha [0:27:13]: Alright.
Dasha [0:27:14]: I think we're ready for our.
Dave [0:27:16]: Thank you one.
Dave [0:27:17]: Yeah.
Dave [0:27:17]: Next up, we got Christina.
Dave [0:27:18]: She's back director of marketing.
Dave [0:27:20]: At treasury four, strong member of the Denver cohort of Exit Five B2B marketers if I remember correctly.
Dave [0:27:27]: Christina, take it away.
Dave [0:27:29]: Good to see you.
Dave [0:27:29]: You're back.
Dave [0:27:29]: This is your moment.
Christina [0:27:31]: Okay.
Dave [0:27:32]: Teach us your webinar game
Christina [0:27:33]: I'll try.
Christina [0:27:34]: It's my first time presenting also.
Christina [0:27:35]: Bear with me.
Dave [0:27:37]: We got you.
Christina [0:27:38]: Okay.
Christina [0:27:38]: So little little context to set the stage.
Christina [0:27:41]: Treasury four is a series a tech.
Christina [0:27:43]: We are founder led.
Christina [0:27:45]: Our founders are recovering practitioners for Microsoft.
Christina [0:27:48]: Salesforce It.
Christina [0:27:49]: So we have a really strong market present in network from them being head of treasury at these enterprise companies.
Christina [0:27:56]: And one of the challenges that I had to face I'm still facing.
Christina [0:28:01]: This is a live a series even as we're talking, you can see it in the wild on our Linkedin, My Linkedin website.
Christina [0:28:07]: Is how do I get our Ai message out to the market as quickly as possible.
Christina [0:28:11]: And establish our credibility as the vendor of choice when it comes to Ai and treasury.
Christina [0:28:15]: We're a small team, I have an early stage generalist on my team who helps out with a lot of the admin logistics.
Christina [0:28:22]: But for me, the series is my baby from concept to production.
Christina [0:28:28]: And I had to find a way to build something that I could maintain and control because one of the really hard things about a series or ongoing is speaker pipeline, I will say, But going into this, I really stood it up to think about the type of content that we wanted to present and how I wanted to present that.
Christina [0:28:47]: And what I came up with is a program that's fit for an in person conference.
Christina [0:28:52]: And I designed all of our content to support that structure.
Christina [0:28:56]: And what that looks like underneath is taking those components of what you would have live.
Christina [0:29:02]: You'll have keynote you product, announcements, technical deep dives, industry voices, client voices, panel sessions, and you'll weave this up building out a series.
Christina [0:29:12]: And so my hot take is, nobody wants to sit in a virtual conference for one day anymore.
Christina [0:29:20]: Right?
Christina [0:29:20]: I think that there's a lot of businesses building out one day, two day formats and they do this gauntlet this big blitz, but I'm actually dis disrupting this across a cadence that makes more sense for our attendees.
Christina [0:29:32]: So going into it, just the components of building it like a conference, and now we promote it like a conference.
Christina [0:29:38]: And this is an easy way for me to digest like, how I need to manage the workload of all of those emails, all of that promotion, Building out our audience.
Christina [0:29:48]: And I think what was really fun is even just on a teaser page with no agenda, like, you would at an in person conference, we already had over seventy five people registered with with no content to promote.
Christina [0:29:59]: And just building that, like, brand play through that We did test a couple channels.
Christina [0:30:04]: Linkedin paid specifically, I wanna call out.
Christina [0:30:06]: It didn't work for us, email and organic, top performers.
Christina [0:30:11]: They're fantastic.
Christina [0:30:12]: And so these are the channels that we're pressing into.
Christina [0:30:14]: As a result, we have a little over three hundred and seventy attendees enrolled in the series, and that's in the series alone and not just per session.
Christina [0:30:23]: It has more than doubled our pipeline influence quarter over quarter, and we just launched this this year.
Christina [0:30:29]: So it's still gonna continue to grow.
Christina [0:30:31]: And so what I'm really excited to see is just the continued growth in this program.
Christina [0:30:34]: In general, we love repurposing.
Christina [0:30:36]: And so return every program into clips, newsletter formats, thought leadership post, newsletter on demand center, and so this is an evolving program that we've been growing to build out the content engine.
Christina [0:30:48]: I started with, We have no content.
Christina [0:30:50]: We don't really have a story, and I'm using the workload of this series to produce all of that end result.
Christina [0:30:57]: I'm pretty short on time, but that's what I got.
Christina [0:31:01]: Small.
Dasha [0:31:02]: With the minute to spare.
Dave [0:31:04]: Yeah.
Dave [0:31:04]: Hey you crushed it.
Dave [0:31:05]: I got one.
Dave [0:31:06]: Can I take one?
Dave [0:31:06]: Can I take a question here?
Dasha [0:31:08]: Is that okay?
Dasha [0:31:08]: Of course.
Dave [0:31:09]: Since we're just talking about this?
Dave [0:31:10]: How do you christy ass in the chat?
Dave [0:31:12]: Like, just curious how the sausage is made for the messaging for the email and digital to promote this?
Dave [0:31:17]: Like, how do you take this one idea of, like, the series?
Dave [0:31:20]: And what's the strategy?
Dave [0:31:22]: Obviously, email was your...
Dave [0:31:23]: Was your top performing channel?
Dave [0:31:24]: Can you give us a quick overview and, like, what are you using for messaging there?
Dave [0:31:28]: What's the hook?
Dave [0:31:29]: What's the pitch to get somebody to go to these things?
Christina [0:31:31]: Right now, the mandate is every CFO wants your treasury team to be using Ai.
Christina [0:31:36]: And they don't know where to start or how to get there or how to use it.
Christina [0:31:40]: And sound, like, even our keynote was there to help teach them.
Christina [0:31:43]: And so we're being really accessible in the content and providing really a guided...
Christina [0:31:49]: Structure for them to be able to go in and use this tool.
Christina [0:31:52]: And that's either with our product or without it based on some of the content that we have.
Dave [0:31:57]: Dasha what do you got?
Dasha [0:31:58]: I was gonna ask Christina, you said something didn't work.
Dasha [0:32:01]: I missed what that thing was.
Dasha [0:32:03]: What was the thing that you said, email really works, but x doesn't.
Christina [0:32:06]: That was paid social.
Christina [0:32:07]: So in my mind, I'm like, it's so big.
Christina [0:32:09]: I'm gonna blow it up.
Christina [0:32:10]: It's gonna be everywhere I'm gonna put paid behind it.
Christina [0:32:12]: I'm gonna get some budget, and that just wasn't a performing channel for us.
Christina [0:32:17]: X And so I actually repurpose that budget into more of our live experiential.
Christina [0:32:22]: We do this like, little price portal live for all of the corporate practitioners
Caroline [0:32:26]: that show up.
Dasha [0:32:27]: Oh, that's cool.
Dasha [0:32:28]: What's a cool prize that some our owners can steal?
Christina [0:32:31]: Yeah.
Christina [0:32:31]: So, three hundred dollar airline gift card, Airbnb gift cards, cash grabs, like, not just a water bottle, like we do, like, some really good prizes.
Christina [0:32:41]: Some luck stuff over there.
Christina [0:32:42]: Cool some luck stuff.
Dasha [0:32:44]: Alright, Dave.
Dasha [0:32:45]: How are you feeling about bringing up our final speaker.
Dave [0:32:49]: I love it.
Dave [0:32:49]: We're buying back a bunch of time, which is good news for you and me to have our banter that everyone has grown to love so much after this.
Dave [0:32:55]: So let's bring up a lot it?
Dave [0:32:56]: Chat already.
Dave [0:32:57]: Lot a chatter at Air ops in the in the Zoom chat over here today, but let's bring up Josh Josh runs content and SEO at Air ops.
Dave [0:33:04]: Big webinar program.
Dave [0:33:06]: They got...
Dave [0:33:06]: I'm I'm excited to hear about this, Josh.
Dave [0:33:08]: Take it away.
Josh [0:33:09]: Yeah.
Josh [0:33:09]: Excited to be here.
Josh [0:33:10]: Thanks everybody.
Josh [0:33:11]: I am Josh and New york City head of search marketing here at Air in a big part of what I spend time on is our our webinar.
Josh [0:33:18]: So today, I'm gonna walk through a motion that we do quite often and that is how do we bring influencers into our webinar system, but then also use that with automation.
Josh [0:33:27]: So, for example, we partnered here with Kyle Po.
Josh [0:33:30]: If you're in the marketing space, you may be familiar with them.
Josh [0:33:32]: If you're in the Vc space, you may be familiar with them.
Josh [0:33:34]: It runs a very successful newsletter called growth on hinge.
Josh [0:33:37]: I was gonna say sub, but I think he's actually on B2B Now.
Josh [0:33:40]: So what we did though is we took his research.
Josh [0:33:45]: I'm gonna start with this middle one.
Josh [0:33:47]: Us, we did three things that I think are importing here to call out is that he had some first party research that we were able to share.
Josh [0:33:51]: So he wrote about the state of the marketing stack on his newsletter.
Josh [0:33:57]: And one of the things that I really look more with Webinar guest or kind of an interesting point of view.
Josh [0:34:02]: I don't wanna wanna bring somebody on and just be like, hey.
Josh [0:34:04]: Where did you go to school?
Josh [0:34:05]: What are what are you into?
Josh [0:34:07]: That sort of thing, not just like, a conversational, like, type thing, but really to add their point of view.
Josh [0:34:11]: So once I...
Josh [0:34:12]: And I can, like, mine newsletters, ask conference talks, Linkedin post for that sort of thing.
Josh [0:34:17]: So once I saw this about first party research.
Josh [0:34:19]: I wanted to jump in there.
Josh [0:34:21]: And then another thing that makes Kyle really interesting and what I think is a good webinar guest is his of course that he has a great audience.
Josh [0:34:27]: So he's a trusted voice for over a hundred thousand marketers.
Josh [0:34:30]: His ICP really matches a lot of our buyers.
Josh [0:34:33]: So that is another feather in the cap for what I'm looking for a successful webinar formula.
Josh [0:34:38]: And then thirdly, multi channel promotion.
Josh [0:34:41]: So maybe a little bit different than what Christina just shared.
Josh [0:34:44]: We actually have seen a lot of success around social ads.
Josh [0:34:47]: And specifically on Meta and Linkedin.
Josh [0:34:50]: Meta, the cost per lead was a little bit lower than Linkedin, But we also have a pretty good organic mix with an email list.
Josh [0:34:56]: Which is our hubspot list, but then I also use a...
Josh [0:34:58]: It's called Lu, like, a booking system kind of like an event B2B type thing that also has some, like, automations there.
Josh [0:35:04]: So it's a bit of a scrappy system to get people involved, but it also expands what we're able to do with some of those reminders.
Josh [0:35:11]: So we have three things going on here.
Josh [0:35:13]: First party research, right speaker with our ICP who is well known in the area, and then we have a multi channel promotion.
Josh [0:35:19]: What happens with that?
Josh [0:35:20]: We had about nine hundred people register about two hundred and fifty live, which then beats their normal, I think, attendance rate for most webinars.
Josh [0:35:28]: Here's just the screenshot It actually did happen.
Josh [0:35:30]: We, of course, then put it on Youtube.
Josh [0:35:32]: And, do a recap there.
Josh [0:35:34]: So a couple of things I think about here is, like, not everyone may have pick up audiences are our friend Dave here or Kyle Po, but I would really encourage you to look into your industry to find those folks who may be at conferences who may be wanting to build their own, kind of influence there, bring those folks in.
Josh [0:35:50]: And then what's really important here is you can combine their reach with your own reach to really, get it going in there.
Josh [0:35:55]: Before I run out a time, I wanna jump over to what some of that repurposing might look like in Air itself.
Josh [0:36:01]: So we are a growth platform for Ai search.
Josh [0:36:04]: And one of the things we do is we take these transcripts.
Josh [0:36:06]: We take this subject matter expertise, and we're able to fuel a lot of our content with it.
Josh [0:36:11]: And, oh, look at there.
Josh [0:36:12]: There's...
Josh [0:36:13]: Dave have Ga of all folks.
Josh [0:36:14]: He was on our webinar as well.
Josh [0:36:16]: So...
Josh [0:36:16]: But there's Kyle Po.
Josh [0:36:17]: So what I do is I take that, I take our Lp copy.
Josh [0:36:20]: I take our webinar transcript, and then weren't able to create takeaways.
Josh [0:36:24]: We're able to create an email.
Josh [0:36:26]: We're able to create Luma email recap.
Josh [0:36:28]: A newsletter copy, and then post webinar social post as well.
Josh [0:36:32]: And then we can also take a lot of this and fuel our own, like, on site content as well as putting it in on Youtube in those descriptions too.
Josh [0:36:40]: What else I got here?
Josh [0:36:41]: So...
Josh [0:36:41]: Yeah, those are the elements that we have found here make or what I've found here makes a pretty successful webinar.
Josh [0:36:47]: Happy to us help solve that cold start problem is when you really do try to partner with with folks like this.
Dave [0:36:56]: Yeah, Josh.
Dave [0:36:56]: This is great.
Dave [0:36:57]: I love seeing the whole flow.
Dave [0:36:58]: Like I...
Dave [0:36:59]: Because I think a lot of people you can extend the life of a webinar, the more effort you put in.
Dave [0:37:03]: I think we've learned it with our sessions.
Dave [0:37:05]: It's very much like measure twice cut ones.
Dave [0:37:07]: Like, all the emails you sent out to the call, the the transcripts, the recordings, all that.
Dave [0:37:12]: I think a lot of times when a webinar isn't working for someone?
Dave [0:37:15]: It's like, well, how much effort did you put into it?
Dave [0:37:17]: Like, was...
Dave [0:37:17]: Is this worth the effort?
Dave [0:37:18]: You treated this like a like, a true show.
Dave [0:37:21]: My first question is gonna be...
Dave [0:37:22]: Did you say there was a ninety five percent attendance rate or something like that?
Josh [0:37:27]: No.
Josh [0:37:27]: I did not say ninety five percent.
Josh [0:37:29]: I think what we got, around the twenty eight percent.
Dave [0:37:33]: Like, twenty.
Dave [0:37:33]: That was your thirty.
Dave [0:37:34]: It was a twenty eight, a attendance rate.
Dave [0:37:36]: Alright.
Dave [0:37:37]: My bad.
Dave [0:37:37]: The...
Dave [0:37:37]: Everything is great.
Josh [0:37:39]: If you little had better.
Dave [0:37:40]: Okay.
Josh [0:37:41]: Once it us.
Dave [0:37:42]: Okay.
Dave [0:37:42]: No Because I like this guy knows something.
Dave [0:37:44]: I'm gonna have to go alright, Dash.
Dave [0:37:45]: Do you have a serious question.
Dasha [0:37:47]: That was an anti bro move.
Dasha [0:37:49]: A bro move is like, off, like, love your fifteen percent attendance rate, and they
Dave [0:37:53]: go no No You
Dasha [0:37:54]: missed it...
Dasha [0:37:54]: Twenty eight.
Dasha [0:37:55]: And you did the reverse of that
Dave [0:37:57]: that I'm here...
Dave [0:37:58]: Sorry from.
Dave [0:37:58]: We got call.
Dave [0:37:59]: You gotta...
Dave [0:37:59]: Yeah.
Dave [0:38:00]: I wrote it...
Dave [0:38:00]: I literally...
Dave [0:38:01]: I'm not even kidding you.
Dave [0:38:02]: I wrote down ninety five percent.
Dave [0:38:04]: Like, I was thought I was listening.
Dave [0:38:05]: I was like, sure to ask him about the nineties.
Dasha [0:38:08]: It was the reverb it was the reverb of the Mike Josh.
Dasha [0:38:10]: I ask josh.
Dasha [0:38:10]: Some serious questions.
Dasha [0:38:11]: Serious face, did you pay Kyle Por?
Dasha [0:38:14]: Or was he just, like, excited because of the Air ops brand?
Dasha [0:38:17]: Like, was it mutually beneficial or did you pay him to do this?
Josh [0:38:21]: Yeah.
Josh [0:38:21]: Good question.
Josh [0:38:22]: I'm not sure if we paid them specifically for the webinar, but we have paid to run ads in his newsletter and in some of his...
Josh [0:38:28]: I don't know if you spot if we sponsor Via Linkedin post, but I think that is something to think about as as people do partner with influencers.
Josh [0:38:35]: Is making webinars part of that that package.
Josh [0:38:38]: But I would say for the most part, we have paid a few speakers.
Josh [0:38:42]: But I'll bring back Dave's ninety five percent number.
Josh [0:38:45]: Ninety five percent of the speakers that we have on, We we have it formally paid little bit behind the scenes there.
Dasha [0:38:52]: Are you open to sharing your screen again for a sec and sharing, like, what the underlying prompts are, like, share one prompt that's repurposing some of the content if you can.
Josh [0:39:02]: Yeah.
Josh [0:39:02]: So in Air ops, we have what we call playbook, but also workflows.
Josh [0:39:05]: We just transitioned over from one kinda set to the other.
Josh [0:39:08]: But what you can do here is you can trigger certain things, Like...
Josh [0:39:14]: So you put in, like, a transcript, and then we have a whole workflow system here.
Josh [0:39:17]: Where it takes out certain elements of the post that we can then, reuse.
Josh [0:39:22]: And so we always have a human review step as you see here to help help make it happen.
Josh [0:39:25]: But, yeah, we build all this out in air using a variety of V, and then it's able to repurpose that.
Dasha [0:39:31]: Someone's calling us out for product placement, I will say you can a hundred percent do this with other tools as well.
Dasha [0:39:37]: But I I
Josh [0:39:38]: didn't think
Dave [0:39:38]: it was a call.
Dave [0:39:39]: I thought it was like, why as why is it was a good place.
Dasha [0:39:42]: No It's smart.
Dasha [0:39:42]: It's smart.
Dasha [0:39:42]: I would be doing the same thing.
Dasha [0:39:43]: But I'm just saying if you're a marketer and you don't have air, you can either get Air or you could do this sort of workflow in another tool.
Dasha [0:39:49]: The prompt is super cool.
Dave [0:39:52]: Dasha slowly becoming the homie today.
Dave [0:39:53]: I can feel some good energy come come in this way.
Dave [0:39:56]: This is very good
Josh [0:39:57]: cool, I'll take it off the product so, I'm not accused of that, But yeah.
Josh [0:40:01]: Here here we go.
Dasha [0:40:03]: Alright.
Dasha [0:40:03]: I was so interested in asking questions.
Dasha [0:40:05]: I forgot to run the question timer, but surely, we are out of the two minutes.
Dasha [0:40:08]: Thank you for answering.
Dave [0:40:09]: We We we have we have time.
Dave [0:40:11]: I'm gonna just say one more thing that I think was hidden in Josh thing.
Dave [0:40:14]: I think...
Dave [0:40:14]: Because of Ai and everyone's ability to generate landing pages and do a bunch of programming language.
Dave [0:40:20]: Like, we can all do a bunch of shitty marketing now.
Dave [0:40:23]: Thank goodness because we can all have these Ai tools.
Dave [0:40:25]: Hooray.
Dave [0:40:25]: I actually think what you need to do to stand out is to do more like, for I said in the chat, first party research, like, do some real research.
Dave [0:40:33]: Like, have something that's worth going to the webinar about, Like, write a report, we're gonna unveil this on this thing.
Dave [0:40:38]: I thought that was underrated piece of what makes this really interesting is the first party original research.
Dave [0:40:44]: So that's the lead magnet of the future.
Dave [0:40:46]: Put more effort in on your...
Dave [0:40:48]: In your marketing.
Dave [0:40:48]: Alright.
Dave [0:40:49]: Let's bring them all back.
Dave [0:40:50]: I'm supposed to ask while you all vote right now.
Dave [0:40:52]: So the audience is gonna vote.
Dave [0:40:54]: So what play will you be putting into action.
Dave [0:40:55]: I'd like to...
Dave [0:40:56]: I like to let my panel come off the...
Dave [0:40:58]: Come off mute for a second.
Dave [0:40:59]: Did any of you learned from each other today?
Dave [0:41:01]: Were were any of you backstage taking notes?
Dave [0:41:03]: Anything that was interesting that you might take back and bring with you know, bring to your company from somebody learned?
Caroline [0:41:10]: Well, really are really excited, but Yeah.
Caroline [0:41:12]: I'm not the only one that Google search.
Caroline [0:41:14]: Ads did not work for, and I wrote down Meta and Linkedin messaging ads because other things that I'd like to try.
Dasha [0:41:21]: I saw something in the chat.
Dasha [0:41:23]: I wish I could shout out who it was.
Josh [0:41:24]: If it was you,
Dasha [0:41:25]: let us know raise your hand in the chat, but someone saying trying Linkedin message ads, performing well.
Dasha [0:41:30]: I mean, it makes sense.
Dasha [0:41:31]: Right?
Dasha [0:41:32]: It's a personal invite.
Dasha [0:41:33]: It's not just like, hey, here's this lead magnet or, like, take this action.
Dasha [0:41:36]: It's an invite to something that's upcoming that's time bound.
Dasha [0:41:39]: And I think that's why webinars work for people being willing to give you their email.
Dasha [0:41:43]: It's like, you gotta send me the invite?
Dasha [0:41:45]: You gotta send me the link.
Dasha [0:41:46]: So I thought that was interesting call out from the community today.
Dave [0:41:50]: We could...
Dave [0:41:50]: Oh, we got it.
Dave [0:41:50]: No.
Dave [0:41:51]: Dan But I I can't see the stats of this.
Dave [0:41:53]: Can you all...
Dave [0:41:53]: Alright.
Dave [0:41:54]: Can you do the Tally from me here we go Logan?
Dave [0:41:56]: Because which play be running.
Dave [0:41:58]: Looks like the winner.
Dave [0:41:58]: The winner of today's, Exit Five live session.
Dave [0:42:01]: The first first into program first in your hearts today, Logan, congratulations.
Dave [0:42:07]: You know, you are the you are the doing a slider...
Dave [0:42:09]: We we bring the prize back you...
Dave [0:42:11]: You're gonna be the proud of what?
Dave [0:42:13]: It's all?
Dasha [0:42:14]: You will be the proud new owner of drum roll, please.
Dasha [0:42:17]: If you're at your desk, please do a little drum roll.
Dave [0:42:21]: I'm trying.
Dave [0:42:21]: I hope you can all hear.
Dave [0:42:22]: It's gonna
Dasha [0:42:23]: be noise suppression is not.
Dasha [0:42:24]: God Zoom noise suppression is so good.
Dasha [0:42:26]: We can't hear each other's drum rolls.
Dave [0:42:28]: It's breath.
Dasha [0:42:29]: I am sharing my screen if producer Marissa.
Dasha [0:42:31]: Just pretend I have a little ear earpiece in.
Dasha [0:42:34]: Producer Marissa.
Dasha [0:42:34]: Thanks so much.
Dave [0:42:35]: Yay.
Dave [0:42:35]: I Alright.
Dave [0:42:37]: So, you're gonna be a proud owner of, your personal en engraved here, a winner of the Replica Cut trophy of...
Dave [0:42:43]: That's it's kinda like the Stanley Cup.
Dave [0:42:44]: Will give you a replica cover with your name on it.
Dave [0:42:46]: You get a feature in my world Famous newsletter.
Dave [0:42:49]: Our World famous newsletter here at five reaches millions, millions of bond millions of marketers every every month, and a bunch of Exit Five Swag Logan.
Dave [0:42:57]: Good job.
Dave [0:42:58]: Just real quick.
Dave [0:42:58]: I wanna give a round of Applause, everybody who came up and showed up today because we here to hear from the real humans and marketing.
Dave [0:43:06]: I don't have a beef with Ai.
Dave [0:43:07]: I just feel like we need more of this.
Dave [0:43:09]: We need more looking at each other in the eye hanging out together sharing notes, collaborating together, and this was a an awesome session.
Dave [0:43:16]: Don't leave yet.
Dave [0:43:16]: We got a couple more couple more announcements before...
Dave [0:43:19]: Before we, yeah, get out of here.
Dave [0:43:20]: I'm gonna I'm gonna pass the mic over to Maria real quick and we're gonna wrap this thing up.
Dave [0:43:24]: Oh, we gotta rate this session.
Dave [0:43:25]: So, yeah, this is my issue.
Dave [0:43:27]: I don't know.
Dave [0:43:28]: Are we rating this right now?
Dave [0:43:29]: Am Am I just seeing this.
Dave [0:43:30]: But if you could please, feedback is a gift We do measure.
Dave [0:43:32]: We rate all these things.
Dave [0:43:33]: Put it.
Dave [0:43:34]: But one through five.
Dave [0:43:35]: Five was awesome.
Dave [0:43:36]: One was nah not worth my time.
Dave [0:43:38]: Throw us the rating in year.
Dave [0:43:40]: We measure all these.
Dave [0:43:41]: We look at all the topics.
Dave [0:43:41]: Kinda in, like that spreadsheet that that Josh had.
Dave [0:43:44]: So so if you can really quickly give us some feedback on this session, please.
Dave [0:43:47]: Thank you.
Josh [0:43:48]: Thank you.
Josh [0:43:48]: And as you're doing this, as your voting.
Josh [0:43:50]: First of all, please, after the session, go into the community because all of our speakers will be there, and they're there to answer your questions.
Josh [0:43:58]: If we didn't get your question, you'll get the exclusive opportunity as our members.
Josh [0:44:02]: To ask your questions again to hang out with the speakers.
Josh [0:44:05]: So please go visit the community, and you'll get to answer your question.
Josh [0:44:08]: And then a few more things before you go.
Josh [0:44:10]: We are very excited to announce that on Tuesday, we're launching our expert network.
Josh [0:44:15]: Which means that if you like what you see and you want to be a part of our future webinar or newsletter or get feature dollar social on our podcast, you can sign up to become our speaker, we'll open up all applications like on Tuesday to keep an eye out for an email from us for social announcements, and we'll get you in the poll for our future speakers.
Josh [0:44:35]: So that's very exciting.
Josh [0:44:36]: Another exciting thing is our next live session and is coming on August twenty first Mark that day in your calendar, and once again, wait for the announcement in your email.
Josh [0:44:45]: It's gonna be all about writing for humans in age of Ai, very topic, very timely topic for everyone.
Josh [0:44:51]: I'm sure.
Josh [0:44:52]: And final announcement, drive, our conference our event in Vermont is just in thirty two days, and I believe it might be sold out already, but I'm sure there are a few more tickets for you there.
Josh [0:45:03]: And that's right guys.
Dave [0:45:05]: Yeah.
Dave [0:45:05]: I got a countdown.
Dave [0:45:06]: Thirty one days, fourteen hours, nine minutes and fifty seconds as of right now until September eighth.
Dave [0:45:11]: Thank you everybody.
Dave [0:45:12]: Dasha a great job hosting today, holding it down.
Dave [0:45:15]: Maria, thank you for coming on and get wrapping us out of here, and, one more time for our panel, and I wanna give us shout out to producer Marissa behind the scenes who made this whole thing happen with Maria.
Dave [0:45:26]: Awesome effort.
Dave [0:45:27]: We'll see y'all later.
Dave [0:45:28]: You're gonna live if you're listening this later on our podcast smash that like button, subscribe.
Dave [0:45:32]: Do all the things.
Dave [0:45:33]: Come come see us in the Exit Five community exitfive.com.
Dave [0:45:36]: Alright.
Dave [0:45:36]: Right here on with your day.
Dave [0:45:38]: Get back to work, everybody see later.
Dasha [0:45:40]: See you.
Dave [0:45:45]: Hey.
Dave [0:45:45]: Thanks for listening to this podcast.
Dave [0:45:46]: If you like this episode.
Dave [0:45:48]: Do you know what?
Dave [0:45:48]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.
Dave [0:45:53]: I have something better for you.
Dave [0:45:54]: So We've built the number one private community for B2B marketers at Exit Five, and you can go and check that out instead of leaving a rating a review, Go check it out right now on our website, exitfive.com.
Dave [0:46:05]: Our mission at Exit Five is to help you grow your career and beat be marketing.
Dave [0:46:09]: And there's no better place to do that than with us at Exit Five.
Dave [0:46:13]: There's nearly five thousand members now in our community, people are in there posting every day asking questions about things like marketing planning, ideas, inspiration, asking questions and getting feedback from your peers building your own network of marketers who are doing the same thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest.
Dave [0:46:34]: It's a hundred percent free to join for seven days so you can go and check it out risk free, and then there's a small annual fee to pay if you wanna become a member for the year.
Dave [0:46:42]: Go check it out, learn more, exitfive.com, and I will see you over there in the community.