How Webinars Build Authentic B2B Visibility in the AI Era (Full Transcript)

[00:00:00] Speaker 1: I'm here to invite the ClickMeeting company, it's a pleasure to have the opportunity to spend the next hour with you, talking about how to use webinars to build authentic visibility in marketing and sales. I've been a B2B marketing consultant for over 20 years. I'm also a power user of ClickMeeting because I've been using this tool for several years. What I'm going to tell you today is exactly what I learned using webinars as one of the tools for communication, sales and marketing. Our webinar is registered. I encourage you to ask questions. I may not answer all of them at once, but of course, we will always have a Q&A session at the end. So make sure nothing comes to your mind. Comment if someone disagrees. Of course, I also invite you to the discussion. If only time starts, we will talk about what we are going to talk about today. We have three thematic blocks. The first one is a bit of decoding what I mean by authenticity. You know, it's not about... You have to... You have to be the way you are on the Internet. No, that would be nonsense. None of us... At least I hope so. No one parades with their pants bent in front of their clients because that's how we behave at home, right? That would be absurd. We have to remember that authenticity means, above all, sharing a certain true and useful knowledge. This is the first thing. The second block will be how to build this authenticity, this expertise, with the use of webinars. And the third one will be how to use what we get by running webinars, already in the communication that is open to social media, to artificial intelligence. Because the truth is that AI is not an enemy of authenticity. Of course, you can exaggerate and overdo everything. But if we are able to use it, we can gain a lot from it. Here, at the top, you can see the Call to Action button. Those of you who regularly participate in ClickMeeting webinars know this function. This is also a function that I highly encourage you to use if you organize your webinars, because it makes it very easy to engage in various kinds of things. Generating leads, as you can see here, consulting with ClickMeeting specialists. It's worth doing it. These consultations are free, so I encourage you to do it. I don't have any income from these consultations, so this is something worth taking advantage of. Dear friends, let's move on to the first point. What is authenticity really about? Why is it worth taking care of it? The first point is that when you look at LinkedIn or any other social media, there is a flood of various types of content generated by or using AI. This is, in spite of appearances, very important. There is a huge difference. I am not a supporter of avoiding artificial intelligence in creating content, but I think we should be very careful about who designs this content. We, as people who want to be seen as experts, should take care of what we want to say and use artificial intelligence, possibly to scale what we have already said, possibly for research. A tool for saying what we want to say can be a webinar. I encourage you to do it, because I use this method myself. Now, why is it so important, especially in sales and marketing? Because we really want to be convinced that what we hear, in short, that someone takes responsibility for it. And it's not just about the expectation that someone will take responsibility, but about the fact that if I am to make a purchase decision, I am not only looking at the value of what I buy, but also at the risk associated with it. For example, will it work as someone promised me? Will it really work this way? Will I make a good decision? If there is no person behind this promise, behind this message, whom I trust to some extent, this decision will be very difficult to make. So remember, it's not about some lifestyle talk about authenticity. It's about sales effectiveness. If there is no person in our message, in the message of my company, or it is difficult to recognize whether it is a person, or some fake avatar, then the risk feeling on the client's side will grow and it will make the purchase decision more difficult. In short, this authenticity affects the probability of purchase. And this is described in several studies. Here you will see several sources that I will also present in our slides. Now a little more specifically. Especially in B2B sales and marketing, which I deal with, this risk feeling, mitigating it, i.e. reducing this risk feeling, is very important from the point of view of sales effectiveness. Look, 94% of people who start the purchase process use artificial intelligence. So we have to be there. Clients get information on their own, to a large extent, 80%. There are various studies, but it is more or less 70%, and 80% translates. This means that it is not enough to have some experts. We still have to scale these experts, i.e. show them in the media, for example, such as webinars. That is why there are these tools, so as not to hide experts behind a slide, behind some avatar, but at the same time be able to scale, be able to share this expert with a space in which this knowledge can be shown. Now very important. Listen, 34% of customers in these sectors say that for them a very important criterion of evaluation of such a supplier is that I will be able to defend my decision. This means that I will be able to, no one will have complaints about me that I chose wrong. That is why it is so important to build this sense of expertism, because it translates into this sense of safety on the part of the buyer. So take this into account. This message that we know each other not only in our work, but also in your business, this thought leadership, that I have something important to say, will ultimately translate into the probability of sales, because it is not about just trusting a person, it is about the conviction that the supplier from whom I buy knows my business, and this translates into my conviction that I will be able to defend this decision. If I, as a buyer, have this conviction, I will be able to defend this decision. If I have the conviction that I can defend this decision, then I will simply go with the supplier, because it is in my private interest. We are primarily looking at our private interest, no matter how bad it may sound. And now, my dear friends, an important thing about this authenticity, because maybe when we talk about authenticity, many people get a little confused and say, you know, everyone is trying to be authentic now, they show what they ate for breakfast, etc. I don't care. Especially in business spaces such as LinkedIn, for example. So, authenticity is not showing such an internal exhibitionism. It is, above all, focusing on what is important for my customers. And then, in an authentic way, i.e. personal, based on my own experience, and not some, let's say, texts generated by AI, presenting what I have to offer to my clients. So, first of all, building authenticity is about being important. I mean, focusing on important things, but important for my customers, not for me. Because we, as experts, can have different beliefs. Sometimes we would like to talk about advanced, expanded things, to impress our customers a little. I know that no one admits to it, no expert will say that, but I know that in this area, which we specialize in, it is simply smaller. So, they often need knowledge at a slightly lower level. Therefore, monitoring what these customers are asking for and focusing on answering these questions is the first step in building this authenticity, this authentic, useful image. Of course, artificial intelligence tools are very useful, for example, for aggregating these questions, I collect all the questions, there are several hundred of them, after duplication. In this way, I also try to identify the topics of publications. AI is quite good at this, because it is a statistical tool. LLM tools are good at it, they create such a dashboard, you focus on it, here you have a lot of content, and here is your work to do. So, AI supports us very well. However, we must also have a certain process. This process requires our clients, and then setting these topics can be very useful using AI in this tool. Then, for example, research, i.e. supplementing information, and so on, and the production of this content, if we have basic content, and we will go into this in a moment. So, my dear friends, this authenticity is not talking about anything, as I imagine it, but about the composition, the reflection of certain generic content, i.e. the creation of content that is important. Here on the left, you can see the generic content. There is a flood of them on LinkedIn. Advice, which we have heard 200 times, but it is beautifully produced, with some nice aesthetics, and so on. The use of certain frameworks, and, on the other hand, authentic content, which is based on our experience, and this is also very important, showing examples from our own experience, not only from successful things, but also those that did not work out for us, and we learned something, will be received by people, but also, interestingly, by AI tools, these indexing tools, as a proof of having some deep knowledge. I am talking more about certain readability. We are able to convey that someone does not look like George Clooney, that he does not have some beautiful diction like Thomas Camel, as long as he speaks about important things at a certain acceptable level of quality. So I want you not to stress that you do not have a beautiful studio, that you do not have super microphones. It is important, of course, that people hear us, but it is enough for the equipment because an external internet camera costs 200 or 300 PLN. And this is something that is absolutely sufficient when it comes to the technical level, to be able to share your knowledge. So do not believe that you now need equipment for 10,000 or a few tens of thousands to start at all. It is much more important to have content, a message that is important for our audience, i.e. concrete, what is useful. For example, very often when I conduct some training from LinkedIn, and there is also a question about what to publish, I give such an exercise. Before you press the publish button, ask yourself a question and what about it? I mean, ask yourself if it is important for someone at all, if you just want to boast that you are at a super conference, for example. It is worth reading what is written aloud. Even if you are preparing for a webinar and you have a script written, it is worth reading it aloud and hearing how it sounds. If it sounds too smooth, too robotic, too literary, or if you feel AI-specific techniques such as this is not a coincidence, this is a planned style, it is worth listening to how it sounds and making corrections. Remember one thing, consistency. A webinar as a long form that enables, for example, a few-hour training or an hour long webinar gives us a lot of content that can be used many times later. But it is important that we have such basic, consistent content that will facilitate consistency. This content, even though in a different form, but consistent in content, will be visible both during the webinar and at the promotion stage and after the fact. The better we understand what we want to say during the webinar, the easier it is to understand how webinars can help us. As I mentioned at the beginning, I did a lot of these webinars. I even counted and there was you know, I have been on the market for almost 25 years, there were a lot of these webinars. Roughly over a thousand. It is hard to believe, but I had a moment when I produced or organized one or two webinars a week. At the moment, it also happens to me that I run or co-run a few webinars a week. So I have some experience and this is also something that makes me use the ClickMeeting platform that you also use. Also because I had negative experience with other platforms, but it works quite well here. It also requires a certain tool, not because we are not only talking to people, but we can also learn a few things. For example, what you ask during this webinar. For example, will the presentation be available later? The recording will definitely be available. As for the presentation itself, I don't know what the ClickMeeting policy is, but we'll figure it out. Now, what about this webinar? Why did we focus on the webinar to tell you that it allows you to build this expertise? Because it is a very effective medium. I also choose webinars because for me it is a content base. After an hour-long webinar, I have a lot of content that I can then use many times. In addition, in building expertise, especially of a personal brand, the image is important. What people see, how they react to the energy that you have, that they recognize that you are passionate about something, that this message is important to you, this is a very strong element that affects the fact that people will remember this content later. The word is written differently, and the form is different. So it is effective. It is effective from the point of view of getting our potential customers in the head. The second thing is that these are technical tools. For example, the webinar is preceded by registration. This is also a mechanism for building a mailing base for my newsletter. This is not the most massive way of building a mailing base, but if someone comes to the webinar and signs up for a newsletter, he does it consciously. He already knows who he is dealing with. I am a guest here, so it works a little differently. If someone signs up for a newsletter after a webinar, it means that he does it consciously. It is also useful from the point of view of various commercial activities that I run, because each of us has an area in which he sells something. The webinar is also quite an interesting format when it comes to preparing an expert. That's why I like such formats, 45-minute, hourly, because it requires some discipline. An expert who has a huge faith must either cut this knowledge into pieces and, for example, prepare several webinars, or focus on making this content during these 45 minutes. That's why many people I talk to say that they like such formats, because this is the moment when after these 45 minutes they really learn a lot and don't have to search the Internet or look for this information somewhere out there. Some people like to do their own research, but there are also people who prefer to have it packed in one place. So it is also worth giving this opportunity. Of course, at the moment, technical tools are also available in ClickMeeting, but they also give us the opportunity to create text content. One does not exclude the other, but the webinar is the basis for this content. Data about intentions. I'll tell you about it in a moment. It is worth organizing different types of webinars. This is a webinar, I would say, marketing content, where we actually pass on some knowledge. There is no such sharp sales. Of course, you have a call to action here, if you want to make an appointment for a consultation. In a moment, CTA will also have a webinar on ClickMeeting. But in general, 99% of the broadcasts are educational. It is also worth doing. I also highly recommend other types of webinars, which I will tell you about in a moment, which more identify the purchasing intention. Therefore, we have fewer participants, but more involved. And sometimes that's what it's all about. Recycling, which I will tell you about in a moment, is a great basis for creating different formats of content that then live for many weeks after the webinar, and we use it many times. And if we are experts ourselves, then we simply have greater effectiveness of our activities. We did a few such studies, not as a ClickMeeting, but as me, Łukasz Kosuniak, a business marketer, on the topic of using webinars.

[00:19:20] Speaker 2: And my dear friends,

[00:19:22] Speaker 1: 60% of the researchers evaluated the effectiveness of using webinars in business very, very well. Remember, I work in this B2B segment. I know that in the consumer segment it's a bit different. However, B2B is a highly evaluated form due to its effectiveness, how easy it is to generate leads. What's important, a well-prepared webinar also gives a very high conversion for all kinds of meetings, i.e. the leads we were talking about. However, this requires some preparation and also choosing the right type of webinar. Because if we have an educational webinar, such a wide one, then usually there won't be many leads. However, if we have a webinar that is aimed at presenting a solution or at the so-called objectives that I will talk about in a moment, then we can really count on a fairly high conversion, see here, even up to 20%. This also requires some preparation, for example, the use of these tools such as call-to-action in ClickMeeting, because if we then post links to the chat, as it is traditionally done on other tools, then these links often disappear. In the case of technical tools, we have a lower conversion, so this CTA function in ClickMeeting is very useful here. A few, my dear friends, very specific tips from experience on how to approach the organization of such webinars that are really supposed to build our authentic expertise. First of all, let's choose what this webinar is supposed to be for. I will develop it in the next slide in a moment, but we have three types, education, object addressing and product presentation. This is why we focus on these. The second element, very important, because the webinar is a longer form, the key is to design the structure, i.e. a certain division into parts, which is already very useful at the promotion stage, I will tell you about it in a moment, but also at the follow-up stage, i.e. this whole recycling will also be absolutely crucial, but also during the webinar it can be important, because these particular parts can, for example, give us space for the participants to know more or less where they are in this webinar. We are, I remind you, in the second part when we are already talking about how to prepare these webinars well, and then we have the third one, what will be of it, but also this structure helps us to find ourselves as a prelegent, where we are, whether we are late or we do not have to speed up or leave something there. The fourth element in the webinar, very important, is the design of the webinar. For example, the surveys that are built in ClickMeaning. Today we decided not to use these surveys, but we will focus on interactions in the chat. So here I encourage you to post various kinds of questions, provocations, intellectual comments, and so on. And what is very important, it is worth preparing what we would like to use it for. Why is it so important? Because if we have a lot of video materials from this webinar, for example, in ClickMeaning there is such a function as a hybrid recorder, that is, it can record image and sound from the camera separately, on a separate path. Why is it so important? Because then we can better place it in vertical media. There is also such a functionality, I don't know if it came out of beta, but the more we know what we will use it for, the better we can prepare the same form, the same tool to make it easier for us to use it later. And this structure, which I also mentioned, which will then make it easier for us to catch these attractive, important fragments to use. Three types of webinars. I told you, now I will tell you about it. The first one is educational. I have already told you about it. Remember that there is no canon. From my experience, I can see that it works quite well. So, 70% of my webinars are educational, that is, those in which we explain a certain concept. What is, for example, marketing automation, how to sell to complicated companies, etc. Again, what is the purpose of such a webinar? Building a preference for the brand, that is, building this sense of expertism, that the brand knows everything, so maybe I will listen to it, etc. Is it a charitable activity? None of these things. The brand is the multiplier of sales effectiveness. That is, when I have something to sell later, the people who were on my webinars I can see it, just statistically, they react better, because they know me. And that's why webinars of such education are made. The second is the consideration stage, i.e. various types of fight against objections. I get such questions quite often, for example, when it comes to marketing automation, that it would be great to have Copilot, Marketing Automation, but... And here there are these buts, or objections, but how to explain it to the bosses, but it costs a lot, but will we use it, etc. If you collect these objections regularly, and every retailer has such an objection base, it is worth joining them in some way, aggregating, grouping, and designing one or two such webinars. The third is to convince the management to automate marketing, where I just show what arguments are worth using to make it work. And these are webinars for people who are already much more advanced in their willingness to buy. No webinar like this comes from boredom. I'll just go and listen to myself. Usually people who appear there already have some tasks to do and are looking for tools to make it easier for them. Therefore, they are statistically closer to buying decisions. The third is a webinar to present an offer, for example, a product, a service, etc. As I said, there are people who prefer to dig through the content on their own to understand what we sell and how it works, and there are people who prefer to have one material, which they watch for 40 minutes, half an hour, 20 minutes, and then they already have a feeling that they know what it is about. And you have to give them such a possibility. There is a lot of content, but respecting the preferences of our customers, it is also worth doing this type of webinar. These are also webinars that are used directly to present products, various kinds of offers, discounts, they are perfect. Let's move on. If we use such a tool as a webinar to build an expert brand, it has a lot of advantages, but it also has some risks. That is, if we do not prepare with the structure, it may turn out that we will not pull this webinar. I especially impress people who are just starting with webinars, because speaking colloquially, talking for 40 minutes is not that easy. We have to prepare it from the side of controlling where we are. At the beginning of my webinar activities, I even printed a piece of paper with a mind map so that I had it in front of me all the time. I would look at it and say that half an hour has passed and I am in 15% of my webinar. Well, I have to give up on something or speak faster. I do not recommend speaking faster on a webinar, so it gave me some space. Now it's a little better this way. So the structure helps a lot to run a webinar. It also helps a lot to go from one block to another. It is worth using the word let's sum it up. Why? Because I once learned by analyzing the data from webinars that let's sum up people who have left somewhere. They wake up a bit because they know that in a minute they will hear it compressed, what the pre-legend said 10 minutes earlier, but they missed it somewhere because someone scattered them or they left somewhere. Recycling, that is, the structure, the thematic blocks of our webinar help us to cut it into pieces because it is clear that these blocks have a certain independence. There is an introduction, a development, a summary, as in good Polish. Recycling, that is, what we can do with a webinar after the fact. Now, my dear, in the second block I told you what it is worth to use the technical potential of a webinar to make it really effective. A webinar is not an ordinary streaming because it is different from a streaming because it has the elements of interaction, i.e. surveys, call to action, registration, i.e. data acquisition, and the chat, of course, which also appears in the streaming. The structure, i.e. the preparation of these thick webinar points, the control over this message, but also gives the participants a certain sense of security where we are, whether it will be extended or not, and so on. We are in a good place when it comes to our webinar, so we can continue. We will now talk about recycling, i.e. what to use a webinar for when we are already after the fact, when this webinar has already been created. You can see for yourself, we are also talking about the kitchen here, as I told you, now there is a new function where we can separate the slides, i.e. what you see in this main window, and the prelegent window, there is a hybrid recording, i.e. then this image of the prelegent is also of higher resolution, higher quality, we can use it in editing. This function is very useful, but it also burdens our recording space, so we need to manage it better. Now, how do I approach such a webinar? How can I cut this webinar into pieces? Now, my dear viewers, so that you can see it in an orientational way, an hour-long webinar is about 50,000 text marks. is about 50,000 text marks. is about 50,000 text marks. This is 4-5 articles that you can create from it, provided that there was no watering. So, look, we have one webinar, we already have 4-5 articles, let's say, if we want to approach it conservatively, that is, even if we publish an article once every two weeks, we already have 6 weeks of work provided thanks to it. Each article should be promoted several times, for example, by posting on LinkedIn. I limit it to LinkedIn so that I don't darken the image. If we have, for example, 5 posts promoting each of the articles in a few weeks, we have several publications on LinkedIn provided only because we recorded this webinar. We have a certain type of editorial team, but in editing the content artificial intelligence tools work quite well. Remember, not in the creation of content, but in their editing, i.e. the content base is set. Another element, because we talked about text reselling, is video materials. A webinar enables us to create shorts or short, minutes-long materials for YouTube or our podcast platform, and thanks to this, the content is alive again. If it is up-to-date, it is available for many weeks or months. Here is a curiosity. Many people ask about recording webinars and I usually share my webinars as a recording. Once I failed to do it because I didn't take care of something. But the truth is that when I look at the statistics of the opening of these webinars, I see that it is live, and otherwise you watch an hour-long video. So I encourage you to use this recording in fragments, and these fragments gain much greater range as a specific piece that translates a single element than a long webinar. Of course, I often share it as a whole, but then I see that these shorter fragments live better, and I can use it to record webinars. I have webinars that are promoted by a newsletter, so I have the opportunity to send a newsletter to my base. Thanks to this, people register. If the webinar is for sale, it is also worth preparing such a webinar from a sales script. The key is to inform about this contact with the retailer during the webinar. The call to action is exactly this type. We have a link to the calendar, we can arrange a consultation, and this is the most effective way. If you want to use webinars to generate leads, it works best in this form. I often use webinars as a base for podcasts, but then you have to take care of the quality of the sound, because in a podcast people are used to a recorder so that the sound is not compressed. I often use longer forms such as e-books, etc. As you can see, there are many forms that can be created on the basis of one webinar. I also mentioned the ones that I create, but there are probably many more. If you have ideas that I haven't mentioned, you can add a rhythm to the recycling, because some formats are easier to create, while others take more time. I make a rhythm of 4-8 weeks of recycling after the webinar. Of course, if we have a material that is still relevant and it has been 3 months after the webinar, I also add it. A week zero is a week that covers the day when we create a webinar. Usually, we can share a recording from the webinar as soon as possible. This is also an opportunity to speak up. You can automate it in ClickMeeting. When you configure a webinar, you can prepare a welcome message for the webinar. We have a week plus one, i.e. about 7 days to do some recycling work. It can be an article. I usually use transcripts for this. Using the AI tool, I have a structure that I want to keep in my article. First, I divide the material into 3-4 logical parts that come from the webinar structure. The first part was about authenticity. The second part was about how to make a good webinar. Now we are in the third part, i.e. what to do with the recorded webinar. Three articles can be created from such a webinar. I create the first article. Then I have space to publish the article on the website or on LinkedIn. I can publish the first posts promoting this article. We have two weeks of movement based on one event. The next weeks include adding more articles, adding posts promoting these articles and adding video material or the fragments that we want to publish. It won't be an exaggeration to say that we can publish several dozen or several dozen weeks of content depending on how intensively we publish them. Of course, it doesn't mean that you have to publish only about this webinar. No. We can even publish a few pages about the topic that we want to publish. For example, we publish a few pages about the topic that we want to publish in the next weeks. We publish about the topic that we want to publish in the next weeks and we publish about the topic that we want to publish in the next weeks. We publish about the topic that we want to publish in a previous week and then we publish about it in the next weeks. We publish but they can be tools that allow you to organize the message, improve the quality of the graphics, and here is the main role of AI tools, they greatly improve the quality, but also accelerate recycling, i.e. reformatting. I use a large number of tools such as Descript, which I will include in the description if you want to check it out, because it is a recycling combine for me. However, you already have a few cool recycling functions in ClickMeeting, such as transcriptions, such as hybrid recording, i.e. the ability to record separate paths in the camera feed and in the slide feed, so that you can connect it nicely in a vertical image, but also automatic generation of vertical shorts. Here, perhaps, colleagues from ClickMeeting, check if it has already come out of beta, because I did not check it, I had access to beta, so I will check it later. Thank you. Thank you. I will mention it later, but I don't know if it is already in the final version. For sure, it will be in a moment, since it is already in beta. It is also very important to create a certain rhythm, i.e. create a certain workflow, as the Americans say in the Old Times, i.e. to have a certain repeatable way of working with these tools, i.e. we have a webinar as a source of knowledge, a recording of knowledge, this stage of processing, which can also be learned, really. This is also a pretty good message that you, as experts, do not have to participate in it personally, because if there is already this base, and if you also use, for example, AI tools such as Cloud, Copilot or ChatGPT, then you can write down such a structure, such a set of instructions, and then even someone who is not quite a field expert can quite precisely, based on this instruction and these AI tools, go through this stage of creating articles, shorts, video materials, audio materials, because it is precisely in these tools that you can design these instructions. It is not particularly difficult, sorry, we do not have time to go into details, but I think that everyone, if you write down in your favorite AI tool how to prepare a workflow for recycling content from a webinar, and you can provide a source, for example, a ClickMeeting blog, because there are a few nice articles about it, then you will see that you will get a rather interesting instruction, which will not require you to come up with something new. Just remember one thing. The responsibility for what comes out of this tool is not on the side of AI, but on the side of us, experts, so it is also worth looking at whether there have been any hallucinations, psychophantias, or other miracles. This problem occurs less and less, especially when we rely on a closed source, i.e. on our transcription, for example, so it is still worth paying attention to it. Let's move on, my dear friends. What is also very important, because remember, we are already at the stage of this follow-up, i.e. those activities that we do after the webinar, is also an analysis of what we learn from the participants of the webinar, for example, the analysis of questions. That is why I encourage you to ask these questions, my dear friends, because I like to read them very much afterwards, because it is a piece of cake for me, again, for the next content. So, if, for example, I see that more and more people are asking about something, or more and more people disagree with something, then it is also a signal for me that it is worth recording some material on this topic, so I can analyze it. And if there are a lot of such questions, then of course I use AI to analyze these questions, and again, I use a tool that already has a certain grounding, i.e. it already knows the context of my company, I have a copilot here, and thanks to this I can quickly grasp certain trends, so it is also very important. We can segment our recipients, for example, by deciding that maybe I would write to Kasia, because Kasia asked about things that are... they suggest that she may need my support. Again, we can do it manually, but AI tools are quite good at analyzing open content. Even recently, we made such a large dashboard for the client, where they do a lot of webinars, they do these webinars sometimes a few, a dozen a week, and they have hundreds of answers, also open, with such an open text, so it was difficult to analyze it manually, so we wrote such an agent, we wrote a lot of things, we trained him, he sent us instructions, and he captures some key phrases that interest us from these open texts. For example, he evaluates the positive, negative, neutral sentiment, and gives us these comments that may be interesting for us according to our instructions. They are either very filled with emotions, i.e. you have to react, apologize, etc., that someone didn't like it, or they suggest some product interest, so this segmentation after a webinar is also a very important element, And the more you ask during the webinar, the more space you give to these interactions, the more data is given to this segmentation. Let's move on. And now what we can release from our content. I told you earlier about how to create these content. So now where can we show these content? And here again, my dear friends, we are making a circle. We'll be back in a moment, you will see our visibility in AI. Why? Because this titling, or rather AI recommendations, are based not only on what we have on our website, but also on what you see here as the UGC platform, or User Generated Content, which is largely social media. So our website is, according to this Meltwater study, there are several different reports, including SEMER, AHREFS, and they are somewhere there. Between 15% and 20% show this page, right? This, of course, also differs a bit from the industry, but our page is responsible, to put it simply, for about 20% of the probability that we will be cited by AI, i.e. recommended. This is also something different. We want to be recommended, not necessarily cited. And the rest are just external showcases, or showcases of external content. For example, in B2B, LinkedIn is very important. What's interesting, YouTube. Facebook. In the US, Reddit is also very important, because these are services where it is easy to define the identity of the content provider, and they have very good architecture. This means that for AI, they are very easy to identify, to find. So please remember that these changes will be placed in different places. Firstly, to take care of it. And secondly, to take care of consistency. So that it is not the case that one person in one podcast talks about his lifestyle, and the other says that it is worth using marketing automation. For these indexing tools, it will be a signal, do not recommend it. Because it is an inconsistent author, an inconsistent entity, as they call it technically. So it is worth defining such a specialization. What are our experts supposed to do? Among other things. Because it is also easier for us people to remember a person who, when we hear four or five statements, says more or less about a similar range. But also the AI tools that are to recommend us later, will also look for this consistency. It is also very important that these tools, as you have seen, I will show you this slide again, are based on user-generated content. Because external recommendations of our competence are important to them. Now, what can we, as traders, marketers, do with it? Well, to engage our clients in the participation in webinars, conferences, meetings. They do not have to drink from the excitement of how great we are. They just have to talk about us. If they are in our webinar and share their knowledge, then in a natural way, this is how product placement works, they confirm somewhere that we are OK. Because the truth is that if we were not OK, we would not be able to participate in our webinar. People will absolutely love it. And these exchanges that appear later in their media are also a signal for AI tools that we are, as a source, as a company, as a personal brand, trustworthy, because others recommend us. Now, the webinar, I will come back again, you see, we will connect these links, is a very nice source for these so-called earned media, i.e. at least social media, which is a perfect base on which we can create many publications, which, however, are consistent, because they concern some one topic. So if I, from the webinar, about why it is worth using webinars in marketing, I create 20-30 publications, then they, although they are nuanced, each concerns a different fragment, some other point of view, then in the end they should create a consistent image. It is worth using webinars in marketing and B2B sales. Dear friends, and this may also be a good place to talk about such a process, so these things are not done by themselves. I know that now there is AI, it is very easy for us and so on, but in the end there must be someone who will manage this process. So this is a very simplified process, remember, a certain rhythm that is worth using. Look, we are at the stage of preparation. Determine the topic based on what your customers ask. See what others write about it, so as not to overdo it, so as not to fall into such a bucket of copying certain issues. If we use AI excessively here, it may turn out that our research will be patched somewhere. So remember, we decide about the topic, and then, using research, we check whether we do not copy. Research also serves not only to see what others write and to be inspired, but also to avoid accusations of some kind of plagiarism. My dear, you see another call to action, and this is not a very common situation, when you can get 15% discount on ClickMeeting. I regret that I already have it, but seriously, you can take a look, there is a call to action button again, where you can run a ClickMeeting license with a 15% discount. So here I can only recommend it to you. I don't make money on it, to make it clear, but I use ClickMeeting, and it is indeed a tool that I have been recommending for several years. If you want to try such a tool, to start, this is a good moment, because it will be a bit cheaper. We are coming back. Structure preparation. I have already said why it is so important, and then remember that the webinar must also be promoted, because many people I talk to say that we have worked hard, this webinar is done, even cool,

[00:48:55] Speaker 2: and 15 people came.

[00:48:57] Speaker 1: Remember that we have to fight for the attention of our audience, so if once on the company profile we published a post that we have such a webinar, you should not expect that there will be some crowds there, because remember that LinkedIn, for example, is not reachable. These posts have less and less reach, so it is worth, first of all, to repeat the information about this webinar several times, giving some kind of samples. I, for example, noticed that the personal invitation by the prelegent works quite well, because people want, and we know from the research, to know who they will have to deal with during this webinar. Then, for example, slide samples are also an interesting idea. Three or four slides, so that people know what will happen there. This is a really effective solution. And then we have this follow-up, so we collect reactions, we collect questions, we prepare content already in the form of this recycling, which we talked about. My dear friends, this is how we get to the end of the part in which I talk. In a moment there will be two or three more information, but also if you have not managed to ask questions, then ask, put them into the chat. I will be going to them in a moment. And now let me start one call to action for you. So I have an invitation to my training. Here, thanks to the kindness of ClickMeeting, I can put this link here. If you would like to go through such trainings, these are paid trainings, I also have a discount for you here, 20% with such a bulletin code, to find out what to use in the practice of a co-pilot in B2B marketing, or for more ambitious training B2B Marketing Manager, where we are already talking about the marketing plan, marketing strategy, acquiring clients, such advanced methods of acquiring B2B clients, then I invite you here. You see, we have two such offers. Clicking on it, two such links will appear at the bottom. You can check how it works. And now let me go to the questions and I will go through them, if I know the answers, of course. So let's go to the Q&A mode. I just have to remind myself how to activate this mode.

[00:51:09] Speaker 2: Or I will just read these questions. I have this list. I choose, I choose. We display.

[00:51:23] Speaker 1: What do you think about posting a webinar on YouTube some time after it? Especially in the case of webinars with registrations. Do you think it would be okay for those who were registered not to feel unnecessarily registered if it was on YouTube? Do you think it's better not to do it at all? I don't always post videos on YouTube, but I'm not completely against this approach. That's why I often talk to clients, why they come to webinars live. For them, the value is that they can ask questions. Simply. The second reason is that I have blocked this time and at this time I am focused on what you will say. Thanks to this, I will learn something quickly. So I don't think it was some kind of dishonesty that I shared this recording. Moreover, I often share the recording with those who were not sending emails to them. That sorry, sorry that it wasn't live, but you can still watch the recording. Again, why? Because I often sign up for webinars knowing that I won't be able to be live, but I want to have a record. So I understand such an approach. You can ignore it, of course, but I am able to understand that it is not some kind of dishonesty that I will then share the content. Okay, let's move on. Next question. Excuse me, I have to go back here. Oh, we have it. The webinar time is running out, so I have two comments as a problem. The question is, I don't realize, and this is more of a comment, a claim, you don't realize the topic of the webinar about authentic communication in the era of AI. Authenticity is not marketing. And I understand that there is too much marketing in what I say. I understand the argument. I believe that authenticity does not exclude marketing and giving value does not mean that I cannot say what I live from and use my full experience. But I understand this argument. And second, you will not touch on the key issues of how to get the frequency for the webinar, which is the original, and only then the follow-up. I will just mention that I said that the webinar structure is the basis for building the frequency for the webinar. I just gave an example of social media, where this sampling is one of the tools for building the frequency. In my opinion, the most effective tool for the frequency. Of course, we can also buy campaigns, but I did not want to focus on them, because it requires a budget, and not all companies have it. So I cannot agree with this argument. Of course, I accept the first one. It is a matter of your assessment. Let's move on. Where is the best place to promote industry webinars? Google campaigns or industry media? This is a follow-up to this topic. In my opinion, the most effective tool for promoting webinars is your own newsletter. That is why, I will go back to what I said at the beginning, to create webinars, whose goal is to build your own mailing base. If we are consistent in this, after two years, we have a very strong mailing base, which precedes the effectiveness of paid campaigns many times. Of course, if someone has a million zlotys in his budget, it is known that he will have greater campaign effectiveness, but not efficiency. So this is the first point. We know that it does not answer the simple question, but it is related to the topic. For example, the most effective way to promote webinars is to build your own mailing base, because then we can create more sales webinars, and this base will react positively to it, because it trusts our competencies. Paid campaigns, of course, as much as possible, and I will say that in general, for example, in B2B, because I know this, paid campaigns often do not work well for the product itself, because it is too complicated, for example, to explain in a banner or some short video what it is about. However, they work well to draw the attention of participants to our webinar, to our newsletter, which is then monetized. So here we come to the point I was talking about. Industry media, I have to tell you that in the age of AI, they gain additional value, because these are often media that have a certain tradition, I don't want it to sound bad, but they are simply treated as valued domains. Therefore, changes from these domains, not necessarily even links, but just changes, will raise our visibility also in search engines. So yes, I definitely recommend to be interested in these business media. I know that there is a different editorial level of these media, because I also bought this media myself, I bought it for clients, I advised them, it happens differently, but in general, it is worth looking at, considering at least such a channel. So here I definitely recommend such a look. In general, it is worth looking at and considering at least such a channel, such a look. What is important, if you have interesting clients, for example, or business partners who have their own channels, not necessarily on YouTube, but for example, their own newsletter, and so on, it is worth inviting them as guests of these people, because they somehow share their audience with you. Of course, it is known that it cannot be a harm to these people, so they must also have some benefit from it. So there are three elements, i.e. your own mailing base, paid campaigns, of course, but based on the construction of knowledge, and all kinds of partnership with business media or with such people who have their own channels, this is definitely a good idea. And we move on. How long do you think the optimal time of building communication around the topic of the webinar takes after the webinar? For example, I indicated eight weeks or it can be longer? And these eight weeks I showed you as such a minimum time with such an assumption, a little artificial, that you do not have any other topic to communicate, i.e. if you had nothing else to say, only this topic from the webinar, then calmly, and this is really calmly, you can fill out these eight weeks. I usually include two to three weekly publications in this case. However, if you have, for example, several webinars that you organize every few weeks or, of course, content that you want to promote, and which are not related to webinars, then you can easily extend this topic by simply mixing these publications with those on the basis of webinars, with those on the basis of, for example, your articles and so on. So it can definitely be longer. This is a matter of whether you have other sources. Here's one more thing I'll add, because maybe it didn't sound like it. It is also worth to return to these content, to these publications and, for example, after three or four months reopen such a post once again. Maybe not identically, so that there is no duplication, but again use AI at least for re-editing. For example, this second version will be a post, for example, with three slides from this presentation that you showed, so that this topic sounds again. Please remember that the organic range of posts on LinkedIn is several percent at the moment. These ranges are decreasing, so it is worth to repeat these issues in order to reach them. It may seem to us that everyone already knows about something, and then when you ask customers, you realize that many of them didn't even know that you had a webinar. So it's worth to return to it. In general, it's a very cool question. Thank you very much. You can see that the topic is important for you. In which B2B segments do webinars generate the best quality of validity? MSP, LME? LME, to be honest, I don't know the abbreviation here, Justyna, if I could, Enterprise. Listen, I work somewhere at the junction of medium and large companies. Here I have the most clients and we know that these webinars are effective here in the segment of products or services that are offered are complicated. In short, there is a lot to explain. It doesn't mean that in SMB they won't work, but the point is that webinars work best when you see that this product or your offer just needs to be explained, it needs to be explained many times, you need to create a lot of materials for people to understand whether it's for them, how to buy it, what it's made of and so on. So the more difficult, the more expanded, the more complicated this webinar will be. Because this is a form in which you can take a lot and besides, the content that comes from recycling means that these messages are sent many times. Therefore, it's easier to put it in your head, to put it in our client's image. If you sell products like, I would say, standard computer monitors, in my opinion, a webinar won't be a particularly outstanding webinar. But if you have, for example, a partner channel in which you want to explain some mechanisms of cooperation, promotion, and so on. But here we are talking more about explaining this, this is a complicated element, i.e. these collaborations than the product itself, I don't know, a computer monitor. I use a monitor because I sold such devices myself, so I know more or less how it works. Next question. Please let me know if my answers can be answered, but if I slip, please ask, I will deepen it. You are talking about building a mailing base. I understand that later we should regularly contact the base. What do you recommend in this communication? What frequency of such contact do you recommend? Because it is a very difficult question, because there are a few questions, really. First of all, it is really worth creating your own mailing base because it is our base. I don't know if you noticed that even posting links in posts becomes paid. I mean, I think it is possible to post two links monthly, then you have to pay. This means that these social media are less and less ours. I mean, they have never been ours, but so far it was still possible to manage them somehow, for example, promoting our posts and so on. Perhaps on LinkedIn it will go in the same direction. LinkedIn is a bit slower when it comes to making such changes, because we are not social media owners, we are not guests, we have no authority here. Therefore, we have to build channels that are ours. And now, such media as webinars are our infrastructure. Of course, you buy a license for ClickMeeting, but the content is yours. Nobody grows any copyrights here. The registration database is also yours. Even if you move to another supplier, another tool, you have the right to take this database and it is yours. This is the message for people who want to get into such media. You can do it with a very good software. This is the first part of the answer. Second, transparency. I would ask our subscribers to use some mailing tools, such as GetResponse, a sister company for ClickMeeting, to give people the opportunity to adjust the transparency of our posts to the preferences of people. Do you want to receive e-mails once a week or once a month? And then we create different segments and group the content. Let's say if we have weekly newsletters, then we make a monthly one. We sum up and send monthly to those who have such a preference.

[01:03:15] Speaker 2: Because people have different preferences.

[01:03:29] Speaker 1: nz . . This is a question from Adam, who was not with us at the beginning. Is there any suggested length of an industry webinar? What day and hour are the best before the broadcast? This is a topic for discussion. I think that the webinar, this part, I would say lecture, should take about 45 minutes to 50, because the capacity of our attention is such. On the other hand, I conduct lectures for a few hours, but then the structure is different, there are more breaks, discussions and so on. So I think that if you want to start a webinar, it is worth targeting with a broadcast of about 40-45 minutes and giving yourself 15 minutes for this Q&A session, but with the assumption that it can last longer, because the questions that arise are a sign that the topic is important. So if you have a lot of questions, taking it 15 minutes would be simply weak. And for this reason, it is important to have a lot of questions. And for this reason, it is important to have a lot of questions. And for this reason, it is important to have a lot of questions. It's not for you or the audience. So, it's always always such a buffer to extend the questions, it's a good idea to ask questions. But I would aim like that. 45 to 15, if it's about time. And now, for days and hours, let me start at that again. There are a very different preferences. After several trials, I've decided that I will lead my webinars at 10 o'clock, usually, people are already in the office and consciousness is letting the topic be. However, there are people who, for example, do webinars on the 20th, assuming that then people will no longer lose their office time. However, I have noticed that this applies to webinars that are a little more lifestyle, or those that apply to people who, for example, create a second leg next to their dad. I direct my offer to people who want to be better at what they are doing now, i.e. if they are marketers, they want to be better marketers. Therefore, I think it is fair for them to devote this hour of their work to participating in webinars. Of course, this is always their decision. However, if I had a webinar for those who want to change their jobs, I would probably rather aim for the late afternoon or late evening hours, because then I would not want to take them away from work. Then I would not want to create such a dilemma that in the afternoon, they watch a webinar that is not related to their work. Various types of webinars, such as hobby webinars, etc. are often published in the evenings, around the 20th, sometimes even the 21st. So it's always a matter of testing some things. And again, sometimes you have a mailing list, for example, for questions, or offering two hours, morning and evening, and then see how this movement unfolds, and then you can make a decision after such tests. Let's move on. What do we think about the webinars recorded earlier? And in the chat during the broadcast, the expert advisor will answer whether it is better to broadcast live. Here I will share my personal preference. You may ask what we think. I think that if I have the opportunity, I will broadcast the webinar live, because it is a completely different energy. And for the host, who knows that there are people listening to him, who may, for example, disagree with something, as it has already appeared here, comment on something, ask for something. This is beneficial both for the participants and for the host, that I feel the pressure that these people are live. However, when I am aware that a webinar is recorded, but there is an expert on the chat, then I can decide on it, it does not bother me. The worst situation is when it is not clearly communicated, the participants expect that it will be a live webinar, and so they see the recorded material and only possibly the expert on the chat. Then there is such an element of negative emotions. I think there is no point in conducting it. I understand that there are situations when we have several time zones, long restrictions when it comes to people who can run these webinars. Then you have to say that it will be a recorded webinar, but there will be an expert on the chat who will participate in it. I think this is also OK. Then everyone decides whether they want to take part in such a form. Another question. The last one I heard from the Lead Generations agency, which I work with and does cold mailing for us. You have to look for other Lead Magnets to attract potential customers because there are too many webinars on the market. This is how it is said about every medium. I have been hearing about mailing for 10 years. I have also heard about webinars. I have an approach to it. As long as it works, as long as people who appreciate it come to webinars, it is not a live webinar. Of course, it may be so. In some industries, for example, there is a certain standard that people do not get used to webinars, and they got used to some other format. Perhaps we will not fight this habit. However, assuming a priori that some form is a experience is not a good idea. I will tell you that it happened to me in the days of the digital power to conduct, for example, mailing activities, i.e. to send things by mail. It was one of the most effective campaigns. Of course, I have a lot of experience. Of course, campaigns have their costs. But in terms of efficiency, they were very good. So, every professional marketer is where his customers are. He tests communication channels and only then decides whether they are important. I would not assume this. The fact that something is not fashionable, that something does not fit my view of the world is not a good recommendation. Of course, it may turn out that your group does not prefer such a format. But I would not assume it from above. I will tell you another thing. I mean, sometimes the organizers of webinars are afraid that a few people will come. That 15 people will come to the first webinar and it will be a failure. Not necessarily. Because you already have a base for recycling. Perhaps otherwise it would not be possible to generate this content at all. Because experts would not want to write articles, they would be ashamed to stand in front of the camera, etc. So treat the webinar as a way to build this knowledge base in this basic version, which can then be used many times. And it may turn out that this content will be the reason why you will later assess this project as positive. So it is not necessarily that this live presence is the KPI, it is the indicator of the effectiveness of the webinar. And another question. What tools do you use to prepare slides for the webinar? Oh, here we are doing an experiment. These slides were made in such a way that I create slides in a traditional way. I just write down some points that I want to discuss. Sometimes I even create them myself. Sometimes I even stick such cards to myself. I have such a table here in the office. I make a structure out of it. Then I write points in PowerPoint. And now I tested it, because there is a new version of the Graphic Generator in PowerPoint, i.e. GPT Image 2.5. So I gave it some guidelines on style consistency and told it to generate these graphics. I have to say that this is a matter of taste, of course. But they seem quite readable. I mean, quite readable. They have a bit of a candy-like style, as you can see. But I wanted it to be like that. I wanted to show the contrast between authenticity and this generation. So that's how it works. So that was the last layer, the visualization layer. At the moment, there is a special skill in PowerPoint. In this Copilot, in PowerPoint, Visualize this slide. And it selects a certain type of visualization. You can also control it a bit. We don't know what style we want to go with, so that's how it works. It's a crypto-advertisement, but I'll talk about it at the Copilot course. How to deal with it. So thank you for the question. It was an opportunity for me to promote the course. My dear friends, let's move on. I'm very happy that there are so many questions. I'm of course staying until the end, so if you have time, I encourage you to do so. In the AI era, when we consume content faster and faster, and the tools can trace even expanded expert materials in a few seconds, organizing webinars still makes sense. Look, this is a certain paradox, right? Indeed, we expect to use various types of shortcuts, summaries, and so on. I don't have a problem with it, I use it myself. But if we want to create a base for these summaries, we have to deliver it somehow, right? Now, for me, a webinar is one of the tools that forces a certain standard of quality. I mean, you have to comb your hair, to put it briefly. Put on some clothes, stand in front of the camera, talk about things for 45 minutes, because otherwise people will judge it if you don't talk about things, maintain a certain structure. So it forces me to rework some material. Of course, I could write to my co-pilot, write me now a webinar for 45 minutes on how to be authentic, etc. But it wouldn't work out well. Even if it did, I would have to work a lot on a certain structure. Of course, I borrow slides from my other trainings, for example, a webinar about webinars, and I use this content. But the structure is mine. That's why I think that in times when people are looking for content to summarize, they have a tool to summarize, someone has to provide a base for summarizing. So a webinar is such a tool. And now, the second part of this answer is that more and more people have a certain resistance to absorbing content that is generated in such a way that it is not known who is behind it. So if I see an article that is not signed, or even is signed, but I don't know the person, then subconsciously I start to wonder if I should believe it for sure. And now, this subconsciousness means that I would normally remember about 10-15% of such material, but because I have this dissonance, this dissonance, I remember 2-3% of it. This is simply much less effective. So if you really want people to react to your content in such a way that they remember it, and that's what we as marketers want, then it is really worth presenting them through, let's call it ugly, a human interface. So through the one who signs up for it. Even if it is not ideal, the very fact that I am aware that the person behind it will affect the effectiveness of my memorization. We, as marketers and traders, should make sure that people remember what we create for them. So in my opinion, there is no contradiction here. A webinar is a form of delivering this input, this raw input to what can then be produced as content in one form or another, and then possibly summarized in one form or another by people who use webinars. And I will tell you honestly, I sometimes share the summaries of my webinars, which are more training, because of these longer formats, which are generated by artificial intelligence tools, of course, at the end I take responsibility for the quality of this, so I have to check it, but I'm not afraid that someone will summarize it, because I do it too, these tools are also for it. I hope I answered the question, because I talked a bit.

[01:15:24] Speaker 2: And I'm going on. Did we go through all of them? No, we didn't go through all of them, sorry. No, I think all of them. It seems to me that...

[01:15:44] Speaker 1: Yes, probably all the questions. I hope so. If I missed someone, let me know, my dear, because I'm trying to control myself here.

[01:15:57] Speaker 2: Yes, I think so. Okay, my dear,

[01:15:59] Speaker 1: we're a little behind, but I hope it was useful for you. So thank you very much for your time, which you have devoted. Last slide, which I have here as a summary. Basically, we have already discussed it in full. There is no gap between authenticity and the use of AI. For me, it's a matter of the process, i.e. the use of this mechanism, that we want to hear from people, so that these content is written for people. However, artificial intelligence tools at the stage of preparation, research, but also post-production of our webinars, are very useful. On the other hand, if you want to build your visibility in social media, then preparing this consistent input, this package of publications, articles, etc. on the basis of the webinar, according to my experience, of course, you don't have to share it, is the most effective way to create such packets of content that are internally consistent. We are talking about meritory consistency, because, of course, we have to talk about visual, stylistic, and other things, but AI works well in this area. So, if you have any questions related to webinars, it's easy to find me on LinkedIn. There is only Łukasz Kosuniak, so I encourage you. I hope it was useful for you and I hope to see you at the next webinars. Thank you very much

[01:17:30] Speaker 2: and as always,

[01:17:31] Speaker 1: I recommend ClickMeeting as a tool, because it's a tool that hasn't disappointed me yet, although this word is still out of place. It just never disappointed me so far. Thank you very much. Take care.