Jak zamienić webinar w skuteczny proces B2B (Full Transcript)

[00:00:00] Speaker 1: Hello and welcome to the next episode of our ClickMeeting Talks podcast. Today, in the studio, I have with me Łukasz Kosuniak, who is a practitioner of B2B marketing and a very recognizable person in Poland in this field. He is a lecturer, consultant, coach and creator of industry publications, including ABC Marketing or Social Selling. Łukasz specializes in helping companies to create and implement marketing strategies, content marketing or marketing automation. Łukasz, it's a pleasure to meet you. Welcome to our studio. Thank you very much for the invitation. Today, Łukasz and I will talk about how to use webinars in your daily work, in the business you run. We want to show you that webinar-based marketing is not a one-off event, but a process. Let's start with this question, Łukasz. It's a very controversial one, but it can happen. I run an event, 200 people sign up, but three people come to the end. What could go wrong?

[00:01:12] Speaker 2: It would be good to go through the whole process, how many people should be at such an event, because sometimes an event doesn't have to be massive to be successful. But if we expect 200-300 people to come, the topic was probably wrongly selected for the target group, or we were unlucky and there were two different webinars. It happens sometimes. Sometimes we can check it on LinkedIn, sometimes we just don't know about it. In most cases, it's a matter of promoting this webinar and what's going on in this area two or three weeks before the event. I noticed that the promotion of the webinar is often treated in a macho way. We assume that if we send an email and a post on LinkedIn, these crowds will come. We fight for the attention of people, sometimes very scattered, sometimes we are one of dozens of offers, offers of all kinds, and this promotion is usually just too weak. Looking at the whole webinar process, I see one more advantage of such a pre-webinar activity. The point is that the webinar is to send a message, I know something, I can be a partner for a conversation, for a project, etc. Sometimes the promotion of the webinar effectively communicates our expertise, our knowledge, even the webinar itself, because it reaches a wider group of people. If it is well conducted, it can be very detailed, because we can focus on individual fragments or some theses of this webinar. So even if only a few people come to the webinar, but the promotion was well conducted, I often see it in my business, that people come back and say, I wasn't at this webinar, but I saw that you were talking about automation. Maybe we could talk about it. So the promotion is important for two reasons. First, to have more than three people at the webinar, and second, because it is an opportunity to communicate our knowledge equally. And on the third hand, remember that maybe there shouldn't be too many people at the first webinar, because the first one is too crowded. I also say it sometimes, it's a pity to do the second webinar, the same topic, the third and the fifth. I have such topics, social selling, which you mentioned, I have already done a dozen webinars on this topic, and sometimes more than a hundred people come, sometimes several dozen people, even though they could easily watch the recording, because there are also recordings. So I think there is nothing to worry about, if three people come, improve the promotion, make a second appointment. The second webinar is always better. We are more capable of presenting the same topic.

[00:04:03] Speaker 1: Let's talk about marketing activities. Let's go a little deeper into this topic. Today we have a number of opportunities when it comes to ways to reach, probably mainly paid advertising, unless we have a lot of organic reach. Are there any elements that you prefer when it comes to reaching users

[00:04:19] Speaker 2: with a paid way? I have the opinion that I use everything that is within reach, everything that makes sense, of course. And indeed, more and more often now I reach for paid advertising in order to promote content, webinars, articles, rather than the product itself, because it is very useful later for building a mailing base. We will probably talk about it later. For me, this base is a spoiler. Creating a base is one of the main goals for which I do webinars. And then this base is mine. I don't have to pay for another contact with this base. So for this reason, it is also worth investing in the visibility of our webinar, because in addition to the fact that users will be on the webinar, they will also have a mailing base, i.e. their addresses, and if the webinar was okay, i.e. valuable for them, then the desire to stay in touch with us, which is super valuable. So this paid promotion should really be in this mix. Of course, it is worth not depending on the paid promotion itself, i.e. always organize it in such a way that this expense is transferred to organic capabilities, i.e. the most effective tools, such organic ones, some follow on LinkedIn, subscription of a podcast or some bulletin. These are the things that will later play without additional fueling, and we can simply increase the range with the next investment

[00:05:45] Speaker 1: rather than buying the same group again. And if you decide on paid advertising, which I mentioned just now, do you choose typical social media channels like, for example, LinkedIn, Meta, or such resources as

[00:05:57] Speaker 2: Google Ads, Bing? In my case, it probably won't be a universal advice, because I have quite a good or a large organic presence on LinkedIn, so this is the main source for me, because the fact that someone saw me on LinkedIn then increases the effectiveness of paid actions. This is also a universal rule, i.e. a recognized brand However, if someone is just building their organic presence, then definitely the media in which targeting is reasonably reasonable, because I work in the B2B area, so this targeting is important. Let's say that if someone sells very common products, they should act on the basis of range and penetration. In B2B or some niche topics, however, this targeting is important, so that's why I choose LinkedIn, because there you can actually target a global audience, which from my point of view

[00:06:55] Speaker 1: makes a lot of sense. You mentioned building an e-mail marketing base. Naturally, you can build it by organizing webinars. The number of webinars we organize monthly, times the number of participants, times 12 months, is a significant amount when it comes to the volume of subscribers annually. But naturally, we also have to take into account the practical aspects that you could share with us in terms of sparking this fire, engaging these users who do not finally reach the webinar, but would like to stay in touch with them to give them some value in their communication strategy.

[00:07:35] Speaker 2: Let me start with a story that some time ago I was a little offended by those who sign up for webinars and then don't come. In my case, it's 30-40%, sometimes 50%. I didn't quite understand why they do it, what it comes from. Then I realized that I do exactly the same thing. Very often, when I sign up for a webinar, I know that I won't be able to participate in it live. Sometimes I don't want to. I just think that I absorb this knowledge faster by using the material that I get as a recording. So it occurred to me that it is also often a justified strategy. First of all, I started to treat those who are live on the webinar equally and those who didn't show up. The most popular question on every webinar is whether the recording will be available. Those who are also waiting for the recording, but those who are not often need it even more. The first thing I do is to send this recording to everyone. As long as I don't forget to click on the settings in ClickMeeting, because there are two buttons, I always want to do it. The second thing is that I noticed that even those who expect, demand, ask about these webinars don't watch these recordings in their entirety. Because I ask some of them, sometimes I put them in such a platform where the analytics are a bit better and I see that it's not like that. They all watch this webinar from desk to desk and for two or three years I have been working very intensively on the distribution of this content. Or the simplest division, that is, the division into smaller fragments. Or at the moment, with the help of the AI tool, I create text materials from it. Because there are many people who told me directly that they prefer to have text material because they have more control over it. This is an interesting insight that I once took from some research that the higher the company hierarchy, the more I prefer text formats from multimedia formats because to assess the quality of what I have to read, let's say 5,000-6,000 characters, it sometimes takes me a dozen seconds. I sweep it with my eye and I can already see whether I should devote the next 10 minutes to it. In the case of multimedia, it's not that simple, because you have to scroll and so on. So for me it was also an important lesson not to expect that those who were not at the webinar would consume the same content as those who are live. Because for some reason they didn't show up at the webinar. Not because they don't care, but because they have different preferences or consumption needs when it comes to content. So I also started to check it more, ask questions, survey. And it turned out that this recycling is much more important in the case of those who expressed an interest in the topic because they registered for the webinar, but they didn't show up. They simply need something either more processed, i.e. some shorter formats, or something that gives them a greater sense of control, i.e. text format, because there can be several of them, because then they sweep it, throw it into the LM notebook, and so on. In my opinion, they also need to make it possible for them.

[00:10:59] Speaker 1: And in general, these webinar recordings are based on their participants. Do you see, for example, such a trend that those who participated are finally less involved than those who could not participate and saw your post-factum material?

[00:11:15] Speaker 2: You know what? I didn't notice it. Maybe I'm wrong, I'm not studying it enough. I noticed one thing, that if I have a webinar that ends with a call to action, some call to action, those who are live probably because the very fact that they appeared live is a signal of an intention, perhaps of a purchase, perhaps of a strong involvement in the process or in solving the problem, because it's also a matter of the topic that we choose. I don't want to go too far, we'll probably talk about it in these three types of webinars. However, those who do not appear and then consume the content in a different way, that conversion is simply smaller. It has no effect. It's hard for them to make a proposal only now, 20% cheaper, because it is not known when they will consume it. I noticed these differences, the one you mentioned. I work on a relatively small scale, so if you analyzed a larger set of data,

[00:12:21] Speaker 1: there could be such a probability. I understand. Have you done, for example, a webinar to verify the database of participants who did not make it to the webinar and what is their desire for further contact with you?

[00:12:37] Speaker 2: You know, I verify it mainly because the webinar is a tool for me to build a mailing database. And when it comes to this involvement later, I even use GetResponse when it comes to the service of my database, because there is an involvement indicator. I didn't notice any difference. They open the next messages or even buy them. So it was also a lesson I had to take with humility. The fact that someone did not show up at the webinar is not a signal that this person is less interested in a given topic, but probably for some reason, or because of their preferences, they want to gain this knowledge in a different way. Then it is our duty to provide it in a form that is optimal for a wide group of people. It rarely happened to me that someone said, I'm signing up for a webinar, but then it didn't make sense and I didn't want to come. I also asked about it directly. It's a matter of quality,

[00:13:49] Speaker 1: because it's so low It's also interesting...

[00:13:53] Speaker 2: Again, I'm a micro-company, so please remember, dear viewers and listeners, that we are talking about a relatively small group, let's say a few thousand records that I have in my database.

[00:14:07] Speaker 1: It's still a lot, let's remember that. For me, it's great, it takes time and costs a lot of energy. But taking into account what we said at the start, we can build it systematically to have quite a large volume of subscribers by the end of the year. Yes, definitely. Let's go back for a second to all those users who don't show up. Do you have any proven methods that you engage with, for example with content? You said you do recycling of content, but you probably also use email campaigns or follow-up with ClickMeeting, do you mean all users

[00:14:49] Speaker 2: or those who didn't show up? All of them. OK, so there are a few stages. Usually, at the stage of promotion, it's worth mentioning that this webinar is live because these interactions can be important. If you have a question, get ready. Sometimes, even when creating an event on LinkedIn you have more time to prepare. Secondly, I can see to what extent and what can interest the audience. I don't always foresee that only a certain dimension of my topic is interesting. It's trivial, but it's worth mentioning that this webinar is also to chat with you. There is a phenomenon that I noticed a long time ago that people often sit in front of the webinar a bit like in front of a TV. Basically, look at me. If we don't direct this information, but you can ask questions, you can disagree, it's even worth preparing some questions so that people just practice typing something in the chat. I once even measured that if those people who made any interaction had a few percent more probability of clicking the call-to-action button later. Because they probably got closer to the keyboard. Maybe they listen more carefully because they had to react somehow so they got involved. So sometimes it's worth making it easier from a technical, how to call it, physiognomic point of view. Generally, I noticed that every attempt to encourage interaction works very well. The second thing that is very important is that people need to be aware during the webinar that this interaction is for something. For example, yesterday I had a webinar about content marketing clusters and I asked the participants if they use this method and then refer to it. That it's well-known, but few of us use it and so on. This is a very important signal that my effort as a participant that I put in to share my thoughts is for something. That I get a reward, a comment, some advice that is more precise. So it's also a matter of preparation. Quite often, when I help clients to conduct webinars, what would you like to learn during this webinar? Because it's a very valuable source of knowledge. And secondly, how do they want to use this knowledge? Because the fact that I survey my participants is a value. But if they see that I asked this question for something and then I use this information to choose a better example, refer to some dominant answer, for example in a survey, you can see right away that at the end of the webinar there is much more. And sometimes, on a bad day, if there are not enough questions, if there are not enough stimuli, at the end of the webinar I see that people say, thanks, nice webinar, and there is no session. Then I have such a moral hangover that I missed an opportunity. Because the webinar is to have this two-way communication. It is a rare electronic medium It is even more precise than an offline meeting, because I have everything recorded afterwards. For me, it's super convenient.

[00:18:39] Speaker 1: Now I feel it a bit, because people share at the Christmas table those who are in the SERNIC team and those who are in the MAKOWIEC team. I understand that you are in the live team, when it comes to webinars, and not necessarily an automated webinar, although you still use these functions.

[00:18:55] Speaker 2: Yes, yes, yes. You know what? I use automated webinars, and where, for example, we have a global delivery, where there are different time zones, it is absolutely understandable for me that I take part in the webinar that is recorded. However, I think I'm getting old and I have a feeling of control in my life, such a need to control everything. I think to myself, it's a pity I can't change this file, but I have a personal preference. If I say it's a webinar, it gives the value that I meet here and now, live, and we have this interaction. From my point of view, it is super valuable not only to talk to people, but also to recognize questions, comments, and so on, how valuable it is for them. What to change? For me, a huge value is that I use such a method where I search for questions of my clients, aggregate them, and then, based on these questions, I create new content, articles, or even products, and so on. Automatic webinars do not evoke this desire, although it is technically possible to ask a question, they do not evoke the motivation to ask them. Simply, there are relatively fewer questions. For me, an important part of the webinar is that I have 20-30 questions and sometimes they are a very important stimulant to create some material that I know will be important, because 30 people have already asked it. So I am definitely on the website of these live webinars, even if we repeat the same topics, and I treat the materials, i.e. recordings, as an element for those who prefer it. If someone wants a recording, here you go. He will also get this effect. And as a base for resecting content. For me, this is also a great productivity when it comes to creating content.

[00:21:01] Speaker 1: You also mentioned a moment ago that while creating live webinars, you use a number of tools, such as Call to Action, which is a call to action, surveys, which are also available on our website. I understand that you do not do them only to find out here and now how many participants your webinars have,

[00:21:23] Speaker 2: but you also analyze it later for a specific purpose. My participation in this webinar is not paid, but I want to advertise two features, which, in my opinion, are very lacking in other tools. This is one of the reasons why I use ClickMeeting. Call to Action, which is a super simple mechanism. It's not that I wish you to find out about the competition, but I'm surprised you didn't. Because I used many different platforms and very often the moment when this call to action is supposed to start working, which is usually the end of the webinar, is the moment when without this button, without this clear place where you can click, chaos appears, because we paste some link to the store and so on. Instead of a reaction like I click and go on, it causes a reaction like where is it, I can't see this link, has it already passed? Just chaos. Once there was a movie called Wonderful Summer, there was a scene where a young man dreamed that he would finally kiss his girlfriend and it was such a final scene that he ran to her, which occurs when there is no call to action button, that in this final moment, instead of focusing on delivering this offer, making this conversion, we will explain that I will paste this link again because I don't think it's there anymore and then 20 people will say I don't see it anymore and again chaos appears. A huge loss of opportunity. So I highly recommend you And the second thing that is often missing are surveys that are not anonymous. Again, it seems so obvious but it is not obvious. Most survey tools just anonymize the survey. What does it mean? It means that we don't know how to answer the questions. Operational, practical, how to use it. If we ask a few questions we will learn a lot about how to segment our audience. I will give you an example from my industry. I often do webinars about marketing automation. I have a webinar entitled How to convince the president to automate marketing. I realized that often marketers who would like to automate your marketing for example, what is the obstacle? Do you have enough competence? There are 5 or 6 questions. They are designed to give me an image of what can be the value for a person who is after this webinar. Is it a person who needs more information about the possibility of automation? Is he already in the process and needs arguments to convince? Does he need more support? It's all in my offer. So I segment these participants based on the answers to their questions. After this webinar I don't do a generic follow-up. Thanks for being on the webinar maybe we could meet. But now using the AI tool I aggregate this information. I put it in a personalized very naturally e-mail which contains 3 pieces of information. If someone is in the segment and needs more information I offer him a discount on my book. If someone is in the segment and needs to convince the president I offer him a half-hour consultation where we discuss the objections. It raises 2 or 3 conversions after such an event. It all starts when I can extract the information from the report after the webinar that Jan Kowalski answered the question A correctly and B correctly. The effectiveness of a follow-up doesn't have a more effective tool. Łukasz, can you give an example of such a question in this survey?

[00:25:49] Speaker 1: What you're saying now is extremely important to analyze users in terms of their potential purchasing intentions. I don't think it's common knowledge but there are certain behaviours of users which you assess as having specific intentions. For example training, e-book, consultations, etc.

[00:26:19] Speaker 2: I'll give an example. The possibility of designing good questions comes from the knowledge of the user. I know more or less because I survey my potential clients and I understand what the process looks like. Therefore, I know that there is a stage where the process starts. So I determine it. I just ask directly if you already have the marketing automation, if you consider it, what are your intentions. You ask directly. Yes, and remember that if I asked these questions in a form on the website, the conversion rate would be 1% and I would get fake answers. However, if someone comes to the webinar and gets some value for the audience, the mutual rule is that he asks these questions and answers them truthfully. Because they are not afraid that I will hurt them, that I will spam them, etc. It is also a matter of communication style. I am not very formal, although I am not a joker, but I try to speak directly to people. I often do webinars in webinars, i.e. I reveal the kitchen. And I say, listen, now this call-to-action button that we said is great, but they click. And this is not a click of art for art, but they actually go somewhere in some funnel. So I think this openness is important to let the air out a bit, so that it is not so, you know, stuffed. But also a certain strategy in the selection of these questions. Because I have to know, or I should know, at what stage are people, in my case, when I ask the first question, this is the first element of segmentation. The stage in the decision-making process. Of course, based on the declaration, it may not be true, but the statistics show that it is usually very true. The second is the obstacles. Again, I know that these obstacles are different. We have already identified some, for example, that I cannot explain the value of automation, that I have no knowledge, that I have no resources, etc. So I come and ask. And I go through a few other elements, for example, whether they intend to connect, for example, a marketing automation with CRM, because it also shows that there may be a need for a different type of support from my side. In my opinion, a personalized follow-up is always better for both sides, both for the sender and the receiver, commenting that it is just to get a proposal from me that makes sense. When I subscribe to Amazon's bulletin, I get a proposal of books. After a few years of buying these books, I would like to take everything they send me, because it is so well selected. So if someone asks me whether I would prefer Amazon's bulletin with random recommendations or one that is personalized, this is definitely the second option. I pay for it. I pay with the data that I have given them. When people value and respect our brand, that is, at a minimum, they know that we will not hurt them, we will not spam them, they are able to easily share this information. Usually, of course, at the first webinar, this tendency is smaller. So definitely, this personalization is absolutely doable and it is worth doing. I have not seen any problems

[00:30:21] Speaker 1: with this. Returning to our initial comparison between Team Cernik and Team Makowiec, using Call to Action, you probably already have your schemes that you have developed. Are you more of a team education and redirecting people to the educational link or a team sales pitch, and redirecting people to the shopping page?

[00:30:41] Speaker 2: I like Team Cernik and Team Makowiec, so similarly with webinars, I have developed three types of webinars. The first is a webinar that is focused on a fairly broad problem, i.e. how to increase LIDA conversion to sales chances. Of course, those who participate in such webinars know what I do, because I introduce myself, they also know what my offer is, but it is not to present an offer, but to, first of all, position me, i.e. introduce me as a person who has some idea of what can be done to make these LIDAs more effective and convert them more often, and that part of the solution is marketing automation and the processes that can be set up. And Call to Action is then a subscription to my bulletin. So this broad webinar is technically for me, the effectiveness of my KPI, the number of subscribers versus the number of participants of this webinar, in fact, registered, because those who did not appear also receive a follow-up of this subscription. And this is for me a tool for building a mailing base and at the same time building a brand, i.e. a preference for the brand. And this is, you can say, looking at this Cernik, two other types of webinars are more focused on conversion to services. The second one, I don't know how I came up with it, but I realized that webinars that are based on objectivity work very well. So I realized that the obstacle in implementing marketing automation is that marketers simply cannot sell it internally. To convince the president or someone who spends this money is that if they see that someone invites them to such a meeting where they will share such knowledge, such materials, maybe even a template, they come very kindly. Except that I do not promote this webinar widely anymore, only based on my mailing base, which is more often segmented. Why not widely? Because after the webinar, during the meeting, when the webinar is already sold, let's make an appointment for a consultation. It is not paid, so I can't serve 100 hours of free consultations, because I live from the fact that customers pay me for the time I spend and for the knowledge I share. So I also have to limit it somehow. So then, already at the top of this funnel, there are much fewer, let's say 100, 120, 130 records who are invited to such a webinar. I have about 40, sometimes 50. And with this 10% conversion, at the moment it goes to 18-20, I have about 10 such hours arranged, 10 of these consultations, usually half an hour. And this is already, using this terminology, a call-to-action sales, because the client does not buy yet, but we are already agreeing on a consultation. And the third one, I just discuss my offers. For example, how we design marketing processes for automation. Come, I'll show you what I do, how I do it. If you want, then we will make an appointment for a meeting, where we do it individually. And then this call-to-action is also a meeting. The most effective form is a call-to-action display during the webinar. Ideally, such a control of the recipient. In general, this call-to-action phenomenon is much more interesting than at the beginning. There are two things that I also started to analyze. First, why follow-ups, or, I don't know, calls, emails, are less effective than live actions. And I just asked the clients about it. I said, listen, first of all, I'm on this webinar now, now I have time to process what you say to me, possibly make a decision. I come, I don't come. If you then send me this email, I, you know, I don't know, wash the dishes, I drive a car, I'm much more distracted. Often this email comes out too late, for example. I've already been to two other webinars. And the second element, I noticed that these call-to-actions work great, which are connected to, if we want to arrange a meeting, of course, which are connected to the calendar of mine, or the traders, or someone else. Because again, it works like this, I click this link, I go to any calendar, bookings, and I see, I don't know, that from Monday to Thursday, between 10 and 15, I can arrange a meeting. I know what's going to happen in a moment. I click, I get the form, I fill it out, I get a confirmation in the mail, a meeting is arranged, links, etc. And this is super important from the point of view of the decision-making process. I used to talk to a friend of mine who is a great specialist in merchandising, and it's exactly the same in every other type of purchase or decision. If I'm sure that I'm in control of this situation, I'm more confident, calmer, I'm more willing to take this risk, it's a kind of uncertainty, what's going to happen. But when I'm attacked, someone calls me, mentions some webinars, which I don't remember, often a person who wasn't there but got an email saying that I need to call, this effectiveness is simply disrupted in several places. So I definitely encourage you to use Call to Action during the webinar. This is my experience.

[00:36:45] Speaker 1: Now I'm thinking, because we divide leads into marketing leads, i.e. MQLs, and typically sales leads, SQLs. Does what you just said in fact mean that the line between MQLs and SQLs is a bit blurred, which are usually not sold?

[00:37:05] Speaker 2: Yes, it depends a lot on the specifics of the sales process. I strongly encourage you to use a webinar format which is run or co-run by sales people. Because the probability or the willingness to arrange such a meeting, which is also the goal, increases if I know who I'm going to meet. Again, it's a feeling of control. I'm a guy who speaks culturally, makes a good impression. Again, somewhere underneath, on the lowest level of the pyramid of words, it won't hurt me. Nothing bad will happen. Now, if I don't know this person, I don't even know who he is, if he's a human at all, or if he wrote this email, there are just a number of degrees of lowering this conversion. And I think it really is like that. Very often, after the webinar, in my case, in this first webinar, there are classic marketing contacts. I don't even call them marketing leads, because they are not qualified in any way. And my goal is not to bring them to the conversion process. They just regularly receive an email from me, a bulletin, in which, of course, there is also information about products and so on, but these are mainly educational materials, i.e. free webinars, publications and so on. Of course, I convert some of them later, but that's not my main goal. However, the other two are more similar to SQL than to MQL. I have nothing against generating marketing leads, but when we have the opportunity to show a person who will later process these leads anyway, we simply increase their effectiveness. So if the client sees a salesman with whom he may arrange a meeting, and this salesman will do some work, let's say, his desire to meet is much greater. In general, it is worth using webinars to generate SQL, because, of course, this sales qualification must be there anyway, but this is the moment of this individual meeting. I have a very nice case of such professional advice services. It was about financing large investments and, in fact, those people who ran this company were very busy, but they were also very strong on a pension. Webinars were a great solution for them, because they showed their expertise, their knowledge on webinars, and then they had a very nice transition that justified this individual conversation. They said, listen, now you have heard what are the general financing programs of these investments, but now to choose one of these four programs, we would have to ask you questions that no one answers publicly. For example, do you pay your employees on time? Do you pay from your ears? Do you have paychecks? Of course, no one will report your views and so on. So this individual meeting was a very logical consequence of what was happening at the one-to-many meeting. And they had a huge conversion, they had a conversion rate of 30-40%. Because these customers saw, well, I spent an hour to find out what opportunities I have. But the next stage is the choice of one of these opportunities, of these paths that can lead me to make my investment successful. So it is also worth remembering that this call to action should be designed as a natural consequence, so that this individual conversation would be a natural part of this webinar, the second episode of the series, you could say, and on the other hand, to justify, so that this conversation would be conducted and designed so that it would be a conversation where I just read the offer, I could also publish it on the website, but if it is a meeting where I use a calculator, a configurator, tools that we check, we refer to the individual situation of the client, these are the situations in which the client does not wonder if it makes sense at all, he just books the meeting. And in today's times, it is definitely worth using it.

[00:41:25] Speaker 1: So these SQLs are, to be honest,

[00:41:29] Speaker 2: more likely than we think when it comes to using webinars.

[00:41:33] Speaker 1: Łukasz, probably each of us knows theories related to building a sales lake, a marketing lake, a mountain, a medium and a bottom of a lake, but assuming that I am a novice in webinars at all, I do not know where to start, what are the best ways to advertise your webinar on the web? Where should I start taking into account that my advertising funds are limited and my community, which I want to gain in the future, is just starting?

[00:42:09] Speaker 2: If we already have in mind, let's assume such a thesis, that we use a webinar at some point, because of course there are other formats, but let's assume that we have found an important topic. A thought process that can be carried out is like this. Okay, I sell. In my case, I sell marketing advice. And what is the problem that customers are trying to solve with my services? For example, a lack of leads, or ineffective leads, or a very high cost of obtaining a client, because dealers have to travel all over Poland The question of whether this problem is important and quite popular in my group, which I want to reach, is the first step, because, in my opinion, you have to focus first on presenting yourself as a person who understands this problem and can solve it. And the first webinar, in my opinion, should be on this topic. For example, how to increase someone's efficiency. But if we know where these problems come from, and we know where these blockers are, it is worth presenting this problem and positioning yourself in the minds of these people as a person who understands this problem and has a few solutions that can be created. And now, the process of promotion of the webinar, which we have already talked about, is a great opportunity to start communicating. Hi, I'm Łukasz Kosumniak, I know about B2B marketing and conversion to sales chances. I invite you to the webinar, during which I will present this method. And now, a very good tool, a tool, a method is to divide this webinar, this transmission of this webinar into several parts. Let's say there are five ways to increase efficiency or conversion to sales chances. This number in the title itself already attracts. I recommend that there will be some five points, some five specifics. In general, we are said to have such a lesson that odd numbers work better than even numbers. I don't know where it comes from, but apparently it is. However, the number itself shows the audience that there will be some interesting things. It already defines the structure of the webinar, which is very important for two reasons. What happens before and what will happen after the webinar. Again, I have organized a lot of these webinars, several hundred. Some people don't believe that people live so long, but I've been doing it for almost 20 years, just webinars. Twenty years ago there was the Internet. For those younger, because once on YouTube I got such a comment, I'm not lying, then there was no Internet. There was. Black and white, but there was. And I just know how it can work. It is worth the first message about webinars to have such a very simple one. Hi, my name is Łukasz Kosunioł, I am engaged in marketing. I want to invite you to the webinar, during which I will show you five ways to increase conversion. Let's make the posts simpler. Let's assume that we have the ability to communicate only on LinkedIn. They should be posts that concern each of these five methods, especially the more detailed ones. Because it gives us two things. First, the first post can be too general for people who already have some knowledge. Okay, I've been doing this for five years, no one will surprise me anymore. But if I start to mention it and describe it, it is very possible that one of these five points will surprise or interest this person. So we have, first of all, more effective promotion. Secondly, the very fact of this content is already a promotional tool of our knowledge. This post on LinkedIn promotes the webinar, but also promotes you. The guy knows how to increase the effectiveness of leads or sales. And he just described, in short, what you need to pay attention to. And then he describes another element. Another, and another, and another. Even if someone doesn't come to this webinar, but he saw, I don't know, three of these six posts, it is already a tool of reaching with information. Hey, this shirt is known on B2B marketing. So this structure also defines this communication plan for you. You have five points here. Each of them is a separate post. I often hear from clients that this is not an exaggeration, people will not get bored. Please remember that every social media has a very limited organic range. On LinkedIn, we estimate that it is 15%, a dozen, or even 12%. This means that if I have a thousand followers on LinkedIn and send this post, 120 people will see it. And if it is very controversial and bloodthirsty, then of course there will be likes, shares and comments. But let's face it, meritorious posts usually do not have such a character to spread very much. That's just the way it is. Therefore, we should create this message. This is also a certain consistency. Because remember that at the end, the key to these six messages is that I organize a webinar on increasing the effectiveness and I have already said that I know the effective generation of leads. This stage of promotion is very important because it not only serves this webinar, it also serves us. It is very possible that people who do not come to the webinar will also be interested in talking to us because they reached these posts. For us, these are emotions. We are prepared, sometimes stressed, too excited. For the recipient, it is about 40 minutes of listening to a guest who says something in a small window. If I do not share it into pieces, if I do not communicate this structure, it is simply difficult to withstand. In addition, the structure, i.e. such pieces, gives us the opportunity and this can be something like a nice call to action, a questionnaire, a break, something that breaks this monotony a bit. That is why this structure also works during the webinar. After the webinar, there is a follow-up stage, but remember that the vast majority of participants of this webinar will not react to our call to action. It's that simple. You are heroes. On average, it is 10%. It's not bad anymore. Really. There are those who enjoy 2% conversion. This means that the vast majority of webinar participants simply will not react to our proposal. Not because they do not like us. There is such a rule 95 to 5, which simply says that it results from the life cycle of the product. If I bought a CRM half a year ago and now I go to a webinar this is not a message for me. I appreciate the author for telling me a few things. I will be happy to read materials from him. If I change the CRM in 5 years, I will take it into account, but now for no reason. So remember, this is not a mistake. This is how it works. Now what can we do to get to these people further? Well, the structure will help us at least divide this webinar into shorter video fragments and during the webinar we naturally strive to discuss and summarize this fragment in the first way. So it's much easier later whether it's an LLM tool or a person who does it by hand to detect, okay, this is the first fragment, second, third, fourth, fifth. We have a much easier and much cheaper recycling process of this content, which gives us the opportunity to repeat these topics to the participants who were and those who were and, for example, did not appear. So this whole webinar process, look, one event that gives us visibility a few weeks in advance, I recommend that it was 2-3 weeks before the webinar to start the promotion, and a few weeks later. So it takes us 3-4 months during which we can quite intensively communicate about the event, and then, because there was an event, and we have the material that we can use. In my opinion, in most cases, this intensive communication of one topic gives much more value than even those leads that we collect. Of course, the leads are the renewals, this is what we already see in terms of the quality of this message. If we do it regularly, we have a few webinars like this during the year, then this is a way to be in the head of the client. And this is something that is often not received in B2B, simply because we are surprised that the leads do not convert, that someone does not know you, does not trust you, does not know what to expect. I do not want to waste your time, but most, and I even refreshed this knowledge yesterday, most of the B2B deals have never been leads. This does not mean that we can generate leads and all of them will fall into the pipeline. Many clients are in the so-called dark funnel, and they come to the webinar, we have this data, but then they do not react, they do not click on the links, they do not convert, they go to conferences, talk to friends, ask questions, etc. And after a year, a few months, they suddenly call the trader or fill out a form, let's meet because I would like to talk. And this is the effect of these many interactions that we cause, and the webinar is a great basis for these interactions.

[00:52:25] Speaker 1: So for me it is a very valuable tool. Łukasz, you perfectly summarized our today's episode of the podcast, because we are talking about how to capture a webinar in a broader process, and not treat it as a one-off event. But considering that the webinar is in the process, i.e. it is a broader shot, what integrations did you take care of or do you recommend to take care of so that this process does not roll at any stage?

[00:52:51] Speaker 2: You are talking about tool integrations, right? Exactly. I have a click meeting with GetResponse on my back, because it is my tool for basically all marketing activities, e.g. e-mailing, with GetResponse I can then do remarketing, i.e. a list from the webinar, I can send it to Meta or Google, because LinkedIn is not supported there, and conduct remarketing. There is also segmentation and all the elements that I can use to somehow clarify these communications. And this is a sufficient tool for me. Of course, one of the companies that I co-led we also had a very nice click meeting with HubSpot, where basically similar actions, only on a slightly larger scale, more multi-channel, we called out. Click meeting also integrates well with HubSpot. I can say that this integration was much more stable than, for example, with Zoom. Maybe it has changed, because it was a few years ago, but I remember that I always prayed with Zoom and checked whether this list would be built or not. As for click, you get used to it, it's much easier and less changes. Maybe on HubSpot's side, something else worked there. I also have later, not automatically from the fifth, but then I use content from webinars for recycling. I mainly use at the moment a tool called Descript. It is such a content combine, I can do transcriptions very quickly there. Importantly, recently, in the click meeting, the transcription is already available. I think we can. I also just started testing it. I think it's a cool direction that you can already do these shorter forms and also with the use of AI, that is, I just wrote which topic I would like to present in the role, and the system actually quite precisely captured this moment, two minutes, where I was talking about a certain process. And it really surprised me very positively. So more and more of these functions are already included in the click meeting. But since I have some of my workflows there, I really use Descript very intensively to then process it for shorter forms, for various other tools, let's say, already processed by artificial intelligence. Because then, when we create texts, we also have our own notebooks, that usually one webinar is a base for two or three articles. And then it comes out of this, suitable for reading articles, because spoken words are not suitable for reading, you have to re-edit it. And LLMs are very good at dealing with editing until they have to come up with something from scratch. Because when we expect that an LLM will say something smart, you can be surprised. Now, when I get a base of 30,000-40,000 characters, spoken word, and the task is to edit it, optimize it for SEO, or a dictionary, or a book of signs, as in my case, some style, they do it very well. And I have to say, that this is also quite an important argument for me, that from this webinar, there can be several publications that build this consistency again. And you probably know that LLMs respect this consistency very much. If I am present in many places with similar messages, it is a chance that artificial intelligence will find someone who cares about this consistency. So this is also another argument to use webinars.

[00:56:25] Speaker 1: Łukasz, thank you very much for participating in our podcast. It was very nice to talk to you.

[00:56:31] Speaker 2: And I hope it's not the last time. Thank you very much for the invitation. I always feel comfortable going to Gdańsk with you. The conversations are also very nice. I hope to come back here again.

[00:56:43] Speaker 1: See you. Thank you. Thank you.