Authority: Only include speakers who increase the perceived value of your event. These should be people who offer information and expertise that your audience does not have mexico reverse phone lookup access to within their own organization.
Variety: Every speaker you include should bring a specific and novel perspective to the topic. An event about AI should not just feature three different engineers; instead, you should complement your engineer with a research scientist, founder or someone who uses novel solutions in their daily workflow.
Synergy: Consider collaborating with a company in an adjacent space. This will give you access to relevant, high-quality speakers whilst also helping to share the event costs and promotional workload and expand your reach.
How to Get More Value from Your Speakers
B2B webinars are unlikely to feature “name brand” speakers, but you may have access to people with highly impressive resumes. Ensure your promotional materials properly contextualize and emphasize your speakers’ achievements, including everything from professional experience to awards, prizes and publications. And don’t be afraid to showcase company logos and link to their LinkedIn profiles on your marketing materials!
3. Develop a Messaging Framework
The volume of promotion required to make your webinars a real lead magnet can be intimidating: how can you possibly deliver persuasive content across all email, social and paid channels?
A messaging framework is the perfect 80/20: you invest more time up-front to develop a stock of clear and persuasive messages – and then easily deploy them across all channels with relatively little effort. This not only makes it easier to scale promotion but also ensures you frame the event consistently across every part of the campaign – which helps increase the cumulative effect of your efforts.
How to Create a Powerful Messaging Framework
We have tested a range of methodologies, but the approach which produces the most consistent results has two steps:
Build Your Offer: List the expected short and long-term outcomes your target audience can expect from the webinar, along with the common pain points you are tackling, and credibility triggers you will use.
Create Your Core Message: Turn your offer framework into a few short paragraphs that frame the challenge your webinar solves and the specific benefits it will offer. This can easily be repurposed across all channels.
