I’ll get right to it. The simple trick is smarketing (that’s code for marketing and sales alignment)? Who doesn’t want more of that?
With so much noise competing for your audience’s attention, getting to connect with prospects for 30 to 60 minutes during a webinar is really valuable. But if you’re not working with your sales team, you’re missing a huge opportunity to improve alignment and close more deals.
Sales and marketing teams may give each other a hard time now and then, but deep down we want to work together to accomplish something big. Webinars are one of the best ways to do it.
Here are three simple ways you can partner with sales to drive big results both sales and marketing will love.
1. Get input from sales early and often
If the smarketing energy is flowing, marketing and sales are already regularly communicating and sharing ideas. If not, a webinar is the perfect opportunity to start collaborating on a common goal.
Instead of creating webinars from a pure marketing perspective, sit down with sales to figure out what topics and types of webinars they think their prospects would respond to. Ask them things like:
- Where do you think prospects are falling out of the funnel?
- Are there any messages that aren’t covered in existing content?
- What do you find yourself explaining over and over again?
2. Work together on promotion
Marketing is used to doing promotion by themselves, but sales has to get involved in order to take your webinar promotion to the next level. While marketing is great at mass promotion, sales knows how to connect with prospects on a personal level.
The first thing you need to do is make it as easy as possible for sales to get involved. Give them all the materials they need to share the webinar. Encourage them to spread the word within their networks and personally invite their highest priority accounts.
We recommend sharing the following materials with sales two weeks prior to the start of promotions:
- Basic webinar info
- List of their customers and prospects to be invited
- Email templates for personal invitations and reminders
- Sample social posts reps can easily copy and paste
You can also have your sales reps include a link to the registration page in their email signature. It is such a quick and simple task to add it and then the link goes out with every email they send.
3. Develop a post-webinar communication plan
The perfect time to connect with prospects is right after your webinar. Attendees have demonstrated a high level of interest and are more likely to become customers. Strike while the iron is hot.
But before you start sending out mass emails, there are a few things you need to do first. Here are five simple steps to a solid webinar follow-up plan:
- Analyze the data. Look at your registration numbers, attendance rate, and webinar poll responses to determine if your webinar met your KPIs.
- Email reps. Keep the sales team in the loop and share relevant webinar KPIs, including registrations, highly interested attendees, and which of their prospects registered and attended.
- Craft email template(s). Reps can use email templates for personalized webinar follow up. But don’t limit yourself to just one email; you can create an entire email campaign to help move prospects down the funnel.
- Identify complimentary content. Have reps share relevant content with key prospects to keep the conversation moving forward.
- Schedule email blasts. The first follow-up email should be sent within 24 hours of the webinar, and be sure to include the webinar recording and slides.
See, achieving smarketing isn’t that hard! It’s all about giving sales visibility and the opportunity to contribute. Sales will appreciate being involved, and they’ll see the personal benefits as the webinar drives additional sales. Looks like a win-win for everyone.
Download the complete guide to get all the workflows, checklists and other tools you need to start producing your best webinars ever!