Executive Summary Providing on-demand webcasts to prospective customers is a rapidly growing demand generation strategy because it empowers prospects by enabling them to conduct research during the buying cycle at a time and place that is convenient for them. Read this brief 2-page guide to learn: What is a webcast What to include in a business case for webcasts Popular webcast vendors If you are looking for information on webinars, don't miss our Webinar Program Methodology! Creating a Results-Oriented Webinar Program is a 36-page PDF planning methodology that highlights our premium tool-kit of 21 premium tools & templates (available for download to Premium & Analyst level members) to help you develop a comprehensive webinar program. Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

1. Executive Summary
© 2009 Demand Metric Research Corporation
Generate Leads with Webcasts
Providing on-demand webcasts to prospective customers is a rapidly growing
demand generation strategy. Instead of having to call a salesperson at a potential
vendor, your prospects can complete the research component of their buying process
on their convenience. Evaluate your webcast requirements to determine if this tactic
should be added to your marketing mix.
What is a Webcast?
The word webcast is derived from "web" and "broadcast". Its use has varied since
the early-mid 1990s as the nature of the medium came into public use. Webcasting
is sending audio and/or video live over the Internet. In essence, webcasting can be
thought of as broadcasting over the Internet.
What is the Business Case?
There are numerous reasons to start your webcasting program. From your
customer/prospect's perspective, webcasts can be viewed at their convenience, and
allow for evaluation without having the start a 'sales cycle' with a representative.
Additionally, if you make your webcast transcripts searchable, your prospects can
save time by zeroing in on the specific content they are interested in viewing.
From your organization's perspective, webcasts: provide new leads (if you require
visitors to sign-up for viewing); reduce costs related to tradeshows or events; allow
for customized communications based on audience; and work for you 24/7.
Webcasting Vendors:
• IVT
• Accela Communications
• Streamlogics
• The FeedRoom
• Vodium

2. Executive Summary
© 2009 Demand Metric Research Corporation
Action Plan:
1. Discuss with Senior Management - communicate the business case for
webcasting to your executives to obtain their buy-in and secure budget
approval for this type of project. Be sure to get a clear indication of costs
from vendors, before you present this idea.
2. Determine Target Audiences - review your current and potential audiences
and analyze what information they would need to make a decision regarding
your type of product/service, i.e. competitive advantage or industry solutions.
3. Select a Platform - ensure the system you choose has the following
functionality built-in: searchable transcripts, registration (leads), surveys &
polling, interactive discussion or chat, high quality streaming audio/video, and
synchronized slide navigation.
4. Prepare a Script - once you have a platform in place, work on writing a
script that is conversational, informative, and provides a clear description of
the problem your solution can solve. It is not imperative that your speakers
follows the script verbatim, but ensure that key statements are made.
5. Make your Webcast Searchable - potential customers do not want to hear
a canned sales pitch, give them a table of contents or agenda, and make your
webcast transcripts searchable to save your prospects time.
6. Edit Rigorously - take the time to capture multiple takes, and edit your
webcast to optimize its effect. You may wish to get some outside help from a
video-production or media agency, if you don't have this type of experience.
7. Select your Speaker - although your key executives may be the experts
when it comes to your organization, do not make the mistake of assuming
that they are your best public speaker. Send a company-wide email out to
identify any speakers that who have Toastmasters or Dale Carnegie training.
8. Communicate Effectively - stay focused on the topic and avoid pitching
your product/service. Open and close with interesting value propositions, and
ensure your speaker varies their tone and pace.
Bottom-Line:
Very often, prospective customers are interested in learning more about a
product/service, but hesitate to contact an organization for fear of getting wrapped
up in a sales cycle with a persistent salesperson. Use a pull approach to capture
more new leads, and have your customers prepared to ask buying questions.