Inbound marketing is so new to the association market that it might make you feel like you're back in elementary school where everything is new. We're embracing the idea of starting fresh and learning new fundamentals by coming together with other association professionals who are interested in inbound.

1. Welcome to the
Inbound Lunch Bunch
January 2017

2. Using Webinars for
Lead Generation

3. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

5. • Taste What You Offer
• Value Exchange
• Easy to Measure
• Identifies Where You Are in Buyer’s Journey
• Entry Point to Follow Up
5 Elements that Make Webinars
Great for Lead Gen

6. Taste Before You Try
• Authenticity
• Legitimacy
• Sets Expectations
• Increases Brand Trust
• Increases Word of Mouth
• Allows for Benchmarking
• Decreases Buyer’s Remorse

7. Value Exchange
• Fill Out a Registration Form
• Get Email Address
• Understand Initial Area of Interest
• Allows Association Brand to Start Personalized
Dialogue

8. • How many people are interested in the topic
• When people registered
• How many people reached out for help, login, etc prior
• How people found registration site (referral source)
• How long people stayed within the webinar
• How people responded/participated within the webinar
• Ratings of the webinar
• How responsive people were to post-webinar follow ups
• Revenue
• Cost per lead/ Cost per acquisition
Easy to Measure

9. Where You are in the Buyer’s
Journey
• Just Learning the Topic
• How to Apply Topical Knowledge
• Best Practices
• Alternatives to What You’re Doing
• Comparisons between Solutions
• What to Expect/Prepare Post-Purchase

10. Entry Point to Follow Up
• Automate a personalized follow up based on
their behavior
• Ask further questions about preferences for
how they want to:
• Interact
• Learn more
• Get involved
• Be addressed
• Etc etc

11. • Paid advertising
• Linked In
• Google AdWords
• Paid banner ad placement
• Twitter & Facebook
• Social media
• SEO
• Direct mail
• Affiliates
Promoting Webinars
• Email Lists
• Website Posting

12. Promoting Webinars for Lead Gen:
• Social media-Twitter
• Social media-AdRoll
• Digital advertising-Banners
• Digital advertising—Google AdWords
• Blogs
• Social media-Instagram
• Social media-Pinterest
• Social media-Facebook
• Social media-LinkedIn

14. Association
Brand
Website is Your
Digital Advocate

15. • Entire Goal of Inbound Marketing:
• Bring New People Back to a Web Page
• Get Individual to Opt-Into Your Brand’s Communications

16. Examples of Web Pages:
• Association website
• Microsite (conferences)
• Landing page
• Webinar event registration page (type of landing page)
Why Web Pages?
• Trackable
• Gain IP Address
• Drop Cookie

17. • Entire Goal of Inbound Marketing:
• Bring New People Back to a Web Page (Start tracking right
here with IP Address (anonymous) & profiling)
• Get Individual to Opt-Into Your Brand’s Communications
(Gain email address & drop cookie to move from
anonymous to known user)

19. Once through the “gateway” of the form, we can
put the user into the appropriate nurture funnel
based on:
-buying cycle
-persona
-referral source
-experience level
And on and on and on

20. • Date registered & price paid
• Email registration confirmation, open, CTR,
conversion to other CTA (cross-sell)
• Social profile (with marketing automation)
• Converting campaign (with marketing automation) &
source
• Engagement with materials
• Follow up conversion
• Lifecycle movement through opportunity funnel
Typical Metrics

21. Webinars for Inbound Lead Generation:
• Get individuals in the door that you can study
• Collect new individuals that we can move towards
purchase/engagement