How to Follow-Up on Webinar Leads: Don’t

The best follow-up to your webinar is no follow-up. Today’s most successful webinars are moving the lead from warm to warmer — right on the webinar. From that moment forward there is no need for 95 percent of what we see today, i.e., follow-up email techniques that are ineffective and just plain awful.

They can do it too, right now. “Here, let me make it easy for you to make a small commitment to improving your situation … just a little bit.” (That’s your promotion)

What prevents your webinar from proving you can deliver results in advance of a purchase commitment? Can you provide insights and know-how that make small (but real) results accessible for prospects?

This Will Sabotage Your Webinar Every Time

Solutions. Innovative ideas. Workarounds and hacks. It’s why buyers attend webinars. From getting a specific task done to making better decisions.

But most webinars make a fatal mistake: Over-teaching, providing too much information too fast. In our rush to provide a lot of relevant content, we often forget: Less is more.

Why do most webinar participants tune-out at some point — start checking email and such? Information overload. Too much information, not enough insights.

Here’s the rub: when delivering know-how via a webinar your information should be structured in a way that does not overwhelm. But also in a way that:

  1. motivates the prospect to take an action or
  2. primes the buyer for your brief, blunt and basic follow-up

Follow-Up With Email, But This Way

Most sellers send the same follow-up email template to webinar leads. It’s easy and doesn’t take much time. Copy-and-paste the template, change the name, the title of the webinar and the subject line.

“Or configure a mass email and you’re done even faster… boom,” says Barta.

“You’ve followed up to all 20 leads you got, and now you can go back to doing what you were doing prior.”

The rest is history: Crickets.

“Introducing yourself as the main point of contact and letting me know that you saw I attended the webinar isn’t valuable; I don’t care.” says Barta, who offers tough love on this under-performing approach.

He recommends using information from webinar and relating it to the client’s situation.

This is, “a better approach than asking me if I have any questions. I can’t even remember when the webinar was,” says Barta.

The most important element of a follow-up email is personalization.

Barta says, “Do your research! What information do you already have about this prospect in your CRM? Look at the prospects’ websited. Look at their LinkedIn, Twitter and other social media platforms.”

“Do they follow or engage with people you follow too? Search the company’s 10-K, ‘about us’ page or just plain Google them!”

The more you build that kind of non-templated information into your webinar follow-up the better results you’ll see. Guaranteed.

Good luck!

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

2 thoughts on “How to Follow-Up on Webinar Leads: Don’t”

  1. Jeff, this is the best article headline of the year. B2B marketers have it wrong when they sic a biz dev person on a webinar attendee with a telephone call. It’s too early. But your point about selling your unfair advantage in the webinar content is a real breakthrough.

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