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.
Jordan Barta of Paychex puts it this way in a recent blog post.
Prospects don't have “time for you to ask them about their strategy, or if they have questions about your product. They want solutions and innovative ideas.”
So do you even need email follow-up?
What If Your Webinar Did This?
Imagine your webinar closing the prospects. Not on a sale, but instead, on a pre-sale first step that connects with their buying journeys. A step that moves them forward on making the eventual purchase commitment.
What can you literally do for a prospect, right now, that will prove your most costly, comprehensive solution is worth it?
Can you provide a few results in advance of purchase?
Depending on what you're selling, following-up with webinar leads can be on an “as needed” basis. Because the webinar itself can close prospects on:
- A low-cost, easy to afford starter product that makes taking action irresistible
- A “next step” free offer that provides small but immediate, tangible benefits
Coming at the end of your webinar, your “next logical step” may come in paid or free form. The idea is to get customers investing in themselves — in a way that delivers results in advance of a larger purchase commitment.
Thus, your offer (paid or free) should produce near-term gratification. Proof that considering a larger investment is worth it.
Educating Your Prospect Is Not the Goal
Educating your prospect is a weak goal for your webinar. Instead, make your No. 1 goal to provoke action. Encourage prospects to act on a promotion designed to prove you:
- understand their problems or goals
- have a different approach to solving/reaching them
- are more qualified to help than the competition
What's your unfair advantage? Let them taste it via the webinar and, afterward, a promotional first step. (bringing them toward their goal)
Your webinar's goal isn't to educate potential buyers. It's to show them the better way, make it seem 110 percent do-able. Give them confidence in your better way and in themselves.
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:
- motivates the prospect to take an action or
- 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.