George Thomas 0:05
Are you a HubSpot user looking to stay up to date with HubSpot, inbound and all the information that will make your job easier and help you and your company grow better? Each week the spot brings you the HubSpot education, ideas and tools that you need to maximize your success. Make Work just a little bit easier. And of course, brighten your day along the way. Listen in as Julie tuck, Max and George share their authentic entertaining and valuable conversations with the people who really matter. That's right you, ladies and gentlemen, let's give it up for your HubSpot journey. Heroes. Welcome to this week's episode of the spot. Ready, spot. Go. That's right, and we're back with another episode of the spot. And of course today, you know, we're gonna throw in a little bit of an interesting conversation. Actually, I think all of our conversations are interesting. But I have to ask Doug and Julie, when you went to the show notes, and you saw the topic that I threw in there for this week's episode, I need your honest, transparent, immediate thought of what you thought when you saw that.
Doug Davidoff 1:10
I thought I'll go first I thought what why is everything about lead generation?
Juli Durante 1:14
valid? valid? I thought if I read another article with the title of is blank dead?
George Thomas 1:20
Yeah. Yeah, I love it. I love it. So let me let me give you both a little bit of backstory because I didn't share any reason of why this article and why this topic because I have had multiple conversations over the past I'll say weeks, it's probably been a couple of weeks, where people are talking about content. It's interesting that that you went to lead generation, because we weren't necessarily talking about webinars from a lead generation standpoint, although you do generate leads, but we are talking about it as a starting point for the content creation to be then repurposed into other items. And Julie, I love the fact that you brought out the fact of their dead, because even in the article, they're like, Why do people do this? And I was like, No, why did you do it? Like you did it in a title. But then you're talking about why people did this. So I want to get into webinars, Doug, I want to dive into parts where we're actually talking about webinars and sales. And so let's just go ahead and kind of start this out when when you think of webinars in 2020, and or 2021, because Holy crap, it's gonna be here before we know it. Are there certain things from a sales Doug, Julie, marketing, Doug, Julie, George, whoever, things that you think that we need to have either stopped doing or start doing as we move forward with our web, I think we need to stop doing crappy webinars. So dive into that though. Like when you say crappy webinar, see that I'm not gonna let you off the off the hook. This episode, when you say crappy webinar, what exactly do you mean? Like, how do you diagnose Wow, wow, that's gonna be a crappy webinar, or, well, that was a crappy webinar, what? What is the ingredients to that?
Doug Davidoff 3:07
So I think that there's kind of there's probably three elements, you know, the first is, do I learn something of value? You know, I think of a webinar and I think you know, it, would somebody pay $500 to attend this, is this a $500? course, but but, you know, not the complexity of the course. And I don't, I'm not thinking for a second about actually charging for the webinar, but you know, your, that you are right, in terms of the time that you're taking, and, you know, George, you and I've talked about this before in other places about video, you know, webinar, a webinar video, you know, that's a high investment. It's a high poll to get from somebody and far too often, I've seen far too many webinars that would be better off as blog posts, then I So number one, is there, is there real value number two? Are you going to deliver it in an entertaining and compelling way? I think that you there are far too many webinars that fall into the boring you know, ben stein, Ferris Bueller, which is great and funny for about, you know, 16 seconds, or this other side has begun to happen, because everyone's trying to you know, pull, get eyeballs, etc. You have these you have these sessions with two or three people doing them and it's just kind of like a it's a rant, it's not even a podcast conversation, it just kind of like this, this randomness of things that go you know, that go down there, you know, a webinar takes planning so so are you going to deliver it in a compelling fashion? I think the third element that I think is something that that is new, and I don't usually get into I usually repel from the, you know, in, you know, in today's age, what do we have to do differently? Because most often, it's like, pretty much the same things we had to do before but what is different is there are webinars today, that would be better off as, as either multiple videos or just purely on demand. You know, it's kind of like how video you know, we had movies Then videos started coming out with straight to video, you know, sometimes, you know, the way webinars are given, I think it would be better off not to do it theoretically as an event, but just, you know, hey, put it out there, it you know, it's good content from for someone to be able to consume at at a point in time in their journey. So you know, so I think the three thing you know, so that would be, you know, is it a gratuitous webinar? Those are the three key places.
George Thomas 5:21
So Julie, is there, are there other items that you would you would kind of say, Oh, that's that's a poopy webinar, like, I watched this, or I saw this, or I heard about this, is there anything that you would add to that?
Juli Durante 5:36
Yeah. So if you have like a 30 Minute Webinar, and 15 minutes of it is a pitch, unless it's a like sales webinar. And the point of the webinar is to be getting a demo, or you're really kind of leaning into that like decision stage of the buyers journey, which is something this article talks about, but you can use webinars crossfires journey. Finally, thank you, that's probably not good. Like, I love the idea of thinking about the value you're providing in your webinar. So the last webinar I registered for was not a work related webinar, it was something that I wanted to attend personally. And one of the hooks to get registrants was like, hey, if you were just like a group of like nutrition coaches, and dietitians and things like that, that were coming together for a webinar, there were five or six of them. There's like, if you were paying us individually for consultations, this would be like 1200 dollars to get this group in your corner. So that makes it really compelling. And that's something that I think from a professional business standpoint, when we're talking about business business, people don't do as much and I've often heard people shy away from is like, Okay, so what is the true value? If you were going to charge for this? What would you charge? And I think a lot of times, if you're not willing to say, Oh, I would charge for this, then it's probably not good content. It just it all just comes down to good content. Don't don't do crappy content, please save us. Yeah, but I
Doug Davidoff 6:52
think it I think it's more than just good content. I think it's like you've got to give the good I've been on, you know, it's like my question is if I were to hire all of those people on that webinar, would it cost me 1200? dollars? Well, my question is, did they give you 1200? dollars worth of Did you walk away with real, like it was the experience of being coached by them? The real you know, the real deal, you know, the number of times where it's all teaser, if you will, or it's all the stuff that everybody already knows. So there's got to be an original take you if you're not scared by what you're giving away in your webinar, then you probably should not do a webinar. Yeah.
George Thomas 7:31
It's interesting, because and again, my there's so many places, I want to go with this conversation. So Julie, you you mentioned, the buyers journey and webinars across the entire buyers journey. Thank you. Finally, I want to dive into that. Because I want to, I want to think about like what maybe we think of examples of like, if we were this XYZ company, and we're gonna do three webinars or four webinars across the awareness, consideration, decision, deliver stages, or whatever we have there, what that might look like, but I have to tell you, and I'm going to just kind of be honest and transparent. I actually had an epiphany over the last week where, you know, I want to do webinars, we're going to create some webinars, I did a webinar with a company called 23. It was about how to be more human with your webinars. And after I got done doing the webinar, I was like, Oh, you know what, we should do that webinar for impulse creative. And then I stopped myself, and I said, Wait a minute, why should we do that webinar for impulse creative? What would we sell them? Like, we're not a webinar company? We're not like a webinar services, right? And so I stopped in my tracks, and I was like, and then thinking of this article, like starting with sales, what do they need? What can we reverse engineer? Like? How should the webinars dive into kind of what is going to be part of eventually that handoff or knowledge that people need to know? And so when you guys dug especially the stat at the beginning, you're like, webinar lead gen, like, is it or or is it not? And I think there's a there's a very interesting thing that because webinars have always been marketing pretty much or like really crappy sales pitches. Like Julie mentioned, there's this thing that a webinar could morph into.
Unknown Speaker 9:23
That's actually not true.
Unknown Speaker 9:25
Okay, go ahead. Go ahead.
Doug Davidoff 9:26
No, no, I want to I want to be quick as you said when I looked at the show notes you know for the press it said our webinars still an effective content creation lead generation strategy. So that's why that was my first response was not that webinars mean lead it was because because I think webinars are very valuable. And I think lead generation is while they can be lead generation that's one of the that's not the big problem today but but going back to your to what I said that that's wrong. webinars are actually a hijack marketing hijack that from sales, but if you go back pre internet, we used to do this thing called seminars and they were exciting ffensive and and so they were very bottom of the funnel, they were customer oriented events, they were very, very sales focused. And one of the problems is so we'll talk later I'll share that I think there's two types of webinars. And I think the mistake, the mistake that gets made is most people use the wrong one at the wrong time. But But you know, that, you know, marketing kind of hijack that whole piece. And when you had this, you know, what happened was, it was good for keywords, you know, that had some keywords used to it, it gave things to talk about it also, like one of the best things about a webinar, is it the highest value of a webinar date is you reach out and you start talking to people I used to like, I'll give away one of my strategies. When I first started, imagine, I always had a webinar scheduled, it wasn't actually scheduled, here's what I would do, I would call on a webinar. And if I got five people who said they wanted to attend, I would pick a date that I would do it. And if I got five people that wanted to attend that webinar on that date, I would then actually schedule the webinar and run the webinars. So I probably ran one webinar for every 10 that I promote it, because I reached out to talk about a webinar. And the point of it was instead of saying, Hi, George, this is Doug, I'd like to tell you about imagine business development and all the wonderful, you know, hey, George, this is Doug, we're gonna be hosting a and he would go Yeah, I'm not I'm not interested in it. Okay, really. I'm curious, how are you handling, right? And then we'd be into this conversation, because one of the great things about a webinar is it's a give instead of an app, right. And so like one of the things that is just like missed, I have to tell clients all the time, it's like they get so we launch a webinar, and they're like webinar webinar webinar, and all of a sudden, they you know, even when they'll get their sales team involved, and it becomes this like call center campaign to get people registered for a webinar and they'll create a KPI how many attendees how many registers as each salesperson get, and I get, I don't care how many registrants they get, I care how many conversations did they have on the play? And you know what, by the way, I had a one rep call promoting a webinar where the person like was like, almost begging them to talk to them. They're like, Okay, well, great. I'll get you registered. And I'm like, Well, why didn't you follow up with a question? He said, Well, cuz I was supposed to get him to register for the webinar and I and it's like, whoa, wait a second. We forgot the whole point of this was to have a conversation. So again, like it started webinars start off as being very late stage, then they got co opted to earlier stages, and then they got magnified and copied etc. And they're not perceived as having come from marketing but but they were actually originally a sales oriented approach that marketing support it because they manage the event.
George Thomas 12:33
I love that journey down history. By the way, not many people probably remember seminars. Doug so nice. It's nice to have somebody that's close to my age. And I'm like, I'm telling
Doug Davidoff 12:43
you, I'm talking overhead projector with with like the you would put it on I have my clear, and I have to have the notebook of all mine. You have Okay, let's Wow.
Unknown Speaker 12:53
Yeah, I haven't seen an overhead projector. Latin.
Doug Davidoff 12:56
Oh, yeah, right there. Yeah. And we'd have our special we'd have our special markers. So we haven't been the covers of whatever special markers
Unknown Speaker 13:03
and you know, why race so
Doug Davidoff 13:04
we could so we could make them dynamic. So that was we call that animation. Ah,
Juli Durante 13:09
Love it. Love it. So Doug, I do want to dive in a couple minutes back to that two types of webinars and people are using them wrong or at the wrong time. But Julie, I am itching to get into your brain for a hot second with the whole buyers journey. And this idea of you know, instead of thinking of just creating one webinar, should marketers sales teams revenue teams? Should they be thinking of creating these in like sets of three? And maybe even working backwards? Right? Okay, how what's the bottom of the funnel? What's the middle of funnel? What's the top of the funnel? Okay, let's create these pieces of content. Like what Where does your brain go when we start to think about webinars through an entire funnel journey? Okay, so I'm going to backtrack and say like, why I'm saying, yay, thank you. Finally, there's this, there's a line in this article. And the point is literally they work across the entire customer journey, and cetera, et cetera. So there is this buyer's journey graphic from HubSpot that talks about the stages and what they mean, there's examples. There's an example of content in that stage, and webinars is on the list. And it's either consideration or decisions each on that list. So for many years working for a marketing agency developing content that includes webinars with clients, they would do a webinar and say, oh, now we have consideration stage content. We did a webinar, but the topic of the webinar might be something that's a little bit more thought leadership, or it might be something that's more of a product focused, dammit, demo, it might even be a customer webinar. So in those situations, they didn't really have content at the consideration stage because they had a webinar had a webinar, right. And I've always felt like that little bit of that graphic was misleading, and it was taken so much as an official stance. If you have a webinar. It's the stage Not really, right. It's about The content and what you're sharing and how it contextualized whatever you're doing. So when I think about I think about webinars much the way I do ebooks or blogs or anything else, right, they can be about any topic, you have to be providing value. I think if someone is going to live spend time with you, physically, you have to be providing a little bit of extra value, it needs to be a deeper dive, a more exclusive, an extra shiny sparkle magic moment, there has to be something that is keeping you in the moment with someone especially we all many of us work from home now we know that you can have the webinar over here and the video game over there and the YouTube down there and be triple tasking as you're watching a webinar. So to me, it's not about where do webinars fit into the buyers journey? It's is this content, the right content for your webinar? And then you figure out the rest of it from there. I don't think there's a buyer's journey campaign that is webinar webinar webinar webinar might get a little I don't know it could be could be if you have the right content for it. I don't know if you have the right persona for it or if it fits into everything, but I don't think webinar to webinar doesn't work for me.
George Thomas 16:06
Interesting. So if I was going to because it's interesting, I remember that graphic By the way, like I still use case studies webinars like I
Doug Davidoff 16:16
did like that is that the ISO inbound certification like so you have to so webinar meets your consideration. It's a little bit like that ISO 9000 certified
Juli Durante 16:26
it's a great graphic for understanding the buyers journey as a concept, but it boxes things in and I think that
Doug Davidoff 16:35
was I think that's all it was, I think someone at HubSpot put it together as an example of how you would use different types of content at different stages. And I just find it like very actually entertaining and I realized that people took it as Oh, no, that's the recipe See, here's really has done
Juli Durante 16:51
too, right? Oh, you can't have a considered eba
Doug Davidoff 16:54
and I can't understand why customers hate salespeople and marketers for the life of me I just don't
Juli Durante 16:59
think anything and ruin it. It's amazing. So
George Thomas 17:02
Doug, talk to me about this because I am very curious two types of webinars and and how they're kind of being used maybe at the wrong times. I really want to dive into that.
Doug Davidoff 17:13
So I think I agree with truly that you know, all a webinar. I mean, I'm almost wanting to ask what is a webinar because really all a webinar, I think I mean, any I think a webinar is a video medium delivered at typically live in some fashion at a point in time around a topic. And it can be you know, other than that, it can be just about anything. And so what I like to think about is I like to think about the education or knowledge funnel more than I like to think about the sales marketing funnel, flywheel, etc. It's more what's what's the progression of education. And so there's two high forms, you know, high value, high impact education. One is the type of education that creates a hole of knowledge. The other is a type of education that fills a hole of knowledge, right, so most of what we think of as education is the second form, right? So here's something to understand about people taking action on things. When there's discomfort, when there's pain, there's greater likelihood that someone's going to take action, greater the pain greater they're likely to taking action. So one of the problems that people come in, and this is, by the way, is one of my problems with thought leadership. And on a future episode, we can talk about it cuz there's some really good research about how thought leadership doesn't do what you think it does. But we share our solution. We share how to solve a problem, we say, you know, seven ways to use a webinar, and we give good knowledge and I learned something and guess what happens when I learned something? Do I feel better? Or do I feel worse? I typically feel better. Hey, I just learned something. Wow. That's how you do it. Okay, cool. Guess what, I now have less pain, I'm less likely to take an action and it also opens up the Hey, I just learned this new thing let me write whereas if you're using if you're using webinars to generate conversations to generate new lanes, what I do is and george will appreciate this because you brought it up last week that I you know, you know, I I changed the words that people use, hey, well, what you're really saying is this because what I mastered is I'm the master I like to say so myself, I say so myself, you know, the master of delivering education that creates the hole of knowledge. I call it teaching to the oshit moment where you go Oh, wait, wait that holy cow and so what happens is there's now this hole that needs to be filled. I am I got value, right? This was definitely worth it. And look, you have you have to be on your game to deliver the first type See, delivering the second type is easy right now. Now, one of the problems is you end up delivering I call him the Seth Godin webinars. You guys know what I said? So the Seth Godin webinar is I you know, I love it when people quote Seth Godin, or they retweet Seth Godin, or something like that, like, dude, you really don't need to do that. Everybody follows Seth Godin. Everybody reads that, you know, it's like when you it's not as much anymore, but there was like this period. Were like everybody in marketing, follow Seth Godin, and someone go, they retweet Seth Godin. And I would say, that's an unnecessary retweet. And so, you know, we end up packaging stuff that we already know into there. And we go, well, gee, I don't know why this isn't working. Right. And that's because we're, you know, it Oh, the tactic doesn't work. Well, the tactic is not the webinars not working is that you delivered the wrong type of content in the context of what you want it to achieve. The one thing by the way, this approach also applies to blogs, it applies to ebooks, it applies to, by the way, a great ebook shares that a great ebook tells the hero's journey, it establishes the vision of what's possible connects to where people are, then creates the, you know, hole of despair, where Oh, wait, why is this so hard? What, what's the need for transformation, then shares? Here's the steps to transformation. And if it's an early stage ebook that's going to emphasize on the whole, why is it so hard, and if it's a late stage ebook, it's gonna highlight on the key steps associated to make the transformation and so forth. And so your content aligns to that education journey to that path of action?
George Thomas 21:06
So I have to ask this, do you think that because there are the two types, which by the way, all this makes sense. And like when you said, educate up to the oshit moment, I was like, Oh, wow. Okay. That's, that's interesting. Do you think that because there's two types that you should actually be leveraging, because this wasn't exactly said, type one for this side of your funnel, and type two, for this side of your funnel? Is there a handoff between the two types in your mindset,
Doug Davidoff 21:38
there's a mix, and the earlier the journey, the earlier the more you're teaching. So I that 15 years ago, I created a concept I call the three sale mindset, I took a look at every transaction that happens. And I realized that when a sale gets made, one sale is not made really three sales are made, the first sale is defining the problem. The second sale is defining the solution. And actually I saw this quote the other day from from I forget which book it was from, but it was before they can buy your solution, they have to buy the solution. And you know, before they can buy into your solution, they have to buy into the solution, right? So it's before they can buy into the solution that is buy into what the problem is, by the way, the single greatest predictor of what somebody is going to do is how do they define their problem? If you want to have the biggest influence on behavior and action, you influence how people define their problems and opportunities. So that's the problem is sale one, the solution is sale two, and the approach is sale three, and part of the approach is who's the vendor who's going to who's going to provide it. And so the earlier in the journey, the more you're creating the whole knowledge, you're teaching the problem to use an old sales vernacular, you're selling the problem. And then as you move later into the journey, you move towards it, you know, it's kind of the why if you connect it to Simon Sinek, the problem is the why the solution is the how, then then what you do is the why and and we tend to educate a lot on the why we're scared to death to give away the house, because we think somebody is going to take it, but but what we don't realize is the reason that our market doesn't value what we do is because they don't understand the how, and if I don't understand how to do it. Like I valued a great golfers ability, far more after I golf than before, because when I only watched on TV, it looked really easy. How hard could this be? You're just swinging this metal thing at a golf ball, then I realized I'm like, holy, right. So you got to give that house away, right? We're all scared to death to give the house away. Right? And so you kind of go down that path and and there's so like, I don't think any webinar like if you're all problem, you're you're the insurance agent that says you do love your children, don't you? You wouldn't want them to grow up in economic history. See, that doesn't Well, I mean, it works because you got big giant skyscrapers with insurance logos on them. So clearly, you know it, but it doesn't build sustained equity and things like that, right? So there's a mix and the mix goes you know, heavier on the whole lighter on the on the solution, if you will, through to the end where you're where you're heavier, but you still have to be reminding them okay, here's the whole here's the misstep, here's the risk. Here's the consequence. It's you know, another term I use is you got to remember you're always selling a prescription drug not selling or an over the counter. So
George Thomas 24:19
Julie, I'm curious like what is what is the anthropologist brain doing right now with the conversation we're having like, when you when you think of like what Doug is talking about this educational funnel, it kind of colliding with the sales and marketing funnel the two different ways that we're talking and like the human brain, the psychology behind this, is there anything that like like what's been you've been sitting there quietly for a really long time like what's happening inside of there?
Juli Durante 24:49
So things our last episode we talked a whole bunch about storytelling, right? And this idea of ebook should have the the hero and tell the storytelling It's the same conversation really, I don't think there's anything like flawed in that logic. I think telling a story is a lot easier to follow along, then, like data points and things like that. Right. So this is not webinar specific, but I think it connects. And we'll get there. One of the things that my team does is monthly quarterly reporting for our clients. And in those monthly and quarterly reports, there's data do you got to have it, it's the people want, give the people what they want. Many times when I have a new team member, their reports are a bunch of numbers, we had 2000 sessions from organic, there was a 1.5% conversion rate to leads, you had this many leads, you had this you had that just the facts. And what my job is, is to help my team learn how to use that data, those numbers that they're saying, are important to tell a story and then present that story and tell that story. Similarly, let's talk about this webinar world, this ebook world, this content world, if you're just making statements, if you're just giving tips, if you're just listing things, if you're just using numbers, there's no story that's hard to follow. That's like pretty, pretty boring. I don't want to listen to numbers all day, tell me why they're important. Tell me how I can get that avoid that. What does that mean, to me? I think that's, that's really important. It's just this level of human communication.
Doug Davidoff 26:17
I think that the meta story for the business like that, that's where the strategy, that's where the foundation of any good sales or marketing program is, you know, and that's like, when we work on messaging, what we're really doing is we're establishing what's the base storyline. And the way I explain it to people is I say, Okay, look, this is our messaging statement. We all you know, our messaging statement basically follows along, this is the problem we solve. This is the best solution. This is why we're the best. And I said, so if we were to take every piece of content, if we were to take every conversation, every everything that happens over the next year, and we were to you know, synthesize it and pull it all together, it would tell this story as an encyclopedia, but this is the story that we're always telling. Right. So I think that's a great point that you bring up too often we look at att webinars, even when we do take even when there is the story element, we don't look at that as if it's not a piece of the greater story. It becomes like I've seen a lot of people that do regular webinars, and it's it's, you know, random stories, if you will, and and I know a lot of people struggle, like what is the story? And you may, you actually made me realize that one reason why that's not a struggle for us is that we've already figured out what the story is. When we get to this webinar. It's like, Okay, well, what chapter what, what section of what chapter of this story, are we are we telling that that stuff should already be pre told, if you know what I mean, by being pre told to carry that through, especially in a world that we're in today that is noisy as hell. And assuming that you're, you know, that you haven't raised, you know, a $300 million c round to capture, you know, you know, to pay $5 for every dollar remnant. I'm sorry, our company is doing that.
George Thomas 27:58
Yeah, companies, companies are doing that. Just Ask Gary Vee. He talks about it all the time. So so here's here's where I want to kind of end with on this episode. Because again, one topic one article, by the way, the links listeners viewers are the
Doug Davidoff 28:12
point I'm sorry, there's not the point because we're on like, we're on episode 11. Now, and I said, you remember the first show notes? Right? I think we had like four seconds for the webinar right? Now we're like, What
Unknown Speaker 28:24
are you talking about one day? Yeah,
George Thomas 28:27
yeah, I quickly learned we're only gonna talk about one thing in this show. And like, I just, I just paired it back, because and the thing is, like, there's so much you know, how many times I've gone back and re listen to episodes that we've done just because of the things that I want to go back and learn like conversate I mean, it's ridiculous. And so I've realized one thing, it's gonna go pretty deep, there's gonna be a lot of nuggets. And so we don't have to build this whole like crazy show. But what I want to kind of end on because again, time flew by with what we were talking about is if you think of and I'll go first because I think there's something very important to this, and I'll explain why I want you to think of like one tip that you would tell folks like if you're gonna do webinars, if you have your story in place, if you strategize it going across the buyers journey or peace or knowing where some of these are going to be in the buyers journey, if you're starting from maybe this sales perspective, or having sales and marketing be together and not be completely about lead gen like if you've got this kind of mindset that may have been molded through this episode, like what are our what is a tip that you would give them so think about that. Here's my tip. And I'm I'm hot on this is that I think that we're in a place in time where we talk about live video, we talk about webinars, like they're different things and they are only because of platform. Not Because of actually what's happening behind the scenes, and a webinar has been live video for years, the only problem is it's been a live video with somebody hiding behind a deck. And so my tip is going to be moving forward in as many ways as possible, ditch the deck. And let me explain what I mean by that. Should you have slides? Yes. Should it be all slides? No, is there a way that you can embrace technology and your video can actually be part of your slide? Yes, like an example, when we do the how to be more human in your webinars, we literally have a part of the slide that shows the live feed of the actual person talking still. So you get the slide and the person instead of a slide deck with a voiceover. So ditch the deck and embrace technology that allows you to do that in these webinars. Because here's where I go to. And Doug, you leaned into this with it's about the conversation webinars if used, right? It's about humanizing your brand. It's about them starting to know You see, you hear you like you trust you, because then that conversation becomes a lot easier. So ditch the deck, embrace the technology to show yourself more and show slides less. Let them be the salt and pepper versus like the whole thing on the screen. Julia Dog Who wants to go first? What is your tip for webinars moving forward,
Juli Durante 31:21
I think my biggest thing is when when you're on camera, you're not in the room with someone talking to them. Even when you're on the phone, you have to sort of bump up your energy a little bit, it can come across very flat, even if you think you're being very dynamic. So that can be challenging. And I often will have new team members when they're consulting and things like that practice by recording themselves and listen to it back, watch it back and see what is your face doing. What is your voice doing, you know that monotone, really not going to work not gonna work for a webinar, you could be telling the best story. But if you don't have inflection and emotion and you're not speaking in an engaging way, then probably not going to be a very successful webinar. So really think about how you are telling the story in addition to what the story you're telling, I love that and her energy is so important. And there's a little nugget that you threw in there of like Watch yourself or that having the team walks like listen, sports players, they watch the tapes, they look should I should advise zig zag, you know, did was it the flick of the wrist wasn't enough. Like, you got to make sure that you're doing this right. So I love that little tip to Doug, what are your thoughts?
Doug Davidoff 32:31
Well, I think that what you should do, I want to have an episode on ditch the deck. Okay, because I got I and the other thing I'll say too, is I think what you guys both did was I think you both gave really great tips for doing video, but not about what should be a webinar because the webinar is this is happening at a date and time, right. And so what I'm going to tell you is there's only one reason to do a webinar, only one value for the webinar. And that is what are the conversations that you have before and after the webinar, what happens on the webinar. That's video, you can do that on demand today. Right, but the webinar, the value of the webinar, and where you need to be moving your focus, what are the plays that you're running before? What are the plays that you're running after? What are you doing on your website after the webinar to generate more, it's all about what happens before and after? Right? Because why get everybody to one place at one time in you know, once you repurpose the webinar is now on demand content, it's video. Right? Right. But But again, to me, the biggest missed opportunity on the webinar is massive amounts of value creative engagement and conversation before the webinar. And I think that's true from a sales standpoint. And I think from a marketing standpoint, why not add some quizzes that come up that connect to what the webinar topic is, why not have posted you know, whatever that might be? That's really you know, if you begin to think of it through that lens, otherwise, just record the video, do something really good. Put it up on your website and let people watch it when they want to watch it. So that's super
George Thomas 33:54
like I'm literally sitting here as you're talking Doug and I'm like, oh why did we wait to pull them till the webinar? Like why aren't we pulling them like different things like that like we asked we say in webinars make sure you're asked questions make sure you use polls like I love what you've painted this picture of like like the before and after. Let's just leave it
Doug Davidoff 34:18
go ahead you may you wonder the biggest wasted asset in the marketing sales teams bundle is the people that register for a webinar before the webinar occurs. Nobody does anything except it the day before you get the automated email that says remember your web like who's like like get me send me a poll get me a little bit jazz dog get me talking, you know, you've got me registered for something like why is your no show rate so high on your webinars? Well, because they someone registered for the webinar 12 days ago, and the next time they hear about it is 24 hours before with an automated email that's got a 50% chance or greater of not coming into your main inbox.
George Thomas 34:55
Yeah, and let's be honest, those automated emails suck like there's no photo of The person there's no like, it's just the title and the date and a link. Anyway. All right, folks, hopefully hopefully, and I'm gonna use this term because I had to jot it down. Hopefully this episode has been an extra shiny, sparkly moment for you. That's thanks to Julie. She said that in the episode I was like, Oh, I gotta jot that down. But make sure you hit us up. Make sure you leave us a raving review. Make sure you go to sprocket talk, watch the episode or listen to it on your favorite podcast episode. If you want to hear or see an episode that is about thought leadership or an episode that's about ditch the deck because those are two future episodes that Doug said he'd love to do. You need to make sure you hit us up on the Twitter she's at real Julie D at George V. Thomas. He's at Doug David off. And of course, don't forget, we do have another, you know, host just happens to be dealing with family and babies and all sorts of fun stuff like that. Also hit up at max Jacob Cohen. Until next time, folks, make sure you're being a happy, helpful, humble human. And we'll see you in the next episode.
About the Expert
The Spot Hosts
Juli Durante is an always-curious marketer interested in the big picture of marketing and sales to help companies drive big revenue. A HubSpot user since 2011, Juli’s deep understanding of inbound marketing campaigns furthers Impulse Creative’s mission of helping businesses grow better.
Doug is the founder and CEO of Imagine Business Development. He’s directly advised more than a dozen companies who have successfully sold for a combined value of more than $1 billion.
For more than 20 years, Doug has been advising small and mid-market companies that are committed to serious growth who want to hear the truth about achieving it. Doug’s worked, firsthand, with more than 1,500 companies (and seen their financial statements), so he knows the difference between what works, and what sounds good and doesn’t work.
Max Cohen started at HubSpot in 2015 as an Implementation Specialist on the Customer Onboarding team after four years on Apple's Business Team. He joined HubSpot's Learning and Development team as a Product Trainer in 2018 and is currently a Facilitator for HubSpot Foundations, which is HubSpot's new hire onboarding program. When he's not coaching new HubSpotters on the HubSpot product and the Inbound Methodology, he coaches New England Infamous, a competitive paintball team. You can learn more about Max and find ways to connect with him by going to maxjacobcohen.com.
George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.
George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.
George Thomas 0:05