Author Jamie Shanks covers the best practices for choosing appropriate and effective panelists.
- [Instructor] Panelists, they're the single biggest drivers to leads for any particular webinar. What's not going to cut it is inviting your marketing team or sales team to host an internal webinar to your existing database. All that you're doing is recycling leads within your own organic database. The mission here is to attract leads that are not already in your CRM. To do this, you need to identify panelists, as an example, industry analysts, competitors or co-opetition as we would call it, or vendors or partners in your industry that share the exact same buyer persona you're trying to attract.
What you see here is Jill Rowley, she's an advisor to our business and partner at Sales for Life. She has 160,000 first degree LinkedIn followers, she has 30,000 Twitter followers, and she has a large CRM database. What we're looking for is panelists that can drive massive social reach that we don't have, and a cohort of buyers that do not exist in our CRM. Now as you're developing your plan, you have to reverse engineer the math of the required goal and the leads within that goal to the number of panelists you expect you need to achieve your goal.
As an example, the average panelist at one of our events at Sales for Life typically generates 500 leads per event, so if our goal for the particular webinar is to attract 2,000 leads for that event, we're going to need to invite four panelists that have data that we do not have to achieve our goal.
- Reverse engineering your sales goals into webinar registrants
- Analyzing topics in advance
- Identifying influential panelists
- Marketing and attracting panelists
- Using trends to build your story
- Building a promotional press kit
- Getting the audience involved
- Working with sales on lead development
- Following up after the event