Webinars that Work: Keeping Attendees Engaged and Moving Down the Funnel w/ Matt Murdoch, VP of Marketing @ FranklinCovey
Webinars have been a staple in B2B marketing for years, but let’s be honest—most of them are forgettable.
Attendees tune out, engagement drops, and worst of all, they don’t drive real pipeline. So, what separates a webinar that works from one that flops?
In this episode of The Campaign, we’re breaking down the strategies that keep audiences engaged and, more importantly, move them through the funnel.
If you’re tired of lackluster webinars that don’t deliver, this conversation is packed with insights to help you rethink your approach.
What You’ll Learn: The biggest mistakes marketers make when planning webinars Matt’s 3-layer framework for keeping webinar guests engaged the entire time Live vs. on-demand webinars—what actually works?Resources:https://www.linkedin.com/in/mattmurdoch
"When they register, that's the moment of need for them... The company that delivers the value first is the company that's going to win." - Matt Murdoch
Timestamps:02:33 - What inspired the Webinar Manifesto 10+ years ago
06:36 - Common planning mistakes: "Field of Dreams" fallacy
09:13 - Three essential ingredients for successful webinars
11:41 - Virtual accountability framework: verbal, visual, kinesthetic
18:42 - Marketing webinars like rock concerts and leveraging FOMO
22:41 - Live vs on-demand webinars: chocolate vs peanut butter
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
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