Creating Personalized, Targeted Webinars

Mar 10, 2020 6:55:41 PM

The best webinars are personalized and targeted. They are personalized by carefully considering and engaging those who will be attending the webinar. They are targeted by understanding the buying phase and persona of the audience. In other words, a webinar created with the audience in mind maps perfectly into digital marketing strategies created and carefully considers the different stages of the buying cycle. This is the way we do webinars here at EMA.

Choose your topic.

We can help you brainstorm the right topic to resonate with the audience you want to reach. Our research has given us insight into topics that are currently important to everyone, from data engineers and IT executives to line of business.

Choose your style.

Choose from one of ten creative webinar ideas that help you break out of your old habits: live briefings, newsroom, trendsetting, overcoming challenges, conversational, return-on-investment discussion, storytelling, demo with commentary, white-boarding, or panel discussion.

Choose your timing.

Timing is everything. Take a look at your current funnel and database to determine what kind of webinar would move your pipeline forward at this point in time, or sometime in the future.

Choose your target persona.

EMA has years of data available to address the needs, interests, and priorities of a specific target persona. We know that what matters to one persona may not even be on the radar of another persona. Let’s plan accordingly.

Choose your buying cycle phase.

Let’s narrow your webinar down to a specific buying cycle phase. It matters whether you want to speak to an audience in the awareness, consideration, decision phase. Most importantly, let’s provide some content that moves the buying cycle forward.

Choose your pre-webinar engagement.

Think about how you want to engage your audience before the webinar. Do you want to learn more about their demographics? Engage them in the development of the content? Or provide them with highlights of what is about to come?

Choose your post-webinar follow-up.

Follow up is, perhaps, the most important aspect of webinar planning. The call to action is not always to buy something; it may be an assessment, a consultation, a demonstration, or a dialogue. We can tailor the webinar content to get the results you need.

John Santaferraro

Written by John Santaferraro

John is the research director for analytics, business intelligence, and data management at EMA. His 23 years of experience in the data and analytics market span everything from startups to executive positions at Fortune 50 companies. His deep understanding of the industry comes from years of leadership in product and marketing organizations, along with multiple big data imagineering efforts for finance, communications, retail, manufacturing, healthcare, events, oil and gas, and utilities. John's coverage area also includes data integration, data discovery, metadata management, artificial intelligence, machine learning, data science, digital marketing, and innovation.

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