5 Webinar Special Tactics All Demand Gen Tacticians Need To Try NOW – with Ollie Whitfield


Ollie Whitfield is the Demand Gen Team Lead at VanillaSoft, and is an up-and-coming leader in Demand Generation! He is the Co-Host of the 0 to 50 Million Podcast, and interviews CEO’s and Revenue Leaders to learn how they grew their businesses. Ollie is a talented professional, with specialties in cold calls, growth marketing, and public speaking!


“I have 5 keys things for you, and I think every demand generation marketer, especially if you are in SaaS, can really benefit from this by helping you improve your process by that 1%-5%…everyone needs to find those small ways to improve regularly”

Key Points

  • Having a lead sharing partner that can benefit both of you in reaching your audience 
  • Break out your webinars into segments 
  • On webinars, find ways to get deeper into your conversations 
  • There is no harm in having the same guests on your webinars  


All right, everybody. Welcome to the Demand Gen Summit. My name is Ollie and I’ve been here before. I don’t know if you recognize me. I don’t remember. But if not, that’s okay. I was here on one of the other events that the folks at Chat Funnels hosted and I’m really pleased to be back. This time I’ve got something a bit different for you.

Last time I spoke about code email and that’s really close to what my company does. It’s kind of close to our heart, and one of my personal strengths as a marketer, he’s to sell as well. Don’t don’t hate me. I used to be a salesperson all myself, but today I’ve got some webinar hacks that we use here of an inner self to not replace, and to be honest, I’m kind of proud of them. We do some kind of cool stuff. I went to my own too much. The team makes all of this possible. I could not do it by myself whatsoever and I’m part of the team is here helping me just to do the sessions. So that just goes to show you what a team effort it actually is, but I have five key things for you and I think nearly every demand jump person, especially if you’re in SAS especially, it’s kind of a goldfish world and anything that you can do to get a little bit of ground, I think it really, really, really helps you in your job. And those extra 1%, those extra five, 10% you can squeeze out of something you’re doing without too much more time.

I think it’s always worth knowing. So I’ve got five for you and I don’t know what else I meant to do apart from just jump right into it. So hopefully if you want to ask a question in the chat, you can go ahead and do that. And also if you want to connect with me on LinkedIn, if you wanna take a deeper reading of some of the tactics that I’ve written up here in my personal Google document, just to make sure I don’t forget any of my own ideas.

They’re not that I’m happy to share. I just hit Millington Connect and I can do that. But the first one, the S was I don’t know if you guys are going to feel to come for this sponsor. Whenever I say the word sponsor, people go, hang on a second. We’re not charging for that. I don’t want to deal with being a CSM for anything.

I’m a marketer, you know, I got to own a number. Please don’t make me play customer support. Not at all. That’s not how it works. So what we do is we have sponsors and to be honest, the sponsor word is a little misleading. It’s more like a lead sharing partner just saying how it is. So we never have any toys, no pounds, euros or any other currency.

The only thing that we want is your help. So let’s say I do a webinar about how to do a great webinar, something like that. But I might do is I might say, who knows, a lot of people who would be in my target market for this webinar, maybe chat funnels, maybe they know a lot of people who would benefit from this, and do they also benefit from being in front of the audience as well? Those are the two main things. And then a third bonus, which is always kind of important if you want to get numbers and more leads is did it have a good audience? But always with that question comes how invested are they in getting in front of that audience and how much will they actually help you?

So that’s my main thing. I normally go to a couple of companies per webinar if I can, and the main things that they will get is promotion on every single thing that we make. So picture your your webinar appointment plan. Hopefully, maybe you’re doing an image so that you can put that on your LinkedIn maybe. And what you’re going to see is title maybe my face and hopefully somebody else to make it actually interesting to come to you, and then you see at the bottom sponsored by or partnered with or brought to you by and you’ll see a couple of logos. And that’s normally the companies that I’ve been in touch with to say, Hey, look, we want to get you hear from these people, so can you help us promote it together? Net net, it’s a win win for both, right?

That’s the idea. So then once they’ve got those images, we give them a unique link and that kind of stuff too. Then they’re able to help us promote the one thing that I’ve tried to experiment with, which I confess it’s a different model for every company, is that don’t take exactly my numbers for yourself. We say if you can generate more than 50 unique registrations for yourself, we’ll give you the whole needless, and if you get 50 or less, I should say 49 or less, you can have those. But no matter what they get, the ones that they generated. The idea is, you know, let’s say I have a partner and they don’t really do a lot to help me out. I’m not promising in the whole, they don’t deserve it. They didn’t help me out.

They got one registration and it was their marketing person already knew who they were. Not really late for me, but if someone’s really invested and we really collab on this, we help push each other net net. That’s good for both. But also I want to reward them. I want to incentivize them and say, you know what, thanks for being such a good partner.

Let’s share the list. And of course, at the start and the end of my sessions, I always say thanks so much to our sponsors. We couldn’t do this without you. We appreciate working together on these types of things. So that’s one. It’s always a good way to sort of appear bigger than you are. Get more, get more eyes, get more leads, because ultimately you have more people helping you promote and that’s never really a bad thing.

Now, my second one, I would love to be able to do this a little bit more obviously here with you, but I don’t have another guest to bring in, so you’re stuck with me. I break out our webinars into segments and I didn’t really mean for my first and second text, it’s a post office spot, you know, kind of second SW is my segments.

Normally if you have, let’s say three guests and a host for people obviously on your webinar, maybe it’s an hour long, normally you go through maybe hopefully more than two, probably 3 to 4 tops five and five is getting quite close to the limit. I would say you’re going to go through three or four topics and hope that they’re all, you know, that say if it’s webinars, I might say promotion is one, the content is one, the follow up is one and something else, maybe I’ve just got three.

For example, if I have three guests who all kind of from different backgrounds, different ideas, opinions and so on, all of their thoughts into each one. It could be a bit of a mess, to be honest, and much is that’s pretty standard, especially if you’re doing a Zoom webinar that’s kind of normal. I like to keep people back in the green room.

So to your favorite chat show and you’ve got Celebrity coming on and they just explained their point of view on topic one cherry pick for them because of their unique stance and point of view and experience, they go off and person who comes in and it’s the second angle, second topic and their point of view and their experience.

Same thing again. Third person comes on unique angle again I find that helps me go deeper in a conversation with one person. Ask them deeper probing questions on their point of view. Get a bit more deeper into the tactics of that, and then I can have a bit better conversation with them. Just generally, I find if I’m just the host and I sit there going, Right, we’ve got to move on, that’s really boring for me.

So if I get more engrossed in the conversation is probably going to be a better one. And hopefully that’s that’s a sort of a good hallmark as your host. I think that retains attention and retains attention. I think that keeps people hanging around. And normally we will see in our stats a lot of people stick around right to the end, and what I love to do, like one of my favorite things on our webinars, I would start off and say, Share where you darling in from. In the chat, we always get loads of countries. It’s always interesting to see what time of day people are watching you, but sometimes it’s crazy like for him. But my second favorite thing is when you say, Let’s hear it in the chat for Jim or Jane, whoever, send them a LinkedIn connect.

I’d love for you to go and follow their content, and normally I always get an email saying Do that. So with like so many people connected with me, I’m really happy to see that. Thanks for coming on and I’d love to do that again, that type of thing. That’s what you’re looking for. That’s that’s the sign of someone who wants to work with you again and will help you drive more leads again.

Next one third. I’m rattling through disguise, repeating guests, and I’ll call him out here myself that he can’t. He sometimes gets gets in my ear and he says, Then we have that person on again. And I’m like, Yeah, we did. And it’s like, Why? And I would say that’s because, look, if I have an email list of 1 million people, I don’t know which is it.

Probably if I send them an email, maybe 200,000 will open it. Something like that by average. So 800,000 did not and they don’t know about the webinar at all. And then probably 200,000 clicks on the email. I’m not even going to guess, but you know, maybe 10,000, 20,000, 50,000 will click on it. And then the further of that list will register.

We’re not getting a million people. And if you all please do tell me how you do that. But the idea is if they do the same process and they email again and I have the same guest on three times a year, there will be no harm in the same people coming back a couple times. We will get new people from the same guests, but new leads from the same guests every time.

Whether that social media and they’ve gained followers, whether their email list has built over time and they’ve emailed them again. And to be honest, I quite like having someone who I know can handle it. So I like having an uncle. I like saying, you know what, Jeff, to give you guys an example, sales trainer named by names, Jeff Bajc, wonderful guest.

I love having him on some McKenna as well. She’s excellent. I love grilling them both because we’ve got a rapport now. We’ve done two or three shows together. We can give each other some grief. I can ask them a difficult question. They’ll push back. They’ll ask me to explain it, to defend. My contrarian point of view makes for good content.

You can’t always get that same dynamic with a like a fresh person every time. Plus just being very honest, sometimes you run out of ideas for new people. That happens. And if you own a number like I do, you don’t really want to be playing with that chance that. Hmm. Well, they promote. I don’t know. I’ve got my number at the end of the quarter.

I need new leads. New guests don’t know how they’re going to do this stuff. It’s kind of risky. So at some points you need to play it safe and go back to what you know, works. Not all the time, but there’s a place for my fourth one. I think you guys are going to maybe not like this one too much.

The stage drama. Now, I confess I don’t like this one very much. It happens. I guarantee that you’ve seen this. So the one that comes to mind for me personally, a couple of years ago, that was a staged boxing match. I don’t know if you have our name names just to give it attention for the sake of it.

But they basically had a social media publicly played out argument and it was very, you know, well seen across my industry, at least thousands of likes and comments. And, you know, it was like Facebook posting back in the day. You go back and forth. What they did in yen was they turned it into a webinar. It became obvious at that point that they planned it.

It’s kind of like a staged beef. I think of boxers now. They have the whole arguments and comments and trash talk, that type of thing. But in the end, it comes back to just the boxing match to sell the ticket, that type of thing. If we’re if we’re news jacking a topic, maybe it’s webinars are dead and I think they are, and you come at me and say, no, they’re not. And we have that whole played out drama and then we have just basically a fight on the webinar, except it’s all agreeable. That’s what I’m talking about. There’s a time and a place your brand has to fit that style. You can’t do that if you’re a very PC company, you know, maybe a sales force.

Now, they can’t they can’t just have Marc Benioff have a fight with Bezos or something. If there was any reason for that to happen, time and place, not my favorite. I guarantee you lots of people come to it if you do it right, if you don’t make it super cheesy, if that works. I’ve seen it lots of times.

Not my favorite. But if I had the moral compass here, I’m just. I’m. I’m telling you, tactics, it’s up to you if you want to use it. That one’s okay. But. But, but done properly, obviously, there’s a little angle to that. And lastly, guys, I’m coming up on time a little bit here, so I’m keeping an eye on it sort of rush through.

But the contrarian and the competing guests. Now, what if I said to you, let’s get your biggest competitor on a webinar and talk? Most of you go, no way. Do not let that happen. I’ll get fired. Like, you’re not doing that. I’ve seen it work a lot. Okay. Especially if you’re in a company like maybe a services provider, potentially not as much software, and obviously there are examples why you shouldn’t do it. So for example, let me think of going and course they’re at their sales sales call recording softwares. I don’t think they like each other too much, so they probably would not do that. And they’re massive. They will have a couple billion each probably. They’re not going to do that.

Okay. Maybe if they did, I think it would look a bit like the stage drama tactic. It would probably go viral, but who knows what the outcome would be? We could get registrations, but what we get deals from it, I don’t know. I think that be a little bit played out. But let’s say I’m a sales trainer and there’s a person to my right who I think is equally as good sales trainer.

Slightly different angle, though. Maybe they’re about closing deals and I’m about getting in the door. We can have a debate, we can talk, especially when you’re commoditized. Maybe you’re a marketing agency, something like that, where there’s lots of you, a software company, that it depends what space you’re in that’s not really as common, though there can be lots of it’s not quite as much as, you know, service provider funds.

What’s the harm in this? Just disbanding the idea that we compete a lot all the time. You don’t compete with anybody for the most part. Let’s say I sell marketing, consulting. I don’t have competitors. I do not lose deals to Dave Gerhart or any of those folks. Just they win deals. But but no one’s going only for advice.

They’ve got a hot battle card or anything like that. It just doesn’t happen. So if we’re going to have a debate, we might as well just lean on each other and say, you know what, best of luck. Let’s just have a fair debate. We’ll talk about it. But I don’t think we need to have this pretense that we really are against each other because we’re not.

We just do something kind of similar, so we might as well cross-pollinate our audiences. That’s a net benefit for both, unless you have particular context which says that you shouldn’t. But for the most part, I think that’s a healthy relationship to have anyway. If you’ve got competitors, you might as well refer to them business and they refer back to, you know, unless again, like I say, a good reason to not.

Maybe you’re going in a chorus, maybe there is some beef that maybe there is some bad blood for a legitimate reasoning, but I think for the most part, everyone just goes, Oh, I hate the composers. They’re terrible. They aren’t. They’re the same as you. And then we go, guys. So I rush through that, but hopefully I was within my my time slot. Hopefully I didn’t take you guys over. Like I said, I’m kind of reading from my little personal diary of marketing tactics. I’ve got this for webinars as I scroll up, I have this for podcasting. I got a lot for that. I’ve got blog posts, I personal social media. I got pretty much as much as I could possibly have thought of.

I wrote it down one Sunday and and that’s the net result. So I’ll go over 50 if you want to take a little look or ask me about a couple of them, feel free to hit me up on LinkedIn. I’m always on that and that’s I got to leave you to the next talk, but I hope you enjoyed my talk, and and hopefully your next webinar is is on steroids. I hope it’s a good one. So thanks for listening and I’ll see you guys soon. Follow.