How to Develop the Right Language and Tone of Voice for B2B Brands

In B2B marketing, working creatively has become paramount to scaling efficiently and reaching the right type of audience with the right content.

In this recent episode, we have a conversation with webinar expert Melissa Kwan (Co-Founder & CEO, eWebinar) about how B2B marketers can effectively scale their demos as well as their onboarding and training with a personal touch by automating webinars. Melissa also explains the mistakes and misconceptions around creating on-demand webinars and demos, highlights the importance of having a strategic approach, and discusses what metrics B2B marketers should look out for.

https://youtu.be/u3CPFO6WnfM

Topics discussed in episode

• How the role of marketers is changing from ‘educator’ to ‘advisor’ [05:55]
  
• Whether or not ‘dark social’ has the effect that industry professionals are claiming it has [08:45]
  
• Why understanding your ideal audience is so important for developing an automated webinar, especially in the context of selling online [13:46]
  
• Whether updating your presentation content is important, and if so when [18:27]
  
• Actionable tips B2B marketers can take right now to improve when it comes to creating on-demand webinars and demos [25:12]
  
• The importance of the medium of content delivery [33:27]
  

Companies and links mentioned

• Melissa Kwan on LinkedIn
  
• eWebinar Website
  
• How to Script an Effective On-Demand Product Demo
  
• The Presentation Secrets of Steve Jobs
  

SPEAKER

Melissa Kwan, Christian Klepp

Christian Klepp  00:03

Welcome to B2B Marketers on a Mission, a podcast for changemakers where we question the conventional debunk marketing myths, provide actionable tips, think differently, disrupt industries, and take your marketing to a new level. From improving your campaigns to making you a better marketer, these are the inspirational stories that will help us change the way we think and approach B2B marketing, one conversation at a time. This podcast is brought to you by Einblick Consulting; helping you to stand out in the market and drive revenue to your B2B business. And now your host, Christian.

Christian Klepp  00:44

All right, welcome, everyone, to this episode of B2B Marketers on a Mission. This is the show where we help you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. This is your host, Christian Klepp and today, I’m joined by someone on a mission. Let me see if I can get this right to save B2B marketers from doing the same webinar over and over again, through a combination of strategy and technology. So, Melissa Kwan, welcome to the show.

Melissa Kwan  01:11

Thanks so much for having me, Christian.

Christian Klepp  01:14

Great to be connected. Melissa, I really loved our previous conversation. So, let’s let’s see this as an extension of that conversation then, shall we? And let’s dive in.

Melissa Kwan  01:23

Yeah, absolutely.

Christian Klepp  01:25

Okay. So, Melissa, in a previous conversation, you were, well, we talked about a lot of things, but one of the things that really stood out was, you talked about the future of marketing, where marketers can leverage automated webinars to scale more efficiently, but before we go on to that, I just wanted to share this with the audience because it’s something you shared with me and in fact, it was a link to let me see if I guess this correctly, the 2022 B2B Buying Disconnect Report, I thought that was a really interesting title. So, this is a report where 2 185 tech buyers were surveyed. As you can imagine, there were a lot of statistics and figures in this report, but one of them that really jumped out at me was this one. Virtually 100% of buyers want to self serve all or part of their buying journey, which is up 13% from the previous year. So over to you. Why do you think that is?

Melissa Kwan  02:21

Well, I mean, we, I think we just have to think about ourselves as consumers, right? Like when you want to buy something, and I don’t mean software, software more so than anything, but let’s say you want to buy a TV, what is the first thing that you do? Right? You look at reviews, you go on Best Buy, or Amazon, you ask your friends, you know, you might be in a in a chat group, and you see like, “Hey, has anyone purchased something recently”, right? Like you go to your community, you know, like, you go to your trusted source, which is not a salesperson, right? We’re very aware that salesperson just wants to sell something. It’s the same reaction, like knee jerk reaction when we walk into a store and somebody says, “Hey, can I help you?” immediately you tense up? And you’re like, “No, I’m just looking”, even when you’re not looking? Right? We’re kind of trained to do that. So, I think, I mean, I think the report just justifies and reassures what we already know about ourselves. When we want to buy anything at all, we want to do our own research, because we trust our community, we trust the internet, we trust people, right, volumes of people. That’s why there’s all these review sites and then when we’re ready, we go into the store, and we might go and test the salesperson on what we found and then see if they’re honest, right, and then we go and choose that salesperson that we might buy it from. So, I think that’s a pretty, you know, relatable journey, right to anybody listening and I think that’s what the report is, right? It doesn’t mean that 100% of people do not want to buy from a salesperson, it just means that they want to self serve their buying journey. It means that when I want to research and discover I want to do it on my own, because I trust me more than I trust you. Right. And that’s what I find really interesting, because last year, that percentage was 87% and I think during you know COVID, of course, this dirty word, and in the last two years, we’ve become more secluded, right, we’ve become more reliant on the internet and so it doesn’t surprise me that just a year later, that percent is now 100, which is pretty impressive, right for any survey.

Christian Klepp  04:32

Absolutely, absolutely. I mean, you brought up so many great points and I think it’s going back to what you said earlier, it’s almost like human nature and just the way that we behave that if I mean I am definitely one of those people that if I go into a store, and a salesperson approaches me my first reaction is like avoid eye contact. Do not look them in the eye, like look in the other direction and pretend you’re just like you spotted something on the shelf, right because It’s not even confrontational. It’s just that, you know, if they come up to you and say, “Can I help you?”, and then you have to engage them in conversation? And that’s how they kind of reel you in. Right?

Melissa Kwan  05:09

 Yeah.

Christian Klepp  05:10

Right. No, exactly.

Melissa Kwan  05:12

And you almost want to like, you almost want to lead the conversation, right? Well, like what do you think about this model versus this model? Because you want to seem smart, so you don’t get tricked into buying something that they wanted you to buy, right? And what now we have the information to be able to do that.

Christian Klepp  05:30

Exactly, exactly. So building on that, moving on to the next question: let’s talk about mistakes and misconceptions that you’ve seen out there, I’m gonna say working more creatively, but what we’re referring to here is specifically around creating on-demand demos and webinars. So, what what have you see and what should B2B marketers do about it?

Melissa Kwan  05:55

Yeah, I mean, I think the number one mistake is you don’t do it, right, because you think I must talk to this person and I mean, salespeople, and I am a salesperson, are kind of notorious for that, right? Like, if I don’t speak to this person, this person will not get the value and therefore won’t buy from me, but that goes against the report that we just talked about, is people want to discover on their own, they want to control their own buying journey, but they also want the power to reach out to you when they’re ready on their time, not on your time. But there’s so many, you know, particularly B2B sales and marketers that are so stuck in their ways about how “I must talk to the person because I know everything, they’re going to have objections, and then, you know, they’re going to want me to be there”. But is that true? Right? Why is it when we’re buyers, we don’t want to give the seller any information, but when we’re sellers, we want to, you know, hold back all that information. And that is exactly the ‘B2B Buying Disconnect’ is we are we want everything but we don’t want to give everything right. So, I think the number one mistake is believing that you are more important than you are. Right? And that, and that means like you, you think the consumer is not already doing the research, but that just means that you as marketer, or a salesperson, your role has changed, right to more of an advisor role, and maybe less of an educator, right, less of an actual, like, you know, an aggressive salesperson, right? You’re there really to guide that person to make that decision, and to make them feel comfortable and I think the second mistake, is that, because they think that they have to do it one on one, they’re unable to scale their strategy because if you think that you have to talk to someone in order to sell them, then you are limiting your prospecting to your own availability and your own schedule and in this day and age where we serve, you know, 24 different time zones, if you sell around the world, or even if you sell nationally in the in the US are serving six different time zones, how can I expect that when the prospect is available that I’m available and vice versa? Right? So I think those two things kind of go hand in hand and if marketers are able to recognise the trend of people wanting to do their own research, then what they will do is put out more content, so that when the person is researching, and looking to educate themselves, that the information is there on many different channels, right? So it’s not you can you can no longer dictate when and where people look for content and look for you. You can only be there, right when they’re looking.

Christian Klepp  08:45

Those are some really great points that you brought up and brings me back to a conversation I had on the show with another guest and his name is Vladimir Blagojevich. He runs a company called the B2B Full Funnel Academy and he said basically something to that effect where it was like, marketers need to learn how to sell the way their best customers buy and I think that’s what you were trying to say in so many words. Right? Because, and just adding on to that made me think about question two, which I’m gonna throw over to you. On the topic of well, people call it different things, but ‘dark social’,  how, what kind of a role do you think that plays? In what you’re talking about past couple minutes?

Melissa Kwan  09:34

I’m not sure what ‘dark social’ is.

Christian Klepp  09:37

Okay, okay, no problem. Let me let me explain it to you and once I do it, you’ll be like, ah, yeah, okay. It’s, it’s not a thing. In fact, I think it’s a, you can say it’s a it’s a collection of places in this wider ecosystem that marketers cannot directly control and what that means says like people having a chat, like what you were saying earlier, looking at reviews, people having chats and forums, sending each other emails or messages in private messenger and saying, “Hey, Melissa, have you heard about this company and other selling this kind of software? What’s your take on that?” Right? So, people are going out into the world, and asking contacts in their professional or personal network, like, you know, for their opinion for their advice for their recommendations. Right. So, all of that, and much, much more is what is considered ‘dark social’.

Melissa Kwan  10:34

That’s interesting. I guess you learned something new every day.

Christian Klepp  10:36

Yeah. I mean, it’s not a shady and illegal as it sounds.

Melissa Kwan  10:42

I’m disappointed. I’m disappointed. We’re not talking about something shady, illegal. I mean, you can call it dark social and you can say that you’re not controlling it but you are, right? Like, why do we invest in keyword research and SEO and appearing in the first page of Google? Where do you think those people are getting that information? Right, like one of our best performing articles, is, you know, the 12 best automated webinar software, who do you think wrote that? We wrote that and our logo is on the top of that blog and when someone is researching other software and sending it to their friend and sending it to their company, to look at the different solutions that are out there, it’s our voice, that, you know, they they’re reading, and then they’re, you know, regurgitating to somebody else. So, I think what’s interesting is, I came into this company thinking, I mean, I’ve been in sales for like, 1520 years, like, since I was 18, my first job was in sales and coming to this company, which I started four years ago, all I do now is create content. Like I didn’t know coming into this role that I was no longer going to sell because content is actually the new sales and marketing. But I don’t mean like just blogs, right? Like I write on LinkedIn, once a day, that’s where I met you. We create, like, you know, webinar templates that live inside our app and our website and then we do podcasts and interviews, and each one of those we transcribe into an article and then we also invest in, you know, three to four pieces of long form content like, but all of that, I guess, is to control the voice of how we are represented, when other people talk about us. Another piece of great content, where we do that is customer testimonials. If I can’t get a customer on the phone to do a 50 minute interview with me, I’ll send them the questions to get them to record themselves. And then I’ll transcribe that into a customer story, which then lives on our website. Right? So I think as dark as we say it is people are getting that information somewhere and that’s something that I think you have full control over.

Christian Klepp  12:53

Yeah, no, that’s a really good point and to be perfectly honest with you, I’m not really a big fan of that label, either. I don’t know why it’s being called that. But like, again, because it has this negative connotation, right? When you say dark, dark, this dark that, right? And it’s not. And that’s not necessarily something that could have in fact, I’m after this conversation we’re having it’s probably even to a certain degree more positive than anything, right?

Christian Klepp  13:18

Hey, it’s Christian Klepp here. We’ll get back to the episode in a second. But first, is your brand struggling to cut through the noise? Are you trying to find more effective ways to reach your target audience and boost sales? Are you trying to pivot your business?If so, book a call with EINBLICK Consulting our experienced consultants who will work with you to help your B2B business to succeed and scale? Go to www.einblick.co for more information.

Christian Klepp  13:46

You brought up a really well, he brought a couple of great points in the past couple of minutes, which is a wonderful segway into the next question, because like on the topic of creating on-demand webinars and demos, not everybody thinks this way, but some might, that they’ll be like, Okay, well, you know, then I’ll just sign up for this platform. And I’ll just push a button and click away and then presto, it’s all said and done and we all know that necessarily isn’t the case. Right? So on the so here’s the question: how important do you think planning, strategy, research and understanding who these on-demand webinars and demos are for? What kind of a role does all that play?

Melissa Kwan  14:30

I mean, I think as marketers, it’s always most important to understand who’s buying your product, right? And the most important reason is because number one, you want to know where they live and then number two, you want to use their language, right? To solve the problem that they’re looking to solve. Right? when we about six months after we started this company. I went on an exercise to do like a deep dive on who our ICP (ideal customer profile) is and I just interviewed, it was like five pages full of questions, our 10 best customers and on like, you know what problem they wanted to solve when they found us, what was the most frustrating thing about that problem? What problem caught like that? What how much money that problem was costing them? Their benefits of using our solution? And then I had all this content, which I then turned into all of the content for our website, all of our nurturing emails, onboarding emails, every single marketing piece of content that we put out there is actually using our customers words. So, when they come to our demo, or they come to our site, they’re actually connecting with us, right? They feel like they feel like we understand them. Right? That’s, that’s number one. So, I think that’s part of the strategy, but the other part of the strategy that nobody really thinks about is when you sell to somebody one on one, right, like when you are live with a person, it’s very easy to sell them because you can tell by their facial expression, by how they ask you questions, what objections they have, and then you can handle it immediately. Like, you can change their mind on the spot. When you create an on-demand video, a commercial and on-demand webinar, you have to sell to someone without talking to them and that is a completely different strategy and people think, “Oh, I have a demo this way, or I have a sales pitch this way, it’s always worked for me, I’m just going to take the exact same thing, I’m going to put it into a video and make it an automated webinar, it’s going to convert for me”. Every single day I have people cancelling because they’re like, “Oh, this doesn’t work for me, it’s not as good as like a one on one demos”. It’s like, well, of course, because you’re treating it like a one on one demo. When you create a sales pitch knowing the other person can’t ask you any questions it’s a completely different strategy in the sense that you have to handle all their objections before they even come up because you don’t have the opportunity to react in real time. So, if you’re using an automated webinar platform, like Ewebinar, you have the ability to respond to a chat message in real time, or respond later by email, but you’re not always there. So, you have to also prep for the times that you’re not there. So, I actually did a workshop on this called ‘The Five Elements of an Effective On Demand Demo’, which I can share in the show in the show notes as well, on how to structure a presentation to guide people to a close without ever talking to them and there’s another book that I would recommend. It’s called ‘Presentation Secrets of Steve Jobs’ by Carmine Gallo, Steve Jobs did not write it. Carmine Gallo was someone that studied Steve Jobs. It is like literally my business Bible and a lot of the sales strategies and presentation like scripting that I learned is actually from this book, so, I would really highly recommend that. So, I think in terms of strategy, number one is to make sure you’re using the language that your customers are using to describe their own problem and then to solve their own problem, so that you look more credible and knowledgeable, but number two is you need to script your sales pitch in a way that helps them understand the problem you’re trying to solve and the value that you can deliver them without ever talking to them.

 Christian Klepp  18:11

One more time for the people on the back, please. Fantastic, no, two questions as a follow up for you: number one is, could you please repeat the name of that book again?

Melissa Kwan  18:25

Presentation Secrets of Steve Jobs.

Christian Klepp  18:27

Okay. Okay, so that one, so that one for the listeners out there who are interested in number two, you brought up, I think you highlighted some really good points about the difference between you know, selling to somebody who’s there and somebody who’s well, online and you’re not physically in front of them and what have you. One of the follow up questions that I will have is like how often in your experience, how often do you find yourself, or do you see clients going back and having to update that content in that presentation? Because especially if you can’t be in front of that person, right, and you know, the market changes, customer behaviour changes, there needs to be a bit of like updating of content and so forth. So how often do you see that happening?

Melissa Kwan  19:13

Yeah, I mean, I think it all depends on you know, how often you update your product and maybe like how comfortable you are with not updating your content, like I’m very lazy. So when we rolled out our product, I ironically did one on one demos for eight weeks straight and the reason I did that was because I needed to learn the language and the objections that my customers have before I could automate my sales pitch in my demo, right until you do that. You can’t go and just automate your demo and say, ‘Oh, that’s going to sell for me”, right? You have to understand every single question that your customer is going to ask throughout the sales pitch so you can work that into your own sales presentation. So we automated that demo for about nine months and then of course, once you automate it, you start understanding. At which point do people ask me what question where, where did I miss something? What resource? Should I surface? Or should I talk more about? So one of the things might be like, for some reason, we surface the pricing page in the very beginning but within three minutes, everybody asks, where’s the pricing? Like, I don’t know, there’s something about that that they’re interested in, but they’re not reading what’s on the side, so my new demo, like after nine months of learning all this stuff throughout the 20 minute demo, I took all this learning and I scripted a brand new demo and that demo, we’ve run for the last year, all the UI already on my product has already changed, but I’m not updating that demo because the general idea of what it is has changed the only the only reason, like the only way that someone knows that the product on the demo looks a bit different than what there is now is if they really, really looked for it, like no one has actually pointed that out. So, I’m comfortable using an old demo, because I’m more about the content, and less about the screens. Right? Like kind of the general flow is kind of the same, but I know people that are obsessive, like every single UI change, they change the demo. Like I like for me, it’s just not that important, because I really focus on the big picture, and less about the actual features itself and actually the workshop that I did talks about this, right? If you if your demo is made up of many stories of how your existing customers have been successful using your product, then the actual feature itself matters a lot less, because then it’s about the outcome, and way less about the actual operations.

Christian Klepp  21:52

Right. Right. Right. That’s a really interesting point. That’s really interesting point and I suppose you’re right, it does depend on on, it does depend on several factors, right? There’s probably not like a yes or no answer to that. It depends on your product depends on how often you you want to update it or introduce a new product, in fact, to the market, right, there’s a lot of factors that come into play. Next question, giving you an opportunity to showcase your company and your your capabilities even more, but talk to us about a recent challenge, and when I say recent, like in the past 12 months, a challenge that you helped to solve for customer.

Melissa Kwan  22:32

Yeah, so one that comes to mind is a company called Later.com, of course, also proudly, Canadian. I’m also Canadian, you’re Canadian. So later.com, they were struggling with, of course scaling their onboarding and training. I mean, they’re, they’re a business technology, but really for like consumers as well as businesses and they have they’ve got I mean, I don’t even know how many users they have but tonnes of users new signups every day and prior to us, they were hosting about two live webinars every single month and that was that capacity, because while they have a support team, their support team was not hired to run webinars, not like they weren’t hired to run on boardings, right, they do many, many different things, but they couldn’t find a way to scale without losing that personal touch because if a customer doesn’t get to activate it in the first couple of weeks, you’re kind of losing that customer, right and as a growing company, you need to make sure that you know you meet and you need to make sure that people are actually converting and paying. So, after us, they were able to they were able to scale all their onboarding and training especially for new customers using you know, a video, and they actually now host over 100 webinars every single month with no live host, and spend about an hour a day like people in support, spend about an hour a day responding to questions when they come to work and their attendance has actually gone up six times as compared to before when they had to have a live person and this is someone that said to me, you know, yes, you’re running a one hour training, but it’s actually kind of half a day, right? Like you have to prep for you have to do it and then it’s stressful. You don’t know if the connection is gonna be right, the timezone is not right for everybody, you’ve got a second person manning the chat and then after it’s done, it’s just like, oh, I need to decompress for a bit. So, a one hour webinar is never really a one hour webinar, right? Especially like if you’re introverted, it might be like a full day. So that’s like one of the most recent success stories is like from two to four live at capacity to now over 100 every single month and imagine like, what, what kind of workforce do you need to actually run 100 webinars, like you just won’t be able to, so the running around the clock and then attendance has actually gone up, not down.

Christian Klepp  24:53

Wow, well, just give me a second to digest all of that, like they went from two to four live webinars, if I heard you correctly, to 100 a month? Yeah, that’s a ton and you have to answer your question. I mean, like, you’d probably need an army to like, manage 100 webinars if they were live, right?

Melissa Kwan  25:12

Well, these are not 100 different webinars. So what they’ve done is they have different tracks for different, you know, different users, different types of users, whether it’s like beginner, intermediate, advanced, and then on different, you know, different, I guess categories of the product. They have, like, you know, different types of products within. So they might be running like if I remember correctly, 12 or 13 webinars, but it’s on a recurring schedule. The best thing about automating our webinar is it’s not once a week, once a month, once a quarter, it’s recurring, as many as you want. Our biggest customer has over 300 different webinars running concurrently. It’s a publicly traded company. They’ve got, they basically have outsourced a support team just to answer questions from those webinars, but you can imagine like, what does it take to run 300 different webinars every single month? Like it’s, it’s just impossible?

Christian Klepp  25:12

A lot. A lot. Absolutely. Right. On to the next question. So one of the things what we really like to do on the show is give listeners actionable tips. So, what steps can B2B marketers take right now to improve when it comes to creating on-demand webinars and demos? Off you go.

Melissa Kwan  26:31

Yeah, I think the most actionable tip is to get started today. Right? And the thing that you can do is everybody has a replay of a previous webinar that you did, maybe you did one last week, last month, whatever it might be. Use Ewebinar to deliver your replay. Like tell people, “Hey, this is a replay, but you can still chat with me if you have questions”, and when you use something like Ewebinar, it’s not just like a YouTube video, right throughout, like, the thing that makes us unique is throughout the experience, you can programme things like polls, questions, resources, contact forms, so as a marketer, the more you run it, the more data you’re actually collecting, from your customer. Like, my first question is always how did you hear about our company? And then I actually surfaced that question again, in the middle, in case they didn’t answer the one in the beginning. So in the past year, you know, 30% of people have actually answered that question, but 3000 people have joined that demo without me ever talking to them. So that data you’re getting is super valuable, but use whatever video you have, deliver it as a replay, and just get a feel for what that experience is like, right? Because I think people are so stuck on like, well, I know what a webinar is. It’s a zoom. I’ve done a zoom. Why can I just do it on Zoom? Or like, Oh, it’s a video? Why can I just put it on YouTube? Right, this is something that you really have to experience and if you want to you can go to the Ewebinar.com. We have a demo. That’s, of course, deliver through Ewebinar as well, just to get a feel for what your customers see and the aha moment is when someone’s in your webinar, asking you a question, and you’re responding to them on your phone in your pyjamas. Like, that is the aha moment and once you get there, you would like a light bulb will come on and you will think of all the different use cases and places you can actually use this because at that point, you fully understand, oh, this type of asynchronous communication is something that we already do, but no one’s going to be offended because Christian is not there at 3am, right, my time. They’re just happy to get a response and get the content that they want at the time of discovery.

Christian Klepp  28:41

Absolutely. Absolutely. Okay, fantastic. So you’ve given us some actionable tips now. Now we move on to the next step, which is metrics. So, how can people if they implement these, they’ll take these steps they implement these tips that you’ve recommended, how can they tell if it’s working?

Melissa Kwan  29:01

You know, that is a great question. So, we have I want to say, probably, and I’m saying probably because I don’t want to be like too conceited, the most comprehensive, beautiful, actionable analytics report on registrants and attendee activity data that you may ever see on not just any webinar platform.

Christian Klepp  29:27

Yeah.

Melissa Kwan  29:28

But like, most SaaS (Software as a service) platforms don’t put as much thought into this the person who designed it is actually used to be one of the design leads from Apple and we were so lucky to get some of his time, but basically, we show you exactly how many visitors you had to your registration page, how many percent registered, what percent attended, what percent converted. So, whether your conversion is book of time on my calendar or sign up for a free trial or, you know, buy this product or buy this course, we can show do all that in a funnel, how effective it is and because the webinar is recurring, it’s not a one time event. The average attendance rate of all of our customers across the board is 65%. The industry average for webinar attendance rate is around 30% – 35%. Oh, so, yeah, so that’s 30 to 40%, higher than the industry average and that’s just on average, across the board, we have customers that are reporting 87% -90%, you know, 90% attendance rate, week over week and that’s really something that you have to like experience and see to believe. That’s why I say like, if you have something already out there, give it a try. Look at the metrics for yourself, because those don’t lie and then allow your brain to get more creative about the different places that that you can be using those.

Christian Klepp  30:52

Fantastic, fantastic. So if I’m hearing what you’ve been saying in the past couple of minutes correctly, there isn’t like one single metrics. In fact, that’s a collection. Right? It’s a group of metrics that you need to measure, right?

Melissa Kwan  31:07

Yeah, I mean, I think I always want to be super wary about quoting metrics, right? Because we all know that conversion depends on copy and you can attend, yeah, and you if you can attend, but if your host or you know, is not energetic, and not a great presenter, or if the content is not great, then you drop off. So, I don’t want to say “Oh, in this industry, the watch, you know, the watch percentages, on average of x percent”. The reason why I’m comfortable saying the attendance rate is because that’s completely across the board across almost 1 000 of our customers. And attendance rate is literally just showing up in my own demo. In the past vault once 3 000 people have joined the demo like actually attended. I’m looking at the graph right now and our attendance rate was at 87.4%, our conversion rate from attendee to sign up for a trial is 23%. Before I learned anything from this demo, the conversion rate was 17% and then we know that anyone who comes into a trial because we require a credit card and things like that, the conversion rate, depending on the month, is anywhere between 55% to 70%. Right?

Christian Klepp  32:28

Those are those are incredible statistics and it seems to me I mean, this is probably like short of stating the obvious. This is like a process of continuous improvement. It sounds like, right? It’s like something that I mean, at least from what you’ve been talking about for the past couple of minutes. It’s something that you need to continuously iterate to see what’s working, what’s not and to improve.

Melissa Kwan  32:48

I mean, isn’t that what we do? Right? Isn’t that what we do as marketers? Right? Like, I mean, I think, once you like, why do people automate things? Right? Not only for scale, but because your team is small. Yeah, like, I don’t have the luxury to not automate something because I’m bootstrapped. My team is very small, like, I am mostly everything, you know, everything except for code. So, I want to automate to lower my own support. So, the more I learned from this, the more I iterate, the less I have to actually manage that process and that’s actually my goal. Scaling is almost just a bonus.

Christian Klepp  33:27

Fair enough. Fair enough. Okay. I personally think that you’ve been on your soapbox already, but this next question is another opportunity for you to stay up there. Okay. Okay, you ready? So, a status quo in your area of expertise that you passionately disagree with? And why?

Melissa Kwan  33:52

Yeah.That all videos are made equal. Like that is something that I passionately disagree with and every day I get this question, right? If it’s just a video, why don’t why can I just put it on YouTube, or Wistia, or My Knowledge Base? Right? Because content is just as much about the content as the medium of delivery, whether I watch something on Instagram, or Tiktok, or Intercom Knowledge Base or YouTube, or Ewebinar, right? My mindset is completely different. When I attend a webinar, I am blocking off time to give to you, you know, maybe 30 to 60 minutes of my time, to allow you to speak to me so that I can be converted. When I go to YouTube, I might be doing some discovery because I know I can press play, and also pause and I can bounce at any time. Right? When I go to tick tock, I’m literally just flipping when I go to Instagram, I just want to look at ads, right? Or maybe like my friends photos. I’m not really in the mindset of consuming business content, right. So if If YouTube was enough, then Zoom would not exist. Right? So if YouTube was enough, then nobody would be using Ewebinar, but anybody that uses Ewebinar understands that the medium of delivery is just as important as the content itself and that’s, again, something that has to be experienced because like I mentioned earlier in this podcast, Ewebinars not just about delivering a video, it’s about delivering an immersive, interactive, engaging, participatory experience where when you’re in it, you’re answering questions, you’re answering polls, you’re getting resources, you’ve got contact forms, you’ve got banners that pop up, you got hotspots that you can click on and most importantly, it’s an opportunity for you to reach out to the person on the other side, because we have that chat component. Whereas, nowhere else where a video was present, can you actually reach out to chat with the other person, you might be able to comment under the video, but that’s just not where people get information. Right, that context is is also different. I would encourage people to look at the different mediums and how videos are being consumed to determine what type of content is best on YouTube versus Instagram versus Facebook versus automating as a webinar.

Christian Klepp  36:25

Yeah, absolutely. Absolutely. Melissa, this was such an awesome conversation. I think we could have gone on for another six hours or so, but in the interest of time, and, and I do appreciate you coming on, you know, such a late time over there in Hong Kong. So please, quick intro to yourself, and how folks out there can get in touch with you.

Melissa Kwan  36:45

Yeah, so my name again is Melissa Kwan, spelled K, W, A, N. The best way to get in touch with me is through LinkedIn and if you’re curious about how Ewebinar can help you or your business, and if you want to stop doing the same webinar over and over again, just head over to Ewebinar.com, join the demo that we have on the homepage, and I am always managing the chat. So, if you have a question, type that to me, I’ll respond to you. If not immediately, then of course through email.

Christian Klepp  37:13

Fantastic, fantastic. Melissa, once again, this has been such an incredible session. Thanks again for your time. Take care, stay safe and talk to you soon. Bye for now.

Melissa Kwan  37:22

Thanks so much.

Christian Klepp  37:24

Thank you for joining us on this episode of the B2B Marketers on a Mission podcast. To learn more about what we do here at EINBLICK, please visit our website at www.einblick.co and be sure to subscribe to the show on iTunes or your favourite podcast player.