I had coffee this morning with a marketing director at a rapidly growing med-tech company. She has a webinar problem. Here is an excerpt of our conversation:
“We set it (webinar) up and get lots of people to attend, but the presentation is a disaster. There is constant beeping on the phone lines and no one wants to “own” the delivery because they always mess it up and are embarrassed. Then, the responsibility is passed along to somebody new and they don’t want to do it because they are scared of screwing up. And, with our doctors’ time being so precious, the importance of delivering a well-run presentation just adds to the pressure. Ugh.”
~ Anonymous Marketing Director
The Internet and associated web-based social media tools such as Facebook, Twitter and Linked-In, are making webinars commonplace. The technical and economic justifications are clear, but executing a professional webinar is still beyond the grasp of many marketing organizations.
Execution – the elusive Holy Grail for marketing directors –keeps them up at night. Her primary concern is focused on her team’s ability (or lack thereof) to present its value proposition in a clear, concise package. Information needs to be conveyed in a “clean technological wrapper” in order to deliver the desired impact and credibility in our tech-savvy culture.
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