Letter #95: BOFU webinar playbook from Lemlist’s ex-Marketing Manager
When I see teams like Miro and Teal host product-led webinars, my face looks like a heart-eyed emoji 😍
Because, well, these webinars — typically featuring the unique ways your users use your SaaS tool — are my content crush!
(Even though I myself specialize in BOFU/product-led and thought leadership blog content)
So when I heard Briana Dilworth, Big Interview’s Head of Content, talk about hosting these webinars in her previous role at Lemlist, I knew I had to unearth her approach.
Because BOFU webinars help you:
✅ Unlock not just more product users, but also more product use cases
✅ Share customer stories in the best, most personalized way possible
✅ Build a wide repository of social proof
Of course, like most other webinars, Briana shares you can host these with industry experts. And you can also co-host them with your customers or your team.
Here’s how 🥁
Approach 1: Hosting BOFU webinars with industry experts
Identify a problem your audience needs to solve
Pay attention to questions target folks ask in your:
Community
Support chat
Email and LinkedIn queries
Example: “Our ICP struggled to increase the response rates of their cold emails.”
Reach out and request a subject matter expert to host the webinar with you
Collect real email sequences from paying users
The goal is to:
“break down these use cases with the expert in the webinar, using [your] product.”
Altogether, the workflow looks like this:
Approach 2: Hosting BOFU webinars with customer-facing teams
Identify areas of your product that your ICPs (target users) love the most and areas your paying users don’t fully understand
Work with the product, customer service, and sales teams to do the legwork here.
Co-host the webinar with your customer support lead or a user open to joining you live
Collect real examples from paying customers or feature the co-user host’s workflow to show how to solve the problem with your product.
So overall:
Now with the basics outta the way, let’s look at how our guest answered the 3 usual questions we ask all our experts:
A mistake Briana made when hosting BOFU webinars
An actionable tip to help you acquire and retain users using product-led webinars
And, a secret tip for driving more conversions with these webinars
On we go:
👉 Learn from Briana’s mistake: “Not asking for more information in the signup stage and then using it to track conversions post-webinar.”
(Now I’m not sure what’s your take on long sign-up forms but you know what they say about testing everything in marketing 😉)
Briana admits, “It was our first time running a series like this and I didn’t want to risk people stopping the webinar registration process because they didn’t want to answer the questions.”
“Truth be told I could have easily added a couple more questions that would have helped us track these conversions.
“But I will say the reason it didn’t come up at the time was because we got fantastic qualitative feedback after each webinar — we could already tell it was a big success.”
👉 Do this today: Take the time to “identify problems your users and target audience are facing and also the best way to receive this information.”
“Before even starting this webinar series, I interviewed a group of our target audience and asked them what they struggled with the most and followed up with questions about their content engagement behavior.”
The goal here is to:
“[determine what] learning style and platform works best for [your audience].”
👉 The secret tip to driving acquiring and retaining users with product-led webinars: Talk to your sales teams.
“Ask your sales team about what people get excited about in demos, then make a webinar related to that.”
In short, today’s takeaways:
Before you start, identify your users and target audience’s struggles and learning style
Collaborate with your customer-facing and product teams to come up with webinar topic ideas
Proactively track conversions and gather both qualitative and quantitive feedback to refine your BOFU webinar strategy
That’s all for this week fellas.
See you next Tuesday,
Masooma
P.S. Besides Miro and Teal, which SaaS companies do you think are nailing BOFU/product-led content? Hit reply and tell me 🙌