What does it take to run a truly scalable, customer-centric webinar strategy inside a large B2B organization?
In this episode - the final episode in our B2B webinar mini-series - we go behind the scenes of the B2B webinar engine at Fidelity Investments with Steve Jones, Director of Employer Marketing, and Lauren Franklin, Senior Manager, Channel Marketing & Events Specialist.
Their webinar program is built on structure, strategy, and serious results.
Steve and Lauren share how they’ve built and scaled a high-performing webinar strategy that aligns with both marketing goals and customer education. From implementing a detailed 68-step planning process to navigating compliance and live delivery, Steve and Lauren offer practical insights and real-world examples that any B2B marketer can learn from.
Find out:
- How Fidelity structures webinar content for different B2B audiences
- Why every webinar follows a detailed 68-step project plan
- The power of live webinars - and how they make them work
- Supporting speakers and scaling without sacrificing quality
- Making webinars part of both the marketing and customer education strategy
- Smart repurposing tactics (and how they work within a compliance-heavy organization)
- How to optimize your webinar to adapt to sudden changes
Important links & mentions:
- Our B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
- Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
- Fidelity webinars: https://www.fidelity.com/learning-center/overview
- Steve Jones on LinkedIn https://www.linkedin.com/in/fidelitystevejones/
- Lauren Franklin on LinkedIn https://www.linkedin.com/in/fidelitylaurenfranklin/
- Blog post on this topic: https://www.content10x.com/339
- Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
- Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888/
- Content 10x: https://www.content10x.com/
- Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)
Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.
She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.
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