How To Turn a Sales Presentation Into a B2B Lead Generation Tool (Part I)

Tom Martin Marketing Keynote Speaker

Do you give presentations for living? Do you make sales calls, deliver conference presentations, or even just make internal presentations to your boss or peers. What do you do with these presentation decks after you deliver the presentation?

If you’re like 95% of the people I know, you file them away on a hard drive never to be seen or heard from again. And that’s a shame because there’s content marketing gold in those PowerPoints. Today I’m going to show you how to turn those presentations into powerful B2B lead generation tools that can power your social selling efforts.

Tools you’ll need to turn your presentation into content marketing

First, you will need to invest a little bit of money in software. You’ll need to purchase either Camtasia, which works on a PC or a Mac, or Screenflow, which only works on a Mac. Both of these programs allow the capture and editing of  anything presented via your computer screen including associated audio or video that plays on screen, external video (of you) if you connect an external video camera to your computer, and most importantly external audio, i.e. your delivery of the presentation deck.

Second, invest in a wireless lavaliere microphone that you can connect to your computer. Note: if you use one of the new MacbookPros (with retina display) you’ll need to obtain a USB sound capture device as Apple has disabled the “audio line in” function on the headset port. I know, brilliant right?

Third, pick up a portable USB terabyte drive to record your screen capture files and final exported movies. If you’re presenting often, these files can fill up your hard drive quickly, hence the recommendation for an external drive. It also makes it possible to simply give the drive to an assistant or intern and let them handle the conversion process, freeing you up to go do more presentations or close a few sales leads.

Capturing your presentation as B2B lead generation content

Right before you begin your presentation, simply activate the Camtasia or Screenflow program. Once the countdown sequence finishes and the program notifies you it is recording, start presenting. When you ‘ve completed the presentation, stop the screen capture software and save the file to your drive for editing later.

Note, this only works when you’re presenting from your own computer. For those instances where you’re presenting from someone else’s computer you’ll need to use a different method. I explain that option in step-by-step detail in Chapter 15 of The Invisible Sale. For now, let’s focus on presentations from your own computer as those are likely the majority of the presentations you give.

How to improve the quality of the audio

Invest in a wireless lavaliere microphone that you can wear during the presentation. If you’ve ever seen me present one of my keynotes or breakout sessions at a conference you almost always see me wearing two lavalieres — one delivers audio to the in-room speakers and the other is recording the audio to my computer. While you could just let your computer capture you speaking using the internal microphone or a USB microphone attached to the computer (something like a Yeti or Snowball for instance) don’t. A decent wireless lavaliere will set you back a few hundred dollars, and believe me it is well worth it.

Editing the presentation into a B2B lead generation tool

Now that you have the file recorded to your drive you can use the Screenflow or Camtasia software to edit that file into a downloadable webinar or streaming video file. The programs offer a lot of higher end editing, but for your purposes, you just need to learn how to “split the clip” and insert visual transitions. Luckily, both of these actions are super easy to do in either program. Once you’ve figured that out, simply edit out any extraneous parts (for example, question-and-answer sessions) or places where you may have lost your train of thought or gone off on some tangent, leaving a clean presentation file with your slides perfectly synced to your audio.

If you want to look exceptionally professional, you may decide to add in opening and closing title sequences. Again, pretty easy to do in either program but beyond the needs of this post today.

The last step is to export the file as a movie file that can then be uploaded to your website or another service where your leads can download it.

Using your presentation as a B2B lead generation tool

One of the most powerful uses of this recorded content as a lead generation tool is offering to provide the recorded presentation to your conference or meeting attendees at a later date for free. With today’s modern style of PowerPoint presentations, slides are containing fewer and fewer words. Therefore a copy of the deck without the associated audio track is almost useless. So tell attendees to give you a business card with the name of the meeting on the back, and promise to deliver a link where they can download the fully recorded file.

Once you have that business card, you’ve turned an otherwise invisible conference or meeting attendee into a very visible sales lead. You now know their contact information and at least one content interest area — your presentation. If you want to take it to the next level, us a service like Digioh to know if they actually download the file and when they download it. Then import that information directly into your CRM for use in drip campaigns and follow-up outreach.

How to get more ROI out of your next conference presentation

This is a simple approach to creating a new list of qualified leads by doing nothing more the recording and uploading the presentation you normally would have given and forgotten about the very next day. With a small investment in technology and a bit more time (hint: this is perfect plane ride home work) you’re turning your presentation into a lead generation tool that will help you populate your sales prospecting database to grow the value of your ongoing drip and re-marketing efforts.

This simple tactic will give you more content, help you grow your email list, and helped turn invisible visitors to your website conference presentations into very visible sales prospects.

All because you invested a little money and time to develop a day-after marketing program for your next presentation.

And be sure to stop by next week when I’ll show you how to add one more step to the process that turns that video presentation into a second lead generation tool — one that you can use on your blog or website to drive leads tomorrow and for many tomorrows after that!

The Invisible Sale

Stop losing leads and sales to digitally savvy competitors. Take the first step in building your own Painless Prospecting platform that drives leads while you sleep.
  

  • Research shows that today's “self-educated buyers” are more than halfway through the buying decision process before they even contact you.
  • Discover Ppropinquity - the science of relationship formation
  • Learn how to create a Behavioral Email effort to make every sales call count
  • Social Selling Explained: tips, tricks and strategies for prospecting directly via Twitter, Facebook and LinkedIn
  • Learn how to Rightsize your marketing content: saving money by matching production quality to your specific marketing and sales needs
  • Learn from the Pros: suggestions for choosing devices, apps, software, and accessories for quickly creating high-quality DIY content
  • Real-life B2B and B2C case studies showing how others have applied Tom's techniques

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About Tom Martin

Tom is 20+ year veteran of the marketing and advertising industry with a penchant for stiff drinks, good debates and digital gadgets that helps digitally challenged companies create innovative and effective digital marketing strategies. He is the founder of Converse Digital , author of The Invisible Sale and a contributing writer for Advertising Age. Tom guides clients through the digital marketing maze and helps companies teach their sales force how to Painlessly Prospect their way to more sales. Connect with him on Google+ or follow him on Twitter or connect with him on LinkedIn.

Comments

  1. I bought the book. I would like to use the powerpoints you promise in the first chapter but you are hiding them in your website. Can you please point out where they are so I can see if they’re useful.

    thanks

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