Discover how to pinpoint your ideal audience and select winning webinar topics with marketing leader Tim Ito. In this episode, we break down the role of analytics, the power of authentic expertise and practical strategies to turn your digital content into irresistible value. Whether you’re aiming to educate, sell and stand out, this is your guide for mastering virtual engagement.[00:00:00] Introduction & WelcomeTim Ito, co-founder of Clarify Media and expert in digital content and education strategy.[00:01:00] Where to Start: Identifying Winning Webinar TopicsTim discusses the foundations—using audience feedback, analytics, and recurring questions to uncover high-potential subjects.[00:03:00] Testing Topics: Trial, Error and Data-Driven IterationThe duo explores methods for experimenting with topic selection, handling incomplete data from viral posts, and using keyword research tools.[00:05:00] Real-Time Engagement: Interacting with Your Webinar Audience (and Why It Matters)Practical advice for capturing audience questions, leveraging live chat, and turning post-event follow-up into relationships and sales.[00:07:00] Drawing the Line: Educating vs. Selling in WebinarsNavigating the fine balance between offering value and making a sales pitch—best practices and audience expectations.[00:08:30] Webinars as Authority-Building ToolsWhy establishing genuine expertise should be your webinar’s core goal, and how credibility leads to long-term business outcomes.[00:10:00] How to Demonstrate Expertise: Originality & Social CurrencyTim explains the power of sharing unique perspectives, being creative, and providing value that your audience wants to share.[00:12:00] From Features to Emotion: Making Your Message ShineHow to connect your product or service to audience needs, bridge analytics with originality, and stand out in a “flat” market.[00:15:00] Engineering Desire: Creating Demand for New SolutionsReal-world examples of building demand for innovative products audiences didn’t know they needed.[00:16:30] The Power of Emotional Storytelling in B2BWhy emotional resonance drives action—even in B2B—and how to look past just technical features.[00:18:00] People Buy from People: Personalizing the Business PitchHow decision-makers actually make choices, and why personal connection beats corporate messaging.[00:19:00] Key Takeaways & Action StepsPractical summary: start with data, demonstrate originality, and engage meaningfully with your audience.[00:20:00] Outro

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