Are you struggling to reach the right audience with your webinars, especially in government, military, or highly specialized B2B sectors? In this episode of the TWH Podcast, we speak with Rachel Lilly, Director of Advertising Strategies at AFCEA, to unpack the secrets to effective audience targeting, lead generation and content strategy for high-stakes webinars and online marketing events.Rachel reveals actionable strategies for getting in front of decision-makers, leveraging exclusive databases, maximizing webinar ROI, and the surprising power of continuing education credits. Whether you’re a marketer, executive or educator in tech, defense or federal sectors; discover proven methods to boost registration, increase engagement, and transform your webinar into a long-term lead engine.Learn about audience segmentation, CEU (continuing education unit) integration, advanced post-webinar tactics, and more. Plus, hear Rachel’s top innovations in the evolving world of virtual events.#WebinarMarketing #DigitalEngagement #FederalMarketing #LeadGeneration #VirtualEvents #WebinarHacker #DiegoLaje #AFCEA #ContentStrategy #CEUCredits #AudienceTargeting #B2BMarketing #ThoughtLeadershipTimed List of Topics (Timestamps):00:00 – Intro & WelcomeDiego introduces Rachel Lilly and sets the stage for audience building in webinars.01:12 – Can You Really “Buy” a Webinar Audience?Rachel explains the realities and ethics of targeting versus “buying” an audience.03:35 – Niche Access: Reaching Defense & Federal Decision MakersChallenges and solutions for ultra-specific sectors.05:30 – The Power of Data & Databases in TargetingUsing proprietary lists for hyper-targeted reach.07:15 – Webinar Creation 101: From Ideation to LaunchRachel’s step-by-step for first-timers and pros alike.10:20 – Custom Audience Building: Tailoring the List Every TimeWhy no two webinar audiences should be the same.12:00 – Live Event Support & Expert ModerationThe role of Signal Media journalists in elevating the conversation.14:10 – Tech Checks, Formats & Full-Service Webinar SupportEnsuring presenters are comfortable and events run smoothly.15:50 – Post-Webinar Marketing: Extending Value & Lead GenTurning a single event into a content engine.18:25 – Maximizing Your Content With AI & Evergreen ValueHow to leverage recordings for months after an event.20:00 – Q&A, Polling, and Engagement During the WebinarDriving real-time and asynchronous interaction.22:00 – Continuing Education Credits: The Secret Webinar BoosterHow offering CEUs drives higher, more qualified attendance.25:10 – Content Strategy: Promotional vs. Educational ValueStriking the right balance for engagement and compliance.27:00 – Audience Segmentation & Database GranularityHow granular can AFCEA get in targeting your ideal viewers?29:30 – The Nine-Touch Rule: Maximizing Prospect ImpressionsRachel’s strategies for multi-touch campaigns.32:05 – Success Story: From Awareness to ActionA case study of full-funnel webinar and digital campaigns.34:50 – Proven ROI in Difficult TimesWhy webinars thrive even during budget uncertainties.37:20 – Innovations in Webinars: New Formats & Small Biz ChannelsRachel’s top new offerings and reflections on change.40:00 – Final Takeaways & FarewellRachel’s advice and Diego’s closing thoughts.#WebinarMarketing #LeadGen #VirtualEvents #FederalMarketing #DigitalStrategy #AFCEA #CEUCredit #ContentRepurposing #AudienceSegmentation #WebinarSuccess #ThoughtLeadership #DiegoLaje #WebinarHacker

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