Webinar I did for Demandbase on driving webinar attendance.

1. 9 Tactics to Drive
Exceptional Webinar
Attendance
Craig Rosenberg
@funnelholic
www.funnelholic.com
#marketingsummit @Funnelholic

2. Email, email, email
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3. So, lets look at the numbers
Email sent 12500000
Emails opened 276250
Click-through rate 21271
Registrations 319
Attendees (50%) 160
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4. Content is king and queen
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5. No one wants to hear you talk about yourself
Translation: Learn ALL
about me. IT will be
awesome. We will
spend the whole time
discussing me and how
I might be able to sell
you something. It will
be incredible
Via @HJSewell
#marketingsummit @Funnelholic

6. Valuable, helpful content wins
Side Note: Picture of
Presenter Valuable and helpful
Role-Focused topic
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7. Star Power
101 Rotten Tomatoes
$261,930,436
6 Oscars
9 Oscar Nominations
$49,230,772
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8. Star power in b2b: Thought leaders
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9. The power of one (times 3)
4 Thought Leaders =
Over 20,000 Followers
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10. Get them working for you in social
Works for both regs and
attendees
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11. Have them write content
Helpful, remarkable Tweet-orama!
content that helps drive
promotion
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12. Think television network
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13. Build following with “same time, same channel” philosophy
Branded Content Works
The host becomes a start
Promo Copy: “Game-changing technologies are transformational, exciting and Focused on Role not
disruptive for a reason. They shake up your status quo. They get you thinking about technology
new ways to scale, compete and grow. They move you in amazing new directions.
If you’re not already having a weekly breakfast with game-changers, join us for
valuable food for thought, inspiration and information. Learn how you can become
the savvy innovator who takes your company across the finish line as you look ahead Consistent and constant
to the next breakthrough strategy. Coffee Break with Game-Changers, Presented by
SAP, is broadcast live every Wednesday at 8 AM Pacific Time and 11 AM Eastern
Time”
#marketingsummit @Funnelholic

14. The mobility factor
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15. Five facts about mobile I didn’t know until 2 weeks ago
1. Last year’s mobile data traffic was eight times the size
of the entire global Internet in 2000.
2. Mobile video traffic exceeded 50 percent of all video
traffic for the first time in 2011.
3. By the end of 2012, the number of mobile-connected
devices will exceed the number of people on earth, and
by 2016 there will be 1.4 mobile devices per capita.
4. Nine in 10 young adults spend between one and five
hours on their mobile devices daily.
5. 91% of mobile workers use a smartphone for work.
Support mobile from email to landing page
#marketingsummit @Funnelholic

16. Mobile email best practices
1. Many mobile email readers are triaging their inbox,
deciding whether they want to read your email now,
later, or never.
2. Use a clear email subject line and recognizable
name in the sender field to ensure you don't get
deleted.
3. Then do your best to create a pleasant mobile
reading experience by offering both plan text and
HTML versions of your email,
4. Use very descriptive alt text in case your images
don't display
All of this has been completely lifted from these two blog posts:
5. Keep message brief. •http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers-
Should-Optimize-for-Mobile-Browsing.aspx#ixzz21nhpmZFR
•http://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b-
mobile-marketing/
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17. Three things I love about this landing page
Video Promo
2 Fields in registration
Thought Leader star-
Prominent Social Sharing form
power
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18. Conversion – Please stop doing long reg forms
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19. New thoughts in reg page design….
powered by
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20. I’m busy, remind me.
Via @noyes_jesse
http://blog.eloqua.com/reminders-boost-
webinar-attendance/
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21. Standard Reminder Format
Email: 24 hour reminder, a 1
to 2 hour reminder, and a 15
minute reminder.
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22. Voicemail Reminders (Thank you)
Via @andrewspoeth
http://blog.marketo.com/blog/2011/04/5-
ways-to-increase-webinar-attendance.html
#marketingsummit @Funnelholic

23. SMS Text Reminders
Excellent Idea
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24. Thought leaders and social drive attendance too
Have thought leaders get
people pumped on the event
Get the hashtag working
immediately to build
momentum
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25. Have a content plan to drive attendance
Do blog posts leading up to
the event
Release data leading up to
the event
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26. Create once, publish many
One Idea =
• 1 Ebook
• 12 white papers
• 3 events
• 25 blog posts
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27. Do giveaways work?
Thx to @wittlake
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28. Take-aways
1. Webinars ARE a key component to the content
marketing revolution
2. Email still rules, but there are some things that drive
more registrations and attendees
3. I wish I had all the answers, but darn it some things
need to be tested
#marketingsummit @Funnelholic