Webinars are undeniably an important tool in driving new leads but are you using webinars to nurture leads at the MOFU and BOFU stages? Watch this #LLS16 webinar session as ON24 sheds light on creating mid and bottom-of-the-funnel webinars that can help accelerate a prospect towards a sale: http://dg-r.co/2aYGG3q

1. #LLS16
How To Use Webinars
To Close Business
SPONSORED BY:

2. #LLS16
Follow This Webinar On Twitter
#LLS16
Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
ON24: @ON24
Mark Bornstein: @4markb

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

5. #LLS16
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#LLS16

6. #LLS16
Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Mark Bornstein
VP of Content Marketing
ON24
@4markb

7. How to use webinars to
close business
Mark Bornstein
VP, Content Marketing
ON24

8. Traditional marketing has been disrupted
65% of buyers
self-educate before
engaging with sales

9. The changing role of marketing: 5 years ago
Marketing
Sales
Sales
Sales

10. The changing role of marketing: Today
Marketing
Marketing
Marketing
Sales

11. The role of webinars as a marketing tool
So why are most webinars
only created for here?

12. The BOFU Challenge
12©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
1st Touch 2nd touch SALE3rd Touch 5 Touch
Sales
Engagement
4th Touch
The final steps are
the hardest

13. • Canned demos
• Live demos
• Free Trial
• Case studies
• Testimonials
• Special Offers
Typical BOFU Marketing Tactics
13©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

14. Webinars:
The perfect tool
for the job

15. Webinars to drive a purchase decision
15©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
• Captive audience for up to one hour
• Multiple content types
• Direct audience engagement
• Integrated calls-to-action

16. • Live or on demand product demo
• Video (show, don’t tell)
• Screen Share
• Downloadable product guides &
datasheets
• Links to additional product
resources (videos, forums, etc.)
The Deminar
16©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

17. • Live or Simulive
• Interview format
• Video clips of deployment
• Multiple customer discussion
• Focus on ROI
• Can be shorter webinars
• Great on demand content
Case Study Webinars

18. • Audience driven conversations
• Video for personal touch
• Use Q&A and Polling to drive
discussion
• Great as a part of social forums
• Sales reps can use this format too
• Include special offer or trial as part
of the webinar
Q&A Sessions with Product Managers
18©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

19. Key Elements of
BOFU Webinars

20. Leverage Interactive Tools:
• Q&A
• Polling
• Social
• Idea Sharing
• Chat
Interactivity: Have a conversation
20©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

21. Video Increases Engagement
21©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

22. Using Screen Share to demo

23. Link to additional content

24. Drive to a sales engagement
24©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

25. • Explain benefits without being pitchy
• Avoid a firehose of information
• Show ROI of using your product
• Show how other companies are
having success
• Create industry specific content if
needed
• Help prospect to see themselves using
your solution
Content that closes
25©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
It’s not Shakespeare

26. Case Study:
26©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
“Since starting our ‘deminar’
program, we’ve seen a 400%
increase in pipeline.”
– Alex Kriney, Director of Marketing,
RingCentral
RESULTS
+ 400% increase in pipeline through
deminars
+ Using weekly ”deminars” to help close
more business

27. Using BOFU Webinars
for Nurturing Campaigns

28. Webinars to accelerate buying cycle
Choose webinars at strategic places through nurture streams
• Webinars for each stage of buying cycle
• Mix of webinar and written content
• Link each webinar to next step in buyer journey
ON24
A Better Webinar Way to Webinar

29. Segmenting BOFU opportunities and
targeting with webinar content
• Retargeting
• Social
• Content Syndication
ABM: Content Syndication
©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

30. Leverage Marketing Automation to
serve custom landing pages for
specific target accounts
Key Content:
• Demo webinars
• Case Study webinars
• ROI focused content
Dynamic Landing Page Content
30©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

31. BOFU:
It’s not about Size,
It’s about quality

32. BOFU is a different science
32©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
• Registration & Attendance SHOULD be
smaller
• Don’t dilute with database drops
• BOFU content often wrong for new
prospects

33. Effective BOFU webinars plan for sales handoff:
• Score webinar leads by audience behavior
• Have pre-planned handoff to SDR or AE teams
• 24 hour follow-up is critical
• Notify sales reps when prospects they are working with attend webinars
– Push audience data into Salesforce
• Provide sales reps with personalized email invitations for BOFU webinar
Partner with your sales team
33©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

34. Connecting is closing
34©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
 Bottom-of-the-funnel
content doesn’t have to be
boring
 Bring the personality

35. Next Months Webinar
35©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

36. #LLS16
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Mark Bornstein
VP of Content Marketing
ON24
@4markb

37. #LLS16
Thank You For Attending
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