Demand Gen Report's Lead LifeCycle series session sponsored by ON24 #LLCSeries

1. Session sponsored by!
#LLCseries
Lead to Revenue: !
How to Use Webinars to
Accelerate the Buying Cycle!

2. #LLCseries
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

3. #LLCseries
Follow
this
webinar
on
Twi>er
#LLCseries
Demand
Gen
Report:
@DG_Report
ON24:
@ON24

4. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

5. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracTces
in
lead
generaTon
• Newsle>er
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracTces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

6. #LLCseries
Panelists!
Andrew
Gaffney,
Publisher,
Demand
Gen
Report
Mark
Bornstein
,
Senior
Director,
Content
MarkeTng
ON24,
Inc.
Moderator

7. Lead to Revenue:
How to Use Webinars to Drive the Buying Cycle
Mark Bornstein
Sr. Director, Content Marketing
ON24
7 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."

8. 8 | ©2013 ON24, Inc. All Rights Reserved."
DRIVING
AWARENESS
50%
Website
44%
Content
Marke/ng
44%
Analyst
Rela/ons
43%
Search
Engine
45%
Webinars/Webcasts
The
Role
of
Webinars
in
the
Sales
Process
LEAD
GENERATION
39%
Sales
Enablement
38%
Website
37%
Seminars
&
Events
51%
Webinars/Webcasts
39%
Telemarke/ng
LEAD
NURTURING
59%
Telemarke/ng
37%
Content
Marke/ng
36%
Seminars
&
Events
44%
Sales
Enablement
37%
Webinars/Webcasts
UPSELLING
&
CROSS-­‐SELLING
55%
Sales
Enablement
38%
Telemarke/ng
35%
Channel
Enablement
31%
Seminars
&
Events
42%
Webinars/Webcasts
Source:
Tech
MarkeTng
Planning
Guidance
(Forrester)

9. 9 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng
Challenge:
Buyer
Self-­‐Educa/on
65%
Percentage
of
buyers
who
are
self-­‐educaTng
before
engaging
with
sales
Awareness
ConsideraYon
EvaluaYon
Purchase

10. 10 | ©2013 ON24, Inc. All Rights Reserved."
Why
are
buyer
behaviors
changing?
• Increased access to information"
• Online sources easier to find"
• Scope of available content is much larger"
• Content Delivery tools much better"
• Social sharing"
• Mobility increases access to information"

11. 11 | ©2013 ON24, Inc. All Rights Reserved."
The
Role
of
MarkeTng
is
Changing
Buying Cycle!
Awareness!
Preference!
Purchase!
5 Years Ago"
Sales
Engagement!
Marketing !
Today" Sales!
Marketing!
Marketing!
Changing
Roles!

12. 12 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng
Challenges:
Content
Produc/on
73%
of
marketers
are
producing
more
content
than
they
did
one
year
ago.
Source:
2014
B2B
Content
MarkeTng
Trends
–
Content
MarkeTng
InsTtute/MarkeTngProfs

13. 13 | ©2013 ON24, Inc. All Rights Reserved."
ON24
Webinars
Influence
All
Stages
of
the
Buying
Cycle
For
the
most
effecTve
progression,
your
webinar
content
needs
to
be
mapped
to
each
buying
cycle
stage
Awareness
ConsideraYon
EvaluaYon
Purchase

14. 14 | ©2013 ON24, Inc. All Rights Reserved."
ON24
Webinars
Influence
All
Stages
of
the
Buying
Cycle
Awareness
ConsideraYon
EvaluaYon
Purchase
BUILD
PREFERENCE
PERSUADE
SELECTION
NURTURE
LEADS
GENERATE
LEADS
ROLE
OF
WEBINARS

15. 15 | ©2013 ON24, Inc. All Rights Reserved."
WebcasTng:
The
perfect
tool
for
the
job
§ Can be customized for each stage of buying cycle"
§ Enables fast content creation and delivery"
§ Bundles multiple content types"
§ Unlimited reach"
§ Enables direct interaction with prospects"
§ Provides detailed insights into prospect interests"
§ Cost effective tool for quick content turnaround "

16. 16 | ©2013 ON24, Inc. All Rights Reserved."
Guiding
the
Customer
Journey
Phase 1: "
Establish thought leadership"
Phase 2: "
Become Trusted Advisor"
Phase 3: "
Position Solution "
Phase 4: "
Demonstrate Value"

17. 17 | ©2013 ON24, Inc. All Rights Reserved."
Phase
1:
Establish
Thought
Leadership
Primary
MarkeYng
Goal
Lead
GeneraTon
Content
High
level,
vendor
agnosTc,
broad
themes,
broad
appeal
Audience
Large,
cast
a
wide
net
Key
Metrics
Basic
RegistraTon
data:
Industry,
job
Ttle,
company
size

18. 18 | ©2013 ON24, Inc. All Rights Reserved."
Phase
2:
Become
Trusted
Advisor
Primary
MarkeYng
Goal
Lead
generaTon
&
prospect
ID
Content
Addresses
specific
pain-­‐points,
vendor
neutral
but
leading,
helping
Audience
Large,
excellent
2nd
offer
to
new
prospects,
Dept.
Champions
Key
Metrics
A>endance
Tme,
content
downloaded,
interacTvity

19. 19 | ©2013 ON24, Inc. All Rights Reserved."
Phase
3:
PosiTon
SoluTon
Primary
MarkeYng
Goal
Accelerate
Buyers
Journey
Content
Introduces
products/soluTons,
posiTons
value
proposiTon
Audience
Medium,
prospects
have
already
had
2-­‐3
touches,
full
buying
center
Key
Metrics
A>endance
Tme,
quesTons
asked,
direct
engagement

20. 20 | ©2013 ON24, Inc. All Rights Reserved."
Phase
4:
Demonstrate
Value
Primary
MarkeYng
Goal
Build
preference,
Prove
the
product
Content
Detailed,
Product
Demos,
Case
Studies
Audience
Small,
mostly
highly
qualified
leads,
Key
Decision
makers
Key
Metrics
Can
you
drive
them
to
a
sales
engagement?

21. 21 | ©2013 ON24, Inc. All Rights Reserved."
OpTmizing
Webinars
for
Each
Stage
of
the
Buying
Cycle
.

22. 22 | ©2013 ON24, Inc. All Rights Reserved."
Successful
Webinars
Have
a
Call-­‐To-­‐AcTon
Thought leadership is not
the end of the journey…"

23. 23 | ©2013 ON24, Inc. All Rights Reserved."
Enable
Self
SelecTon
to
Accelerate
to
Next
Stage

24. 24 | ©2013 ON24, Inc. All Rights Reserved."
Driving
the
Buying
Cycle:
Follow
the
digital
footprint
Use analytics to create behavioral profile of your attendee"
• Registration Data
• Viewing Time
• Social Media Engagement
• Questions Submitted
• Interaction with Polls, Surveys, Chat
• Content Downloaded
Viewing Time"
53 MIN!
Questions Submitted"
5!
Webcast Results"

25. 25 | ©2013 ON24, Inc. All Rights Reserved."
Automate
the
Journey
Awareness " Preference " Purchase"
!
"
Marketing Automation
Platforms
(e.g. Eloqua, Marketo)

26. 26 | ©2013 ON24, Inc. All Rights Reserved."
Find
prospects
as
they
are
searching
for
you
IdenTfy
where
prospects
are
in
the
decision
making
process
Create
webinars
for
each
stage
of
the
buying
cycle
Accelerate
prospects
through
the
buying
cycle
Convert
awareness
of
need
into
requirement
for
a
soluTon
Drive
opportuniTes
towards
sales
engagement
Webinars
are
the
Perfect
Tool
to
Drive
the
Buying
Cycle
Take control of the
customers journey!

27. Q&A"
27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."

28. #LLCseries
Q&A // Panelists!
Andrew
Gaffney,
Publisher,
Demand
Gen
Report
Mark
Bornstein
,
Senior
Director,
Content
MarkeTng
ON24,
Inc.
Moderator

29. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

30. #LLCseries
Thanks for attending this session!!
Make
sure
to
a>end
the
next
session
in
the
Lead
LifeCycle
Series:
h>p://dg-­‐r.co/lls14