How to Optimize Your Webinar Strategy to Meet Your Marketing Goals
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Many B2B organizations have introduced webinars into their marketing mix. While it's a good idea to optimize your webinar strategy to increase registrants, attendees, interaction, and engagement, are these elements really moving the needle for your business? By understanding how webinars can help your organization solve your biggest marketing challenges, you can start to shift your optimization efforts to achieve better results from your webinar strategy. In this presentation, Thue Madsen, Marketing Operations Manager at Kissmetrics, explains how to use webinars to meet your B2B marketing goals.
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How to Optimize Your Webinar Strategy to Meet Your Marketing Goals
- 1. #uberwebinar @Uberflip Hana Abaza VP Marketing, Uberflip @hanaabaza Thue Madsen Marketing Operations, Kissmetrics @ThueLMadsen How to Optimize Your Webinar Strategy to Meet Your Marketing Goals
- 2. #uberwebinar @Uberflip WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
- 3. #uberwebinar @Uberflip Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
- 4. #uberwebinar @Uberflip Stick Around For a Demo
- 5. #uberwebinar @Uberflip What does today’s journey look like?
- 6. #uberwebinar @Uberflip Agenda: • What is the goal of your webinars and where do they fit into your marketing funnel? ‣ Top of the funnel (ToFu) ‣ Middle of the funnel (MoFu) ‣ Bottom of the funnel (BoFu) • Gathering the Data you need to improve your webinars • Ideas to optimize your webinars • Leveraging A/B Testing to optimize your webinars What does today’s journey look like?
- 7. #uberwebinar @Uberflip My presumptions: • You know about webinars • You have probably done webinar already • You are ready to take it to the next level and get strategical Also: • I will use examples from my own company and experience • All data is made up or altered considerably • I’m not going to cover much of promotion (not enough time) What does today’s journey look like?
- 9. #uberwebinar @Uberflip The Kissmetrics Webinar Series • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback
- 10. #uberwebinar @Uberflip The Kissmetrics Webinar Series SUCCESS?? • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback
- 11. #uberwebinar @Uberflip We are confused image I’m not so sure…
- 15. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 16. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Brand Awareness • Though leadership • Product Awareness
- 17. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Brand Awareness • Though leadership • Product Awareness What you want to optimize for: • Registrations • Content consumption - Live Attendance - Recording consumptions
- 18. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Find your best topics from your data: • Your blog • PDF Guides / White Papers • Ask your audience what interests them
- 19. #uberwebinar @Uberflip Dive into your own webinar data
- 20. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog
- 21. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog • PDF Guides / White Papers
- 22. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog • PDF Guides / White Papers • Asking you audience
- 23. #uberwebinar @Uberflip Topics to drive registrations Analytics Reports • Which webinars gets the most registrations?
- 24. #uberwebinar @Uberflip Topics to drive registrations
- 25. #uberwebinar @Uberflip Can also be done with UTM - Examples of UTMs http://go.uberflip.com/how-to-optimize-your-webinar-strategy-to-meet-your- marketing-goals? utm_medium=email&utm_campaign=webinar-152&utm_source=Kissmetrics& utm_content=tofu-webinar Topics to drive registrations
- 26. #uberwebinar @Uberflip Marketing Automation Reports • How many visits did the webinar page get? • How many new prospects did you gain? Topics to drive new emails
- 27. #uberwebinar @Uberflip Increase New Registrations Partner webinars • Share the content burden • Get access to new prospects • Requirements • Your channel or theirs? • Share leads
- 28. #uberwebinar @Uberflip Partner webinars Partner webinars • Keep an editorial calendar • Make an “agreement” to set expectation and responsibilities • Set a timeline to get all assets • Look for thought leaders but make sure to match your best topics!
- 29. #uberwebinar @Uberflip Testing Landing Page and Forms for registrations
- 30. #uberwebinar @Uberflip Testing Landing Page and Forms VS. "Even if you can't make it, sign up anyway! We'll send you the recording."
- 31. #uberwebinar @Uberflip Testing Landing Page and Forms +6.91% increase in conversions, at 97.39% significance!
- 32. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now
- 33. #uberwebinar @Uberflip Testing Landing Page and Forms VS.
- 34. #uberwebinar @Uberflip Testing Landing Page and Forms +24.01% increase in conversions, at 100% significance!
- 35. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 36. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 37. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Awareness • Solution Need • Solution Buy-in
- 38. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel What you want to optimize for: • Conversions - Trials / Demos • Product Information - Downloads / Requests Problem you are facing: • Product Awareness • Solution Need • Solution Buy-in
- 39. #uberwebinar @Uberflip Topics CRM Reports • Which webinars perform the best? • Infinite amount of ways to get break it down • Hard to get a full funnel view
- 40. #uberwebinar @Uberflip Topics Analytics Reports • Where is your greatest opportunity? Registered for webinar Requested Product Demo
- 41. #uberwebinar @Uberflip Topics Registered for webinar Requested Product Demo 1420 1420 (6.1%) 6.1%15.1% 120 (13.1%) 80 (12.4%) 92 (12.9%) 64 (10.2%)
- 42. #uberwebinar @Uberflip Topics Our best practice for MoFu • Thought leader topics showing the value of our products • Something you can do with various solution but that we do better • There has to be value even if they are not interested in your product!
- 44. #uberwebinar @Uberflip Topics Hundreds of new leads a month!!
- 45. #uberwebinar @Uberflip Collecting Demo Request up front Make sure your lead understand your offering • Great to increase lead volume drastically • Make sure your funnel can handle it • Prospects may not know what they are opting in to • Lead quality might suffer
- 46. #uberwebinar @Uberflip Testing Landing Page and Forms for registrations
- 47. #uberwebinar @Uberflip Testing Landing Page and Forms VS. “Would you like a demo of KISSmetrics?”
- 48. #uberwebinar @Uberflip Testing Landing Page and Forms -40.40% increase in conversions, at 99.74% significance!
- 49. #uberwebinar @Uberflip Collecting leads in webinar Make sure you don’t hold your audience hostage • Prospects are not always there to get a demo or pitch • Find the right time and length to pitch • Create a system for collecting and following up with leads
- 53. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 54. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 55. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Adoption • Retention • Product Advocation
- 56. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel What you want to optimize for: • Product usage and utilization • Customer Happiness - Feedback, support tickets • Product referrals Problem you are facing: • Product Adoption • Retention • Product Advocation
- 57. #uberwebinar @Uberflip Talk to your colleagues to find topics Use the people who talk to your customers all the time • Your Sales department meets the customers every day • Customer Success knows about all the great and not so great things of your product • Products know where the product is headed • This is very much a team effort
- 58. #uberwebinar @Uberflip Topics Analytics Reports • What are the topics that your customers like? 1205 people 120 people 120 people 1205 120 120 2067 people 2067 1108 people 108 people 1108 108
- 60. #uberwebinar @Uberflip Topics My favorites that we have seen work great • Advanced use case of our product • Setting yourself up for success with the tool • How to do more with less • Roadmap and beta training
- 61. #uberwebinar @Uberflip Topics Get more out of your customer webinars • Repurpose into on boarding, e-course, etc. • Invite trials users, prospects if relevant though exclusivity can be very beneficial • But remember what the primary goal is
- 62. #uberwebinar @Uberflip Webinar Office Hours
- 63. #uberwebinar @Uberflip Screenshot of happiness poll
- 64. #uberwebinar @Uberflip Analytics Satisfaction Poll Not Happy? Customer Prospect Sales for outbound CS for followup Happy?
- 65. #uberwebinar @Uberflip Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
- 66. #uberwebinar @Uberflip We learned to watch out for this guy…
- 67. #uberwebinar @Uberflip The Kissmetrics Webinar Series Three kinds of webinars • Pure thought leadership that also stimulates product awareness - ToFu • Product webinars that can be applied even without the use of Kissmetrics -MoFu • Customer webinars that promotes Kissmetrics best practices and advanced use cases - BoFu
- 68. #uberwebinar @Uberflip The Kissmetrics Webinar Series Three kinds of webinars • Pure thought leadership that also stimulates product awareness • Product webinars that can be applied even without the use of Kissmetrics • Customer webinars that promotes Kissmetrics best practices and advanced use cases
- 69. #uberwebinar @Uberflip Crushing your webinar goals! My rules of thumb: • Know what you are trying to achieve with your individual webinars • Have a specific goal and a way to know when you succeed • Have your analytics and other platforms set up to give you the right data • The more accessible and easy to find the higher the chance of success • Advanced: Build a webinar programs that strategically contributes to every step of the funnel
- 70. #uberwebinar @Uberflip How to Optimize Your SaaS Growth With Kissmetrics Kissmetrics Demo kiss.ly/demokiss.ly/saasgrowth www.kissmetrics.com
- 71. #uberwebinar @Uberflip QUESTION TIME! Thue Madsen Marketing Operations, Kissmetrics @ThueLMadsen Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com