Webinar from SalesFUSION and WebAttract on how to effectively manage and optimize the attendance and post-webinar conversion through nurture marketing, audience recruitment and content-driven marketing
2. What weâll cover today
⢠Introductions
⢠Webinars as a lead generation channel
⢠Types of webinars webinar content
⢠Webinar as a long-term campaign
⢠Audience recruitment
⢠Tips for delivering a great webinar
⢠Post-webinar nurture campaigns
⢠Extending the webinar content
3. About SalesFUSION
⢠SaaS Marketing Application
⢠HQ â Atlanta, GA â Sales Offices in Philadelphia, PA
⢠Provide all b2b marketing functionality in a single app
⢠Focus on integrating Marketing and Sales (CRM)
⢠Only solution built on a CRM database
⢠Extensive global partner network
⢠110 New clients in 2010
⢠Unique Client Services model
⢠Game-changing pricing structure
⢠99% retention rate
⢠90% of all new features added in 2010 â customer requests
4. An End2End Solution for Webinar Demand Creation
Mike Agron
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
www.webattract.com
+916.804.4703
5. ABOUT WEBATTRACT
AN âEND2ENDâ SOLUTION FOR WEBINAR DEMAND CREATION
⢠Professional services organization of B2B webinar experts
⢠Helps marketing and sales professionals excel at demand gen
⢠Delivers a proven methodology, best practices & metrics
⢠Clients include global and emerging brands
⢠Recently commissioned by Citrix Online to author a new eBook
âWebinarReady⢠- A Step-by-Step Guide to Hosting Successful Webinarsâ
6. Stay on until the end and play SalesFUSION Slots!
⢠Showcase of cool little feature in our dialog/landing pages
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7. Challenges you will face
ď More competition for peopleâs time
ď Email delivery
ď Creating a compelling message
ď Content creation
ď Registrant attendance
ď Follow up and qualification
8. Types of webinars
ď Industry best practices/point of view
ď Product promotion/release
ď Training
ď Accredited/Association-focused
ď Customer retention
9. Nurture-based marketing is 100% dependent upon good
content
2012 b2b content marketing report from MarketingProfs
10. Content is becoming the key driver for Nurture-based
programs
2012 b2b content marketing report from MarketingProfs
13. INFORMATIONAL VS. SALES PITCH
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices â Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
Š2012 WebAttract LLC
14. WEBINARS ARE MAGNETS FOR ATTRACTING PROSPECTS
THAT ARE RIPE TO BECOME YOUR CUSTOMERS
OR
Their Needs are Not Being Met They are Actively
Looking for a Solution
Tip
If your value proposition is
timely and a âmust
haveâ, people will opt in to
register for your webinar
Š2012 WebAttract LLC
15. KEY SOURCES FOR GREAT CONTENT
PEOPLE ARE EAGER TO HEAR ABOUT BEST PRACTICES &
LESSONS LEARNED IN SOLVING REAL LIFE CHALLENGES
Client
Case
Studies
White Industry
Papers Analysts
Subject
Matter Authors
Experts
Š2012 WebAttract LLC
16. KEY FACTORS OF A CASE STUDY
FOCUS ON BUSINESS VALUE
⢠Case Story Company Profile
⢠Challenges
⢠Options
⢠Solution
⢠Results - Metrics
⢠Best Practices
⢠Lessons Learned
⢠How to Get Started?
Š2012 WebAttract LLC
17. POPULAR âMUST HAVEâ B2B WEBINAR THEMES
Case Study â Business
Improvement
How To - Tutorial
Standards &
Compliance
Š2012 WebAttract LLC
18. PLAN FOR PREDICTABLE OUTCOMES
Webinar
Objectives
Analyze Life
Audience
Cycle
Value
Intelligence
Define
Call To Action Success
Factors
Š2012 WebAttract LLC
19. HIGH PERFORMING â HIGH IMPACT
High
Commercial Outcomes
High Performing High Performing
Low Impact High Impact
Low Performing Low Performing
Low Impact High Impact
Low Value to Your Audience
Š2012 WebAttract LLC
20. Tips and tricks for success â email invitation
⢠Invitation should be clear
and concise
⢠Make the dates/time and
how to register highly
visible
⢠Main paragraph should
show well in Outlook
preview pane
⢠Tues-Thursday between
11A â 2PM
21. Tips and tricks for success â Registration
⢠Simple, and main body
above the fold
⢠Registration â donât ask too
much â only whatâs needed
⢠Reinforce the agenda
⢠Reinforce the time/date
22. Tips and tricks for success â Confirmation
⢠Instant release
⢠1 week before
⢠2 days before
⢠Day of
⢠Include outlook reminder
⢠Opportunity to cross-
promote/reinforce brand
⢠OK to link to other online
resources
23. PLANNING FOR
WEBINAR NURTURE
CAMPAIGNS
⢠Average time frame for webinar
promotion is 4-6 weeks
⢠Post promotion â content and
attendee behavior focused
⢠Begin with webinar materials â filter
down to product materials toward end
24. Tips and tricks for success â Post webinar microsite
⢠Multimedia â video, slides,
resources
⢠Promotional asset for
ongoing use
⢠Posted to website, social
networksâŚetc.
⢠Link back to online sites
such as YouTube/SlideShare
25. EXTENDING YOUR REACH WITH SOCIAL MEDIA
Results
Tip
Webinarlistings.com
Š2012 WebAttract LLC
26. KEY AUDIENCE RECRUITMENT METRICS
TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES
Metric Significance
50,000 Size of the targeted demographic audience
750 1.5% will reach your registration landing page
250 A Click Thru Ratio of 33% will yield 250 registrants
100 40% or more registrants will actually attend
Š2012 WebAttract LLC
27. POST WEBINAR
NOW IS THE TIME TO EXTEND THE DIALOGUE AND SELL
⢠Mine final analytics for prospect insights
⢠Record and edit for on demand viewings
⢠Send a thank you email/link (24 to 48 hrs.)
⢠Donât forget to thank your speakers
⢠Harvest analytics to start a warm
conversation with attendees and no shows
⢠Manage funnel to convert and nurture
prospects into customers
Š2012 WebAttract LLC
28. The use of marketing automation tools in successful
webinars the brand and message â donât rely on webinar
⢠Control
tools for registration, drip, trigger, nurture-based emails
⢠Robust analytics
⢠Pre-build and copy your campaign flow over and over
⢠Native integration to webinar platforms
⢠Better performance and attendee rates.
29. Benefits of using marketing automation to run
webinars
⢠Pre-build subject swaps â increase opens and CTR
⢠Track and adjust your webinar in real-time
⢠Control and adjust the message/subject line based on performance
30. HIGH PERFORMING â HIGH IMPACT
High
High Performing High Performing
Low Impact High Impact
Commercial Outcomes
ďź ďź ďź ďź
Low Performing Low Performing
Low Impact High Impact
Low Value to Your Audience
Š2012 WebAttract LLC
31. Integrate results to CRM
⢠Move leads from webinar to CRM more efficiently
⢠Keep sales in the loop
⢠Tie in telesales for pre/post call-downs
⢠Track webinar leads through opportunity creation/close
32. Leveraging event management in MA Software
⢠Integrated event management combines planning, executing and tracking
online events into a single interface
⢠Integration with webinar platforms makes branding of reminders/registration
pages easier for the producer
33. Questions?
⢠Schedule a demonstration of SalesFUSION
⢠Learn more www.salesfusion.com
⢠Learn more www.webattract.com
⢠Thanks for staying with us! Letâs pick a winner of the
Starbucks Card
Hinweis der Redaktion
Mike discusses his take on webinar demand generation, then moves to talk about the challenges
Mike â speaking of effective nurturing tactics, letâs drill down on the power of webinars, as a recent study from CMI, shows they are rated EFFECTIVE â VERY EFFECTIVE 70%Lori to advance when Mikeâs doneâŚto next slide on the webinar value prop for lead nutruing
(Mike) â Letâs talk about some of the key sources for creating great webinar contentRemember, people want to learn something new, or validate something theyâve been thinking about, or are just plain curious to hear what you have to say and determine if itâs relevant to helping them solve their business, operational or technology challengesâŚ.Mike advances the slide to drill down on the elements of a Case StudyâŚ.Softball for Joe - What are some the motivators to get an author or subject matter expert to want to participate in a webinar?
(Mike) â talk to the key points, give examplesâŚ.Advance to some popular webinar themesâŚ
(Mike) â Weâve found that from a B2B perspective, webinar themes usually fall into these 3 categoriesâŚGive an example for each oneâŚ.Advance to our next phase 2,âŚSoftball for Joe - Popular B2B Webinar Themes â What are some of the more unique or esoteric themes youâve produced?
(Bret) Iâd ask you to consider than LinkedIn alone, with over 65 million members and over 700,000 discussion groups, can easily be leveraged to drive business-to-business demand. If you then add in Twitter, Facebook, Slideshare, YouTube, PRWeb and the many, many other social media networks and sites out there, into an integrated mix that can be smartly and efficiently use to increase awareness and generate demand, the possibilities are endless. The question is how? In this brief informational session weâll explore the various tactics of contributing to discussion topics, blogging, breaking news posts, press releases, video snippets, and more, in leveraging your legitimate and original content marketing as channels to drive demand and ensure you and your company stay top of mind with prospects and clients.Overall, these social media platforms offer you the means to leverage blog posts, discussion groups, press releases, video, and more, to communicate your business message and drive demand gen results in various flavors, and over various lengths of time. An important point here is that, like most of marketing, social media marketing requires an investment of time, effort and intellect and, like most sales activities, delivers opportunities of varying sizes and across different sales cycles. However, given two factors, the use of social media for sales and marketing purposes is impossible to ignore: 1) itâs highly inexpensive compared to direct mail, broadcast, print advertising, etc., when you consider the reach it provides and 2) there are no real issues around spam and opt-in/opt-out, as long as used appropriately.Regardless of which social media marketing approach you take or, for that matter, any marketing effort you pursue, youâve got to have a solid understanding of the objectives you seek to achieve and youâve got to clearly understand who your audience is and what will be the most effective message to connect with them. Mike says, yup, the audience always needs to be our #1 focusâŚ..always keeping in mind, whatâs in it for them?Yeah, once these matters are defined, youâre ready to choose the best social media channel to attain your desired results. What youâll see as we step through some of the choices is that each one satisfies certain marketing needs, and each one is diverse from the other both in terms of measurable outcomes as well as the time and effort it takes to put them to work for you.(CUE â Mike says, âŚ.and for those of you that think LinkedIn is only for job networking, weâre going to talk about why this is truly the 800# gorilla of all business networking sitesâŚ..advances slide and letâs Bret riff )
(option) Mention that we use a combination of a 27MM name B2B DB as well as lists from some of our online media partnersâŚ.Run through the numbersHint at CTR and weâll come back to it in just a bitAdvanceâŚand now letâs turn our attention to webinar contentSoftball for Joe - Key Audience Recruitment Metrics â What trends are you seeing, i.e., are these numbers holding steady today as they were, say a year ago?
The webinar went off as planned, you had a great turnout, the audience stayed on until the endâŚ..Review stepsGet ready to go to summary slideSoftball for Joe - Post Webinar â From a lead scoring standpoint, which are more valuable, folks who attended or registered but were no shows? Can you give some other examples of what the final analytics can tell you to have a more positive and warm conversation with both attendees?