Optimize Your Webinar Strategy to Meet Your Marketing Goals

1. Optimize Your Webinar Strategy to Meet Your Marketing Goals THUE MADSEN

2. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen

3. @Kissmetrics #Kisswebinar @thuelmadsen

4. WHAT DOES TODAY’S JOURNEY LOOK LIKE?

5. WHAT DOES TODAY’S JOURNEY LOOK LIKE? 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

6. WHAT DOES TODAY’S JOURNEY LOOK LIKE? 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

7. Start doing webinars Grow registrations Improve engagement

8. THE KISSMETRICS WEBINAR SERIES • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback

9. THE KISSMETRICS WEBINAR SERIES • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback SUCCESS??

10. I’m not so sure…

11. Awareness Consideration Conversion Loyalty Advocacy Prospects Customers

12. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel

13. 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

14. 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 - New Registrations • Content consumption - Live Attendance - Recording consumptions

15. 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

16. 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

17. 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

18. 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

19. Dive into your webinar data YOU ALREADY HAVE THE INSIGHTS

20. TOPICS TO DRIVE REGISTRATIONS Analytics Reports • Which webinars gets the most registrations?

21. TOPICS TO DRIVE NEW EMAILS Marketing Automation Reports • How many visits did the webinar page get? • How many new prospects did you gain?

22. INCREASE NEW REGISTRATIONS Partner webinars • Share the content burden • Get in front new audiences • Share leads • Your channel or theirs? • Set the requirements

23. 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!

24. TRACKING REGISTRATIONS AND PERFORMANCE

25. TRACKING REGISTRATIONS AND PERFORMANCE 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

26. TRACKING REGISTRATIONS AND PERFORMANCE

27. TESTING LANDING PAGE AND FORMS

28. TESTING LANDING PAGE AND FORMS VS. "Even if you can't make it, sign up anyway! We'll send you the recording."

29. TESTING LANDING PAGE AND FORMS VS. "Even if you can't make it, sign up anyway! We'll send you the recording." +6.91% increase in conversions, at 97.39% significance!

30. TESTING LANDING PAGE AND FORMS VS.

31. TESTING LANDING PAGE AND FORMS +24.01% increase in conversions, at 100% significance!

32. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing

35. 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

36. 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 What you want to optimize for: • Conversions - Trials / Demos • Product Information - Downloads / Requests

37. TOPICS CRM Reports • Which webinars perform the best? • Infinite amount of ways to get break it down • Hard to get a full funnel view

38. TOPICS Analytics Reports • Where is your greatest opportunity?

39. TOPICS

40. 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!

41. Lead Collection WHERE DO YOU ASK?

42. TOPICS

43. TOPICS Hundreds of new leads a month!!

44. 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

45. TESTING LANDING PAGE AND FORMS

46. TESTING LANDING PAGE AND FORMS VS. “Would you like a demo of KISSmetrics?”

47. TESTING LANDING PAGE AND FORMS -40.40% increase in conversions, at 99.74% significance!

48. 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

49. Webinar Presentation Q&A Kissmetrics Demo Contact Pole Sales handoff Personal Demo

51. 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

52. 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 What you want to optimize for: • Product usage and utilization • Customer Happiness - Feedback, support tickets • Product referrals

53. IMPROVE RETENTION AND LOYALTY 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

54. TOPICS Analytics Reports • What are the topics that your customers like?

55. 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

56. TOPICS Get more out of your customer webinars • Repurpose into on boarding, e-course, etc. • Invite trials users, prospects if relevant • But remember what the primary goal is

57. WEBINAR OFFICE HOURS

58. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing

59. Analytics Satisfaction Poll Not Happy? Customer Prospect Sales for outbound CS for followup Happy?

61. We learned to watch out for this guy…

62. 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

63. 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

64. 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 fun

65. Questions? THUE MADSEN Marketing Operations Manager, @ThueLMadsen tmadsen@kissmetrics.com

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