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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
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Creating high-performance lead gen webinars
SalesFUSION Webinar Nurturing webinar leads
What we’ll 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
About SalesFUSION
• SaaS Marketing Application• HQ – Atlanta, GA – 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 – customer requests
Mike AgronExecutive Webinar Producer
WebAttract, [email protected] www.webattract.com
+916.804.4703
An End2End Solution for Webinar Demand Creation
ABOUT WEBATTRACT
• 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
“WebinarReady™ - A Step-by-Step Guide to Hosting Successful Webinars”
AN “END2END” SOLUTION FOR WEBINAR DEMAND CREATION
Stay on until the end and play SalesFUSION Slots!
• Showcase of cool little feature in our dialog/landing pages• Pick a winner of a Starbucks gift card using our integrated slot machine!
Challenges you will face
More competition for people’s timeEmail deliveryCreating a compelling messageContent creationRegistrant attendanceFollow up and qualification
Types of webinars
Industry best practices/point of viewProduct promotion/releaseTrainingAccredited/Association-focusedCustomer retention
Nurture-based marketing is 100% dependent upon good content
2012 b2b content marketing report from MarketingProfs
Content is becoming the key driver for Nurture-based programs
2012 b2b content marketing report from MarketingProfs
WEBINAR DEMAND GENERATION
Qualified Sales LeadsRaises Brand Awareness
Targeted Demographic Value Proposition
Thought Leadership
+ =
©2012 WebAttract LLC
©2012, WebAttract LLC
INFORMATIONAL VS. SALES PITCH
Informational vs. Sales PitchCase Study Product Centric
Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
©2012 WebAttract LLC
WEBINARS ARE MAGNETS FOR ATTRACTING PROSPECTS THAT ARE RIPE TO BECOME YOUR CUSTOMERS
Their Needs are Not Being Met They are Actively Looking for a Solution
OR
TipIf your value proposition is
timely and a “must have”, people will opt in to register
for your webinar©2012 WebAttract LLC
KEY SOURCES FOR GREAT CONTENTPEOPLE ARE EAGER TO HEAR ABOUT BEST PRACTICES &LESSONS LEARNED IN SOLVING REAL LIFE CHALLENGES
Client Case
Studies
Industry Analysts
AuthorsSubject Matter Experts
White Papers
©2012 WebAttract LLC
• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started?
FOCUS ON BUSINESS VALUE
KEY FACTORS OF A CASE STUDY
©2012 WebAttract LLC
POPULAR “MUST HAVE” B2B WEBINAR THEMES
Case Study – Business Improvement
How To - Tutorial
Standards & Compliance
©2012 WebAttract LLC
PLAN FOR PREDICTABLE OUTCOMES
Webinar Objectives
Audience Value
Define Success FactorsCall To Action
Analyze Life Cycle
Intelligence
©2012 WebAttract LLC
Com
mer
cial
Out
com
es
Low Value to Your Audience
High
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
HIGH PERFORMING – HIGH IMPACT
©2012 WebAttract LLC
• 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 – 2PM
Tips and tricks for success – email invitation
• Simple, and main body above the fold
• Registration – don’t ask too much – only what’s needed
• Reinforce the agenda• Reinforce the time/date
Tips and tricks for success – Registration
• 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
Tips and tricks for success – Confirmation
PLANNING FOR WEBINAR NURTURE CAMPAIGNS
• Average time frame for webinar promotion is 4-6 weeks
• Post promotion – content and attendee behavior focused
• Begin with webinar materials – filter down to product materials toward end
• Multimedia – video, slides, resources
• Promotional asset for ongoing use
• Posted to website, social networks…etc.
• Link back to online sites such as YouTube/SlideShare
Tips and tricks for success – Post webinar microsite
Results
EXTENDING YOUR REACH WITH SOCIAL MEDIA
TipWebinarlistings.com
©2012 WebAttract LLC
KEY AUDIENCE RECRUITMENT METRICS TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES
©2012 WebAttract LLC
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
POST WEBINAR
• Mine final analytics for prospect insights
• Record and edit for on demand viewings
• Send a thank you email/link (24 to 48 hrs.)
• Don’t 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
NOW IS THE TIME TO EXTEND THE DIALOGUE AND SELL
©2012 WebAttract LLC
The use of marketing automation tools in successful webinars• Control the brand and message – don’t rely on
webinar 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.
Benefits of using marketing automation to run webinars• Pre-build subject swaps – increase opens and CTR• Track and adjust your webinar in real-time• Control and adjust the message/subject line based on
performance
Com
mer
cial
Out
com
es
Low Value to Your Audience
High
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
HIGH PERFORMING – HIGH IMPACT
©2012 WebAttract LLC
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
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
Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com• Learn more www.webattract.com
• Thanks for staying with us! Let’s pick a winner of the Starbucks Card