Achieving High Marketing ROI with

Webcasting Solutions

Gregory Batchelor

Marketing Director, North America

Arkadin

October 11, 2011

Debra Chin

Senior Vice President

Palmer Research

Agenda

• Outlook for Marketers

• The Cost vs. Reach Tradeoff

• Webcasting: What, Why, How?

• An Evolving Solution

• Q& A

The Good

77% expect budgets to

remain stable or grow by an

average of 21%

The Bad

Approximately 40% are

concerned that they don’t have

budget to fund future plans or

enough people to execute

marketing plans

Source: Google 2011 B2B Marketing Outlook

Outlook for B2B Marketers

Budgets are higher than last year,

but how can I generate brand

awareness, educate prospects,

nurture leads and retain

customers?

Marketers must invest in scalable,

cost efficient solutions that

address multiple objectives

The Marketing Challenge

High Reach

High Cost

Low Cost

Webcasts

Tradeshows

Social Media

Low Reach

Radio/TV ads

Print Ads

Direct Mail

Face to face meetings

Marketing Tactics: Cost vs. Reach

• Uses streaming media technology to enable the

broadcast of audio and visual content over the internet

• 2010 worldwide revenue of $406 million

• Growth fueled by cost savings, wider reach,

interactivity levels, and measureable results

Source: Wainhouse Research 2010

What is Webcasting?

69% 69%

57%

40% 37%

28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Increased brand

awareness

Generate leads

Build loyalty

Drive web visits

Build in-house

database

Drive offline

business

Source: Marketing Profs/Research Insights 2009

Webcasting & Marketing Impact

Contributors To ROI

Webcasting: A Versatile and Cost Effective

Marketing Solution

• Product launches

• Analyst days

• Investor relations

• Press conferences

• Webinars

• Tradeshows/Events

• Partner Events

• Product demos

• Customer meetings

• Training

• Sales Support

• User group meetings

• Customer councils

4%

19%

34%

37%

49%

49%

59%

0% 10% 20% 30% 40% 50% 60% 70%

Purchased a featured vendor's product or service

Proactively contacted a vendor for more information

Forwarded on-demand link to co-workers/colleagues

Forwarded registration page to co-workers/colleagues

Revisited the same event on-demand

Used search engine to get more information about a vendor

Visited vendor's site for more information about them

Source: Marketing Profs/Trendline Interactive 2011

Webcasting Drives Action

Before

• Select the right webcasting platform

• Set goals/success metrics

• Promote the event

During

• Leverage well known speaker or subject matter expert

• Deliver compelling/relevant content

• Use polls and Q&A to keep attendees engaged

After

• Follow up with attendees and registered/no shows

• Post links to recorded content on multiple channels

• Track and analyze results

Best Practices for Webcasting

Selecting the right platform:

• Customized email invitation and

landing page/registration form

capabilities

• Real time survey/polling tools and text

based messaging

• Post webcast reports and analysis

• On-demand, post event archive

recording and viewing

• Webcast production assistance

• Multiple levels of built-in security

Best Practices: Before the Webcast

Establishing goals:

• Number of landing/registration page visitors

• Number of registrations

• Number of attendees

• Number of qualified marketing leads

• Number of sales opportunities

• Sales revenue generated

Best Practices: Before the Webcast

Promoting the event:

• Allow at least 4 weeks in advance

• Add extra time for testing and optimizing

creative, offers, medium, and lists

• Leverage a variety of promotional

channels based on budget,

product/service, target audience

Best Practices: Before the Webcast

The right speaker and content:

• Leverage a subject matter expert, well

known speaker, or customer

• Content should be compelling and

informative, not a sales pitch

• Use polls and Q&A session to encourage

participation

Best Practices: During the Webcast

Follow up and measurement:

• Handle requests for information or

unresolved questions immediately

• Send emails to attendees and no shows

• Post links to recorded content on

multiple channels

• Track and analyze results

Best Practices: After the Webcast

Webcast Metrics Results

Number of Webcast Registrations

400

Number of Webcast Attendees (50% Participation)

(50% x 400) = 200

Number of Webcast Customers (2.5% Conversion)

(2.5% x 200) =5

Gross Profit Per Customer $3,000

Gross Profit from Webcast (5 x $3,000)= $15,000

Webcast Expenses $3,500

Webcast ROI ($15,000-$4,000)/$4,000 = 275%

Calculating ROI

Web Conferencing

Traditional Webcasts

Next-Gen Webcasts

New Capabilities

• Improved customization

• Widgets

• Screen Sharing

• Mobile Webcasts

• Webcams

Evolving Solution

Web 1.0 Web 2.0 Web 3.0

Communication

Effectiveness

Mobile Webcasting Widgets

• Promote via Social media

• Improve promotion

• Boost engagement

• Enhanced tracking

Improving ROI

Webcam Video

• Boost engagement • Increased

attendance

• Expand reach

Palmer Research designs and executes custom market research studies focused

on helping IT and business decision makers meet their objectives by delivering the

data and intelligence clients need to better understand market dynamics,

customers, prospects, and partners. The company is located in Los Altos, CA.

www.palmerresearchgroup.com

About Us

Arkadin provides user-friendly remote collaboration solutions including audio

conferencing, web conferencing, video conferencing and webcasting solutions.

Founded in 2001, Arkadin has more than 10,000 customers worldwide and

operates locally in 27 countries with +750 people throughout Asia, Europe and

North America www.arkadin.com.

Palmer Research

Arkadin

? Please Contact Us With Any Questions

Arkadin Phone: 1-866-551-1432 Arkadin Email: noram.marketing@arkadin.com Palmer Email: dchin@palmerresearchgroup.com