b2b Online Event Marketing

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The purpose of thispresentation is to help you in

setting up your webinars to

successfully sell your offer toCorporate Finance Executives

Find more on

ProformativeInsights.com


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Companies today are becoming more discriminatoryabout participation in industry events. In keeping with

the need for frugal expenditures of time as well as

money, they are being more selective about the kind of

events that they attend.

Likewise, organizations which target those companies

are rising to the occasion and beginning to target the

corporate decision makers in finance in a different way.

They are marketing more carefully and using online

events to help them target those companies which may

respond best to their offers.

How to Appeal to C-level Corporate Finance with B2B Online

Event Marketing Can Be a Simple Seven Step Process

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Increasingly, B2B online event marketing is usingwebinars to approach major corporations. This is not

surprising when you review the many benefits that online

events can offer.

See examples of webinars successfully hosted by

Proformative for its clients and marketed to its growing

community of over 600,000 corporate finance, accounting,

treasury and related professionals who directly control

billions of annual spending:

http://Youtube.com/ProformativeMROI.

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How to Appeal to C-level Corporate Finance with B2B Online

Event Marketing Can Be a Simple Seven Step Process


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As opposed to a live event, online events such as webinars areoften far more cost effective, can be more readily available to

an increased number of people, can have outcomes which are

dynamically measured and can be offered even post-event in

the form of online audio/video recordings to draw even more

traffic to an existing company website or specific digital assets.

With that in mind, it is not at all difficult to believe that the use of

webinars in business has grown exponentially by more than

75% in the last 3 years.The question which is uppermost in the

minds of most B2B company executives, is how to determinewhich audience will become the most engaged by the various

types of online events.

What are the Benefits of Webinars?

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Paving the Way for a Successful Webinar Tailored toC-level Corporate Financing Executives

Given that more careful scrutiny of online events is takingplace, in order to create an environment whereby your

own online event will be more worthy of attendance, you

will want to take careful steps in both planning and

implementation of your online event.

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The Keys to Success with Webinars


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Paving the Way for a Successful Webinar Tailored to

C-level Corporate Financing Executives

Given that more careful scrutiny of online events is takingplace, in order to create an environment whereby your

own online event will be more worthy of attendance, you

will want to take careful steps in both planning and

implementation of your online event.

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1. Define Your Goals For the Event:

When setting up a webinar, begin by defining your goals

for the event. What do you want to achieve when you host

your online event? If you're trying to find new leads or to

move your leads to the buying phase, determine the best

way to accomplish that. Define every goal for the event

very clearly before you arrange it.

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2. Ascertain to Whom You Will Direct Your Materials:

Your definition of the segment of audience that you wish to

reach will be imperative to the success of your webinar.

Depending on who the audience is that you are targeting,

the way in which you reach out to that audience will differ

and how you offer your online event must also differ. This

will be the best time to define where your audience sits in

the decision making process and to integrate this campaign

with others that you are using to target that same audience.

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Way for a Successful Webinar



3. Determine the Best Kind of Event to Hold:

At this point you will also consider the best kind of event to

run online. You'll also want to look at which stage of the

buying cycle your audience is currently sitting.

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4. Evaluate the Buying Cycle and Where yourAudience Will Be in That Cycle:

You will want to choose the best platform for your event to

enable your company to reach the audience at the propertime in the buying and selling cycle. When you are targeting

various and diverse audiences, you will want to consider

the following as you prepare any online event:

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How best to influence the management portion of theteam.

The mid-level manager will be very interested in the more

technical details. You will require a mixture of differentformats and platforms while making your way through the

cycle of buying and selling. This may mean online

expositions or multiple webinars in an ongoing series.

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Evaluate the Buying Cycle. Consider:


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Persuasion of the C-Suite. Using a Webinar to PromoteYour Online Business.

The average executive is very busy. He or she will desire

content which is easy to scan while easy to digest. Ensurethat you have topics which are pertinent to them as well as

to other members of the business and that you offer your

webcast in a pre-recorded method and record your online

meetings to ensure that they can view them at a time whichis convenient to them.

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Low Level Management Persuasion.

Reaching out to executives who are entry level is also

important. Depending on what your product may be, even

the entry level exec or employee may have some influencewhen it comes to the purchasing of that product or service.

Your task then is to foster a relationship with every part of

your audience so that they can use that influence for your

benefit

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Education of Technical Personnel.

This portion of your seminar will be far more intricate and

complex. While the technical personnel may not possess the

power to make the primary buying decision, don't make the

mistake of underestimating their clout - it's possible they hold

some influence with those that do.

Technical component of the company may well be those who

will be implementing what you are selling and as such, they

are going to be the ones who may make or break your sale.

Their input is valuable to the company,influencing them in a

positive way is part and parcel with how you will ultimately sell

your product. Consider using demonstrations to those who are

in the technical field.

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5. Establishment of Content and Format of Your Content.

The next and among the most important aspects of your online

foray into B2B online event marketing will be the content.

The more value that your content holds, the more likely thatyou will get not only a better marketing ROI, but also generate

goodwill from your customers while establishing yourself as

the authority within your niche. Your content should be much

the same as that which you would present at a physical event.

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You'll need to offer content that is rich and valuable to

someone at any stage in the buying process in order to

appeal to the greatest portion of your audience. The way

in which you will accomplish that will be by using broader

themes at the top of the sales funnel and drawing them in

with more comparisons of pricing and more intricate, more

technically oriented details at the bottom.

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Along the way, youll want to define the way in which you

will allow the content to be rebroadcast or reused so that

you can get your message out to the widest possible

audience. One way to do that may be to offer a bundled

package of materials on your website, another publish it on

destinations often visited by C-level executives taking

advantage of partners marketing and sponsorship

packages.

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Your webinar might include content from:

ADVERTORIALS

Let us write about you

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Content for Multi-Channel Campaigns


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Your webinar might include content from:

WHITE PAPERS

Generate qualified leads

from white papers downloads

on Proformative.com

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Content for Multi-Channel Campaigns


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It later can be repurposed and used for:

Sharing Expert Excerpts on Professional Online Networks

Panned Nurturing Email Sequences

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All your digital assets can be then

aggregated in Proformatives

B2B Marketplace


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7. Follow up on everything that you have done and aredoing in a continuous way:

Make sure that you give yourself plenty of time to build and

to entertain your audience. Depending on the kind of onlineevents that you hold, you may well need to plan a strategy

to manage your incoming leads as well as to determine

what you will do if someone views your webinar a month or

two down the road and makes a buying decision at thatpoint.

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8. Decide on an effective follow up methodology:

This best ensures that none of the leads you generate fall

through the cracks of your sales funnel. Develop a means

to measure the effectiveness of your online salesstrategies and a time line to revise them when necessary

to ensure that you continuously improve marketing ROI

and the success of your online B2B marketing strategies.

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When your business needs to build online visibility,

branding, and recognition, as well as generate high

quality leads webinars are one of the best method to

accomplish that. Learn more about what webinars

hosted and marketed by Proformative can do foryour business.

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PROFORMATIVESSOLUTIONS


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AUDIENCE


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SELECTED CLIENTS


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360 Solutions

Adaptive Planning

Ahead Human Resources, Inc.

Alight Planning

Aline

Alliance Cost Containment

appfolio

ArancaAriba, Inc.

Avalara, Inc.

Baker Tilly

Barney & Barney

BI 101

Birst

BlackLine

BNA SoftwareBOARD USA

Burr Pilger Mayer

Business Intelligence 101Callidus Software Inc.

CapTrust Financial Advisors

Catavolt, Inc.

Cloud Identity

Comdata

Concur Technologies

Deloitte

Demand Solutions Group

DeWinter AssociatesDLA PiperEchoSign

Epicor Software Corp.

Ernst & Young LLP

ERP Guru

Excel4Apps

Excel4apps Inc

Execustaff HR

Explore Consulting

FiREapps

Foley & Lardner

Frank, Rimerman & Co.

Frank, Rimerman Consulting

Global Shares

Gorilla Expense

Gorilla Expense is Reefin, LLC.

Habif, Arogeti & Wynne LLP

Hanson BridgettHedge Trackers, LLC

Hein & Associates

Host Analytics

IBM Business Consulting Services

IBM Clarity

IBM Cognos

Indeed.com

InforIntacct Corporation

Intralinks

LegiantMarcum

Marcum LLP Accountants & Advisors

McGladrey

Moyo Group

myDIALS, Inc.

Nair & Co

NetSuite

Open Systems, Inc.

Optimized Payment ConsultingPerficient, Inc.Peterson Sullivan LLP

Planview

Platte Valley Bank

PricewaterhouseCoopers LLP

PROPHIX Software Inc.

PROS

Ravix Financial, Inc.

Real Asset Management Inc

Receivables Exchange

Replicon Inc.

Reval

SAP

SAP America Inc.

SEI

Silicon Valley Accountants

Silicon Valley Bank / SVB Financial GroupSOA Projects

SumTotal Systems, Inc.

SunGard Availabilty Services

SutiSoft

SVA CPA

Tagetik North America, LLC

Tatum LLC

Teknos Associates LLCTeradata

The Heights

The Melita GroupTreasury Dynamics

Tribridge

Trinet HR Corporation

TriNet-DWA Media

TrinTech

Two Step Software

UC Berkeley Extension

Ultimate Software

US BankVaricentVISA

VISA / OMD NY

Weiland Financial

Western Union

Western Union BSG

Woodruff-Sawyer & Co.

WorkDay

Xactly

CLIENT LIST

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b2b Online Event Marketing