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1 Accelerate Lead Conversion: The Combined Power of Webinars Plus Marke7ng Automa7on

Pardot Elevate 2012 - Accelerate Lead Conversion: The Combined Power of Webinars Plus Marketing Automation

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Technology has created an array of available tools to move prospects through the funnel faster, but few make the process more timely and efficient than webinar programs seamlessly integrated into your marketing automation platform. In these slides, Simone Nabers, Demand Generation Manger from ReadyTalk, explores ReadyTalk's integration and success with webinars.

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Page 1: Pardot Elevate 2012 - Accelerate Lead Conversion: The Combined Power of Webinars Plus Marketing Automation

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Accelerate  Lead  Conversion:  The  Combined  Power  of  Webinars  Plus  Marke7ng  Automa7on  

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Who  I  am…Hi  

§  Demand  Genera5on  Manager  –  Oversee  outbound  marke7ng  campaigns  –  Manage  monthly  webinar  series  –  Implement  new  lead  gen  &  nurturing  programs,  work  closely  with  sales  –  Email  /  landing  page  messaging  –  Social  media  implementa7on  –  Marke7ng  automa7on  –  Cartwheel  Fridays  

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Why  Webinars?  

§  Webinar  leads  are  some  of  the  highest  quality  leads  –  High  bar  of  commiKal  –  Series  help  move  prospects  through  buying  cycle  

§  Segment  &  qualify  §  Measure  engagement  

Marke5ngSherpa  2011  B2B  Advanced  Prac5ces  Handbook  

92%  of  respondents  said  webinars  were  a  great  and  effec5ve  means  of  genera5ng  leads  for  their  organiza5on.  

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Why  Webinars?  

Process  

• Lead  hand-­‐off    • System  integra7on  • Lead  follow  up  • Hand  raiser  process  • Lead  scoring  • Sales  Enablement  

Content  

• Speaker  • Assets  • Abstract  • Title  

Technology  

• Train  speakers  • Dry  Run  • Prac7ce  Sessions  • Interac7vity  tools  

Webinar  

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Timeline,  Promo7ons,  Follow-­‐up…oh  my!  

Task   Timing  Develop  event  plan   6  to  8  weeks  prior  

Finalize  event  topic,  7tle,  abstract  and  speakers   6  weeks  prior  

Setup  registra7on  and  begin  promo7on   4  to  6  weeks  prior  

Send  email  invite   2  weeks  prior  

DraX  of  slide  presenta7on   2  weeks  prior  

Full  rehearsal  and  event  dry-­‐run   1  week  prior  

Final  version  of  slide  presenta7on   2  to  3  days  prior  

Send  reminder  email  #1   24  hours  prior  

Send  reminder  email  #2   2  to  3  hours  prior  

Pre-­‐conference  with  moderator  and  speakers   30  minutes  prior  

Edit  recording  (if  needed)   Within  24  hours  aXer  

Send  follow-­‐up  emails  and  begin  sales  outreach   Within  24  hours  aXer  

Promote  on-­‐demand  recording   Ongoing  

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Timeline,  Promo7ons,  Follow-­‐up…oh  my!  

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Precise  Funnel  Targe7ng  

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Power  of  

Marke7ng  Automa7on  

Enterprise  Quality  

Flexibility    to  Fit  

Why  Integra7on?  

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Set  Up  Webinar  in  ReadyTalk    

(Register  at  Time  of  Mee7ng)    

Send  Invita7ons  through  marke7ng  

automa7on  

Take  Registra7ons  through  MA  

Send  Confirma7on  and  Reminder  Emails  

through  MA  (Generic  URL)  

AKendee  Completes  ReadyTalk  

Registra7on  Form  to  Join  Mee7ng  

Upload  ReadyTalk  AKendance  Data  into  

MA  (Manual  Process)  

Send  Follow-­‐Up  Emails  and  Drive  

Workflows  through  MA  

Before  Integra7on:  Disconnected  Systems  

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AXer  Integra7on:  Streamlined  Process  

Set  Up  Webinar  in  ReadyTalk  

(Pre-­‐Registra7on)  

Send  Invita7ons  through  MA  

Take  Registra7ons  through  MA  

Pass  Registra7on  Data  to  ReadyTalk  (Cloud  Connector)  

Receive  Back  Unique  Joining  URL  from  

ReadyTalk  (Cloud  Connector)  

Send  Confirma7on  and  Reminder  Emails  

through  MA  

Receive  Back  AKendance  Data  from  ReadyTalk    

(Cloud  Connector)  

Send  Follow-­‐Up  Emails  and  Drive  

Workflows  through  MA  

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Integrated  Webinars  =  Less  Manual  Work  

ü  Where  are  invites  coming  from?  

 ü  Where  are  you  

accep7ng  registra7on  from?  

 ü  Where  are  reminders  

and  post  event  emails  coming  from?  

 ü  How  are  you  rou7ng  to  

the  sales  team?  

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Why  Integra7on?  Prospect  Experience  

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Why  Integra7on:  Faster  Sales  Follow-­‐Up    

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Why  Integra7on:  Faster  Sales  Follow-­‐Up    

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In  More  Detail    

Invite  

Registra7on  Page  

Post  Event  Page  

Email  

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In  More  Detail    

Nurture   Department   Industry  

CRM   Sync  to  SFDC  

SFDC  Campaign  

ID  

Post  Event  Follow  Up   Survey   Further  Info  

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June  25th  

Email  All  SFDC  Users  Marke7ng  &  Sales  7tles  CTA:Demo  

Ex:  SFDC  Summer  Campaign  2012  

July  2nd  

Sales  Template  &  Call  

Call  on  new  release  

CTA:Demo  

July  17st  

Release:  SFDC  Update  

July  19th  

Email  CTA:Demo  

Asset:  Overdrive  Case  Study  (sidebar  

Dreamforce  invite  w/  

discount  code)  

Email  Invite  to  SFDC  

Webinar  (sidebar  Dreamforce  invite  w/  

discount  code  (resend  9/10)  

Aug    17th  

Aug  29th  

Sales  Template  &  Call  

Invite  to  webinar  template,  

include  discount  code  

Sept  10/11  

SFDC  Webinar  

Email  &  Telemarke5ng  CTA:  Follow  up  to  webinar,  invite  to  

Dreamforce  Asset:  Top  10    

 

Sales  Call  Reminder  about  the  webinar,  

encourage  to  aKend  

DREAMFORCE  2012  

Sept  18th  

Sept  18th  

Sept  12th  

Sept  13th  

Oct  3rd  

Email  &  Telemarke5ng  Dreamforce  Follow-­‐up  CTA:  Demo?  

Extended  Trial?      

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In  More  Detail:  Less  Manual  Work  

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Integra7on  =  BeKer  Webinar  Programs    

Webinar  Registra7on

   

Blog  Visit  

Webinar  AKendance  

Product  Page  

Pricing  Page  

Datasheet  Download  

2nd  Blog  Visit  

2nd  Product  Page  Visit  

Buy  compe7tor  

L  

Day  1     1st  Week     2nd  Week  

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Key  Takeaways    

ü Eliminate  tedious  data  manipula7on  work  

ü Streamline  the  par7cipant  experience  with                            consistent    branding  and  ease  of  entry    ü Accelerate  sales  conversion  with  faster  hand-­‐off,                          more  accurate  data  and  more  relevant  touches  

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Ques7ons?  Stop  by  our  booth!    

Simone  Nabers  Demand  Genera7on  Manager  [email protected]      @RTWebSem      www.linkedin.com/in/simonenabers      hKp://www.readytalk.com/blog/demand-­‐genera7on-­‐2