A Marketer's Game Plan for Successful Webinars - Target Marketing Virtual Event

© 2014 Marketo, Inc. Proprietary and Confidential

A Marketer’s Game Plan for Successful Webinars

Erin BlazeSenior Specialist, Webinar Marketing


Why are webinars such a big deal?



1. Content that attracts prospects and keeps them coming back2. Can easily be repurposed into additional content assets3. Helps establish your brand as a thought leader in your space4. Reach broad/ international audiences5. Less costly form of event marketing




Content: Thought leadership vs Product Webinars

VS


Content: Who is your audience?B2B? Enterprise?

Sales?

B2C?


Content: Keep things fresh!








Finding Speakers


Finding Speakers

1. Leverage experts at your own company

2. Customers are often enthusiastic about sharing their story using your product

3. Work with partners in your space to co-present and co-promote (Ex: Marketo

LaunchPoint Partner Program)4. Every once in awhile, go for the big

names5. Do it yourself!


Invites:

Invite + Press Release

T-2 weeks invite

T-1 weeks invite v2

T-2 days invite

Confirmation:

Confirmation Email (triggered upon registration)

Reminder 2 days prior

Reminder 1 hour prior

Follow-up:Send slides/recording same dayPhone call from Sales (Leads)

3rd email drives the most registrations – ramp cadence

closer to event

Step 2: Promotion


Social Promotion


Game Plan for Rockin’ Emails



Tips for Email Logistics:

1. Schedule your invites as soon as you finalize webinar date

2. Make sure to coordinate with other members of your team who may be sending emails to similar audiences



3. Email copy should be compelling, yet concise!





4. Fun art to grab attention!


Special Offers/ Themes


Does the copy fit the message?


Confirmation and Reminder Emails

ALL registrants should receive a confirmation email confirming:

1. Webinar date and time2. Calendar/ ics file (Save the Date)3. Access URL or other login instructions


Confirmation and Reminder Emails

ALL registrants should receive a confirmation email confirming:

1. Webinar date and time2. Calendar/ ics file (Save the Date)3. Access URL or other login instructions




Clone Complete Programs

Use “Tokens”

To Parameteri

ze

How the Heck Do I Do All of This??


Prepping for Event Day!

1. Conduct dry-run with speakers2. Make sure speakers have calendar

invite3. Request slides 3-5 days in advance4. Book a small, quiet conference

room equipped with a hand/headset5. Notify sales team 6. Send reminder emails7. Have follow-up plan ready….


Event Day!

Important tips for speakers…1. Print out slides/ notes2. Headsets are optimal; NO CELL

PHONES3. Hardwire/ plug in your laptop4. Mute yourself if not speaking5. Have water on hand6. No gum or lozenges while

speaking


Step 3: Follow-up

Follow up emails are mission critical.

Don’t lose a golden opportunity to keep your brand and content top of mind.


Step 3: Follow-up

Have a follow-up game plan lined up

At Marketo, we follow-up within three hours of the webinar’s conclusion


Step 3: Follow-up


Follow-Ups: Secondary CTA’s


Follow-Ups: Other Thoughts

Make sales a part of the process


Post-Follow Up


Step 4: Measuring Success


Step 4: Measuring Success

It’s not just about the attendance number!

Webinars nurture prospects and customers over time


Example of Marketo Success

Source: Marketo Revenue Cycle Analytics, Apr 2014


Example: Measure to Prove ROI

Goo

dBe

st

Pipeline Measurements


Q&A


More Questions?

Contact me!

Erin BlazeSr. Webinar Marketing [email protected]@erineblaze

mailto:[email protected]

Technology

A Marketer's Game Plan for Successful Webinars - Target Marketing Virtual Event