A Marketer's Game Plan for Successful Webinars

© 2014 Marketo, Inc. Proprietary and Confidential

A Marketer’s Game Plan

for Successful Webinars

Erin Blaze Senior Specialist, Webinar Marketing


Quick Housekeeping

1.We are recording today’s webinar

2.A link to the slides and recording will be

sent to you via email later today

3.Enter your questions in the chat tab and

we’ll get to as many of them as we can!

4.We are recording today’s webinar.

Did I mention we’re recording the webinar?


Why are webinars such a big deal?



1. Content that attracts prospects and keeps

them coming back

2. Can easily be repurposed into additional

content assets

3. Helps establish your brand as a thought

leader in your space

4. Reach broad/ international audiences

5. Less costly form of event marketing




Today’s Agenda

1. Webinar content

2. Planning creative and effective promotions

3. Prepping for and executing live event

4. Creating your follow-up strategy

5. Measuring success


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 names

5. 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 day

Phone call from Sales (Leads)

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 time

2. 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 time

2. Calendar/ ics file

(Save the Date)

3. Access URL or other login

instructions




Clone

Complete

Programs

Use “Tokens”

To

Parameterize

How the Heck Do I Do All of This??


Prepping for Event Day!

1. Conduct dry-run with speakers

2. Make sure speakers have calendar invite

3. Request slides 3-5 days in advance

4. Book a small, quiet conference room

equipped with a hand/headset

5. Notify sales team

6. Send reminder emails

7. Have follow-up plan ready….


Event Day!

Important tips for speakers…

1. Print out slides/ notes

2. Headsets are optimal; NO CELL

PHONES

3. Hardwire/ plug in your laptop

4. Mute yourself if not speaking

5. Have water on hand

6. 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

Go

od

B

est

Pipeline Measurements


Q&A


Additional Resources

To watch more Marketo webinars,

Visit www.marketo.com/webinars

To sign up for upcoming webinars,

Visit www.marketo.com/events

For more information on the Marketo

LaunchPoint program, visit

www.launchpoint.marketo.com

http://www.marketo.com/webinars

http://www.marketo.com/events

http://www.launchpoint.marketo.com/


More Questions?

Contact me!

Erin Blaze

Sr. Webinar Marketing Specialist

[email protected]

@erineblaze

mailto:[email protected]

Technology

A Marketer's Game Plan for Successful Webinars