b2b webinar best practices - how to effectively nurture webianr attendees
DESCRIPTION
Webinar from SalesFUSION and WebAttract on how to effectively manage and optimize the attendance and post-webinar conversion through nurture marketing, audience recruitment and content-driven marketingTRANSCRIPT
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Creating high-performance lead gen webinars
SalesFUSION Webinar Nurturing webinar leads
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What we’ll cover today
• Introductions• Webinars as a lead generation channel• Types of webinars webinar content• Webinar as a long-term campaign• Audience recruitment • Tips for delivering a great webinar• Post-webinar nurture campaigns• Extending the webinar content
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About SalesFUSION
• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests
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Mike AgronExecutive Webinar Producer
WebAttract, [email protected] www.webattract.com
+916.804.4703
An End2End Solution for Webinar Demand Creation
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ABOUT WEBATTRACT
• Professional services organization of B2B webinar experts
• Helps marketing and sales professionals excel at demand gen
• Delivers a proven methodology, best practices & metrics
• Clients include global and emerging brands• Recently commissioned by Citrix Online to author a new eBook
“WebinarReady™ - A Step-by-Step Guide to Hosting Successful Webinars”
AN “END2END” SOLUTION FOR WEBINAR DEMAND CREATION
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Stay on until the end and play SalesFUSION Slots!
• Showcase of cool little feature in our dialog/landing pages• Pick a winner of a Starbucks gift card using our integrated slot machine!
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Challenges you will face
More competition for people’s timeEmail deliveryCreating a compelling messageContent creationRegistrant attendanceFollow up and qualification
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Types of webinars
Industry best practices/point of viewProduct promotion/releaseTrainingAccredited/Association-focusedCustomer retention
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Nurture-based marketing is 100% dependent upon good content
2012 b2b content marketing report from MarketingProfs
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Content is becoming the key driver for Nurture-based programs
2012 b2b content marketing report from MarketingProfs
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WEBINAR DEMAND GENERATION
Qualified Sales LeadsRaises Brand Awareness
Targeted Demographic Value Proposition
Thought Leadership
+ =
©2012 WebAttract LLC
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©2012, WebAttract LLC
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INFORMATIONAL VS. SALES PITCH
Informational vs. Sales PitchCase Study Product Centric
Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
©2012 WebAttract LLC
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WEBINARS ARE MAGNETS FOR ATTRACTING PROSPECTS THAT ARE RIPE TO BECOME YOUR CUSTOMERS
Their Needs are Not Being Met They are Actively Looking for a Solution
OR
TipIf your value proposition is
timely and a “must have”, people will opt in to register
for your webinar©2012 WebAttract LLC
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KEY SOURCES FOR GREAT CONTENTPEOPLE ARE EAGER TO HEAR ABOUT BEST PRACTICES &LESSONS LEARNED IN SOLVING REAL LIFE CHALLENGES
Client Case
Studies
Industry Analysts
AuthorsSubject Matter Experts
White Papers
©2012 WebAttract LLC
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• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started?
FOCUS ON BUSINESS VALUE
KEY FACTORS OF A CASE STUDY
©2012 WebAttract LLC
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POPULAR “MUST HAVE” B2B WEBINAR THEMES
Case Study – Business Improvement
How To - Tutorial
Standards & Compliance
©2012 WebAttract LLC
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PLAN FOR PREDICTABLE OUTCOMES
Webinar Objectives
Audience Value
Define Success FactorsCall To Action
Analyze Life Cycle
Intelligence
©2012 WebAttract LLC
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Com
mer
cial
Out
com
es
Low Value to Your Audience
High
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
HIGH PERFORMING – HIGH IMPACT
©2012 WebAttract LLC
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• Invitation should be clear and concise
• Make the dates/time and how to register highly visible
• Main paragraph should show well in Outlook preview pane
• Tues-Thursday between 11A – 2PM
Tips and tricks for success – email invitation
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• Simple, and main body above the fold
• Registration – don’t ask too much – only what’s needed
• Reinforce the agenda• Reinforce the time/date
Tips and tricks for success – Registration
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• Instant release• 1 week before• 2 days before• Day of• Include outlook
reminder• Opportunity to cross-
promote/reinforce brand
• OK to link to other online resources
Tips and tricks for success – Confirmation
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PLANNING FOR WEBINAR NURTURE CAMPAIGNS
• Average time frame for webinar promotion is 4-6 weeks
• Post promotion – content and attendee behavior focused
• Begin with webinar materials – filter down to product materials toward end
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• Multimedia – video, slides, resources
• Promotional asset for ongoing use
• Posted to website, social networks…etc.
• Link back to online sites such as YouTube/SlideShare
Tips and tricks for success – Post webinar microsite
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Results
EXTENDING YOUR REACH WITH SOCIAL MEDIA
TipWebinarlistings.com
©2012 WebAttract LLC
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KEY AUDIENCE RECRUITMENT METRICS TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES
©2012 WebAttract LLC
Metric Significance
50,000 Size of the targeted demographic audience
750 1.5% will reach your registration landing page
250 A Click Thru Ratio of 33% will yield 250 registrants
100 40% or more registrants will actually attend
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POST WEBINAR
• Mine final analytics for prospect insights
• Record and edit for on demand viewings
• Send a thank you email/link (24 to 48 hrs.)
• Don’t forget to thank your speakers
• Harvest analytics to start a warm conversation with attendees and no shows
• Manage funnel to convert and nurture prospects into customers
NOW IS THE TIME TO EXTEND THE DIALOGUE AND SELL
©2012 WebAttract LLC
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The use of marketing automation tools in successful webinars• Control the brand and message – don’t rely on
webinar tools for registration, drip, trigger, nurture-based emails
• Robust analytics• Pre-build and copy your campaign flow over and
over• Native integration to webinar platforms• Better performance and attendee rates.
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Benefits of using marketing automation to run webinars• Pre-build subject swaps – increase opens and CTR• Track and adjust your webinar in real-time• Control and adjust the message/subject line based on
performance
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Com
mer
cial
Out
com
es
Low Value to Your Audience
High
High PerformingHigh Impact
Low PerformingHigh Impact
High PerformingLow Impact
Low Performing Low Impact
HIGH PERFORMING – HIGH IMPACT
©2012 WebAttract LLC
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Integrate results to CRM
• Move leads from webinar to CRM more efficiently• Keep sales in the loop• Tie in telesales for pre/post call-downs• Track webinar leads through opportunity
creation/close
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Leveraging event management in MA Software• Integrated event management combines planning, executing and
tracking online events into a single interface• Integration with webinar platforms makes branding of
reminders/registration pages easier for the producer
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Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com• Learn more www.webattract.com
• Thanks for staying with us! Let’s pick a winner of the Starbucks Card