#uberwebinar @Uberflip
Hana Abaza VP Marketing, Uberflip @hanaabaza
Thue Madsen Marketing Operations, Kissmetrics @ThueLMadsen
How to Optimize Your Webinar Strategy to Meet Your
Marketing Goals
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
#uberwebinar @Uberflip
Stick Around For a Demo
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What does today’s journey look like?
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Agenda: • What is the goal of your webinars and where do they fit into your marketing funnel? ‣ Top of the funnel (ToFu)
‣ Middle of the funnel (MoFu)
‣ Bottom of the funnel (BoFu)
• Gathering the Data you need to improve your webinars • Ideas to optimize your webinars • Leveraging A/B Testing to optimize your webinars
What does today’s journey look like?
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My presumptions:
• You know about webinars
• You have probably done webinar already
• You are ready to take it to the next level and get strategical
Also:
• I will use examples from my own company and experience
• All data is made up or altered considerably
• I’m not going to cover much of promotion (not enough time)
What does today’s journey look like?
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Start doing webinars
Grow registrations
Improve engagement
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The Kissmetrics Webinar Series
• Thousands of Registrants
• Hundreds of attendees
• Hundreds of MQLs
• Tons of questions
• Great feedback
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The Kissmetrics Webinar SeriesSUCCESS??
• Thousands of Registrants
• Hundreds of attendees
• Hundreds of MQLs
• Tons of questions
• Great feedback
#uberwebinar @Uberflip
We are confused image
I’m not so sure…
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#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
Prospects
Customers
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Brand Awareness
• Though leadership
• Product Awareness
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Brand Awareness
• Though leadership
• Product Awareness
What you want to optimize for:
• Registrations
• Content consumption - Live Attendance - Recording consumptions
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Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Find your best topics from your data:
• Your blog
• PDF Guides / White Papers
• Ask your audience what interests them
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Dive into your own webinar data
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Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Gather insight from
• Your blog
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Gather insight from
• Your blog
• PDF Guides / White Papers
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Gather insight from
• Your blog
• PDF Guides / White Papers
• Asking you audience
#uberwebinar @Uberflip
Topics to drive registrations
Analytics Reports
• Which webinars gets the most registrations?
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Topics to drive registrations
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Can also be done with UTM - Examples of UTMshttp://go.uberflip.com/how-to-optimize-your-webinar-strategy-to-meet-your-
marketing-goals?utm_medium=email&utm_campaign=webinar-152&utm_source=Kissmetrics&
utm_content=tofu-webinar
Topics to drive registrations
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Marketing Automation Reports
• How many visits did the webinar page get?
• How many new prospects did you gain?
Topics to drive new emails
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Increase New Registrations
Partner webinars
• Share the content burden
• Get access to new prospects
• Requirements
• Your channel or theirs?
• Share leads
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Partner webinars
Partner webinars
• Keep an editorial calendar
• Make an “agreement” to set expectation and
responsibilities
• Set a timeline to get all assets
• Look for thought leaders but make sure to match
your best topics!
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Testing Landing Page and Forms for registrations
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Testing Landing Page and Forms
VS."Even if you can't make it, sign
up anyway! We'll send you the recording."
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Testing Landing Page and Forms
+6.91% increase in conversions, at 97.39% significance!
Join 20,000+ smart marketers& subscribe to our daily email
Subscribe Now
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Testing Landing Page and Forms
VS.
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Testing Landing Page and Forms
+24.01% increase in conversions, at 100% significance!
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Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Product Awareness
• Solution Need
• Solution Buy-in
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
What you want to optimize for: • Conversions
- Trials / Demos • Product Information
- Downloads / Requests
Problem you are facing:
• Product Awareness
• Solution Need
• Solution Buy-in
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Topics
CRM Reports
• Which webinars perform the best?
• Infinite amount of ways to get break
it down
• Hard to get a full funnel view
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Topics
Analytics Reports
• Where is your greatest opportunity?
Registered for webinar
Requested Product Demo
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Topics
Registered for webinar
Requested Product Demo
1420
1420 (6.1%)
6.1%15.1%
120 (13.1%)
80 (12.4%)
92 (12.9%)
64 (10.2%)
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Topics
Our best practice for MoFu• Thought leader topics showing the value of our products • Something you can do with various solution but that we do better • There has to be value even if they are not interested in your product!
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Topics
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Topics
Hundreds of new leads a month!!
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Collecting Demo Request up front
Make sure your lead understand your offering• Great to increase lead volume drastically • Make sure your funnel can handle it • Prospects may not know what they are opting in to • Lead quality might suffer
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Testing Landing Page and Forms for registrations
#uberwebinar @Uberflip
Testing Landing Page and Forms
VS.
“Would you like a demo of KISSmetrics?”
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Testing Landing Page and Forms
-40.40% increase in conversions, at 99.74% significance!
#uberwebinar @Uberflip
Collecting leads in webinar
Make sure you don’t hold your audience hostage• Prospects are not always there to get a demo or pitch • Find the right time and length to pitch • Create a system for collecting and following up with leads
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Analytics Webinar
PresentationQ&A Kissmetrics
Demo
Contact Pole
Sales handoff
Personal Kissmetrics
Demo
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Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing: • Product Adoption • Retention • Product Advocation
#uberwebinar @Uberflip
Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
What you want to optimize for: • Product usage and utilization • Customer Happiness
- Feedback, support tickets
• Product referrals
Problem you are facing: • Product Adoption • Retention • Product Advocation
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Talk to your colleagues to find topics
Use the people who talk to your customers all the time
• Your Sales department meets the customers every day
• Customer Success knows about all the great and not so great things of your product
• Products know where the product is headed
• This is very much a team effort
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Topics
Analytics Reports
• What are the topics that your customers like?
1205 people
120 people
120 people
1205
120
120
2067 people 2067
1108 people
108 people
1108
108
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Topics
My favorites that we have seen work great
• Advanced use case of our product
• Setting yourself up for success with the tool
• How to do more with less
• Roadmap and beta training
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Topics
Get more out of your customer webinars
• Repurpose into on boarding, e-course, etc.
• Invite trials users, prospects if relevant though
exclusivity can be very beneficial
• But remember what the primary goal is
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Webinar Office Hours
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Screenshot of happiness poll
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Analytics Satisfaction
Poll
Not Happy?
Customer
Prospect Sales for outbound
CS for followupHappy?
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Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
#uberwebinar @Uberflip
We learned to watch out for this guy…
#uberwebinar @Uberflip
The Kissmetrics Webinar Series
Three kinds of webinars
• Pure thought leadership that also stimulates product awareness - ToFu
• Product webinars that can be applied even without the use of Kissmetrics -MoFu
• Customer webinars that promotes Kissmetrics best practices and advanced use cases - BoFu
#uberwebinar @Uberflip
The Kissmetrics Webinar Series
Three kinds of webinars
• Pure thought leadership that also stimulates product awareness
• Product webinars that can be applied even without the use of Kissmetrics
• Customer webinars that promotes Kissmetrics best practices and advanced use cases
#uberwebinar @Uberflip
Crushing your webinar goals!
My rules of thumb:
• Know what you are trying to achieve with your individual webinars
• Have a specific goal and a way to know when you succeed
• Have your analytics and other platforms set up to give you the right data
• The more accessible and easy to find the higher the chance of success
• Advanced: Build a webinar programs that strategically contributes to every
step of the funnel
#uberwebinar @Uberflip
How to Optimize Your SaaS Growth With Kissmetrics
Kissmetrics Demo
kiss.ly/demokiss.ly/saasgrowth
www.kissmetrics.com
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QUESTION TIME!
Thue Madsen Marketing Operations, Kissmetrics
@ThueLMadsen
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com