Email to Lead in 10 Days

2

@davepitta

Host

David PittaDemand Generation Marketing Manager

Presenter

Kathryn KilnerMarketing Manager@kkilner

Online Events Academy#OEAevent

PROGRAM

BrightTALK™ ONLINE EVENTS ACADEMY@brighttalk

3

Objective

Execute a live online event that generates qualified leads in 10 days

Day 1: Source database4

Leverage existing databases

Standardize data Tag data by source Keep data clean

Day 1: Source database5

Leverage data rental and purchase

Evaluate provider’s database building techniques

Estimate cost range from 10 to 50 cents per record

Expect bounce rates of 25% from most providers

Day 1: Source database6

Leverage partnerships

Initiate lead sharing agreement Align dual email

marketing efforts Coordinate dual post

event campaigns

Day 2: Segment database7

Segmentation strategy

Cold data

Industry Job title/function Company size/revenue Geography

Day 2: Segment database8

Segmentation strategy

Warm data

Based on recipient actions (opens/clicks)

Progressive content drip based on consumption

Day 3: Create assets9

Day 3: Create assets10

0 - 1

5 m

in.

15 -

30 m

in.

30 -

45 m

in.

45 -

60 m

in.

60 -

75 m

in.

75 -

90m

in.0

10

20

30

40

50

60

70

80

90

Average number of event atten-dees by webcast length in fi-

nancial services

Live On demand

Webcast length

Av

era

ge

nu

mb

er

of

vie

we

rs

0 - 1

5 m

in.

15 -

30 m

in.

30 -

45 m

in.

45 -

60 m

in.

60 -

75 m

in.

75 -

90 m

in.

90 -

105

min.

0

20

40

60

80

100

120

140

160

180

Average number of event at-tendees by webcast length in

technology

Live On demand

Webcast lengthA

ve

rag

e n

um

be

r o

f v

iew

ers

Source: BrightTALK™ data

Sun Mon Tue Wed Thu Fri Sat0

500

1,000

1,500

2,000

2,500

3,000

3,500

Viewings by day of the week for 2010 financial services webcasts

On demand Live

Nu

mb

er

of

vie

win

gs

Day 3: Create assets11

Sun Mon TueWedThu Fri Sat0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Viewings by day of the week for 2010 technology webcasts

On demand Live

Nu

mb

er

of

vie

win

gs

Source: BrightTALK™ data

Day 3: Create assets12

12:0

0:0

...

2:0

0:0

0 A

M4:0

0:0

0 A

M6:0

0:0

0 A

M8:0

0:0

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M10:0

0:0

...

12:0

0:0

...

2:0

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0 P

M4:0

0:0

0 P

M6:0

0:0

0 P

M8:0

0:0

0 P

M10:0

0:0

...

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Viewings by hour of day for financial services

Live On Demand

Hour of day (viewer's local time)

Nu

mb

er

of

vie

ws

12:0

0:0

0 A

M2:0

0:0

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M6:0

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M12:0

0:0

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M2:0

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M4:0

0:0

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M6:0

0:0

0 P

M8:0

0:0

0 P

M10:0

0:0

0 P

M

0

5000

10000

15000

20000

25000

30000

Viewings by hour of day for technology

Live On Demand

Hour of day (viewer's local time)

Nu

mb

er

of

vie

ws

Live On demand

Source: BrightTALK™ data

Day 3: Create assets13

Branding

Site navigation & related content assets

Call-to-action buttons

Social profiles

BackgroundAnalytics & marketing automation tracking

Keyword-rich text

Keyword-rich text

Event player available forlive & on-demand viewing

Day 4: Execute email campaign

Configuration Management: Forrester, BCS CM Specialist Group, Lloyds TSB & more

Kill the CMDB?0

100200300400500600700800900

Aggregate Unique Opens by Subject Line

Configuration Management: Forrester, BCS CM Specialist Group, Lloyds TSB & more

Kill the CMDB?0

20406080

100120140160180200

Aggregate Clicks by Subject Line

14

Day 4: Execute email campaign15

Day 4: Execute email campaign16

Day 4: Execute email campaign17

Context

Issue

ValueAction

Action

Action

Day 4: Execute email campaign18

Be diligent

Federal Trade Commission rules Be honest in header information Reflect content of email in subject lines Identify the message as an ad Include physical street address Provide obvious way for recipients to opt out

of receiving future emails Honor all opt-out requests immediately Monitor what others are doing on your behalf

Source: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

AA B C D

Name:Company:

Title:Phone:Email:Level:

Company size:Industry:Country:

State:Zip:

Objective:Originating URL:

John SmithVirtualizedData Center Manager415-555-1234jsmith@virtualized.comDirector2500-5000High techUSACA94105Lead generationhttp://events.partner.com

Viewing data:Enterprise Cloud Solutions: Focus on Flexibility Live 25:30Virtualized Data Center Roundtable Recorded 38:20

Questions asked: What do you see as the future of the cloud? Private and internal or public/external?What are the challenges for existing Server management solutions like Server Automation (Opsware) or BMC’s BladeLogic in managing virtual systems?

Vote:Are you considering a Cloud Services Initiative?Answer: Yes, currently in planning stage

Feedback:Great presentation!

Rating4 / 5

Demographics: 50%

Meets target geo, industry,

and company size and BANT questions

Consumption: 15%

Extra points for viewing multiple

events and above average duration

Engagement: 10%

10 points for question

Interactivity: 15%

5 points for participating

1-5 based on answer

Sentiment : 10%

1 point per star

5 points for feedback

DCBA B C DA

A B C D

A

Day 5: Plan post event campaign19

Online event lead scoring methodologyDemographic scoring Behavioral scoring

Day 6: Review presentation20

Create compelling slides

Develop a theme Follow brand guidelines Use consistent font and font size Align text Proofread

Day 7: Host practice webcast21

Practice, practice, practice

Know user interface Check voice quality Understand question tool Set up polls Review event pace

Day 8: Execute 24 hour email

Source: BrightTALK™ data

22

Day 9: Host live event23

Live event day

Prepare the room Prepare yourself Tell a good story Enjoy

Day 10: Launch campaign24

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email invitation

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asset transition

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sales call-to-action

Asset

Asset

Asset

Asset Asset

T I M I N G T I M I N G

Launch post event campaign

Summary25

DAY 1 Source database DAY 2 Segment database DAY 3 Create assetsDAY 4 Execute email campaignDAY 5 Plan post event campaignDAY 6 Review presentationDAY 7 Host practice webcastDAY 8 Execute 24 hour emailDAY 9 Host live event DAY 10 Launch (post event) campaign

26

Questions

27