how to optimize your webinar strategy to meet your marketing goals

#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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Questions? We’ve got answers!

(At the end of the webinar ☺)


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Questions? We’ve got answers!

(At the end of the webinar ☺)


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What does today’s journey look like?


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



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)



Start doing webinars

Grow registrations

Improve engagement


The Kissmetrics Webinar Series

• Thousands of Registrants

• Hundreds of attendees

• Hundreds of MQLs

• Tons of questions

• Great feedback


The Kissmetrics Webinar SeriesSUCCESS??

• Thousands of Registrants

• Hundreds of attendees

• Hundreds of MQLs

• Tons of questions

• Great feedback


We are confused image

I’m not so sure…


Awareness

Consideration

Conversion

Loyalty

Advocacy

Prospects

Customers


Awareness

Consideration

Conversion

Loyalty

Advocacy

ToFu - Top of the funnel

MoFu - Middle of the funnel

BoFu - Bottom of the funnel


Awareness

Consideration

Conversion

Loyalty

Advocacy




Problem you are facing:

• Brand Awareness

• Though leadership

• Product Awareness


Awareness

Consideration

Conversion

Loyalty

Advocacy





• Brand Awareness

• Though leadership


What you want to optimize for:

• Registrations

• Content consumption - Live Attendance - Recording consumptions


Awareness

Consideration

Conversion

Loyalty

Advocacy




Find your best topics from your data:

• Your blog

• PDF Guides / White Papers

• Ask your audience what interests them


Dive into your own webinar data


Awareness

Consideration

Conversion

Loyalty

Advocacy




Gather insight from

• Your blog


Awareness

Consideration

Conversion

Loyalty

Advocacy




Gather insight from

• Your blog


• Asking you audience


Topics to drive registrations

Analytics Reports

• Which webinars gets the most registrations?


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



Marketing Automation Reports

• How many visits did the webinar page get?

• How many new prospects did you gain?

Topics to drive new emails


Increase New Registrations

Partner webinars

• Share the content burden

• Get access to new prospects

• Requirements

• Your channel or theirs?

• Share leads


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!


Testing Landing Page and Forms for registrations


Testing Landing Page and Forms

VS."Even if you can't make it, sign

up anyway! We'll send you the recording."



+6.91% increase in conversions, at 97.39% significance!

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Subscribe Now

http://go.uberflip.com/subscribe-to-content-marketing-hub?utm_source=Webinar%20Slides&utm_medium=SlideShare&utm_campaign=CTA%20Slide



VS.



+24.01% increase in conversions, at 100% significance!


Awareness

Consideration

Conversion

Loyalty

Advocacy





Awareness

Consideration

Conversion

Loyalty

Advocacy






• Solution Need

• Solution Buy-in


Awareness

Consideration

Conversion

Loyalty

Advocacy




What you want to optimize for: • Conversions

- Trials / Demos • Product Information

- Downloads / Requests



• Solution Need

• Solution Buy-in


Topics

CRM Reports

• Which webinars perform the best?

• Infinite amount of ways to get break

it down

• Hard to get a full funnel view


Topics

Analytics Reports

• Where is your greatest opportunity?

Registered for webinar

Requested Product Demo


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%)


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!


Topics


Topics

Hundreds of new leads a month!!


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


Testing Landing Page and Forms for registrations



VS.

“Would you like a demo of KISSmetrics?”



-40.40% increase in conversions, at 99.74% significance!


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


Analytics Webinar

PresentationQ&A Kissmetrics

Demo

Contact Pole

Sales handoff

Personal Kissmetrics

Demo


Awareness

Consideration

Conversion

Loyalty

Advocacy





Awareness

Consideration

Conversion

Loyalty

Advocacy




Problem you are facing: • Product Adoption • Retention • Product Advocation


Awareness

Consideration

Conversion

Loyalty

Advocacy




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


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


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


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


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


Webinar Office Hours


Screenshot of happiness poll


Analytics Satisfaction

Poll

Not Happy?

Customer

Prospect Sales for outbound

CS for followupHappy?


Awareness

Consideration

Conversion

Loyalty

Advocacy





We learned to watch out for this guy…



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



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


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


How to Optimize Your SaaS Growth With Kissmetrics

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kiss.ly/demokiss.ly/saasgrowth

www.kissmetrics.com


QUESTION TIME!

Thue Madsen Marketing Operations, Kissmetrics

@ThueLMadsen

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com