Online Events: Turning Virtual Guests Into Real Success

Jignesh ShahCEO @ Rybbon

Online events are an essential part of the marketing toolkit

Webinars Live Demos

Virtual Conferenc

es

Captive Audience Live interaction Opportunity to ‘Wow’

The Promise

Significant investment of marketing team’s time & effort

200+ hoursper

Webinar

Speaker Recruitmen

t & scheduling

Content Preparation

Promotion

Follow-up

Lead Handoff

Driving attendance and engagement can be challenging

60 -90% No-show rates

“The juice is not worth the squeeze”.- Why sales usually does not share marketing’s enthusiasm for webinar leads.

Follow-up Cadence

Promotion plan

Success requires alignment

Metalogix Webinar Program Evolution

From To

8 webinars per year

Reactive

110 webinars per year for

0.5 FTE managing webinar program

35% TOFU leads

8 products

6% conversion to opportunities

100-1,000 attendees

Today’s focus Match online event types to objective Webinars

– Driving webinar attendance in 2016– Webinar follow-up.

Using segmentation to drive Integrating the sales comm. tools like Salesloft

Cadence and ToutApp.– Scaling your webinar program.

Where should each online event type fit into your marketing strategy?

Webinars Live Demos

Virtual Conferenc

es

Let your product’s buyer process guide you

Buyer ProcessNot in Market

Stimulated Define Problem

Searchfor solutions

Evaluate Short-list

Negotiate Deal

Use Renew & Referral

Awareness & EducationDemand for Solution

Solution Selection Customer Success

Customer Advocates

Buying PhaseMarketing Goal

Content/Tactics

Virtual EventsWebinars

Live Demo

• Building Your Database of Contacts

Virtual Conferences

• Positioning the solution approachWebinar

• Positioning the productLive Demo

Online Events are Best Suited For:

Driving Webinar Attendance in 2016

What you are competing against

The average buyer receives 50 marketing offers every week!

The Basics of Driving Attendance

Promotion Schedule– T-14 – Invitation Wave 1– T-7 – Invitation Wave 2

(to unopened) – Confirmation Email– T-1 or T-0 Reminder

Email

Conversion Rate Optimization– Webinar Titles– Email Subject Lines– Email Copy– Registration Page

Make it easy to say ‘Yes’

Separate webinars per US and EU time zones

No more than 45 minutes. Try 30 minutes. Promote webinar recording availability in

the invite and landing page

Serving morning coffee on your webinar!

50% Increase in Attendance

Conversation started for sales follow-up.

Webinar Follow-up

Divide & Conquer

Sales Email + Phone

Follow-up

• Took Immediate Action (Requested Trial/Demo/Info)

• ABM Targets

BDR Email + Phone Follow-up

• Attended• Viewed

Recording

BDR Email Follow-up • Registered

Marketing: Everyone: Takeaways, Recording, Next Best Action

Sales Communication Automation for Webinar Follow-up

Setup email and phone sequence and templates

‘Batched’ reminders and follow-ups.

Automatic activity logging

Scaling Your Webinar Program

Repeat your best webinars. Again. And Again. And Again.

WebinarSpeaker

Recruitment &

scheduling

Content Preparation

Promotion

Follow-up

Lead Handoff

Invite new prospects to your webinar and move them forward

Buyer ProcessNot in Market

Stimulated Define Problem

Searchfor solutions

Evaluate Short-list

Negotiate Deal

Use Renew & Referral

Awareness & EducationDemand for Solution

Solution Selection Customer Success

Customer Advocates

Your Best Webinar

Use Marketing Automation to scale promotion and follow-up

Webinar

Speaker Recruitme

nt & scheduling

Content Preparatio

n

Promotion

Follow-up

Lead Handoff

Repeatable promotion schedule Use Marketo MyTokens & Clone Registration: Marketo + Webinar Platform Gift Delivery: Marketo + Rybbon

Scaling hand-off to Sales

Webinar

Speaker Recruitmen

t & scheduling

Content Preparatio

n

Promotion

Follow-up

Lead Handoff

SFDC campaigns for conversion tracking Segment and prioritize Sales communication tools for lead follow-up

Questions