Session sponsored by!
#LLCseries	
  
Lead to Revenue: !
How to Use Webinars to
Accelerate the Buying Cycle!
#LLCseries	
  
Questions / ON24 Logistics !
•	
  Download	
  this	
  white	
  paper.	
  
•	
  View	
  our	
  podcast.	
  
...
#LLCseries	
  
Follow	
  this	
  webinar	
  on	
  Twi>er	
  
#LLCseries	
  	
  
Demand	
  Gen	
  Report:	
   @DG_Report	
 ...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
•  Launched	
  in	
  2007	
  to	
  track...
#LLCseries	
  
Panelists!
Andrew	
  Gaffney,	
  	
  
Publisher,	
  
Demand	
  Gen	
  Report	
  
	
  
Mark	
  Bornstein	
  ,...
Lead to Revenue:
How to Use Webinars to Drive the Buying Cycle
Mark Bornstein
Sr. Director, Content Marketing
ON24
7 | ©20...
8 | ©2013 ON24, Inc. All Rights Reserved."
DRIVING	
  
AWARENESS	
  
50%	
  
Website	
  
44%	
  
Content	
  Marke/ng	
  
4...
9 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng	
  Challenge:	
  Buyer	
  Self-­‐Educa/on	
  
65%	
  	
  
Percentage	
...
10 | ©2013 ON24, Inc. All Rights Reserved."
Why	
  are	
  buyer	
  behaviors	
  changing?	
  
• Increased access to inform...
11 | ©2013 ON24, Inc. All Rights Reserved."
The	
  Role	
  of	
  MarkeTng	
  is	
  Changing	
  
Buying Cycle!
Awareness!
P...
12 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng	
  Challenges:	
  	
  Content	
  Produc/on	
  
73%	
  of	
  marketers...
13 | ©2013 ON24, Inc. All Rights Reserved."
ON24	
  Webinars	
  Influence	
  All	
  Stages	
  of	
  the	
  Buying	
  Cycle	...
14 | ©2013 ON24, Inc. All Rights Reserved."
ON24	
  Webinars	
  Influence	
  All	
  Stages	
  of	
  the	
  Buying	
  Cycle	...
15 | ©2013 ON24, Inc. All Rights Reserved."
WebcasTng:	
  The	
  perfect	
  tool	
  for	
  the	
  job	
  
§ Can be custom...
16 | ©2013 ON24, Inc. All Rights Reserved."
Guiding	
  the	
  Customer	
  Journey	
  
Phase 1: "
Establish thought leaders...
17 | ©2013 ON24, Inc. All Rights Reserved."
Phase	
  1:	
  Establish	
  Thought	
  Leadership	
  	
  
Primary	
  MarkeYng	...
18 | ©2013 ON24, Inc. All Rights Reserved."
Phase	
  2:	
  Become	
  Trusted	
  Advisor	
  	
  	
  
Primary	
  MarkeYng	
 ...
19 | ©2013 ON24, Inc. All Rights Reserved."
Phase	
  3:	
  PosiTon	
  SoluTon	
  	
  
Primary	
  MarkeYng	
  Goal	
  	
  
...
20 | ©2013 ON24, Inc. All Rights Reserved."
Phase	
  4:	
  Demonstrate	
  Value	
  	
  
Primary	
  MarkeYng	
  Goal	
  	
 ...
21 | ©2013 ON24, Inc. All Rights Reserved."
OpTmizing	
  Webinars	
  for	
  Each	
  Stage	
  of	
  the	
  Buying	
  Cycle	...
22 | ©2013 ON24, Inc. All Rights Reserved."
Successful	
  Webinars	
  Have	
  a	
  Call-­‐To-­‐AcTon	
  
Thought leadershi...
23 | ©2013 ON24, Inc. All Rights Reserved."
Enable	
  Self	
  SelecTon	
  to	
  Accelerate	
  to	
  Next	
  Stage	
  
24 | ©2013 ON24, Inc. All Rights Reserved."
Driving	
  the	
  Buying	
  Cycle:	
  Follow	
  the	
  digital	
  footprint	
 ...
25 | ©2013 ON24, Inc. All Rights Reserved."
Automate	
  the	
  Journey	
  
Awareness " Preference " Purchase"


!
"
Market...
26 | ©2013 ON24, Inc. All Rights Reserved."
Find	
  prospects	
  as	
  they	
  are	
  searching	
  for	
  you	
  
	
  	
  ...
Q&A"
27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
#LLCseries	
  
Q&A // Panelists!
Andrew	
  Gaffney,	
  	
  
Publisher,	
  
Demand	
  Gen	
  Report	
  
	
  
Mark	
  Bornste...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
Thanks for attending this session!!
Make	
  sure	
  to	
  a>end	
  the	
  next	
  session	
  in	
  the	
  L...
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Lead to Revenue

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Demand Gen Report's Lead LifeCycle series session sponsored by ON24

#LLCSeries

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Lead to Revenue

  1. 1. Session sponsored by! #LLCseries   Lead to Revenue: ! How to Use Webinars to Accelerate the Buying Cycle!
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   ON24:   @ON24  
  4. 4. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  5. 5. #LLCseries   About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched  in  2007  to  track  best  pracTces  in   lead  generaTon   •  Newsle>er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   pracTces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  6. 6. #LLCseries   Panelists! Andrew  Gaffney,     Publisher,   Demand  Gen  Report     Mark  Bornstein  ,     Senior  Director,  Content  MarkeTng     ON24,  Inc.       Moderator    
  7. 7. Lead to Revenue: How to Use Webinars to Drive the Buying Cycle Mark Bornstein Sr. Director, Content Marketing ON24 7 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
  8. 8. 8 | ©2013 ON24, Inc. All Rights Reserved." DRIVING   AWARENESS   50%   Website   44%   Content  Marke/ng   44%   Analyst  Rela/ons   43%   Search  Engine   45%   Webinars/Webcasts   The  Role  of  Webinars  in  the  Sales  Process   LEAD   GENERATION   39%   Sales  Enablement   38%   Website   37%   Seminars  &  Events   51%   Webinars/Webcasts   39%   Telemarke/ng   LEAD   NURTURING   59%   Telemarke/ng   37%   Content  Marke/ng   36%   Seminars  &  Events   44%   Sales  Enablement   37%   Webinars/Webcasts   UPSELLING  &   CROSS-­‐SELLING   55%   Sales  Enablement   38%   Telemarke/ng   35%   Channel  Enablement   31%   Seminars  &  Events   42%   Webinars/Webcasts   Source:  Tech  MarkeTng  Planning  Guidance  (Forrester)  
  9. 9. 9 | ©2013 ON24, Inc. All Rights Reserved." MarkeTng  Challenge:  Buyer  Self-­‐Educa/on   65%     Percentage  of  buyers   who  are  self-­‐educaTng   before  engaging  with   sales   Awareness   ConsideraYon   EvaluaYon   Purchase  
  10. 10. 10 | ©2013 ON24, Inc. All Rights Reserved." Why  are  buyer  behaviors  changing?   • Increased access to information" • Online sources easier to find" • Scope of available content is much larger" • Content Delivery tools much better" • Social sharing" • Mobility increases access to information"
  11. 11. 11 | ©2013 ON24, Inc. All Rights Reserved." The  Role  of  MarkeTng  is  Changing   Buying Cycle! Awareness! Preference! Purchase! 5 Years Ago" Sales Engagement! Marketing ! Today" Sales! Marketing! Marketing! Changing Roles!
  12. 12. 12 | ©2013 ON24, Inc. All Rights Reserved." MarkeTng  Challenges:    Content  Produc/on   73%  of  marketers  are  producing  more  content  than   they  did  one  year  ago.         Source:  2014  B2B  Content  MarkeTng  Trends  –  Content  MarkeTng  InsTtute/MarkeTngProfs  
  13. 13. 13 | ©2013 ON24, Inc. All Rights Reserved." ON24  Webinars  Influence  All  Stages  of  the  Buying  Cycle   For  the  most  effecTve   progression,  your   webinar  content  needs   to  be  mapped  to  each   buying  cycle  stage   Awareness   ConsideraYon   EvaluaYon   Purchase  
  14. 14. 14 | ©2013 ON24, Inc. All Rights Reserved." ON24  Webinars  Influence  All  Stages  of  the  Buying  Cycle   Awareness   ConsideraYon   EvaluaYon   Purchase   BUILD  PREFERENCE   PERSUADE  SELECTION   NURTURE  LEADS   GENERATE  LEADS   ROLE  OF  WEBINARS  
  15. 15. 15 | ©2013 ON24, Inc. All Rights Reserved." WebcasTng:  The  perfect  tool  for  the  job   § Can be customized for each stage of buying cycle" § Enables fast content creation and delivery" § Bundles multiple content types" § Unlimited reach" § Enables direct interaction with prospects" § Provides detailed insights into prospect interests" § Cost effective tool for quick content turnaround "
  16. 16. 16 | ©2013 ON24, Inc. All Rights Reserved." Guiding  the  Customer  Journey   Phase 1: " Establish thought leadership" Phase 2: " Become Trusted Advisor" Phase 3: " Position Solution " Phase 4: " Demonstrate Value"
  17. 17. 17 | ©2013 ON24, Inc. All Rights Reserved." Phase  1:  Establish  Thought  Leadership     Primary  MarkeYng  Goal     Lead  GeneraTon     Content   High  level,  vendor  agnosTc,  broad  themes,   broad  appeal           Audience   Large,  cast  a  wide  net     Key  Metrics   Basic  RegistraTon  data:    Industry,  job  Ttle,  company  size  
  18. 18. 18 | ©2013 ON24, Inc. All Rights Reserved." Phase  2:  Become  Trusted  Advisor       Primary  MarkeYng  Goal     Lead  generaTon  &  prospect  ID     Content   Addresses  specific  pain-­‐points,   vendor  neutral  but  leading,  helping     Audience   Large,  excellent  2nd  offer  to  new   prospects,  Dept.  Champions     Key  Metrics   A>endance  Tme,  content   downloaded,  interacTvity  
  19. 19. 19 | ©2013 ON24, Inc. All Rights Reserved." Phase  3:  PosiTon  SoluTon     Primary  MarkeYng  Goal     Accelerate  Buyers  Journey     Content   Introduces  products/soluTons,   posiTons  value  proposiTon     Audience   Medium,  prospects  have  already  had   2-­‐3  touches,  full  buying  center     Key  Metrics   A>endance  Tme,  quesTons  asked,     direct  engagement  
  20. 20. 20 | ©2013 ON24, Inc. All Rights Reserved." Phase  4:  Demonstrate  Value     Primary  MarkeYng  Goal     Build  preference,  Prove  the  product       Content   Detailed,  Product  Demos,  Case  Studies       Audience   Small,  mostly  highly  qualified  leads,     Key  Decision  makers     Key  Metrics   Can  you  drive  them  to  a  sales   engagement?  
  21. 21. 21 | ©2013 ON24, Inc. All Rights Reserved." OpTmizing  Webinars  for  Each  Stage  of  the  Buying  Cycle   .    
  22. 22. 22 | ©2013 ON24, Inc. All Rights Reserved." Successful  Webinars  Have  a  Call-­‐To-­‐AcTon   Thought leadership is not the end of the journey…"
  23. 23. 23 | ©2013 ON24, Inc. All Rights Reserved." Enable  Self  SelecTon  to  Accelerate  to  Next  Stage  
  24. 24. 24 | ©2013 ON24, Inc. All Rights Reserved." Driving  the  Buying  Cycle:  Follow  the  digital  footprint   Use analytics to create behavioral profile of your attendee" •  Registration Data •  Viewing Time •  Social Media Engagement •  Questions Submitted •  Interaction with Polls, Surveys, Chat •  Content Downloaded Viewing Time" 53 MIN! Questions Submitted" 5! Webcast Results"
  25. 25. 25 | ©2013 ON24, Inc. All Rights Reserved." Automate  the  Journey   Awareness " Preference " Purchase" 
 ! " Marketing Automation Platforms (e.g. Eloqua, Marketo)
  26. 26. 26 | ©2013 ON24, Inc. All Rights Reserved." Find  prospects  as  they  are  searching  for  you        IdenTfy  where  prospects  are  in  the  decision  making  process                          Create  webinars  for  each  stage  of  the  buying  cycle          Accelerate  prospects  through  the  buying  cycle                  Convert  awareness  of  need  into  requirement  for  a  soluTon                          Drive  opportuniTes  towards  sales  engagement                               Webinars  are  the  Perfect  Tool  to  Drive  the  Buying  Cycle   Take control of the customers journey!
  27. 27. Q&A" 27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
  28. 28. #LLCseries   Q&A // Panelists! Andrew  Gaffney,     Publisher,   Demand  Gen  Report     Mark  Bornstein  ,     Senior  Director,  Content  MarkeTng     ON24,  Inc.       Moderator    
  29. 29. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  30. 30. #LLCseries   Thanks for attending this session!! Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:   h>p://dg-­‐r.co/lls14  
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