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Lead to Revenue

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

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

#LLCSeries

Published in: Marketing

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  • 1. Session sponsored by! #LLCseries   Lead to Revenue: ! How to Use Webinars to Accelerate the Buying Cycle!
  • 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  • 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   ON24:   @ON24  
  • 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. #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. #LLCseries   Panelists! Andrew  Gaffney,     Publisher,   Demand  Gen  Report     Mark  Bornstein  ,     Senior  Director,  Content  MarkeTng     ON24,  Inc.       Moderator    
  • 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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©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 | ©2013 ON24, Inc. All Rights Reserved." OpTmizing  Webinars  for  Each  Stage  of  the  Buying  Cycle   .    
  • 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 | ©2013 ON24, Inc. All Rights Reserved." Enable  Self  SelecTon  to  Accelerate  to  Next  Stage  
  • 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 | ©2013 ON24, Inc. All Rights Reserved." Automate  the  Journey   Awareness " Preference " Purchase" 
 ! " Marketing Automation Platforms (e.g. Eloqua, Marketo)
  • 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. Q&A" 27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
  • 28. #LLCseries   Q&A // Panelists! Andrew  Gaffney,     Publisher,   Demand  Gen  Report     Mark  Bornstein  ,     Senior  Director,  Content  MarkeTng     ON24,  Inc.       Moderator    
  • 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. #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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