From Webinar to Integrated Campaign

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Learn how to make an integrated campaign by incorporating the audience, business objective and the overall message in a detailed timeline.

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From Webinar to Integrated Campaign

  1. 1. Integrating Webinars into your Marketing:Make Your Next Event the Centerpiece of an End-to-End Campaign Lisa Chen Sr. Marketing Operations Manager Rally Software
  2. 2. TWEET! @lisamchen @readytalk @mprofsevents
  3. 3. Company BackgroundFounded in 2002Leader in Agile ALM 9,700 Customers 126,000 Projects 112,000 Users 101 Countries
  4. 4. Not every marketer actually creates integrated campaigns
  5. 5. Are your campaigns a one-hit-wonder?
  6. 6. Definition An integrated campaign is a sequence of individual, coordinated market events that share a common audience profile and messaging theme Each campaign may have prospecting, nurturing landing and/or expanding objectives They help move a company from awareness to close
  7. 7. Poll Based on this definition, how do you design your campaigns? – They’re a one-hit wonder – They’re integrated campaigns – They’re some where in the middle
  8. 8. What makes a campaign Integrated?
  9. 9. What makes a campaign Integrated? Campaign ABC’s – Audience – Business Objective – Content/Message
  10. 10. Prospecte.g., Role, NurtureGeography, Land Vertical Expand Business Audience Objectives Content/ Message e.g., Marketing Automation Best Practices
  11. 11. e.g., Role,Geography, Vertical Audience Content/ Message e.g., Marketing Automation Best Practices
  12. 12. e.g., Role, WhatGeography, happened to Vertical business objectives? Audience Content/ Message e.g., Marketing Automation Best Practices
  13. 13. Benefits Teams in Context Efficiencies in each stage of the funnel Increased engagement Improve Campaign ROI
  14. 14. What your campaign might look like now… 2/22/2011 Webinar BlogMarket Facing (Value) 1/1/2011 2/1/2011 3/1/2011 Internal Focus 2/1/2011 2/21/2011 1/5/2011 Pick Webinar Topic Initial Invite Reminder 1/21/2011 Tweets Email Set Goals Reg Page Up Define Target Audience Social Media Plan Phone Calls 3/1/2011 2/15/2011 Email Content Second Invite Follow Up Communicated w/ sales Phone Calls 1/12/2011 Product Mktg Speaker (Cust./Expert) Abstract
  15. 15. What it could look like… 2/22/2011 3/15/2011 Webinar Webinar 2 2/15/2010 3/8/2010 3/22/2010 Blog Series Blog Series Blog SeriesMarket Facing (Value) 1/1/2011 2/1/2011 3/1/2011 Internal Focus 2/1/2011 2/21/2011 1/5/2011 Initial Invite Reminder Pick Webinar Topic Tweets Email Set Goals 1/21/2011 Ads Live Phone Calls Prod. Reg Page Up 3/5/2011 3/24/2011 LinkedIn 2/15/2011 Mktg/Announcem Social Media Plan Follow Up Facebook Second Invite Retro ents Email Content 1/5/2011 Call Scripts Phone Calls Webinar 2 PPC Words Marketing Brief Post-Event List Selection CriteriaSuccess Criteria Sales Delivery Team 3/30/2011Determine Theme Playbook Onboard Template Define Target Q&A Plan Audience 1/27/2011 Follow-Up Update 1/12/2011 Pre-Event Sales Offers/Assets Process Speaker (Cust./Expert) Playbook Product Abstract Communication to Demos Demos Sales Content/Offers Weekly Sales Check-In Defined
  16. 16. What it could look like… 2/22/2011 3/15/2011 Webinar Webinar 2 2 – 3 Months 2/15/2010 3/8/2010 3/22/2010 Blog Series Blog Series Blog SeriesMarket Facing (Value) 1/1/2011 2/1/2011 3/1/2011 Internal Focus Anchor of a Virtual 2/21/2011 Event(s) 2/1/2011 1/5/2011 Pick Webinar Topic (or Field Event, etc… - key is to develop theme and Reminder Initial Invite Email Tweets Set Goals Prod. deliver value as a cake Calls 1/21/2011 Reg Page Up Phone slice) Ads Live LinkedIn 2/15/2011 3/5/2011 3/24/2011 Mktg/Announcem Social Media Plan Follow Up Facebook Second Invite Retro ents Email Content 1/5/2011 Call Scripts Phone Calls Webinar 2 PPC Words Marketing Brief Post-Event List Selection CriteriaSuccess Criteria Sales Delivery Team 3/30/2011Determine Theme Playbook Onboard Template Define Target Q&A Plan Audience 1/27/2011 Follow-Up Update 1/12/2011 Pre-Event Sales Offers/Assets Process Speaker (Cust./Expert) Playbook Product Abstract Communication to Demos Demos Sales Content/Offers Weekly Sales Check-In Defined
  17. 17. Integrated Campaign Framework 2 – 3 Months 2 – 5 Months Field Event(s) Offers, Content, Collateral Virtual Event(s) (or Field Event, etc… - key is to Sales Tools (Product Marketing) develop theme and deliver value as a cake slice) User Learning & Major Account Offerings EMEA or other compatible verticals Higher SME, Product Mktg. Involvement Learning Here SME in review role
  18. 18. 1/18/2011 Lead Scoring Marketing Automation Introduction 2/8/2011 Lead Nurturing Integrated Campaign 2/24/2011 Database Mgmt (Example) 3/9/2011 Webinar Reporting/Analytics------------------------------------------------------------------------------------------------------------------ Higher SME, Product Mktg. Involvement Here SME in review role------------------------------------------------------------------------------------------------------------------ Platform Persona, Creative, Message 2/1/2011 3/1/2011 4/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011
  19. 19. 1/18/2011 Lead Scoring Marketing Automation Introduction 2/8/2011 Lead Nurturing Integrated Campaign 2/24/2011 Database Mgmt (Example) 3/9/2011 Webinar Reporting/Analytics------------------------------------------------------------------------------------------------------------------ Field Marketing 4/19/2011 5/3/2011 Lead Scoring and Database Mgmt and Lead Nurturing Pilot Reporting/Analytics Pilot------------------------------------------------------------------------------------------------------------------Exec Marketing 4/28/2011 5/10/2011 Executive Dinner Executive Roundtable------------------------------------------------------------------------------------------------------------------Nurturing 4/19/2011 4/26/2011 5/19/2011 Role Based Drip Track Lead Scoring Drip Track Lead Nurturing Drip Track------------------------------------------------------------------------------------------------------------------Assets & Offers 4/19/2011 5/3/2011 5/15/2011 5/25/2011 Lead Scoring White Paper Lead Nurturing White Paper Video Kit------------------------------------------------------------------------------------------------------------------Product Mktg 4/25/2011 5/25/2011 Lead Scoring Kit Reporting/Analysis Kit------------------------------------------------------------------------------------------------------------------ Platform Persona, Creative, Message 2/1/2011 3/1/2011 4/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011
  20. 20. Poll Are you currently using webinars in your campaigns? – Currently using webinars – Not using webinars – Not using webinars currently, but have in the past – Not using webinars, but looking to start in the near future
  21. 21. Why Webinars? Webinar leads are some of the highest quality leads (2x-3x) – High bar of committal – Series help move prospects through buying cycle – Gather further qualification questions Attendance management
  22. 22. Registrants v. Attendee Conversion Rate Conversion Rate 56% 54% 52% 50% 48% 46% 44% January March July November
  23. 23. Lead Conversion to Contact 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Webinars White Paper Campaigns
  24. 24. Lead Conversion to Contact 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Webinars White Paper Campaigns
  25. 25. Increasing Engagement Pre-Webinar – Emails – Tweets/Blogs – Videos During Webinar – Twitter feed – Real-time Q&A Post-Webinar – Emails – Blog Series – Contests – Multi-touch nurturing campaign
  26. 26. Pre-Event Examples
  27. 27. Pre-Event Examples
  28. 28. Pre-Event Examples
  29. 29. Pre-Event Examples
  30. 30. Pre-Event Examples
  31. 31. During Event Twitter feed Real-time Q&A – David Meerman Scott – “Real-Time Marketing & PR” @lisamchen @readytalk @mprofsevents
  32. 32. Post Event Examples - Emails
  33. 33. Post Event Examples - Emails 00 00 00 00 00
  34. 34. Post Event Examples - Emails 00 00 00 00 00
  35. 35. Post Event Examples - Toolkit
  36. 36. Post Event Examples - Toolkit
  37. 37. Post Event Examples – Social Media
  38. 38. Post Event Examples – Social Media
  39. 39. Post Event Examples – Social Media
  40. 40. Integrated Campaigns as Prescription More Value… Leadership Expansion Logos Sales Ready Inquiries LeadsInterest Through Increased Impact and Velocity
  41. 41. Impact • Focus • Repetition
  42. 42. Velocity • More market events per campaign • Stable messaging platform • Teams in context • Repeatable processes
  43. 43. Consistency • Conversion rates • Multi-touch • Same offers, different channels
  44. 44. Now What? Ready Talk MarketingProfs Eloqua LinkedIn Groups: – Eloqua Marketing Operations Network – Marketing Operations – eMarketing Association Network Twitter: lisamchen Email: lchen@rallydev.com

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