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New Ways to Boost Webinar Attendance

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New ways to boost attendance and maximize webinar content. Two case studies from MarketingSerpa …

New ways to boost attendance and maximize webinar content. Two case studies from MarketingSerpa

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  • 1. WHITEPAPERNew Ways to Boost Attendanceand Maximize Webinar ContentTwo case studies fromMarketingSherpaProvided Courtesy Of:
  • 2. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentNew Ways to Boost Attendance and Maximize Webinar Content Two case studies from MarketingSherpa Editor Daniel Burstein, Director of Editorial Content Production Editor Selena Blue, Junior Copy Editor Contributors Sean Donahue, Editor David Kirkpatrick, Reporter i © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company.It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 3. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentNew Ways to Boost Attendance and MaximizeWebinar ContentCopyright © 2012 by MarketingSherpa LLCAll rights reserved. No part of this report may be reproduced or transmitted in any form orby any means, electronic or mechanical, including photocopying, recording, faxing, emailing,posting online, or by any information storage and retrieval system, without written permissionfrom the publisher.To purchase additional copies of this report, please visithttp://www.sherpastore.comBulk discounts are available for multiple copies. Contact:Customer ServiceMarketingSherpa LLC877-895-1717 (outside US, call 401-247-7655)service@marketingsherpa.com ii © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 4. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentINTRODUCTIONDear Fellow Marketer,Thank you for downloading this MarketingSherpa Special Report provided courtesy of ReadyTalk.There are many tools available to move prospects through the funnel faster, but few are more efficientat qualifying leads than webinar programs. In fact, in MarketingSherpa’s 2011 B2B Marketing AdvancedPractices Handbook, 92 percent of respondents indicated that webinars were one of the most effectivemeans of generating high-quality leads (second only to website design and optimization).A successful webinar does much more than create brand awareness and thought leadership — a singlewebinar adds new names to the marketing database, delivers qualified leads and provides content forfuture campaigns.While no single formula works every time, there are many elements that contribute to a successfulwebinar: • Promotion • Topic and speaker • Webinar technology platform • Presentation • Post-event activitiesIn this guide, MarketingSherpa, HubSpot and IDES share their formulas for developing, promoting andhosting highly successful webinars that drive qualified leads. We hope it will motivate you to try newtools and tactics to create your own engaging and successful webinars.Best Regards,Teresa LawlorDirector of MarketingReadyTalkteresa.lawlor@readytalk.comReady to get started hosting your next flawless webinar? ReadyTalk’s webinar services were built withmarketers in mind. It’s easy to schedule a webinar and tap into tools to customize event emails and webpages, promote the event, engage your audience and report on your success. Learn more atwww.readytalk.com. iii © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 5. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentWEBINAR PROMOTION THAT DELIVERS: USE EMAIL,SOCIAL, VIRAL REFERRALS AND VIDEO TO BOOSTATTENDANCE, DRIVE LEAD GENThis case study originally appeared in the MarketingSherpa B2B newsletter.SUMMARYThe right webinar promotion strategy can be the difference between a lackluster event and a leadgeneration bonanza.We spoke with a team thats covering all the bases with a templated webinar communication plan thatsdriving live-event attendance and contributing to long-term lead generation. See how it combinesoutbound and automated email, a clever "refer-a-friend" campaign and an on-demand viewing option thatcaptures contact info from 55% of viewers.by Sean Donahue, EditorThe team at IDES, a search engine and materials directory for the plastics industry, hosts about 50 webinarsa year with its advertising partners.To keep up this pace while still delivering quality leads to partners and its own database, the teamdeveloped a webinar promotion and follow-up strategy that is easy to execute, yet makes the most of thechannels available to reach potential attendees.After years of trial-and-error, the team now follows a standard pre- and post-event communication strategythat combines traditional tactics, such as email promotions, with innovations like an automatic refer-a-friend email as part of the registration process. Once the event is over, the teams system gets a recordedversion of the webinar online within three hours, enabling it to drive ongoing lead generation months afterthe event.These efforts are delivering consistently strong performance from its webinars. For example, for the lastthree events the team saw on average: • 73% of registrations coming from its email newsletter and special webinar alert messages • 24% of registrations coming from Google searches • 37% attendance rate on live webinars • 55% lead capture rate from visitors who view an archived presentation"Like all things, the upfront investment is hardest part — creating all the templates figuring out theprocess," says Nathan Potter, Marketing Manager. "But once it’s a process, it’s dialed in. One person canhandle it and bang it out fast."We spoke with Potter and Josh Dorrell, Director, New Business Development, for a detailed description ofthe teams webinar communication strategy. 1 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 6. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentHere are the key steps the team follows to make the most of their pre-event promotion, registrationprocess and post-event follow-up. Or, head directly to our “Useful Links” section at the bottom of this pageto see an annotated PowerPoint presentation that features email samples, registration page screenshotsand other visuals.Pre-event promotionsThe team begins its promotions about six weeks before the event. It took the following six major steps.Step #1. Create registration pageAs soon as the team and its vendor partner decide on a date and subject for an upcoming webinar, itcreates a registration page for the event using its webinar platform.The registration form features:- A descriptive title, such as "How to Do Effective Color Change"- A short paragraph describing the event’s content and the insights participants will receive- Date and time of the event- Three fields of required information: • First name • Last name • Email addressStep #2. Post advertisements and registration link on websiteSix weeks before the webinar, the team places ads for the event across its website. The ads include thewebinar title and a large button that reads, "Register Now," to take visitors to the webinar registrationform.The team also adds a link to the registration page to the "Webinars" section of the website, which featureslinks to upcoming live webinars and previously recorded, on-demand webinars.Step #3. Social media outreachThe team creates a blog post promoting the upcoming webinar, which includes the link to the registrationpage. New blog posts trigger automatic updates of the team’s Twitter and LinkedIn accounts, so followers 2 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 7. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Contentin those two channels will also see the announcement.These social media channels currently drive only a small fraction of total webinar attendees, mostlybecause of the slow adoption of social media within the plastics industry, says Dorrell. But blog and socialmedia links offer increased SEO visibility and prove to be a channel that drives additional registrations fromusers who might not respond to email promotions.For example, for the last three webinars the team saw: • 2% of registrations coming from a blog link • 1% of registrations coming through LinkedInStep #4. Promote in email newslettersTwo to four weeks before the event, the team includes a promotion for the upcoming webinar in its emailnewsletter.The webinar promotions are highlighted as a featured story in the newsletter, offering: • Webinar title • Brief descriptive paragraph, typically copied from the paragraph used on the registration form • Link to the registration formResults:- Newsletter mentions and website links account for 61% of the teams direct registrations.Step #5. Targeted email promotionOne week before the webinar, the team sends a dedicated promotional email about the upcoming event toa select segment of the house database.The team tracks users past actions in its CRM system to match the targeted promotion to contacts’profiles, based on: • Past webinar attendance • Past whitepaper downloads • Specific article clicks from past newsletters"[Targeted promotion] is pretty important, but something that we’re treading lightly on," says Dorrell."These are message about topics that people expect and want to get. We’re being kind of careful not tooverdo it." 3 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 8. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentStep #6. Email send to "Webinar Alert" opt-in listThe team also maintains a separate "Webinar Alert" email program for prospects who request notificationof all upcoming webinars.This list receives an email announcement one to two days prior to the start of every webinar, whichfeatures: • Webinar title • Descriptive paragraph • Link to the registration formResults:- Average open rate of 42.6% for the past three Webinar Alert email sends.- These messages accounted for 39% of the teams direct registrations.Registration processOnce a visitor registers for a webinar, they receive the following series of communications:Step #1. "Refer a friend" option for new registrationsVisitors that register for an upcoming webinar are only required to enter a name and email address. Butupon registration, users are presented with an automated tool to refer a friend for the event."That was an aha moment for us," says Potter. "Here’s a great opportunity. The person is in that mode,theyve just registered, so we prompt them by saying, Hey, do you know anyone else whod like tocome?"Here’s how it works:- The team uses the registration system provided by its webinar platform provider. This tool allows theteam to specify a redirect page upon completion of a registration.So, five seconds after a visitor submits registration info, they are automatically redirected to a special"Refer-a-Friend" webpage.- This webpage, built in an online survey tool (see “Useful Links” at the end of this case study), thanks thevisitor for registering and asks if they would like to invite a friend to attend the same webinar.The page includes four fields: 4 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 9. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Content • Registrant’s name • Registrant’s email address • Friend’s email address • Text box to write a personal note about the event- The "Refer-a-Friend" page also includes a check-box to be added to the team’s Webinar Alerts emailprogramResults:- Refer-a-friend invitations accounted for 5.8% of registrations for the teams last three webinars.Step #2. Remove registered users from promotional mail programOnce the team collects a name and email address on the registration form, it removes that contact fromthe list of future targeted email promotions about the event."We don’t want to pound them into submission," says Dorrell.The team’s CRM system does not link directly with the webinar platform’s registration database, so theteam has an intern download the registration list and manually scrub name from its email promotion lists.Step #3. Automated event reminder emailsThe team relies on its webinar platform to send automated reminder emails before the event.Reminder emails feature the online and dial-in connection instructions, as well as a tool to add the event toOutlook calendars. Reminders are sent: • One day before the event • One hour before the eventPost-webinar follow-upTo quickly disseminate post-event information, the team develops several pieces of collateral prior to thewebinar. These assets include: • On-demand video page • Landing page to download slides • Follow-up emails to attendees and non-attendeesWith these pieces in place, the team conducts the following post-webinar outreach: 5 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 10. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentStep #1. Webinar exit pollAt the conclusion of the webinar presentation, attendees are automatically sent to a webpage thatfeatures a short exit poll.The online survey asks two key questions: • Would you like to be notified by email of upcoming IDES webinars (opt-in offer for "Webinar Alert" emails) • Are there other webinar topics that you’d like to see? Please list below (text box)Results:- 79% of attendees completed the exit poll for the teams last three events.- 37% of attendees signed up for the Webinar Alert email program from the exit poll.Step #2. Upload video recording of webinar and slide deck to websiteThe team uses an online video recording tool to capture all of its webinars (see “Useful Links” below). Then,immediately following the conclusion of the webinar, a team member begins editing the raw video for anon-demand version.Post-production tasks include: • Removing gaps or delays in the session • Removing the introduction and closing remarks • Recording a new introduction narration • Adding music to the beginning and endThe edited video is then embedded in the previously created webpage and uploaded to the on-demandwebinar section of the website. Each webinar’s on-demand page also includes a link to download a PDF ofthe presentation slide deck.The process is completed in about three hours."A lot of it has to do with being prepared upfront," says Dorrell. "We’ve got all the pages ready and the linkbuilt, so we can just pop in the [video] file."Step #3. Email follow-up to attendees and non-attendeesAs soon as the on-demand version of the webinar is ready for viewing, the team sends follow-up emails tocontacts who registered for the event. 6 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 11. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentRather than using the automated follow-up email feature included with its webinar platform, the teamextracts contract registration information from the tool and uploads it to IDES’ CRM system. This way, theteam can create customized email messages for attendees and non-attendees.Follow-up emails include: • An appropriate greeting — e.g., "Thank you for attending..." or "Sorry we missed you..." • A link to view the on-demand video and download the slides • A link to opt-in to the Webinar Alerts email programThe team also sends follow-up emails through its own CRM system to monitor prospects’ interaction."If we send an email to a person who didn’t attend, yet they clicked the link to watch the video, that upstheir score in our lead ranking system," says Potter.Step #4. Promote on-demand webinars in future email newslettersThe team uses archived webinar presentations as content for future email newsletters. The team includesthe same titles and descriptive copy from the pre-event promotions, but change the link to point recipientsto the on-demand version of the presentation.The team also goes back to archived versions of past newsletters to change the link from the webinarregistration page to the archived, on-demand version."The interesting thing about this is that our promotional emails continue to drive traffic to on-demandrecorded versions," says Potter. "Newsletters can live forever."Step #5. Ongoing lead generation from on-demand webinar pagesThe team makes its on-demand webinar videos free for anyone to watch. However, viewers that also wantto download the presentation slide deck are required to fill out a registration form.- If the vendor partner has requested ongoing lead-generation service from IDES, the registration form isbranded with the presenter’s logo. On rare occasions when an advertiser does not want to collect leadsfrom the archived content, the IDES team brands the page with its own company information.- The first page of the form presents visitors with a set of survey questions similar to the exit poll servedafter the live event. Advertisers typically include questions designed to help qualify potential leads, such asquestions about their plastics needs or manufacturing process.- New visitors to the site, such as those arriving from an online search, are then taken to a second page toprovide the following information: 7 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 12. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Content • Email address • Name • Job title • Telephone number • Company • Address- Visitors to a registration page who already have an account with IDES are not required to fill in contactinformation. Instead, they only see the survey questions.- Visitors who are registered with IDES but are not logged in are asked to provide an email address, which ifrecognized by the system allows them to skip the remainder of the registration form.Results:- 55% of visitors who viewed an on-demand webinar registered their contact information to download theslides.Useful links related to this articleIDES webinar communication strategy Powerpoint (1.8MB PPT - clickable images)IDES webinar communication strategy PDF (1.2 MB PDF - images not clickable)How to Use Fewer, More Relevant Webinars to Get Better Results: 6 Steps Lift Attendance 422%How Email Series + Personalized Landing Page Lifted Webinars ROI by 2000%GoToWebinar provides the teams webinar platformSurveyGizmo provides the teams refer-a-friend automated email programThe team uses Camtasia Studio to record its webinarsIDES 8 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 13. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentB2B WEBINARS: HOW HUBSPOT DREW 25,000SIGN-UPS, ALMOST 10,000 ATTENDEES, AND MORETHAN 3,500 NEW LEADSThis case study originally appeared in the MarketingSherpa B2B newsletter.SUMMARYB2B marketers use webinars for many purposes: To provide customer information and product pitches; aslive events that don’t require travel; and even simply to present material that might interest current andprospective customers.One inbound marketing company regularly utilizes webinars as an important part of its content marketingstrategy. Read on to learn more about the marketing before, during and after a recent event that brought innearly 25,000 registrants. Yes, you read that correctly — just short of 25K sign-ups.by David Kirkpatrick, ReporterCHALLENGEWebinars are an important tool for B2B marketers. They are used as content marketing, for productpitches, to provide customer information, as live events that dont require the expense or logistics ofgetting everyone in the same room, and they are even used just to present material that might beinteresting to both customers and prospects.In short, webinars serve to both aid Sales with qualified prospects currently in the pipeline and to generatenew leads for nurturing.And while most webinars are "free," they are actually not. They require a B2B audience to make aninvestment with perhaps their most precious resource — time. And there’s no shortage of competition forthis time. If you’re hosting a webinar, it’s very likely that your competitors are promoting webinars as well.So, getting — and keeping — an audience is a huge challenge for many B2B marketers.HubSpot, a marketing software company, produces many webinars as part of an overall content strategythat includes: • Blogs • In-house email list • Direct channel website content • E-books and licensed content 10 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 14. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentSmall webinars with 30 to 100 attendees serve as group demos, or might cover a very specific topic ofinterest to its customers, but the company also produces some very large webinars. One recent event, "TheScience of Timing," garnered just shy of 25,000 sign-ups and included almost 10,000 attendees.Jeanne Hopkins, Director of Marketing, HubSpot, explained the appeal of this event, "The Science ofTiming kind of combined The Science of Twitter and the science of social media, Facebook and bloggingbecause it was all about timing. When is the right time to tweet? When is the right time to send an email?When is the right time to blog? This webinar was an aggregate of some of the questions that people reallyhad burning questions to."Twenty-five thousand registrations is an incredible number for any event, much less a webinar, but themarketing efforts HubSpot applied to this event can be applied to much smaller events as well. Read on tolearn how HubSpot chooses content for, drives registrants to, and profits from the buzz of its webinars.CAMPAIGNStep #1: Develop the webinar topic and identify content"The Science of Timing" was hosted by HubSpots Social Media Scientist, Dan Zarrella, and includedelements of previous webinars: • Two years ago, he presented "The Science of Twitter" with ClickZ and pulled in about 3,000 registrants • In December 2009, he presented "The Science of Social Media" and received around 12,000 registrants • Subsequent "The Science of..." events covered Facebook, blogging, presentations and other related topicsThese events were promoted through HubSpots in-house list — the list stood at roughly 500,000 opt-ins in2009 — and Marketing put some paid media into the events as well.The importance of "The Science of..." series is these previous events played into the marketing of "TheScience of Timing." Through past attendance metrics, they also showed that this content had interest forHubSpot’s audience.- Learn from previous efforts to determine what content your audience finds valuableAfter the successful series of "The Science of..." webinars, HubSpot realized there was real interest in notonly the "whys and hows" of all these different pieces, but also in the "when," as in, "When should I tweet?When should I post a Facebook message?"Hopkins said marketers were interested in this information because, "it gives them (marketers) some datato be able to go back to their marketing department and to be able to say, Okay, HubSpot looked at the 10million pieces of data and this is what they came up with." 11 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 15. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentShe added the data mostly comes from third parties, such as the information on timing Tweets and re-Tweets from working with Twitters API.Step #2. Set a date and begin to build buzzSeveral months before the event, HubSpot determined it was going to present "The Science of Timing" atthe end of March, and also decided it would promote the event throughout the entire month of March.The team began its promotions with some paid media and pushes through partners. These early efforts,such as the banner ads (see creative sample #4. "Blog clickthrough ad"), were more for building buzzaround the event rather than to drive registrations. Hopkins stated the idea was to expose possibleregistrants to the event to the point, "everywhere you look youd be able to see this particular webinar."Step #3. Execute the email campaign and test the sendsTo promote the webinar, the team’s email campaign consisted of three basic sends — the first to attendeesof previous "The Science of..." webinars; the second to a combination of a targeted group, all leads andprospects and all "The Science of..." leads again; and the third, coming the day of the event, to all prospectsand leads.The email campaign involved different landing pages (see creative samples below) and varied subject lines. • The email call-to-action clicked through to a landing page with an 11-field form to sign up for the webinar • All landing pages included social sharing buttons on the "thank you" at the end of the of the registration process • Sends to all leads and prospects went out to more than 300,000 addresses- First sendThe webinar occurred at the end of the month, and the first send went out in the middle of that month tofive different groups of previous "Science of" webinar attendees. The message was along the lines of,"youve shown an interest in these particular webinars," and the new event garnered around 9,000registrants from this initial email.Each group received a different subject line for the mail. For example, one group received mail with asubject line of, "[New Webinar] What time should you blog, tweet, and email?," while another groupreceived mail with a subject line of, "[New Data] The Science of Timing. When you should tweet, blog,email and more"The "New Data" subject produced the best results by a small margin, a result attributed to Zarrella beingknown for analyzing a wide variety of data. Because the send went to previous "Science of" webinarattendees, the prospect of learning about new data from Zarrella was likely more enticing than othersubject lines. 12 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 16. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Content- Second sendThe second send went out the day after the first send. All leads and prospects were broken into two groupsto test a particular attribute of the landing page — the form field.HubSpots standard form field on these landing pages consisted of 11 elements: 1. First name 2. Last name 3. Email 4. Phone 5. Company 6. Company website 7. Number of employees 8. My company primarily sells to business (B2B) or consumers (B2C) 9. What is your role at the company? 10. Does your business provide marketing services such as PR, Web Design, SEO or other e-marketing? 11. What is your biggest marketing challenge? (this field is optional)One group was sent to the standard 11-field form, and the second group was sent to a landing page with 12fields. The tested field was "industry."After the field test send, HubSpot realized there was a problem because the call-to-action test on the twotreatment pages was slightly different, turning a basic A/B split test into a two-variable test (new call-to-action text and the additional form field.) Concerned this could skew the results, the data was thrown out.A week later, HubSpot repeated the test with landing pages that were identical except for the extra formfield, but the clickthrough was too small to determine a statistically valid winner. HubSpot plans on runningthe "industry" field test again at a later date.The email send to all "The Science of..." leads produced the best results of the entire campaign with anopen rate of 28.82% and a clickthrough of 11.07%. One possibility for this result is that group had shownprevious interest in similar webinars and this send was the second touch the group received asking for aclickthrough to registration. The entire second send brought in an additional 5,500 registrants. 13 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 17. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Content- Third sendThe third send was fairly straightforward and was distributed the day of the webinar as a, "last chance tosign up" email sent to all leads and prospects. This send pulled an additional few thousand registrants, buthad the lowest open rate of any send in the campaign at 12.31% with a clickthrough rate of 1.19%.Another aspect of managing the email around the event was developing an email template for Sales tosend to prospects inviting them to the webinar.Step #4. Encourage the webinar host to create event buzzEven though Zarrella is a HubSpot employee, he also has a popular personal blog and Twitter feed. His bloghas around 20,000 subscribers who receive an email every time the blog is updated. So when Zarrellablogged about his upcoming webinar, the information and invitation went out by email to his subscriberbase. This effort created another thousand registrations. Sign-ups from Zarrellas personal blog posts andemails were tracked by sending them to the main webinar landing page, and not those used for thetargeted email sends.Another way Zarrella contributed to creating buzz for the webinar was by creating a Twitter widget — asmall Web tool that interfaces with Twitters API — called TweetWhen that could be used to find out thebest time to tweet and when most people retweeted the users messages.HubSpot bought the domain TweetWhen.com. Zarrella created this widget about two weeks before theevent, sent it out internally at HubSpot to fine-tune the tool, and it went public a week before his webinarand had a sign-up of about 1,400 during that week.Step #5. Manage the event in real timeWebinars of any size require planning and, of course, execution. When you start getting into large events,or very large events in this case, as Hopkins put it, "Its all hands on deck."The day of the webinar, Marketing sent out an email to everyone in the company about an hour and a halfbefore the start of the event to let everyone know it was happening, and to give everyone answers to theproblems that are likely to come in from registrants: • I cant get in • I cant register • I dont know what the telephone number isBecause HubSpot produces so many webinars, they actually have a soundproof webinar room on-site forproducing the event.For this event, HubSpot had four or five marketing team members monitoring tweets, and attendee 14 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 18. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Contentquestions coming in through the webinar platform. These marketers worked to answer questions in realtime, but because of the very large number of attendees, it was not possible to answer every questionasked.To fully address the attendee questions, once the event was complete, all the questions were put into aspreadsheet to find the overall themes of attendee questions. This crowd-sourced information was thendistilled into a blog post that went live the day after the event providing the key takeaways from thewebinar as defined by the users questions.To continue marketing the event, and driving leads, the webinar is available on a permanent landing page(see “Useful links” at the end of the article) and can be viewed after filling out the 11-field lead form.Step #6. Throw a Twitter "after party"During another large webinar from February, HubSpot noticed there were enough tweets to get the eventtrending on Twitter, and they wanted to find a way to keep that buzz going. The result was a Twitter "afterparty" for 30 minutes following the webinar where people could ask questions. To help promote this event,HubSpot offered a free one-hour telephone consultation with Zarrella for the best tweet. This promotionhas been previously used by HubSpot for several contests.- Handling negative feedbackInterestingly, Hopkins found during the Twitter party people began complaining that the company was onlyretweeting positive messages, so she began actively retweeting complaints. She attributed the complaintsto people just not understanding the scale of tweeting during the event to, and with, HubSpots more than105,000 followers.Step #7. Turn attendees into leadsMarketing at HubSpot is responsible for generating a large number of leads. For example, 35,000 in Marchand 40,000 in April. HubSpot’s sales team has about 55 representatives covering different territories —from geographies (like an international team) to partners (like value-added resellers). Its target iscompanies with less than 200 employees looking to transform their marketing by considering inboundmarketing as a platform.Webinars, such as "The Science of Timing," are part of an overall content strategy, and new leadsgenerated by webinars are funneled into a lead nurturing program.Not all webinar registrants are considered leads. Previous webinar attendees who sign up are considered"reconverts," and are highly prized by HubSpot because of the interest they are showing in HubSpotscontent. Registrants who have never filled out a HubSpot form are considered new leads.These leads get converted to opportunities by a decision from the sales rep who reached out to the new 15 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 19. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar Contentlead. To become an opportunity, the lead must qualify for BANT — Budget, Authority (is the lead a decisionmaker), Need and Timeline — and meet internal criteria that the lead would be a good fit for HubSpotssoftware.RESULTSAbout the final results, Hopkins said HubSpot was very pleased. The internal goal was 25,000 registrants,and the final numbers came only 39 short of the goal. HubSpots goal for a webinar from February was20,000, so these already impressive numbers are actually trending upward. • 24,961 registrants for the webinar • 9,386 attendees, 37.6% of registrants • Five landing pages for event ranged from 38.12 to 56.43% conversion rate (a conversion was a registration) • Event Twitter hashtag, #timesci, trended as high as #2 worldwide • The event created 3,529 new leads, the remainder of registrants were reconversions • Within two days of the event: - 37 leads were converted into opportunities - 2 leads were converted into customers • The day after the event, the presentation was featured on the homepage of SlideShare, thanks to a higher number of views and social media activity. When the webinar hit the SlideShare homepage, Marketing received this message: "The Science of Timing is being tweeted more than anything else on SlideShare right now. So weve put it on the homepage of SlideShare.net [in the "Hot on Twitter" section]. Well done! - SlideShare Team"Useful links related to this articleCreative samples:1. Email2. Landing page #13. Landing page #24. Blog click-through adHubSpotPermanent webinar landing page 16 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 20. MarketingSherpa Whitepaper New Ways to Boost Attendance and Maximize Webinar ContentBlog post with top questionsMixtapes created for the eventTweetWhenVcall — Webinar platformWebinar Promotion that Delivers: Use Email, Social, Viral Referrals and Video to Boost Attendance, DriveLead GenInternet Marketing Research: A behind-the scenes look at MarketingExperiments Web ClinicsNew to B2B Webinars? Learn 6 steps for creating an effective webinar strategyOptimization Summit 2012 17 © Copyright 2000–2012 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com.
  • 21. About MarketingSherpa LLCMarketingSherpa is a primary research facility, wholly-owned by MECLABS, dedicated to determining what worksin marketing via exclusive case studies, surveys, and results data analysis. Then we publish what we learn so ourcommunity of marketers and weekly readers can improve their results and train their teams.Praised by The Economist, Harvard Business School’s Working Knowledge Site and Entrepreneur.com, Marketing-Sherpa is distinguished by offering practical, results-based marketing information researched and written by a staffof in-house reporters.MarketingSherpa features: • Best Practices: 1,000+ brand-side marketer case studies and 3,500+ creative samples • Research: 2,000+ marketing and research abstracts • Instruction: 800+ how-to articles • Newsletters: 230,000+ marketers read weekly case studies on topics such as email, search, social, lead generation, lead nurturing, optimization and content marketing • Training: 100+ live, hands-on training sessions providing practical and proven solutions • Summits: 3 annual vendor-neutral, research-based marketing eventsAbout MECLABSMECLABS is a science lab that uses real-world research and training to help business leaders get better use outof sales and marketing technology and resources, including Internet marketing, website optimization, and leadmanagement. We have been involved in direct research partnerships with companies throughout Europe andNorth America since 2001.MECLABS deploys a rigorous methodology to conduct research. This research is compiled from: • More than 10 years of research partnership with our clients • 1,300 experiments • Over 1 billion emails • 10,000 landing pages tested • 5 million telephone calls • 500,000 decision maker conversationsMECLABS has consulted with companies like Cisco, Johnson & Johnson, The New York Times, 1-800-Flowers, andNetSuite to optimize sales and marketing processes and achieve triple-digit ROI gains.Register for Summits and Workshops at MECLABS.com/training or contact:Customer Service (available M-F, 9:00am-5:00pm ET)service@marketingsherpa.com1-877-895-1717 (outside the U.S. call 401-383-3131)
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