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ReadyTalk Webinar Best Practices

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92% of marketers responding to a MarketingSherpa survey indicated that one of the most efficient mean of generating high quality lead is with webinars. This is second only to website design and …

92% of marketers responding to a MarketingSherpa survey indicated that one of the most efficient mean of generating high quality lead is with webinars. This is second only to website design and optimization. ReadyTalk's Webinar Best Practices provides pre-event, during event, and post-event tips for marketers. We also discuss the challenges around a siloed webinar program and how ReadyTalk's Eloqua Cloud Connectors can solve those challenges.

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  • 92% of respondents indicated that one of the most efficient means of generating high quality leads is with webinars – MarketingSherpa 2011 B2B Marketing Advanced Practices handbook (second only to website design and optimization)But another Marketing Sherpa finding shows that over 2/3 of this audience are probably not using webinars.
  • As a marketer …
  • 4 to 6 weeks ahead – to allow for sufficient promotionPick a target and ask yourself how can I help this audience without selling to them?RelevantUrgentImportantPromotion – making sure you aren’t misleading them with your title. Make it clear – don’t use a catchy title. Learning one thing when aren’t Be creativeWebinar trailers on YouTube channelUse Twitter for promotion and as an additional way to get a conversation goingLinkedIn – user groups, don’t be salesy about itEvent calendars - We have added in a way for marketers to create and send a press release around their webinar through the Readytalk toolIncent the users to attend the webinar – get xyz at the end of the webinarPractice - Focus on presentation not on the technology - Making sure the speaker is comfortable
  • Continue conversation – twitter after party, put it on blog, post event survey. You can use these all again for content. There are so many ways to use thisNot a one and done presentation – tie it into whatever else you are doing. How can you integrate into other campaigns? Be creative with this use it in a number of different places and different formats.
  • As Eloqua customers you may have some challenges with Webinars - Or as we like to call it ‘Spreadsheet Hell’
  • “Firms that tried to contact potential customers within an hour of receiving a query were nearly 7x as likely to qualify the lead … as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.”- Harvard Business Review, March 2011
  • “Firms that tried to contact potential customers within an hour of receiving a query were nearly 7x as likely to qualify the lead … as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.”- Harvard Business Review, March 2011
  • With Eloqua and a Webinar Cloud Connecter - you can

Transcript

  • 1. @ReadyTalk Webinar Best Practices Provide more value to your audience & your company#EloquaTour Shawna Barnhart @smbarnhart 1
  • 2. What to Expect TodayWebinar Best PracticesCustomer Experiences Autumn from Manhattan Associates John from Lexis NexisDemo of Eloqua Webinar Cloud Connector#EloquaTour Shawna Barnhart @smbarnhart 2
  • 3. Understand Your Buyer Customer Lead Nurturing Generation Onboard Drive Lead Customer Qualification Revenue Sales Hand- Segment off Leads Lead Scoring#EloquaTour Shawna Barnhart @smbarnhart 3
  • 4. Why Webinars? Understand Your Buyer Customer Lead Nurturing Generation Onboard Drive Lead Customer Qualification Revenue Sales Hand- Segment off Leads Lead Scoring#EloquaTour Shawna Barnhart @smbarnhart 4
  • 5. Why Webinars? Understand Your Buyer Customer Lead Nurturing Generation Onboard Drive Lead Customer Qualification Revenue Sales Hand- Segment off Leads Lead Scoring#EloquaTour Shawna Barnhart @smbarnhart 5
  • 6. Webinar Best Practices Pre- During Post Event Event Event#EloquaTour Shawna Barnhart @smbarnhart 6
  • 7. Pre-  Define audience & deliver valueEvent  Clear descriptive title  Promotion  Social media  Press release  Speakers’ network  Remind participants to attend  Practice, Practice, Practice  Complete dry run  Speakers join 30 minutes before event#EloquaTour Shawna Barnhart @smbarnhart 7
  • 8. During  Keep the audience engagedEvent  Clear outline of value  Use multiple speakers  Ask polling questions  Use case studies and analogies  Play a short video  Create a Twitter #  Establish a plan for Chat & Q&A  Strong Call-to-Action#EloquaTour Shawna Barnhart @smbarnhart 8
  • 9. Post  Prompt Follow-up is KeyEvent  Leverage Recorded Content  Measure Success  Continue Conversation#EloquaTour Shawna Barnhart @smbarnhart 9
  • 10. Challenges w/ Webinars#EloquaTour Shawna Barnhart @smbarnhart 10
  • 11. Challenge #1How do you leverage the branding capabilitiesof Eloqua without manual work? Eloqua ReadyTalk#EloquaTour Shawna Barnhart @smbarnhart 11
  • 12. Challenge #1 - SolutionUse Eloqua to market your webinar and driveregistrations then automatically sendregistration data to webinar program Webinar Cloud Connector Eloqua Pass Registration ReadyTalk#EloquaTour Shawna Barnhart @smbarnhart 12
  • 13. Challenge #2It is time consuming to get valuable webinardata out of webinar program into Eloqua ReadyTalk Eloqua Registration Data Data Attendance Data Data Data Interactivity Data Data Data Data#EloquaTour Shawna Barnhart @smbarnhart 13
  • 14. Challenge #2 - SolutionDrive prompt follow-up based on data inside thewebinar program ReadyTalk Eloqua Registration Data Webinar Cloud Connector Data Attendance Data Instantly Record Participant Data Data Data Interactivity Data Data Data Data#EloquaTour Shawna Barnhart @smbarnhart 14
  • 15. Cloud Connector Solution Promote Your Webinars with Eloqua Run an Engaging Event Improve Funnel Velocity Save Valuable Time Drive Revenue#EloquaTour Shawna Barnhart @smbarnhart 15
  • 16. More Webinar Best Practices at www.readytalk.com/blog#EloquaTour Shawna Barnhart @smbarnhart 16