Why and how to include webinars in the content marketing mix
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Why and how to include webinars in the content marketing mix

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62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends report by the Content ...

62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends report by the Content Marketing Institute (CMI). Additionally, marketers rate marketing webinars as the 3rd most effective tactic of all. These slides taken from the live webinar review how and why to include webinars in your content marketing plan, including;
- Criteria to determine when to deliver content via a webinar
- Mapping webinars to the customer engagement cycle
- Strategies for using webinar content to qualify leads
- Tips for using webinars to accelerate the sales cycle

Watch the live webinar recording: http://onlineevents.adobeconnect.com/p3xgjoa5oa3/

Presenter: Shelby Britton
@shelbyadobe
Shelby has been in high-tech marketing since 2004, having led the marketing departments for channel
partners of IBM and Adobe, and, most recently, implementing programs in field marketing, demand
generation, and product marketing at Adobe. During this time she has produced and managed over 500
webinars. Previously, she ran a small business in professional sports entertainment in California. She has an
MBA with a dual-focus in Marketing and Management from San Diego State University and a BA in Literature
and Writing from the University of California San Diego, Revelle

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Why and how to include webinars in the content marketing mix Why and how to include webinars in the content marketing mix Presentation Transcript

  • Why and how to include webinars in the content marketing mix Shelby Britton © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @shelbyadobe
  • What will be covered: Criteria to determine when to deliver content via a webinar Mapping webinars to the customer engagement cycle Tips for using webinars to accelerate the sales cycle Strategies for using webinar content to qualify leads © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 @shelbyadobe
  • Why are we here?  62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to a free research report by the Content Marketing Institute (CMI).  Additionally, marketers rate webinars as the 3rd most effective tactic of all. 63% 62% 62% 61% 61% 60% 60% 59% 59% 58% 58% Use of webinars as a way to deliver B2B content 2012 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2013 3 @shelbyadobe
  • Why are webinars so effective?  Immersion leads to memorability © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 @shelbyadobe
  • Why are webinars so effective?  Real-time content delivery © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 @shelbyadobe
  • Why are webinars so effective?  Behavioral scoring © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 @shelbyadobe
  • Why are webinars so effective?  Cost-effectiveness © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 @shelbyadobe
  • Why are webinars so effective?  Convenience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 @shelbyadobe
  • When to use Webinars to deliver content  Interaction with prospects is desired and beneficial © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 @shelbyadobe
  • When to use Webinars to deliver content  You want to increase the memorability of your content via an immersive content experience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 @shelbyadobe
  • When to use Webinars to deliver content  Providing content or adjusting content on the-fly based on interest is advantageous © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 @shelbyadobe
  • When to use Webinars to deliver content  Your product or service is complex and is best demonstrated or explained live © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 @shelbyadobe
  • When to use Webinars to deliver content  Decision makers at the end of the buying cycle will benefit from receiving live answers and resources to their remaining questions © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 @shelbyadobe
  • When to use Webinars to deliver content  You need to move a marketing event online and maintain a rich and engaging experience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 @shelbyadobe
  • Mapping webinars to the customer engagement cycle Thought Leadership Education Training Demonstration © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Webinars Types 15 Solution @shelbyadobe
  • Example: How the customer engagement cycle maps to content and content channel delivery Customer Engagement Cycle Problem Research best practices for solving problem Develop solution plan Research technology Compare options Test technology Engage sales Purchase Implement solution © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 @shelbyadobe
  • Example: How the customer engagement cycle maps to content and content channel delivery Channels Whitepapers Thought Leadership Webinar, Blog Series Case studies Virtual Tour Webinars, Solution Brief Comparison Webinars, Chart on Website Trials with training webinars 800# on Website eCommerce, direct sales Tutorials © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 @shelbyadobe
  • Mapping webinars to the customer engagement cycle Example: Planning webinars in the marketing funnel: Best Practices Whitepaper Thought Leadership Webinar 4-Minute Case Study Video Demonstration Webinar Trial Daily Training Webinar Series Purchase © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 @shelbyadobe
  • Use webinars to accelerate the sales cycle  Real-time conversations accelerate the process  Conversations via chat accelerate sales by providing information immediately  Seamlessly continue conversations offline after the webinar © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 @shelbyadobe
  • Use webinars to accelerate the sales cycle  Tease out shoppers at the top of the funnel  Offer a product demo breakout session after your thought leadership webinar  Track downloads of a solution brief © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 @shelbyadobe
  • Use webinars to accelerate the sales cycle  Provide resources on-the-fly to current shoppers  Bring in files to share or post links to resources for one or more attendees © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 @shelbyadobe
  • Use webinars to accelerate the sales cycle  Use behavior to pinpoint sales-ready leads regardless of webinar content  File downloads, chat participation, questions asked, duration of attendance © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 @shelbyadobe
  • Use webinars to accelerate the sales cycle  Clear call-to-action at the close of the webinar  Direct attendees to the next step in your customer engagement cycle Call now! Join the webinar Register now! Download the whitepaper © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Inquire here! 23 @shelbyadobe
  • Strategies for using webinar content to qualify leads  Webinar content maps to buyer’s stage  Determines when lead is ready for sales © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 @shelbyadobe
  • Strategies for using webinar content to qualify leads  Content indicates solution of interest  Clearly understand solution of interest for products with more than one, regardless of demographics © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 @shelbyadobe
  • Strategies for using webinar content to qualify leads  Interest is not all about attendance  Registration alone indicates interest in content  Recording views tell a bigger story © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 @shelbyadobe
  • Strategies for using webinar content to qualify leads  Track further voluntary content consumption  In-webinar resources – which files were downloaded? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 @shelbyadobe
  • Strategies for using webinar content to qualify leads  Overall engagement in webinar content points to interest level  Using an engagement score or built-in engagement meter, determine level of overall interest in the content © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 @shelbyadobe
  • Sample webinar program content strategy for lead qualification Target Audience A Target Audience B Breakout Demo Breakout Demo Thought Leadership Webinars Solution A Solution B Demo Webinars Solution A Solution B Competitive Comparison Webinars Sales © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sales 29 @shelbyadobe
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 @shelbyadobe