0
Why and how to include webinars
in the content marketing mix
Shelby Britton

© 2013 Adobe Systems Incorporated. All Rights...
What will be covered:
Criteria to determine when to deliver content via a webinar
Mapping webinars to the customer engagem...
Why are we here?


62% of marketers are using webinars as a tactic to deliver B2B content
marketing (up from 59% in 2012)...
Why are webinars so effective?


Immersion leads to memorability

© 2013 Adobe Systems Incorporated. All Rights Reserved....
Why are webinars so effective?


Real-time content delivery

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adob...
Why are webinars so effective?


Behavioral scoring

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confid...
Why are webinars so effective?


Cost-effectiveness

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confid...
Why are webinars so effective?


Convenience

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential....
When to use Webinars to deliver content


Interaction with prospects is desired and beneficial

© 2013 Adobe Systems Inco...
When to use Webinars to deliver content


You want to increase the memorability of your content
via an immersive content ...
When to use Webinars to deliver content


Providing content or adjusting content on
the-fly based on interest is advantag...
When to use Webinars to deliver content


Your product or service is complex and is best demonstrated
or explained live

...
When to use Webinars to deliver content


Decision makers at the end of the buying cycle will benefit from receiving
live...
When to use Webinars to deliver content


You need to move a marketing event online and maintain
a rich and engaging expe...
Mapping webinars to the customer engagement cycle

Thought
Leadership
Education

Training

Demonstration

© 2013 Adobe Sys...
Example: How the customer engagement cycle maps to content and
content channel delivery
Customer Engagement Cycle

Problem...
Example: How the customer engagement cycle maps to content and
content channel delivery
Channels

Whitepapers

Thought
Lea...
Mapping webinars to the customer engagement cycle
Example: Planning webinars in the marketing funnel:
Best Practices White...
Use webinars to accelerate the sales cycle


Real-time conversations accelerate the process


Conversations via chat acc...
Use webinars to accelerate the sales cycle


Tease out shoppers at the top of the funnel


Offer a product demo breakout...
Use webinars to accelerate the sales cycle


Provide resources on-the-fly
to current shoppers


Bring in files to share ...
Use webinars to accelerate the sales cycle


Use behavior to pinpoint sales-ready leads regardless of webinar content


...
Use webinars to accelerate the sales cycle


Clear call-to-action at the close of the webinar


Direct attendees to the ...
Strategies for using webinar content to qualify leads


Webinar content maps to buyer’s stage


Determines when lead is ...
Strategies for using webinar content to qualify leads


Content indicates solution of interest


Clearly understand solu...
Strategies for using webinar content to qualify leads


Interest is not all about attendance


Registration alone indica...
Strategies for using webinar content to qualify leads


Track further voluntary content consumption


In-webinar resourc...
Strategies for using webinar content to qualify leads


Overall engagement in webinar content points to interest level

...
Sample webinar program content strategy for lead qualification
Target Audience A

Target Audience B

Breakout Demo

Breako...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

30

@shelbyadobe
Upcoming SlideShare
Loading in...5
×

Why and how to include webinars in the content marketing mix

263

Published on

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

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
263
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Why and how to include webinars in the content marketing mix Shelby Britton © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @shelbyadobe
  2. 2. 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
  3. 3. 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
  4. 4. Why are webinars so effective?  Immersion leads to memorability © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 @shelbyadobe
  5. 5. Why are webinars so effective?  Real-time content delivery © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 @shelbyadobe
  6. 6. Why are webinars so effective?  Behavioral scoring © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 @shelbyadobe
  7. 7. Why are webinars so effective?  Cost-effectiveness © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 @shelbyadobe
  8. 8. Why are webinars so effective?  Convenience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 @shelbyadobe
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 @shelbyadobe
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×