Webcast Marketing Best Practices


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  • Different types of Webcasts 5 mins Bob Hanson – Quantum Leap Marketing 15 mins Results of 2009 Survey of our Peers on Webinars Technology Webinars for Building & Moving Pipe Case Study of Success with Sales Conversion Webinar Best Practices Strategies -- Common Success Principles Q& A Proven Tips & Costly Mistakes 10 mins CA Experience 10 mins CA Case Study Series, Deep dives, moving people Feedback Conclusion Bio: Bob Hanson is the President of lead generation and conversion consultancy Quantum Leap Marketing and creator of the “Must-See Webinars tm” success system. He has also published a recent guide to online lead generation, the "What's Working Now in B-to-B Lead Generation Guide: Success with New Media: Webinars and Google Ads." Bob's clients conduct about 1,500 webinars per year with up to 2,245 registrants. His client marketing events have created in excess of $1.45 billion in qualified leads. Representative clients include 3Com, AT&T, Cisco Systems, Cabletron, Iona Technologies, IDT, Mentor Graphics, and Siemens.
  • What do we think about marketing webcasts as next steps? (Anastasia Tsimiklis) BP Webcasts needs to shift focus away from ppt slides with lots of words and bullets. The roundtable example was very good so we should shift focus of these webcasts to be "a bunch of these" not a bunch of slides with words. I would think that active links to take me to examples of best practice tools, ie invitations, recruiting methodologies, recruiting checklists, etc would be ideal! Need lots of graphics too in these webcasts as well. The links would be helpful when I am ready to execute since I cannot remember everything in this deck in a month when I need to execute an event. To get a better idea of this approach. participate in a Marketing Leadership Forum webcast. (Dean Morash) How to leverage and get the most out of the Planner's programs and complementing the field programs to make truly integrated content. (Zoe Meyer) I thought that Angela and Elliott did a great job and their ideas were presented in a way that was compelling and interactive. Two thoughts: 1. Make the presentations shorter (45 minutes max)...we tend to have short attention spans. 2. Sharing the "how" would be good for everyone. Thanks again for sharing, great idea.  (Jan Mitchell) integrating PR (Keith Page) Tradeshows (national or regional). We have one scheduled for events but I'm guessing that will be more about CA custom seminars/roundtables. (Karen Longcoy) Someone on the PPM asked to have a webcast on Campaign Best Practices. (Nerissa Traola) Maybe a training webcast (not really best practices) on understanding Geo processes that would help Area marketing people. (Sandy Smith)
  • Working with clients such as Cisco and Siemens, Bob Hanson, our guest speaker, has defined the typical buying process at the bottom of this chart and how different webinars can be used at different stages of the buying process to help you move more people through faster. If you look on the bottom you see Early Education of prospects moving all the way to the sale and then upsell or client satisfaction webinars. Bob will take us through a case study example in a few minutes that would be a Positioning webinar taking place early in the buying process. The Educational or Demonstration type events are more common which come further on in the process, and then another type of event which is very common in some industries like Training or Information Marketing, is where the objective is to get orders at the event. The key takeaway is to know what kind of events you need to do, and that any one Lead Generation event is likely not going to accomplish all of these objectives. In CA terms, we have categorized the Webcasts in the following ways: Positioning (awareness - e.g. EITM) Topic Education (demand generation - e.g. solution focused) Product Demo (move pipe) Sales Conversion (move pipe)
  • The Medium Live or On Demand Version Intimate and Convenient Interactive Online Marketing to Promote (Email and Websites) The Message Use Your Best Speaker (s) Proven Presentations The Money - Return on Investment Effective Relative to Other Options Tracking Prospect Interest, Follow-up Easy Easy to Track Results
  • So in summary, I hope you have gotten the 30,000 foot view on the survey. You can compare how your marketing mix compares to your peers and also I hope you are starting to get some ideas for your won webinars for lead generation. Eric’s going to share a lot more ideas for you and I’ll speak with you again in a few minutes to answer your questions, so please keep them coming. - Thanks for your attention, and now I’d like to turn the presentation back over to Elliot for a polling question.
  • Content is King! Always choose a topic that resonates with users, partners and will capture attention. Select a topic that is current and top of mind. Webcasts that are the first to cover a timely topic generates a higher attendance rate. Would you use the acronyms ROI and TCO with a technical audience? Probably not, nor would you want to use technical terms such as LPAR’s or N-Tier architecture with a CXX level audience. LPAR= logical partition is a subset of computer's hardware resources, virtualized as a separate computer. In effect, a physical machine can be partitioned into multiple LPARs, each housing a separate operating system. N-Tier architecture= refers to web applications which further forward their requests to other enterprise services. This type of application is the one most responsible for the success of application servers. 3. The first impression people will see is the title of the webcast—Choose Wisely and make sure the title matches the content. The title can be broad or narrow depending on the audience you are trying to draw. Here are a few examples of effective phrases in Webcast titles: - “Are you prepared…” - “Maximize Performance…” - “Gain 5 Key Strategies to…” - “10 Tactics to Build On…” - “Get the Most out of…” - “Improve…” AND make sure the title is paired with an effective abstract and avoid phrases that can be picked up by SPAM filters such as “Free” versus “Complimentary”. Keeping the abstract concise and using bullets will attract more viewers. Be sure to leave the user with details on where to turn to obtain more information (web site URL, etc.) Pick the appropriate speaker to address the intended audience. Invite an industry expert (e.g. Bob Hanson from Quantum Leap Marketing) which presents a non-partisan view and will add creditability to you webcast. Keep the number of slides short, utilizing one slide for each three minutes. Do not use more than 40 minutes of presentation time. Invite your customers and prospects: Sales team aware and have them send invitations to select customers. Promote the Webcast on your Website: Depending on the audience-Local versus regional versus international Follow-up with Attendees: Establish a follow-up strategy for the attendees before the event to provide for timely contact which will help accelerate the sales process and determine the ROI for the event.
  • Underestimating the Effort Needed to Recruit Your Audience People are bombarded with hundreds of marketing and sales emails every day. Make every effort possible to grab prospect’s attention to the event, get them to register then follow-up with a confirmation and reminder e-mail. Speakers not Buying into Objectives and Agenda Have all speakers attend a “dress rehearsal”. By not attending, major points such as topic transitions, polling questions and can sabotage the entire Webcast. Internal Speakers Who Are Not Experts on the Topic Failing to Use Key Features of Collaboration Technologies Using chat, polling questions, Q&A forums, and lead capture forms No Design for Sales Follow-Up Before the Event Little or No…Follow-up Little or No…Tracking
  • Webcast Marketing Best Practices

    1. 1. Webcast Marketing Best Practices Roundtable Led by Janie Frandsen Angela Lee-Moll Elliott Lowe
    2. 2. Today’s Discussion <ul><li>Your Input…What You’d Like to See </li></ul><ul><li>Types of Marketing Webcasts </li></ul><ul><li>Results of Quantum Leap Marketing 2009 Survey </li></ul><ul><li>Technology Webcast </li></ul><ul><li>Sales Conversion Case Study </li></ul><ul><li>Best Practices Strategies – Common Success Principles </li></ul><ul><li>CA Case Study & Results </li></ul><ul><li>Q&A </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    3. 3. Your input… What you’d like to see… <ul><li>Customers restricted budgets mean accounts are more likely to attend webcasts now than face-to-face events </li></ul><ul><ul><li>How can the Areas best leverage GEO created webcasts? </li></ul></ul><ul><li>How can the Areas create an easy, low-cost webcast? </li></ul><ul><ul><li>Need awareness and exposure for local sales team to audience, build pipe and move pipe </li></ul></ul><ul><ul><li>Need content and potential guest speakers </li></ul></ul><ul><ul><li>Need recruitment tactics other than via CIDB / Aprimo blasts </li></ul></ul><ul><li>Can webcasts be used as a next step after live events? </li></ul><ul><li>Increase examples with more Case Studies </li></ul><ul><li>Make the presentations shorter (45 minutes max)...we tend to have short attention spans </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    4. 4. Marketing Webcasts in Buying Process January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc. Types Of Webcasts Education/Early Defining Requirements Compare Solutions Short-List, Decision Topic Education Leads Product Focused Demo Positioning Sales Conversion Paid Training Adoption, Stick, Cross-Sell Sale Upsell Cross-Sell Source: Quantum Leap Marketing
    5. 5. Polling Question <ul><li>What is the number of webcasts per quarter will you conduct in the next six months? </li></ul><ul><ul><li>0 </li></ul></ul><ul><ul><li>1 </li></ul></ul><ul><ul><li>2 </li></ul></ul><ul><ul><li>3 </li></ul></ul><ul><ul><li>>3 </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    6. 6. Polling Question <ul><li>What type of webcasts will you conduct? </li></ul><ul><ul><li>Positioning (awareness - e.g. EITM) </li></ul></ul><ul><ul><li>Topic Education (demand generation - e.g. solution focused) </li></ul></ul><ul><ul><li>Product Demo (move pipe) </li></ul></ul><ul><ul><li>Sales Conversion (move pipe) </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    7. 7. Technology Webinars for Creating Sales in 2009 Bob Hanson President, Quantum Leap Marketing Creator, Must-See Webinars™ [email_address] www.yourcuttingedgemarketingtips.com 508-625-1712
    8. 8. Today’s Agenda <ul><li>The Recent Technology Marketing Survey </li></ul><ul><li>Generating Technology Deals with Webinars </li></ul><ul><li>Case Study and Takeaways </li></ul>
    9. 9. 2009 Survey Results <ul><li>1. Top Ways of Generating Leads </li></ul><ul><li>Email Marketing </li></ul><ul><li>Website Marketing </li></ul><ul><li>Webinars </li></ul><ul><li>2. Always Measure Success by… </li></ul><ul><li>Number of Leads Generated </li></ul><ul><li>Number of Sales Opportunities Generated </li></ul><ul><li>3. Project 0-25% Decrease in 2009 Marketing Budget </li></ul>
    10. 10. Key Data Points with Technology Webinars <ul><li>The Number of Webinars Per Year </li></ul><ul><li>Average About 11 to 20 Per Year </li></ul><ul><li>The Conversion to Opportunities </li></ul><ul><li>5 to 10% of Registrants Become Opportunities </li></ul><ul><li>Primary Webinar Objectives </li></ul><ul><li>Create New Leads </li></ul><ul><li>Nurture Leads into Sales Opportunities </li></ul>
    11. 11. Technology Webinars for Moving Pipeline <ul><li>Objective: Create Sales Opportunity, Move Deals </li></ul><ul><li>Audience: Decision Maker or Buying Team </li></ul><ul><li>Topic: Generally Narrowly Defined – Sample Themes </li></ul><ul><ul><li>Enhancing Security </li></ul></ul><ul><ul><li>Reducing Legal Liability </li></ul></ul><ul><ul><li>Delivering More Business Benefit at Lower Cost </li></ul></ul><ul><ul><li>Technology Migrations or Upgrades </li></ul></ul><ul><ul><li>Improving IT Team Productivity </li></ul></ul><ul><li>Two Speakers: Inside/Outside Expert + Product </li></ul>
    12. 12. Case Study- Sales Conversion Webinar <ul><li>Situation: Hosted Messaging Vendor had a set of core, enterprise accounts it wanted to move to finally decide to get rid of the internal infrastructure and use its type of offering </li></ul><ul><li>Webinar Topic: “Seven Things You Might Not Know About Hosted Messaging” </li></ul><ul><li>Content: Outside Analyst + Vendor with Case Studies </li></ul><ul><li>Sales Follow-up Centered on Key Decision Makers </li></ul><ul><li>Include 125+ leads for live event, Webinar recording on site, $1 million+ Sale from Key Prospect within 9 Months </li></ul>
    13. 13. Best Practices Strategies <ul><li>Think “Narrowcasting” </li></ul><ul><li>Content Should Match Top Decision Maker Issue </li></ul><ul><ul><li>Don’t be afraid to ask, what are top 3 concerns? </li></ul></ul><ul><li>Think “Tonight on 60 Minutes…” for Topics </li></ul><ul><li>4 Cs for Speakers (Many times an outside speaker) </li></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><li>Cutting Edge Content </li></ul></ul><ul><ul><li>Customized to Audience </li></ul></ul><ul><ul><li>Connection between Content and Vendor </li></ul></ul><ul><li>Marketing/Follow-up Plan – Targeted and Multi-Step </li></ul>
    14. 14. Industry Benchmarks for Webinars <ul><li>Biggest Marketing Challenge – Positioning Ahead of Competitors </li></ul><ul><li>Most Popular Reasons for Doing Marketing Webinars </li></ul><ul><ul><li>Positioning Company in Marketplace </li></ul></ul><ul><ul><li>Generate Sales Leads </li></ul></ul><ul><li>80%+ of Webinar Registrants from Internal Email List </li></ul><ul><li>Webinar Attendance Clusters in the 40-60% Range </li></ul><ul><li>90%+ Webinar Registrants/Leads Are for a Live Event </li></ul><ul><li>70%+ Sales Leads Don’t Get Proper Follow-up </li></ul><ul><li>Top 5% of Vendors Generate 50% of Webinar Leads </li></ul>
    15. 15. More Information <ul><li>Cutting-Edge Marketer’s Guide to More Sales with Webinars www.yourcuttingedgemarketingtips.com </li></ul>January 14, 2009 Webcast Best Practices Roundtable
    16. 16. Thank You <ul><li>Your Q and A to Follow </li></ul>
    17. 17. Proven Tips for a Successful Webcast <ul><li>Content, content, content! </li></ul><ul><ul><li>Select a Hot Topic </li></ul></ul><ul><ul><li>Tailor the content to the audience </li></ul></ul><ul><ul><li>Create a compelling title </li></ul></ul><ul><ul><li>Pair the title with the abstract </li></ul></ul><ul><ul><li>Include a Call to Action </li></ul></ul><ul><ul><li>Carefully select your speakers </li></ul></ul><ul><ul><li>Leverage Third Party creditability </li></ul></ul><ul><ul><li>Keep the number of slides and length short </li></ul></ul><ul><li>Invite Your Customers and Prospects </li></ul><ul><li>Promote the Webcast on Your Web Site </li></ul><ul><li>Follow-up with Attendees </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc. Source: Tech Target
    18. 18. Most Costly Mistakes <ul><li>Underestimating the Effort Needed to Recruit Your Audience </li></ul><ul><ul><li>Get prospect’s attention, get them to register, send confirmation and reminder </li></ul></ul><ul><li>Speakers not Buying into Objectives and Agenda </li></ul><ul><ul><li>Missed rehearsals can detract and sabotage success of the Webcast </li></ul></ul><ul><li>Failing to Use Key Features of Collaboration Technologies </li></ul><ul><ul><li>Using chat, polling questions, Q&A forums, and lead capture forms </li></ul></ul><ul><li>No Design for Sales Follow-Up Before the Event </li></ul><ul><ul><li>Little or No…Follow-up </li></ul></ul><ul><ul><li>Little or No…Tracking </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    19. 19. Case Study Spyware Webcast Series Elliott Lowe
    20. 20. Polling Questions <ul><li>Rate the recruitment strategy. </li></ul><ul><li>Rate the content. </li></ul><ul><li>Rate the use of collaboration technology. </li></ul><ul><li>Rate the follow up plan. </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    21. 21. Monthly Spyware Webcast Series <ul><li>Spyware Exposed: What You Should Know About the Growing Spyware Threat </li></ul><ul><ul><li>Roger Thompson, Director of Malicious Content Research, CA </li></ul></ul><ul><li>Spyware Dissected </li></ul><ul><li>Spyware Defeated: Strategies to Remove and Prevent it for Good </li></ul><ul><ul><li>Sioux Fleming, Director Product Management, CA </li></ul></ul><ul><ul><li>Steve Gelfound, Manager, Information Technology National Center for Missing & Exploited Children </li></ul></ul><ul><li>Six Steps to Prevent Spyware Infestation </li></ul><ul><li>The Truth Behind Anti-Spyware Software: What Vendors Don't Tell You </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    22. 22. Monthly Spyware Webcast Series <ul><li>Recruitment </li></ul><ul><ul><li>Ziff list emails </li></ul></ul><ul><ul><li>CA list emails </li></ul></ul><ul><ul><li>Partner emails </li></ul></ul><ul><ul><li>CA.com event </li></ul></ul><ul><ul><li>Field Marketing/Sales </li></ul></ul><ul><ul><li>Announce next webcast </li></ul></ul><ul><li>Collaboration Tech </li></ul><ul><ul><li>Pre and post survey </li></ul></ul><ul><ul><li>Polling questions </li></ul></ul><ul><ul><li>Real-time questions </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    23. 23. Monthly Spyware Webcast Series <ul><li>Follow-up </li></ul><ul><ul><li>Post replay on ca.com </li></ul></ul><ul><ul><li>Thank you email with link to replay and trial offer </li></ul></ul><ul><ul><li>Email invite to deep-dive webcast </li></ul></ul><ul><ul><li>Email invite to spyware seminar series </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    24. 24. Polling Questions <ul><li>Rate the recruitment strategy. </li></ul><ul><li>Rate the content. </li></ul><ul><li>Rate the use of collaboration technology. </li></ul><ul><li>Rate the follow up plan. </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    25. 25. Performance of Spyware Webcast Series January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc. Delivered Reg Reg Rate Attend Att Rate Questions Nov Spyware Exposed 282,055 2,355 0.83% 1,094 46% 147 Dec Spyware Dissected 183,329 1,963 0.48% 823 42% 122 Feb Spyware Defeated 150,000 792 0.53% 296 37% 80+ Mar Six Steps to Prevent 140,000 679 0.48% 479 70% 30 Apr Truth Behind AS Software 287,396 2,049 0.74% 1,212 59% 237 May Close the Backdoor 9,759 362 3.71% 189 52%
    26. 26. Polling Questions <ul><li>Go to poll slides </li></ul>
    27. 27. Evaluation <ul><li>Pros </li></ul><ul><li>Compelling content </li></ul><ul><li>Multi-source recruitment </li></ul><ul><li>Guest speaker </li></ul><ul><li>Strong use of collaboration tech </li></ul><ul><li>Multiple follow-up </li></ul><ul><li>Cons </li></ul><ul><li>Need better targeting </li></ul><ul><li>Email headlines too long </li></ul><ul><li>Need consistent imagery </li></ul><ul><li>More guest speakers </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    28. 28. Best Practices Used Today <ul><li>Recruitment </li></ul><ul><ul><li>Multiple touches </li></ul></ul><ul><ul><li>Day before reminder </li></ul></ul><ul><ul><li>Starting shortly reminder </li></ul></ul><ul><li>Interactive Technology </li></ul><ul><ul><li>Requested input and tailored presentation </li></ul></ul><ul><ul><li>Polling Questions </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Expert speaker </li></ul></ul><ul><ul><li>Multiple case studies and examples </li></ul></ul><ul><ul><li>Used “Your” to personalize and engage audience </li></ul></ul><ul><ul><li>Provided links for references </li></ul></ul><ul><li>Follow-up </li></ul><ul><ul><li>Post-webcast survey </li></ul></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    29. 29. References <ul><li>Marketing Sherpa: 2008-09 Business Technology Marketing Benchmark Guide (Contact GEO Marketing) </li></ul><ul><li>7 Secrets of Winning Webinars – Quantum Leap Marketing </li></ul><ul><li>Top Ten Webinar Practices – Tech Target </li></ul><ul><li>The Cutting-Edge Marketer’s Guide to More Sales with Webinars – Quantum Leap Marketing </li></ul><ul><li>Top Trends Business Leads Generation 2008 – Quantum Leap Marketing </li></ul><ul><li>Webcasting Fuels Your 2009 Marketing Strategy – Frost & Sullivan http://webcast.streamlogics.com/audience/index.asp?eventid=57720583 </li></ul><ul><li>SharePoint </li></ul><ul><li>https://km.ca.com/marketing/field/NA/ProgMgt/program_mgmt/default.aspx?RootFolder=%2fmarketing%2ffield%2fNA%2fProgMgt%2fprogram%5fmgmt%2fShared%20Documents%2fBest%20Practices&FolderCTID=&View=%7b94A42877%2dD331%2d40FD%2d939F%2dEDA84F11FB0B%7d </li></ul>January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
    30. 30. Thank you Q & A