How-to: Boost Webinar
Signups
with
Retargeting
Presented by:
Mani Iyer | CEO @ Kwanzoo

@iyermani
#demandgen
OBJECTIVES

Webinar Objectives
• Educate Demand Marketers on new opportunities
to accelerate Webinar Registrations through...
AGENDA
1. Webinars and Demand Generation
2. Accelerating Your Lead Management Process with
Webinars
3. Introducing Webinar...
Webinars and Demand Generation
1. Critical component of the B2B Demand
Generation Mix
Primary channel for Top-of-Funnel De...
Accelerate Your Lead Management Process using
Webinar Sign-up Ads
Suspect

Sales
Qualification

Marketing
Qualification

I...
Introducing Webinar Sign-up Ads

(Optional) Front Screen
with title and webinar pitch

collect registrations in
Signup Scr...
Increase Webinar Signups with Retargeted Ads
Your Website
Organic
Search

Email

Social

Ad Network
PPC &
Display

Retarge...
Build Your Webinar Signup Ad in 3 Easy Steps
1. Select smart lead form
2. Customize
3. Run, Optimize
Webinar Sign-up Ad – Setup Reg Form

• choose data fields to be collected
(can be text, date or dropdown list)

• Upload b...
Webinar Sign-up Ad for Citrix GoToWebinar

• Choose ‘Citrix Online
LeadConnect’ to store
leads directly in Citrix.
• After...
Webinar Sign-up Ads – work with MAP/CRM
Webinar Sign-up Ad – Thank You Screen

Optional Thank You
Screen: links users to
your website or landing
page with a
call-...
Generate Ad Tag & Deploy
Webinar Sign-up Ads – Key Statistics

Basic statistics include:
•
•
•
•

Impressions – # times the video lead form ad is s...
Webinar Sign-up Ads – Detailed Statistics

View detail stats including:
• impressions
• viewable impressions
• partial for...
Budget for Re-targeted Webinar Signup Ads: ROI Modeler
Monthly Re-targeted Ad Impressions
Monthly unique visitors to your ...
Questions?
Phone:
Email:
Twitter:

408-216-7025
info@kwanzoo.com
@kwanzoo
@iyermani

Resources:
http://www.kwanzoo.com/pro...
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How-to: Boost Webinar Signups with Retargeting

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The typical webinar registration page converts only 2% of visitors. This educational webinar will discuss new ways to boost webinar signups by moving your webinar registration process directly into display ads served via retargeting. Learn how to:

--Capture more webinar leads at the top-of-the-funnel
--Present webinar registration forms directly inside display & re-targeted ads
--Store leads from ads into your marketing automation (MAP), CRM, or Citrix GoToWebinar
--Secure budget and measure ROI for your re-targeted webinar ads campaign

Published in: Technology, Business
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How-to: Boost Webinar Signups with Retargeting

  1. 1. How-to: Boost Webinar Signups with Retargeting Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
  2. 2. OBJECTIVES Webinar Objectives • Educate Demand Marketers on new opportunities to accelerate Webinar Registrations through use of Short Registration Forms & Retargeting • If you are new to Retargeting, this webinar will share simple, quick ways to leverage your webinar offers to accelerate demand through Retargeting.
  3. 3. AGENDA 1. Webinars and Demand Generation 2. Accelerating Your Lead Management Process with Webinars 3. Introducing Webinar Signup Ads 4. How to Plan, Run & Measure ROI for a Webinar Marketing & Promotion Campaign 5. Questions
  4. 4. Webinars and Demand Generation 1. Critical component of the B2B Demand Generation Mix Primary channel for Top-of-Funnel Demand along with Paid Media, Social (Blogs) and Organic Search (SEO) 2. Webinar Promotions are still via email and website Email and direct invitations/promotions still account for the lion’s share of registrants and attendees (58-64%). Social media and search have remained fairly steady for the past 3 years at delivering around 15% of the audience. (Osterman Research, Quantum Leap Marketing, 2009)
  5. 5. Accelerate Your Lead Management Process using Webinar Sign-up Ads Suspect Sales Qualification Marketing Qualification Inquiry Customer Marketing Marketing Automation (MAP) / CRM Top of Funnel: Boost net new webinar signups across website and display Increase conversions of website visitors with retargeted webinar ads Search retarget w/ webinar sign-up ads on 3rd party sites Mid Funnel: Site & CRM retarget known prospects with webinar sign-up ads Dynamic, persona-based & account-based webinar sign-up ads Closed-Loop Reporting integrated with MAP/CRM Lower Funnel: Dynamic, persona-based & account-based webinar sign-up ads Measure Impact  Increased lead conversions  Pipeline acceleration  Increased closed/won deals
  6. 6. Introducing Webinar Sign-up Ads (Optional) Front Screen with title and webinar pitch collect registrations in Signup Screen Capture Registration Data directly into your MAP, CRM or Citrix GoToWebinar
  7. 7. Increase Webinar Signups with Retargeted Ads Your Website Organic Search Email Social Ad Network PPC & Display Retargeted Ads Example: • • Visitors get tracked for retargeting (cookie’d) Tracking works beyond your website across the web 10,000 website visitors 30 impressions / visitor / month • Total of 300,000 retargeted impressions per 30 day period
  8. 8. Build Your Webinar Signup Ad in 3 Easy Steps 1. Select smart lead form 2. Customize 3. Run, Optimize
  9. 9. Webinar Sign-up Ad – Setup Reg Form • choose data fields to be collected (can be text, date or dropdown list) • Upload background image (strong webinar pitch message)
  10. 10. Webinar Sign-up Ad for Citrix GoToWebinar • Choose ‘Citrix Online LeadConnect’ to store leads directly in Citrix. • After logging in, select the webinar from dropdown to link to ad.
  11. 11. Webinar Sign-up Ads – work with MAP/CRM
  12. 12. Webinar Sign-up Ad – Thank You Screen Optional Thank You Screen: links users to your website or landing page with a call-to-action button
  13. 13. Generate Ad Tag & Deploy
  14. 14. Webinar Sign-up Ads – Key Statistics Basic statistics include: • • • • Impressions – # times the video lead form ad is served Engagement – the First Click on the video lead form ad Lead Captures – complete form fills on Lead Form screen Clicks – the click on the call-to-action on the Thank You screen that is presented after the Lead Form screen
  15. 15. Webinar Sign-up Ads – Detailed Statistics View detail stats including: • impressions • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement • %video play / total video duration
  16. 16. Budget for Re-targeted Webinar Signup Ads: ROI Modeler Monthly Re-targeted Ad Impressions Monthly unique visitors to your website(s) in 1000s Retargeted ad impressions per visitor per month Available re-targeted ad impressions per month Cost of re-targeted ad impressions (CPM) Re-targeted Ad Serving Fees (Estimated) 18 20 360,000 $3 $1,080 Paid to Retargeting Provider Monthly Kwanzoo Technology Fees Kwanzoo Silver Plan or Higher Technology Fees Per Month (Paid to Kwanzoo) $499 Cost Per 50,000 Impressions Number of Impressions Needed Impression Fees Per Month (Paid to Kwanzoo) $50 400,000 $400 $1,979.00 Kwanzoo Impression Fees Re-targeted Kwanzoo Webinar Sign-up Ads Kwanzoo delivers conversion rates 30% or more higher than typical banner ads Monthly Re-targeting Budget Estimated Cost Per Lead Estimated Impressions Per Lead Conversion (via Kwanzoo Webinar Sign-up Ads) Low (in 1000s) High (in 1000s) Lead Captures - Low Lead Captures - High Estimated Cost Per Lead (Low) Estimated Cost Per Lead (High) 6000 8000 45 60 $33 $44
  17. 17. Questions? Phone: Email: Twitter: 408-216-7025 info@kwanzoo.com @kwanzoo @iyermani Resources: http://www.kwanzoo.com/products/in-banner-lead-forms/webinarsignup-ads/
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