Secret Sauce to Online Events: Tips to Building and Implementing Online Events that Over Perform
 

Secret Sauce to Online Events: Tips to Building and Implementing Online Events that Over Perform

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Events are a vital component of your demand generation and brand reinforcement programs, and represent a huge slice of your total marketing spend. So, how do you get the most from this critical ...

Events are a vital component of your demand generation and brand reinforcement programs, and represent a huge slice of your total marketing spend. So, how do you get the most from this critical channel without overtaxing your already limited resources? Maria draws on her experience building online events to share valuable insights on ways to make yours a success.

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Secret Sauce to Online Events: Tips to Building and Implementing Online Events that Over Perform Presentation Transcript

  • 1. Secret Sauce to Online Events: Tips to Building and Implementing Online Events that Over Perform© 2011 Marketo, Inc.
  • 2. Marketo is the leading Revenue Performance Management Solution 1. Marketing automation, sales effectiveness and revenue analytics have become a must-have solution 2. >1100 customers; 315% YOY growth 3. Customer Impact: Fast 40%+ improvement across sales & marketing 4. Award Winning Products & Modern Technology 5. Furious pace of innovation: 8-week release cycle 6. World-class management team Best Marketing Solution Salesforce - Best Best Marketing and Who’s Who in BtoB Marketing Automation Sales 2.0 SolutionPage 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Why Online Events?Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Types of Online Events 1. Virtual Events 2. Webinars 3. Webcasts or Livestreams 4. Hybrid – online in conjunction with offlinePage 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Some of the Ways to Promote Online Events • Database • Outbound • Emails • Banner ads • Phone calls • Dedicated emails • Direct mail • Content syndication • Sponsored webinar package • Inbound • PPC • Social media • Print ad • Blog/guest blog • Press release • SEO • Co-marketedPage 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Success Secret 1: Set Goals Upfront 1. Plan for plenty of promotion time 2. Not just people, but the RIGHT people 3. Revenue impact 4. Prospects and Customers 5. Spiff for the teamPage 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Success Secret 2: Strong Theme / Creative 1. Iconic 2. See yourself 3. Address a Pain Point 4. “Be a Rockstar at the Office. Leather Pants Optional.”Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Success Secret 3: Multi-Touch Promotion Typical Webinar Promotion: Typical Webinar Confirmation: • Series Invite + Big Bang • Confirmation Email Press Release • Reminder 2 days prior – • T-2 weeks invite Email and Boxpilot • T-1 weeks invite v2 • Reminder 1 hour prior • T-2 days invite Typical Webinar Follow-up: • Minutes after event with slides • 1-2 days later with recording • Phone call (Leads)Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Success Secret 4: Segmentation 1. Data quality 2. Reusable lists 3. Don’t over-email or over-invite (list fatigue) 4. Used demographic score to target top prospects for calling programsPage 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Success Secret 5: Follow-Up Fast 1. Email with slides out within the hour 2. Recording out within 48 hours 3. Immediate sales notifications and “interesting moments” 4. Follow-up survey included requests for a demo 5. Follow-up offers to continue engagementPage 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Success Secret 6: Make it Scalable Use “Tokens” To Parameterize Track Costs and Tags Clone Complete for Measurement ProgramsPage 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Good Success Secret 7: Measure to Prove ROI Better BestPage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Repurposing Webinar Content • Website ARTICLE • Blog • Guest Blog • Use all types for • Website nurturing and WHITEPAPER • Slideshare • Sribd scoring Webinar • Use all types to • Website SLIDES drive traffic to • Slide Share your website and in social media VIDEO CLIP • Website promotions • Youtube • Website PODCAST • iTunesPage 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Sample Webinar ChecklistPage 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Webinar – Pre-Event Checklist  Identify the topic and speakers.  Write an executive summary of the event including goals.  Create the event in your webinar platform.  Build a webinar landing page.  Create the registration flow.  Enable social sharing (and reach out to others in social to help promote).  Make it easy for registrants to add it to their calendar.  Create email promotional schedule.  Build promotional and reminder emails.  Promote via a press release.  Promote through search engines and directories.  Arrange a calling campaign.  Design follow-up emails.  Build webinar slides.  Conduct dress rehearsal.  Build a lead scoring campaign for the archived webinar.Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Webinar – During-Event Checklist  8:30 a.m.: Have a hard copy of the webinar slides, webinar checklists and moderator notes. Write down the dial-in # on the hard copy as a backup.  9:00 a.m.: Post a registration reminder on Twitter using the agreed-upon hashtag. Also schedule a tweet to go out at 10:00am with the webinar access info. Have someone on your team monitoring and engaging from your corporate Twitter account during the webinar.  9:30 a.m.: Dial-in. Sound check, etc.  10:00 a.m.: Showtime! Follow your moderator notes closely, especially for the opening few sentences. Check off items as you progress.  10:15 a.m.: Place a 301 Redirect from the original webinar registration page to a new resource page.  10:25 a.m.: Post notable content from the webinar on Twitter, as well as in your LinkedIn group.  10:50 a.m.: As you wrap up the webinar, share the link to your LinkedIn group with the audience, giving them instant access to the webinar slides.  10:55 a.m.: Encourage further Q&A on Twitter and LinkedIn after the webinar.  11:30 a.m.: Publicly thank those that participated in the online discussion, e.g. on TwitterPage 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Webinar – Post-Event Checklist  Activate a follow-up email campaign.  Address live chat questions.  Conduct a post-webinar survey.  Update your events listings on your website.  Process the webinar recording.  Build a scoring campaign for archived webinar view.  Update social media channels to indicate the recording is available.  Launch a second email follow-up campaign.  Sales reach-out (phone and email) to qualified leads.  Repurpose data into white papers, videos and other content assets.Page 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Evaluate Results with the Team  Number of registrants and attendees  Number of relevant questions  Number of new leads and new prospects, i.e. leads in your target market  Drop-off rate during the event  Number of mentions and re-tweets on Twitter  Number of comments/likes/shares on Facebook and LinkedIn  Minutes (or hours) between end of webinar and your follow up email  Average ratings from the post-event feedback survey  Revenue generatedPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Questions & AnswersContact Us+1.877.260.6586www.marketo.com