Driving Webinar Registration and Attendance | ON24

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Benchmarks Report: Methodology
• ON24 supports over 23,000+ Webinars annually
• Study of 2300+ Webinars
• Cross section of 500 companies
• Companies in study range from SMB-Enterprise
• Across all verticals

Data drawn from webinars delivered between 01-12 2012
http://communication.on24.com/webinarbenchmarkreport2013

Published in: Marketing
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  • Note: this is for BtoB applications. BtoC might be more effective on weekends.
  • Turnkey solutionAudience GenerationFull-service supportEnd-to-endOn-going stream of leadsOne complete solutionUnderstand IBM’s goals/objectivesGet involved with audience generation (multi-publisher)Full-service project mgmt
  • Driving Webinar Registration and Attendance | ON24

    1. 1. Biggest Webinar Challenges: Poll results! Driving Registration: #1 ranked challenge to delivering successful webinars! Results: ON24 Benchmarks Webinar Poll! 2 | ©ON24, Inc. All Rights Reserved.!
    2. 2. Challenges to Driving Webinar Registration & Attendance ! There are a LOT of webinars to choose from. Most run on same day, at same time…! 3 | ©ON24, Inc. All Rights Reserved.!
    3. 3. Challenges to Driving Webinar Registration & Attendance ! Schedules often don’t include free hours during the middle of the day…! 4 | ©ON24, Inc. All Rights Reserved.!
    4. 4. Challenges to Driving Webinar Registration & Attendance ! Catching your prospects at a moment of receptivity! 5 | ©ON24, Inc. All Rights Reserved.!
    5. 5. Webinar Registration Benchmarks! 6 | ©ON24, Inc. All Rights Reserved.!
    6. 6. ON24 Benchmarks Report: Methodology! •  ON24 supports over 23,000+ Webinars annually! •  Study of 2300+ Webinars! •  Cross section of 500 companies ! •  Companies in study range from SMB-Enterprise! •  Across all verticals! •  Data drawn from webinars delivered between JanuaryDecember 2012!
    7. 7. Webinar Benchmarks: Driving Registration! Most Effective Tools for Driving Registration! 80% of leads delivered from:! 1.  Email! 2.  Website! 3.  Emails from Sales! 4.  Third Party ! 80%! 20%! 20% of leads:! 1.  Partner Promotions! 2.  Banner Ads! 3.  SEM! 4.  Social Media! 8 | ©ON24, Inc. All Rights Reserved.!
    8. 8. Webinar Benchmarks: Driving Registration! Start Early and Finish Strong! 64%! 64%! Register the week of live webinar! 36%! 36%! Register over one week before webinar! 7+ Days! 9 | ©ON24, Inc. All Rights Reserved.! 2 to 7 Days! Day Before! Day of Event!
    9. 9. Webinar Benchmarks: Driving Registration! Best Days to Send Promotional Emails! Days of the Week with Most Registrants:! Optimal Days: Tuesday & Wednesday! 10 | ©ON24, Inc. All Rights Reserved.!
    10. 10. Webinar Benchmarks: Driving Registration! Best Times to Schedule Your Webinars! Webinars by Time of Day-Top 5! Key Finding: Schedule Webinars to accommodate both coasts, to increase registration and attendance! 11 | ©ON24, Inc. All Rights Reserved.!
    11. 11. Webinar Benchmarks: Driving Registration! Registrant to Attendee Conversion! 12 | ©ON24, Inc. All Rights Reserved.!
    12. 12. Driving Registration & Attendance Best practices ! 13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.!
    13. 13. Promoting Your Webinars! for driving Registration! Sales Online ads Emails Driving Registration SEM Website Social Media 14 | ©ON24, Inc. All Rights Reserved.! Other Webcasts
    14. 14. Promoting Your Webinars! Compelling promotional copy can mean the difference between registrants and blank stares! • Keep it short! • Strong opener! • Use bullets to highlight content! • Don’t be pitchy! • Focus on value proposition! • Don’t overpromise! • Make sure you are speaking to the right audience, with the right language! • Professional look & feel! • Don’t gate for too much data! 15 | ©ON24, Inc. All Rights Reserved.!
    15. 15. Promoting Your Webinars! Promote from Different Angles! Email 1: 7 days in advance ! 16 | ©ON24, Inc. All Rights Reserved.! Email 2: Day before webinar!
    16. 16. Promoting Your Webinars! More Effective Landing Pages! Embed links to social media on your landing pages. This allows registrants to share the event with their peers. ! Enable registrants to add your webinar to their business calendar. This increases attendance rates dramatically. ! 17 | ©ON24, Inc. All Rights Reserved.!
    17. 17. Increasing Attendance! Reminder Emails:! • Increase Attendance! • Allow Social Sharing! • Integrate Calendar! ! 18 | ©ON24, Inc. All Rights Reserved.!
    18. 18. Webinar On-Demand Strategy! 19 | ©ON24, Inc. All Rights Reserved!
    19. 19. Importance of On-demand! Registrant to Attendee Conversion: LIVE DATE! *2013 ON24 Webinar Benchmarks Report! 20 | ©ON24, Inc. All Rights Reserved.! Registrants that attend ondemand:!
    20. 20. Archiving Your Webinar: 1st Steps! •  •  •  •  •  Webinars should be available ondemand within 48 hours of your live event! On-demand notification/link sent to ALL registrants (attend or nonattend)! All interactive tools remain active: Polls, Q&A, Surveys, Social Media! Host link to archived webinar on website! Send link to on-demand webinar to sales and marketing teams (with brief description)!
    21. 21. Build Webinar Channels! •  Create Webinar Channels on your website! •  Central locations for all archived webinars! •  Single sign-up to view all webinars! •  Enables easy searching for content! •  Promotional Copy & Date!
    22. 22. Syndicate Webinar Channels! Capture new audiences by publishing your channels to partner sites, blogs, etc.! Social Media! Blog Sites! Webcast Channel ! Forums!
    23. 23. Don’t Stop Promoting! •  Continue to promote your archived events! •  Utilize your marketing mix! •  Secondary tools take on new importance! •  Campaign Tracking! •  Stagger promotions to avoid over-saturating !
    24. 24. Use “staggered” approach to promoting on demand content! April! Webinar A! July: Webinar C! • Avoid over-promotion! • Stagger messaging! • Avoid competing with other promotions! May: Webinar B! September: Webinar A! Let business relevance dictate your on-demand strategy & promotions! 25 | ©ON24, Inc. All Rights Reserved.!
    25. 25. Use Results of Live Webinar to Promote On-Demand! Leverage Results of:! • Polls! • Surveys! • Q&A! • Speaker Comments! 26 | ©ON24, Inc. All Rights Reserved.!
    26. 26. Summary: ! •  •  •  •  •  •  •  •  Leverage full marketing mix! Promote from different angles! Build intelligent landing pages & reminder emails! Leverage social media to share your events! Have an on-demand strategy to increase registration! Don’t stop promoting archived webinars! Stagger on-demand promotions! Leverage results of live webinar to promote on-demand! 27 | ©ON24, Inc. All Rights Reserved.!
    27. 27. Thank You
 www.ON24.com! 28 | ©ON24, Inc. All Rights Reserved. !

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