92% of marketers responding to a MarketingSherpa survey indicated that one of the most efficient mean of generating high quality lead is with webinars. This is second only to website design and optimization. ReadyTalk's Webinar Best Practices provides pre-event, during event, and post-event tips for marketers. We also discuss the challenges around a siloed webinar program and how ReadyTalk's Eloqua Cloud Connectors can solve those challenges.
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ReadyTalk Webinar Best Practices
1. @ReadyTalk
Webinar Best Practices
Provide more value to your audience & your company
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2. What to Expect Today
Webinar Best Practices
Customer Experiences
Autumn from Manhattan Associates
John from Lexis Nexis
Demo of Eloqua Webinar Cloud Connector
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3. Understand
Your Buyer
Customer Lead
Nurturing Generation
Onboard Drive Lead
Customer Qualification
Revenue
Sales Hand- Segment
off Leads
Lead Scoring
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4. Why Webinars?
Understand
Your Buyer
Customer Lead
Nurturing Generation
Onboard Drive Lead
Customer Qualification
Revenue
Sales Hand- Segment
off Leads
Lead Scoring
#EloquaTour Shawna Barnhart @smbarnhart 4
5. Why Webinars?
Understand
Your Buyer
Customer Lead
Nurturing Generation
Onboard Drive Lead
Customer Qualification
Revenue
Sales Hand- Segment
off Leads
Lead Scoring
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6. Webinar Best Practices
Pre- During Post
Event Event Event
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7. Pre-
Define audience & deliver value
Event Clear descriptive title
Promotion
Social media
Press release
Speakers’ network
Remind participants to attend
Practice, Practice, Practice
Complete dry run
Speakers join 30 minutes before event
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8. During Keep the audience engaged
Event Clear outline of value
Use multiple speakers
Ask polling questions
Use case studies and analogies
Play a short video
Create a Twitter #
Establish a plan for Chat & Q&A
Strong Call-to-Action
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9. Post Prompt Follow-up is Key
Event Leverage Recorded Content
Measure Success
Continue Conversation
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11. Challenge #1
How do you leverage the branding capabilities
of Eloqua without manual work?
Eloqua ReadyTalk
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12. Challenge #1 - Solution
Use Eloqua to market your webinar and drive
registrations then automatically send
registration data to webinar program
Webinar Cloud Connector
Eloqua Pass Registration
ReadyTalk
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13. Challenge #2
It is time consuming to get valuable webinar
data out of webinar program into Eloqua
ReadyTalk
Eloqua
Registration Data
Data
Attendance Data Data Data
Interactivity Data Data Data
Data
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14. Challenge #2 - Solution
Drive prompt follow-up based on data inside the
webinar program
ReadyTalk
Eloqua
Registration Data
Webinar Cloud Connector Data
Attendance Data Instantly Record Participant Data
Data Data
Interactivity Data Data Data
Data
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15. Cloud Connector Solution
Promote Your Webinars with Eloqua
Run an Engaging Event
Improve Funnel Velocity
Save Valuable Time
Drive Revenue
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16. More Webinar Best Practices at
www.readytalk.com/blog
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Editor's Notes
92% of respondents indicated that one of the most efficient means of generating high quality leads is with webinars – MarketingSherpa 2011 B2B Marketing Advanced Practices handbook (second only to website design and optimization)But another Marketing Sherpa finding shows that over 2/3 of this audience are probably not using webinars.
As a marketer …
4 to 6 weeks ahead – to allow for sufficient promotionPick a target and ask yourself how can I help this audience without selling to them?RelevantUrgentImportantPromotion – making sure you aren’t misleading them with your title. Make it clear – don’t use a catchy title. Learning one thing when aren’t Be creativeWebinar trailers on YouTube channelUse Twitter for promotion and as an additional way to get a conversation goingLinkedIn – user groups, don’t be salesy about itEvent calendars - We have added in a way for marketers to create and send a press release around their webinar through the Readytalk toolIncent the users to attend the webinar – get xyz at the end of the webinarPractice - Focus on presentation not on the technology - Making sure the speaker is comfortable
Continue conversation – twitter after party, put it on blog, post event survey. You can use these all again for content. There are so many ways to use thisNot a one and done presentation – tie it into whatever else you are doing. How can you integrate into other campaigns? Be creative with this use it in a number of different places and different formats.
As Eloqua customers you may have some challenges with Webinars - Or as we like to call it ‘Spreadsheet Hell’
“Firms that tried to contact potential customers within an hour of receiving a query were nearly 7x as likely to qualify the lead … as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.”- Harvard Business Review, March 2011
“Firms that tried to contact potential customers within an hour of receiving a query were nearly 7x as likely to qualify the lead … as those that tried to contact the customer even an hour later—and more than 60x as likely as companies that waited 24 hours or longer.”- Harvard Business Review, March 2011
With Eloqua and a Webinar Cloud Connecter - you can