Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Webinewbie to Webinerd in 30 Days - Webinar World Presentation

241 views

Published on

An overview of how the Hortonworks team took their webinar program from webinewbie to webinerds in 30 days.

As presented at ON24 Webinar World 2018.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Webinewbie to Webinerd in 30 Days - Webinar World Presentation

  1. 1. SUDEEP MISRA WILFRID BUTELET KAIT DISNEY-LEUGERS Director, Demand Gen & Global Campaigns Sr. Marketing Operations Manager Webinar Operations and Marketing Program Manager @SudeepMisra @WilfridButelet @KatLiger THE TEAM ERIN CRESTA El Jefe/ The Boss VP, Digital/ Demand Gen @EcCresta
  2. 2. SEATTLE SAN FRANCISCO DURHAM MAPLE LAWN, MD MT. LAUREN, NJ IRELAND UK GERMANY HUNGARY DUBAI INDIA AUSTRALIA JAPANAPAC CHILE SOFTWARE COMPANY GEORGIA
  3. 3. CRITICAL & COMPLEX • 70% of B2B marketers use • 46% attend vs register • 50+ mins - engagement • Top 5 attributed revenue • 7 people • 8 hours • 15 tasks • 3 weeks for promotion • 3 emails Super - Important Super - Intensive
  4. 4. WEBI-NEWBIE TO WEBI-NERD IN 30 DAYS WEEK 4WEEK 3WEEK 2WEEK 1 YOUR PATH TO WEBINAR OPTIMIZATION OPTIMIZEEXECUTEBUILDSTRATEGIZE
  5. 5. WEBINAR PROPOSAL PROCESS WEEK 2 WEEK 3 WEEK 4 STRATEGIZE WEEK 1
  6. 6. Product Marketing Product Management Partner Marketing International Teams Customer Marketing Field/ BDR teams Customer Success INVITE MULTIPLE TEAMS Drive folks to align to this ONLY process for proposing webinars WEEK 2 WEEK 3 WEEK 4 CALL FOR WEBINARSSTRATEGIZE WEEK 1
  7. 7. Outline EVERY step Communicate with stakeholders Follow up assets and reporting WEBINAR OPERATIONS PROCESSBUILD WEEK 1 WEEK 3 WEEK 4WEEK 2
  8. 8. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD ENGAGEMENT THROUGH WIDGETS CONTACT US FORM DOWNLOADS SHARE SPEAKERS Q&A
  9. 9. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD LANDING PAGES, FORMS, LIBRARY
  10. 10. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD ‘TEMPLATIZE’ EVERYTHING LANDING PAGE FORM EMAILS MARKETO PROGRAMS
  11. 11. CONTENT TYPE Thought Leadership OR Best Practices OR Demo BUYING STAGE Early OR Mid OR Late AUDIENCE/ PERSONA Developer OR Tech Decision Maker OR Business Decision Maker BALANCE DELIVERY WEEK 1 WEEK 2 WEEK 4 EXECUTE WEEK 3
  12. 12. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE BEFORE AFTER How to Run Enterprise Workloads in the Cloud with <Product Name> As demand for cloud continues to grow, enterprises now anticipate that cloud architecture will dominate their IT spending for the next several years. <Product Name> enables the enterprise to easily and securely run <Product Name> in the cloud. <Product Name> simplifies provisioning and managing <Product Name> while providing an open and common experience for deploying workloads across clouds. Running Enterprise Workloads in the Cloud Securely with Ease - Live Demo Join our expert and let him will take you through a novel solution to simplify provisioning and managing enterprise workloads while providing an open and common experience for deploying workloads across clouds. We will go through a live demo of how the latest from <Product Name> enables enterprises to easily and securely run workloads in the cloud. In this webinar, you’ll learn • Challenges of running enterprise workloads in the cloud • Solutions to mitigate the risks • Live demo of <Product Name> • Enterprise fit • Latest features • Common use cases TITLES & ABSTRACTS
  13. 13. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE CREATE BEST PRACTICES Best practices for proposing a webinar, including: • abstract, • topic, • audience Tools for success presentation – ex: Webinar Abstract Dos and Don’ts on how to write a compelling and successful abstract and email copy
  14. 14. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE SOLIDIFY PROMOTIONS CHANNEL MIX CADENCE TARGETING
  15. 15. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE POST-EVENT FOLLOW-UP PLAN GLOBAL CAMPAIGN ALIGNMENT SPECIFIC FOLLOW UP ASSET/ PLAN
  16. 16. https://hortonworks.com/webinar/unloc k-value-big-data-apache-nifi-streaming- cdc/?utm_campaign=hw_webinar&utm_ source=marketo&utm_medium=email EMAIL LANDING PAGE TEST, TRACK, MEASURE WEEK 1 WEEK 2 WEEK 3 OPTIMIZE WEEK 4
  17. 17. WEEK 1 WEEK 2 WEEK 3 WEEK 4 OPTIMIZE ACCOUNT ENGAGEMENT (ABM)
  18. 18. WEEK 1 WEEK 2 WEEK 3 WEEK 4 OPTIMIZE MARKETING ATTRIBUTION
  19. 19. BEFORE AFTER OPTIMIZED PROGRAM = KICKA$$ RESULTS Increased number of attendees by 150% per webinar Increase engagement by 28% More opportunities were influenced with a total Pipeline increase by 120% 107 Attendees/Avg 25 min $XX M 135 161 Attendees/Avg 32 min $XXX M 98 QUANTITY QUALITY BUSINESS OUTCOME NUMBER OF WEBINARS
  20. 20. BLUEPRINT FOR SUCCESS WEEK 1 WEEK 2 WEEK 3 WEEK 4 STRATEGIZE OPTIMIZEEXECUTEBUILD § Build webinar proposal process and create a template driving strategic thinking § Call for webinar proposals § Webinar Ops processes § Webinar engagement features § Optimize landing pages, webinar library, forms § ‘Templatize’ everything § Balance content § Positioning § Cross Training § Solidify promotions – targeting, channel mix, cadence § Post-event follow- up plans § Testing, measurement and optimization (A/B testing, tracking) § Measure lead AND account level engagement metrics (ABM). Pipeline impact is key!
  21. 21. SUDEEP MISRA WILFRID BUTELET KAIT DISNEY-LEUGERS Director, Demand Gen & Global Campaigns Sr. Marketing Operations Manager Webinar Operations and Marketing Program Manager @SudeepMisra @WilfridButelet @KatLiger THE TEAM ERIN CRESTA El Jefe/ The Boss VP, Digital/ Demand Gen @EcCresta

×