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Webinar Marketing: How Adobe saw a 500% lift in conversion from changing its webinar strategy

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See the video replay here: http://www.marketingsherpa.com/video/webinar/adobe-conversion-lift-webinar-strategy

Daniel Burstein, Director of Editorial Content, MECLABS, interviews Shelby Britton, Senior Product Marketing Manager, Adobe, on how it was able to revamp its webinar strategy for a huge lift in conversions, placing webinars as its second largest generator of sales.

Watch as Daniel and Shelby answer your questions about using webinars to drive conversion.

Published in: Business, Technology
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Webinar Marketing: How Adobe saw a 500% lift in conversion from changing its webinar strategy

  1. 1. Watch Daniel Burstein, Director of Editorial Content, MECLABS interview Shelby Britton, Senior Product Manager, Adobe on webinar strategy. Watch the live recording now! Access our other webinars
  2. 2. Webinar Marketing How Adobe saw a 500% lift in conversion from changing its webinar strategy
  3. 3. SPONSOR LOGO Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Shelby Britton Senior Product Marketing Manager Adobe
  4. 4. SPONSOR LOGO • Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in conversion to sale • Marketing Research Chart: Webinars, webpages, e-books among most effective places to create content • Webinars are effective lead generation programs but many don’t reach their full potential Further Resources
  5. 5. SPONSOR LOGO 75% increase in Open Rate 120% increase in Clickthrough Rate Webinars became the second driver of sales behind free trial offers. Average Open Rate Average CTR 2008 17% 5% 2013 30% 11% ! Results: Evolution of webinar marketing
  6. 6. SPONSOR LOGO Promoting Webinars: Identifying problems Marketing Webinars eLearning Web Conferencing Virtual Collaboration Security Sales
  7. 7. SPONSOR LOGO Promoting Webinars: Identifying problems Marketing Webinars eLearning Web Conferencing Virtual Collaboration Security Sales
  8. 8. SPONSOR LOGO Promoting Webinars: Create order in the strategy Registers for “Best Practices” webinar “Product” webinar Competitive comparison Email List Structured sales process
  9. 9. SPONSOR LOGO Promoting Webinars: Down the funnel “Best Practices” or “Solution” webinar “Product” webinar Competitive comparison Marketing PlayeLearning Play Trial/ training webinars 37% eLearning moved from “Solution” to “Product” webinar 23% marketing moved from “Solution” to “Product” webinar
  10. 10. Promoting Webinars: Titles Old Titles 2013 Titles Introduction to Acrobat Connect Pro Next Generation Web Conferencing New Adobe Acrobat Connect Pro 7 for Virtual Classrooms and Rapid Training Web Conferencing Tips for Training and Education How to be a Great Webinar Moderator How to Generate Leads with Webinars that Sales People will Love Creating Engaging and Fun Virtual Learning From Blah to Aha: Engaging Learners in the Virtual Classroom
  11. 11. Promoting Webinars: Old Strategy Email
  12. 12. Promoting Webinars: Old Strategy Email Landing Page
  13. 13. SPONSOR LOGO Promoting Webinars: New Strategy Email
  14. 14. SPONSOR LOGO Email Promoting Webinars: New Strategy eLearning Landing Page
  15. 15. SPONSOR LOGO Promoting Webinars: Process Email
  16. 16. SPONSOR LOGO Promoting Webinars: Process Email Landing Page
  17. 17. SPONSOR LOGO Email Landing Page Follow Up Promoting Webinars: Process
  18. 18. Email Messaging Online Training Course $695 $495ONLY $200 Enter discount code: 476-OC-3002 SAVE Exclusive Discount
  19. 19. SPONSOR LOGO Promoting Webinars: Planning content calendar November 14, 2013 http://www.patents-toronto.com/publications.php
  20. 20. SPONSOR LOGO Lead Strategy: Use the right tools Ability to pull reports from the system Ability to analyze data Track registrant through any marketing promotion
  21. 21. SPONSOR LOGO Lead Strategy: Organizational tools and analysis
  22. 22. SPONSOR LOGO Lead Strategy: Organizational tools and analysis Overall Partner vs. Lists $85,000 List Rental Cost 1407 List Rental Inquiries $60.41 Cost per Rented Inquiry $88,000 Partner Cost 2266 Partner Inquiries $38.83 Cost Per Partner Inquiry
  23. 23. SPONSOR LOGO Lead Strategy: Conversion rates Registers via email for “Best Practices” webinar “Product” webinar Competitive comparison 2% - 3% (stopped sending to sales) 20% 30%* Trials 30% * (Supported by daily training) * Conversion rate increase as high as 500% Compare to 5% conversion rate from the previous one- off strategy Conversion Conversion Conversion
  24. 24. SPONSOR LOGO Creating Webinars: Webinar tips Ditch the PowerPoint (at least some of the time) Provide passive product information Interact with your audience Deliver a solution at the end of the webinar Webinar-ize your PowerPoint Use behavior to determine leads http://blogs.adobe.com/adobeconnect/tag/webinar-best-practices
  25. 25. SPONSOR LOGO Creating Webinars: Audience engagement methods Chat Emoticons/Status Icon Polling Annotation Tools Audio/Video
  26. 26. SPONSOR LOGO Creating Webinars: Engagement with small groups
  27. 27. SPONSOR LOGO Creating Webinars: Speaker training sessions ADOBE CONNECT “Sharing a personal story” “Working together to build the process” “aha moment” Thinking of your past webinar you delivered, what was the most memorable THING, and ACTIVITY? How did your participants feel TRANSFORMED as a result? Memorable THING Memorable ACTIVITY TRANSFORMATION
  28. 28. SPONSOR LOGO Creating Webinars: Use graphics Not this… • LinkedIn: 270,000 followers • SlideShare: 77,000 views • Facebook: 716,000 fans (combined) • Twitter: 553,00 followers • YouTube: 1.46 million video views But this.
  29. 29. SPONSOR LOGO We’re serious about our webinars, but sometimes… Creating Webinars: Keeping your audience awake
  30. 30. SPONSOR LOGO Learning can be fun. http://3.bp.blogspot.com/-T66ipEp81J8/UGQ7sbe-ViI/AAAAAAAAARY/JNgjYQVVI5g/s1600/Doc+Brown.jpg Creating Webinars: Keeping your audience awake
  31. 31. SPONSOR LOGO Creating Webinars: Top takeaways Live webinars are important Answer questions immediately Engage with audience On-demand webinars decreased interest

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