The Art & Science of Webinar Marketing
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The Art & Science of Webinar Marketing presented by Nadia Barmada, Global Content Marketing Manager, Getty Images & Morgan Cantrell, Product Manager, BrightTALK at the Modern Marketing Experience in London on October 15, 2014. Are you getting results from your webinar program? 62% of B2B marketers create webinar content, but the majority are not tracking its ROI. Getty Images and BrightTALK will share the keys to creating great webinars, attracting the right audience and measuring impact on revenue using the BrightTALK for Eloqua connector.
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The Art & Science of Webinar Marketing
- 1. @_____________ #MME14 The Art & Science of Webinars Morgan Cantrell, BrightTALK Nadia Barmada, Getty Images Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
- 2. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Agenda • Create great content • Build big audiences • Measure your impact
- 3. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Create great content
- 4. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • 83% of human learning is visual • Webinars provide us with the opportunity for visual storytelling around specific concepts • We can deliver complex ideas, simply with imagery and video, commentary & examples
- 5. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Getty Images webinar program is a key step in reinforcing our thought leadership position on visual trends
- 6. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Goal of thought leadership content is to provide inspiration and value added information for our customers on how to use our imagery
- 7. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Thought leadership webinars hosted on the Getty Images Channel, with customer data integration managed via Eloqua
- 8. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. The most engaging content is live
- 9. @_____________ #MME14 Professionals watch content everywhere Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
- 10. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Build big audiences
- 11. @_____________ #MME14 Audiences come from various sources Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 2014 Audience Drivers on BrightTALK 31% 14% 53% 2% Banners on BrightTALK Partner promotions Email promotions Social media
- 12. @_____________ #MME14 Instant recording enables more views Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Registration only Live viewers On demand viewers Prior to live event After live event Days Normalized audience size
- 13. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Target customer personas dictate webinar content (agency and corporate - buyers and influencers) • Webinar registrations primarily driven from existing customer database, via email engagement campaign
- 14. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Supported by active social media campaign to reach new contacts (organic and paid social) • Also target similar customer profiles via access to the BrightTALK community
- 15. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Extend your reach on BrightTALK
- 16. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Measure your impact
- 17. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Connect content to revenue By connecting our BrightTALK Channel with our CRM, we can automatically route engaged leads to sales and show ROI on our webinars in real-time. - Box “ ”
- 18. @_____________ #MME14 Integrate data with BrightTALK for Eloqua Copyright © 2014, Oracle and/or its affiliates. All rights reserved. • Use real-time engagement data to prioritize outbound calls, create more opportunities and close more business faster • Score leads and trigger relevant nurturing campaigns based on engagement data • Measure the influence of your content marketing campaigns on revenue • Average user rating:
- 19. @_____________ #MME14 Track your impact based on key metrics • Cloudera influenced and created $2.4m in closed business in 6 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. months on a $60k investment • Cloudian converted 25% of their attendees to live sales conversations • Zerto found that BrightTALK subscribers converted 40% better than lead lists from other content marketing programs
- 20. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Post-webinar video asset integrated into content marketing strategy • Provides on-demand access to webinar video via embed in content marketing channels
- 21. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Post-webinar views on average more than double webinar event attendees • Assisted in driving 10,000 subscribers to Getty Images Channel in 2014
- 22. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Getty Images webinar program • Eloqua integration via cloud connector allows full visibility on contact with registrants • Webinar activity feeds into wider lead generation strategy • Provides visibility on BrightTALK data and contact behaviour for lead scoring
- 23. @_____________ #MME14 • Learn more at brighttalk.com and stories.gettyimages.com • Follow us @BrightTALK & @GettyCreativity Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
Editor's Notes
- There are a lot of statistics supporting the use of visual content to transmit information and concepts more effectively – a NYU study found that people only remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do. US fed govt study found the 83% statistic At Getty Images we believe that using the power of visual storytelling enables brands to increase engagement and better connect with consumers.
- - Stories and Trends by Getty Images is our content marketing hub, where we publish inspiration and research around all things visual - we publish 2-4 stories a day covering stories behind all aspects of our business, from photojournalism to creative imagery - part of the getty images site ecosystem that is integrated with eloqua – collect subscriber data into our eloqua database
- - Our visual trends research is at the core of our content program, reinforces our thought leadership position on visual trends and provides our sales team an avenue to engage with our customers when they are not in the buying cycle - it also reinforces the value of our content by demonstrating the research and curation that goes into the images, and gives our customers confidence in using these images for their high-value campaigns - Our research is proprietary and comes from internal sales and customer usage data, combined with trends research around visual content in advertising globally, and external cultural trends, focus on key business and cultural themes relevant to our customer base - Provides us with a competitive advantage in terms of providing our customers with useful visual trends research directly linked to the content they are licensing from us
- - webinars are a critical tool in taking this research and broadcasting to our target customers by the creative experts who undertook the research - builds the link between the publication of our content and actively presenting it to our customer base by the experts who researched and wrote the content
- There are a lot of statistics supporting the use of visual content to transmit information and concepts more effectively – a NYU study found that people only remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do. US fed govt study found the 83% statistic At Getty Images we believe that using the power of visual storytelling enables brands to increase engagement and better connect with consumers.
- - eloqua cloud connector gives full visibility on webinar registrants, both for the registrations (ie have they registered, do we send a follow up invitation, reminder, did they attend, which post-webinar email do we send) - also are they existing customers or new contacts, how do we treat them in terms of the process where we hand the leads post-webinar over to the sales team
- - eloqua cloud connector gives full visibility on webinar registrants, both for the registrations (ie have they registered, do we send a follow up invitation, reminder, did they attend, which post-webinar email do we send) - also are they existing customers or new contacts, how do we treat them in terms of the process where we hand the leads post-webinar over to the sales team
- - 2.5 million professionals come to BrightTALK for a vibrant exchange of knowledge
- There are a lot of statistics supporting the use of visual content to transmit information and concepts more effectively – a NYU study found that people only remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do. US fed govt study found the 83% statistic At Getty Images we believe that using the power of visual storytelling enables brands to increase engagement and better connect with consumers.
- - webinar recording and follow up is just as important to us as the webinar itself - recording and embed allows us to utilise the webinar as a content asset for further customer nurturing, and we can embed it as part of our content marketing strategy - post-webinar views, particularly in the first few days after the event, are generally 150% higher than event attendee numbers
- - eloqua cloud connector gives full visibility on webinar registrants, both for the registrations (ie have they registered, do we send a follow up invitation, reminder, did they attend, which post-webinar email do we send) - also are they existing customers or new contacts, how do we treat them in terms of the process where we hand the leads post-webinar over to the sales team
- - integration with eloqua allows full visibility on the history and behaviour of the registration data - interaction with webinar and associated behaviour (registered – attended) provides data to feed into the bigger lead scoring program around contact’s behaviour and interaction with various GI touchpoints and content -