Reimagine Webinars In The Age Of ABM
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SPEAKER: John Hurley of Radius http://b2bmarketing.exchange
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Reimagine Webinars In The Age Of ABM
- 1. Reimagine Webinars In the Age of ABM
- 4. ISOLATE. LAND. EXPAND. Attract the right audience 1. Must know your target account list 2. Target account fields mapped CRM & MAP 3. Lead to Account Matching 4. Granular Segmentation by Target Accounts
- 5. ISOLATE. LAND. EXPAND. Attract the right audience 1. Dedicated “Transparency Invite” email from presenter–plain text or design-lite. 2. Marketing developed sales invite cadence 3. Account-Based display advertising
- 6. Attract the right audience 1. Shared registration list w/ sales prior to webinar 2. Sales “Expansion Invite” email to other leads & contacts at the target account ISOLATE. LAND. EXPAND.
- 8. Increase attendance Invite Signup Retention Reminder Webinar ➔ Genuine ➔ Exclusive for Tier A ➔ Value-add
- 9. Increase attendance Invite Signup Retention Reminder Webinar
- 10. 1. Retention email does wonders... 2. Equal effort into followup email as promo email–both sales & marketing 3. Monitor, makes sales aware & keep reps accountable of tier A leads Accelerate the funnel Accelerate thru the funnel FOLLOW THROUGH
- 11. ABM Campaign Technology Enabled Workflow Landing Page Conversio ns MKTG Emails 3rd Party Syndication Social (Post in Groups) Display ABM Alerts & Scoring Tier A & B Accounts Exec Touchpoi nt Salesforc e List Custom Sales Touch to A/B Sales CadencesSales Cadence to A/B Field Programs Identify Targets & Audiences Paid Digital Native Radius Integration Non-integrated channels Post Conversion Conversion Ops Channels Planning Marketing Email Nurtures Digital Retargeting Contact Acquisition
- 12. 34% of registrations are Tier A & B 30% attendance rate $1.3M pipeline sourced (↑ 79%) $6.4M in pipeline influenced (↑ 125%)
- 14. #B2BMX
Editor's Notes
- Webinars are still go-to campaigns for many B2B marketers. But those that run webinars know that audience targeting attendance rates and follow-up are becoming more and more difficult. In this presentation you will hear about a different approach Radius takes to attract and broadcast webinars in an ABM setting. This approach resulted in a webinar that generated three times the average pipeline with just a third of the average registrations using several tactics that will help you: Create an integrated experience; Increase the segmentation reach while staying focused on target accounts; Boost engagement pre-webinar leading to higher attendance and better connect rates; and Follow-up tactics that will lead to opportunity generation.
- Using the same content and webinar you’re producing today.
- Sirius primary and responses: https://radiusintel.my.salesforce.com/00O120000060L7l Sirius influence: https://radiusintel.my.salesforce.com/00O120000060L7q