Webinar planning 8 28-final-1

Planning Your Webinar
Bhavisha Oza | Alyssa Sarmiento
August 2013

Customer Experience Initiative| November 2012 | 2
Agenda
• Planning your Webinar
• Messaging, Target audience
• Project plan
• Demand gen tactics
• Setup in On24, Salesforce and Marketo
• Day of the event – some helpful tips
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.

Webinar Planning
8 WEEKS OUT:
•Decide theme
•Identify speakers
•Block speaker
calendars
7 WEEKS OUT:
•Finalize topic and
email invite copy.
•Send invite copy for
approval
6 WEEKS OUT:
•Define media plan,
demand gen tactics
•Get speaker to write the
blog
5 WEEKS OUT
•Setup in On24 and
Marketo
•Build email invite, reg
page in Marketo. Send for
approval
4 WEEKS OUT
•Execute media plan
•Create SmartQ
requests for listing
on website
3 WEEKS OUT:
•Send 1st Mailing
•Speaker blog posted on
website
•Start tweeting
•1st draft of slides due from
speakers
2 WEEKs OUT:
•Send 2rd mailing
•Continue tweeting
•Dry run with Speakers
1 WEEK OUT
•Send 3rd Mailing
•Final Slides due
•Continue
Tweeting
WEEK OF WEBINAR
• 3 days ahead -
Schedule reminder
emails for 1 day ahead
and 1 hour ahead,
• Set up console builder,
Upload slides to ON24
•Continue tweeting
DAY AFTER THE
WEBINAR
•Send follow up
emails

Webinar Project Plan
Owner Due Status Comments
Webinar Messaging Template 8 weeks ahead of Live Date
Finalize Genesys Speakers / Guest / Customer speakers 7 weeks ahead
Media Plan 6 weeks ahead
Block speaker calendars for dry run and day of 6 weeks ahead
Smart Q request - listing on websitte 4-6 weeks ahead Include copy, urls
Setup in On24 and Marketo 4-6 weeks ahead
Email invite 3-5 weeks ahead
eBlasts 3 -2 -1 week ahead
3rd party media promotion 3 weeks ahead
Slides - first draft 2 weeks ahead
Slides - Final 1 week ahead
Dry run with Speakers – logistics and messaging 2 weeks ahead
Blog 3-4 weeks ahead
Tweets, LinkedIn posts 2-3 weeks ahead
Follow up emails from Marketo Within 2 business days

Webinar Messaging
• Leverage Corporate Webinars or create your own
• What is the one problem that we will we solve for our target audience
• Define the three key takeaways
• Type of webinar and duration
• Best Practice OR Best Practice w/Customer
• Genesys In Action – with Live Demo
• Analyst Webinar
• Define Target Audience
• Customers, Prospects, Both
• Enterprise or Mid market
• Persona
• Identify Speakers – SE’s, Business Consultants

Demand Gen Tactics
• Outbound Mailing
• SFDC database
• Leads only, prospects only OR leads and prospects
• 3rd party database
• Posting on local website
• Social Media – Blog, Tweets, LinkedIn posts
• 3rd Party Media Partners
• AEs, SEs and LDRs via Sales InSight Email
Don’t rely on just the house list for registrations. To generate
MCLs you MUST drive registrations via 3rd Party Media Partners,
3rd Party databases, Blog, Tweets (maybe Promoted Tweets),
LinkedIn posts (maybe InMail, sponsored Posts)

Webinar Listing on Website

Alfresco site – Demand Gen Webinars
Messaging Template, Slides, email invite jpg
https://alfresco.genesyslab.com/share/page/site/demand-generation-webinars/documentlibrary

Setup in On24, Salesforce, and Marketo

What to set-up in ON24
• Create New Event
• Uncheck all Emails – Registration confirmation, Reminder. These are now
sent from Marketo

ON24 Do’s & Don’t
• Our ON24 subscription does not support parallel events
• Corporate webinars are on Wednesdays at 10 AM Pacific or 11 AM Pacific
• LATAM cannot have their events on Wednesdays 9 AM to 12 AM Pacific
• NA webinars would be on Tuesdays
• 2nd Corporate / Consultant Webinars would be on Thursdays or Tuesdays
• Review this Calendar to set your Webinar Date:
https://basecamp.com/2171732/calendar
• Corporate template for Audience Console
• Bhavisha Template 1 or 2

Marketo Registration Page Setup. Capturing MCLs
Please capture the following to ensure you get MCLs as per SFDC requirements
• First Name
• Last Name
• Email
• Company
• Job Title
• Country
In addition, in NA, we ask the following:
• Phone
• Job Function
• Industry
• Number of Contact Center Agents
• State (as this is required for NA)
• If you want to leverage the NA Marketo webinar form, it is called “Webinar-
RegistrationFormRH” (already part of Webinar Template)
• Please submit a request to Marketing Operations if a new form is needed

ON24 LIVE Support
• We have ON24 Live Support for the first 5 webinars for each country
• Submit a ticket for live event monitor for each event at least 24 hours in advance through the
HELP/Support section in the Elite Platform.
• http://webcastelitehelp.on24.com/#contact-on24-support
• Request specifically for a “live event monitor” in the description field.

ON24 Do’s and The biggest DON’T
• After the webinar, remember to edit the Reg page in Marketo to say On Demand
Webinar. Delete the date and time
THE BIGGEST DON’T
• Once you hit START LIVE, DO NOT ever hit STOP till the end of the event

Setup in SFDC, Marketo
• SFDC Marketing Program creation
• SFDC Campaign creation
• SmartQ request
• Content Review (Demand Generation Team)
• Custom images (Graphics)
• Webinar Posting on website (Web)
• Invitation Activation (TBD)
• Marketo Set Up

SFDC Marketing Program
Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-
module/document-details?nodeRef=workspace://SpacesStore/cdc53f25-e1e1-40ad-aea8-
ed69fd0c4828

SFDC Campaign(s)
Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-
module/document-details?nodeRef=workspace://SpacesStore/c25da17a-4e36-4e26-b4eb-
43c0d78ba47c
If tracking multiple sources, create an SFDC Campaign for each source and link to the same SFDC
Marketing Program

SmartQ Request
• Content Review (Demand Generation Team)
•Your manager should also be included – copy needs to
be approved before promotion starts
• Custom images (Graphics)
•Submit at least 3 days before promotion starts
•For speaker images, it is best to upload into Marketo
when they are the size you already want them to be. If
you need help to crop and resize at a high resolution,
send to Graphics
•For On Demand image, provide copy of PPT
•Assign to yourself Nancy Kirwan and Kady Wood
• Webinar Posting on website (Web)
•Include webinar title, date, and approved copy (a
subset of the email/landing page copy)
•Assign to yourself Nancy Kirwan and Kady Wood
• Invitation Activation (TBD)

Marketo Webinar Layout Example
Complete Guide: https://alfresco.genesyslab.com/share/page/site/g360-training-module/document-
details?nodeRef=workspace://SpacesStore/14295083-4f2c-4030-a874-4342d0789550

Follow up Emails from Marketo
• On24 will automatically push
Attendees, No Shows, and On Demand
Views overnight into Marketo
• The Marketo Webinar Program
template will include Follow Up email
templates for Attendees and No Shows
• Upload PDF versions of the slides to
the Design Studio
• You can link directly to the slides or on
demand webinar (using the On24
Audience URL) or you can gate the
content so that they will have to
confirm their email address to get to
the content
• The emails will be sent based on their
Member Status

Day of the event – Helpful Tips
• Have your moderator script, seed questions ready
• Upload final slides, polls, urls to ON24 the day before
• When you setup the slides, add a relevant url after the last slide. This drives the audience to
that url after we hit STOP Live
• Moderator and speakers login 30 minutes prior to the event
• Have someone help you for QnA Chat

Webinar planning 8 28-final-1

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