Webinar: Using Marketo for Webinars? Avoid 7 big mistakes
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The document summarizes best practices for maximizing ROI from webinars through an effective marketing campaign in Marketo. It outlines common webinar metrics and mistakes made, such as limited lead segmentation and use of non-responsive assets. It then provides recommendations in areas like improved segmentation, use of responsive templates, personalization, pre-webinar content promotion, and setting up an advanced campaign flow with program analysis. The case study outlines how one company implemented many of these strategies to boost their webinar registrations and outcomes.
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Webinar: Using Marketo for Webinars? Avoid 7 big mistakes
- 1. Multiply your Webinar ROI with a flawless marketing campaign in Marketo
- 2. Today’s Presenters Alok Ramsisaria CEO, Grazitti Interactive Rachit Puri Marketing Manager, Grazitti Interactive
- 3. Agenda Quick Survey 7 Mistakes Key Takeaways Our Webinar Story Feedback
- 5. Create Product Awareness Why Marketers user Webinars?
- 6. 66% marketers believe webinars drives positive value to their company 53% have seen positive ROI from webinars 93% plan to conduct more webinars in 2014-2015 Some facts related to Webinars
- 7. Deliverability Registrations Attendee % Cost per lead & Cost per New Lead Meetings Opportunities Won Opportunities
- 8. Deliverability Registrations Attendee % Cost per lead & Cost per New Lead Meetings Opportunities Won Opportunities
- 11. Proposed Lead Segmentation Limited Segmentation Company Size Annual Revenue Number of Employees Industry Job Function Standard Lead Segmentation
- 12. Proposed Lead Segmentation Limited Segmentation Proposed Lead Segmentation Impact on # of Opportunities Exact Job Titles – CMOs vs Directors vs Managers 36% Size of Marketing Team / Relevant Team 28% Current Lead Score 26% Interesting Moments 41% Better Objective Setting Improved Messaging High Webinar ROI
- 13. Limited Segmentation Segmented Event Invite Lists on the basis of previous last interesting moment Added filter for time period for the last interesting moment Used segments and snippets in Invite email snippets to customize content 19% better Click Rate 41% more registered users
- 15. Non-Responsive Assets 42% of all email is now opened via mobile Litmus – Email Analytics 79% use their smartphone for reading email, a higher % than those who used it for making calls Adobe Digital Publishing Report 48% of marketers don’t know what percentage of their emails are read via a mobile device eConsultancy – Census Report
- 16. Non-Responsive Assets Use free responsive email templates from Templates.Marketo.com Free Responsive Marketo Landing Pages from Grazitti Get 37% more Email Open Rate Achieve 28% Higher conversion rate with Responsive Designs Leverage Google Analytics to identify % of users opening emails in mobile.
- 18. Low Personalization Quotient • 77 % believe real-time personalization is crucial • Real-time personalization works best when done across channels • 60% struggle to personalize content in real time • Complexity of systems, access to real-time data, training are some barriers.
- 19. Low Personalization Quotient Dynamic Content Email Tokens Segments with Snippets Media Queries Landing Pages Tokens Snippets JavaScript Segments Media Queries
- 20. Low Personalization Marketing Manager Marketing Operations Technology Banking & Finance Takeaways like Impact on Conversion, More MQLs & SQLs, ROI from Webinars Implementing Personalization Responsive Assets Webinar Checklists Promote Technology Company Case Study Promote Banking & Finance Company Case Study
- 22. Limited Promotion Channels • Saturation • Limited Reach • Low ROI on Paid Campaigns
- 23. Limited Promotion Channels Integrate Marketo with apps like Kwanzoo, AdRoll, LinkedIn Integration
- 24. No Content Sneak Peak
- 25. No Content Sneak Peak User receives Email Invite 8-10 days before the webinar date with limited details. He visits landing page with less information & fills the form to register. User receives couple of email reminders with no new webinar details Users waits till the Webinar & may lose interest 42% Registrants leave or don’t attend webinar because they don’t know what will be presented in webinar and how important that would be. - Hubspot
- 26. No Content Sneak Peak Teaser Video Pre-event Survey Preview Emailer High Attendee % for Webinar Better User Engagement
- 27. Lead Black hole
- 28. Lead Black Hole Vantablack - the blackest black You run a webinar campaign Collect new leads Enrich existing leads Send them to Sales team And then you lose them They go in a black hole
- 29. Lead Black Hole Program Analyzer in Marketo for Webinars New Opportunities created in Salesforce Revenue Generation from Webinar Campaigns Impact of Webinar Campaigns on Sales Conversion %
- 31. Basic Campaign Flow Invite Email & Registration Landing Page in Marketo Invite Register Confirmation Email & Reminders Invite Thanks for Attending No-Show Email Invite Again
- 32. Basic Campaign Flow Invite Email Confirmation Email Thanks for Attending No-Show Email – Recording Invite Again EM – Segment 1 EM – Segment 3 EM – Segment 2 Registration LP LP – Segment 1 LP – Segment 3 LP – Segment 2 Smart List 1 Smart List 2 Reminder Email 1 Webinar Update Lead Score Update in SFDC Register Smart List 3 Reminder Email 2 Update Lead Score Update in SFDC Nurture Nurture
- 33. Better Segmentation More Personalization Go Responsive Promotion Channels Share Content Sneak-peak Use Program Analyzer Advanced Campaign Flow
- 34. What we did? Advanced Campaign Flow Responsive Assets Content Personalization Content Sneak peak Multiple Channels for Marketing Program Analyzer Our Marketo Webinar
- 35. Multiple Channels for Marketing
- 36. Our Multiple Channels for Marketing Total Prospects 8000 Emails Delivered 7600 Emails Opened (18% Open Rate) 1368 Open to Register Rate (68 Registrations) 5.0% Total Registrations 135 Registrations vs Prospects % 1.8% Attendees
- 37. Obligatory Sales Pitch Responsive Emails Standard Design Custom Design Invite Email $2000 $3000 Reminder Email 1 Reminder Email 2 Confirmation Email Thanks for Attending Email No-Show Email Responsive Landing Pages Registration Page Thanks Page Advanced Webinar Campaign Flow GoToWebinar Setup Advanced Reporting Setup Readymade Marketo Webinar Campaign Package
- 39. THANK YOU