Webinars - Turning Virtual Guests into Real Success
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- Online Events: Webinars vs. Live Demos vs. Virtual Events - Goals & Fit to Marketing Strategy - Secrets of driving webinar attendance in 2016 - Webinar follow-up: using segmentation to drive conversions - Integrating the new sales communications tools into webinar follow-up - Scaling your webinar program.
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Webinars - Turning Virtual Guests into Real Success
- 1. Online Events:Turning Virtual Guests Into Real Success Jignesh Shah CEO @ Rybbon
- 2. Online events are an essential part of the marketing toolkit Webinars Live Demos Virtual Conferences CaptiveAudience Live interaction Opportunity to ‘Wow’ The Promise
- 3. Significant investment of marketing team’s time & effort 200+ hours per Webinar Speaker Recruitment & scheduling Content Preparation Promotion Follow-up Lead Handoff
- 4. Driving attendance and engagement can be challenging 60 -90% No-show rates
- 5. “The juice is not worth the squeeze”. -Why sales usually does not share marketing’s enthusiasm for webinar leads.
- 7. Metalogix Webinar Program Evolution From To 8 webinars per year Reactive 110 webinars per year for 0.5 FTE managing webinar program 35% TOFU leads 8 products 6% conversion to opportunities 100-1,000 attendees
- 8. Today’s focus Match online event types to objective Webinars – Driving webinar attendance in 2016 – Webinar follow-up. Using segmentation to drive Integrating the sales comm. tools like SalesloftCadence and ToutApp. – Scaling your webinar program.
- 9. Where should each online event type fit into your marketing strategy? Webinars Live Demos Virtual Conferences
- 10. Let your product’s buyer process guide you Buyer Process Not in Market Stimulated Define Problem Search for solutions Evaluate Short-list Negotiate Deal Use Renew & Referral Awareness & Education Demand for Solution Solution Selection Customer Success Customer Advocates Buying Phase Marketing Goal Content/Tac tics Virtual Events Webinars Live Demo
- 11. • BuildingYour Database of Contacts Virtual Conferences • Positioning the solution approachWebinar • Positioning the product Live Demo Online Events are Best Suited For:
- 12. Driving Webinar Attendance in 2016
- 13. What you are competing against The average buyer receives 50 marketing offers every week!
- 14. The Basics of Driving Attendance Promotion Schedule – T-14 – InvitationWave 1 – T-7 – InvitationWave 2 (to unopened) – Confirmation Email – T-1 orT-0 Reminder Email Conversion Rate Optimization – WebinarTitles – Email Subject Lines – Email Copy – Registration Page
- 15. Make it easy to say ‘Yes’ Separate webinars per US and EU time zones No more than 45 minutes.Try 30 minutes. Promote webinar recording availability in the invite and landing page
- 16. Serving morning coffee on your webinar! 50% Increase in Attendance Conversation started for sales follow-up.
- 18. Divide & Conquer Sales Email + Phone Follow-up • Took Immediate Action (RequestedTrial/Demo/Info) • ABMTargets BDR Email + Phone Follow-up • Attended • Viewed Recording BDR Email Follow-up • Registered Marketing: Everyone:Takeaways, Recording, Next BestAction
- 19. Sales Communication Automation forWebinar Follow-up Setup email and phone sequence and templates ‘Batched’ reminders and follow-ups. Automatic activity logging
- 22. Repeat your best webinars.Again. And Again. And Again. Webinar Speaker Recruitment & scheduling Content Preparation Promotion Follow-up Lead Handoff
- 23. Invite new prospects to your webinar and move them forward Buyer Process Not in Market Stimulated Define Problem Search for solutions Evaluate Short-list Negotiate Deal Use Renew & Referral Awareness & Education Demand for Solution Solution Selection Customer Success Customer Advocates Your Best Webinar
- 24. Use Marketing Automation to scale promotion and follow-up Webinar Speaker Recruitment & scheduling Content Preparation Promotion Follow-up Lead Handoff Repeatable promotion schedule Use Marketo MyTokens & Clone Registration: Marketo +Webinar Platform Gift Delivery: Marketo + Rybbon
- 25. Scaling hand-off to Sales Webinar Speaker Recruitment & scheduling Content Preparation Promotion Follow-up Lead Handoff SFDC campaigns for conversion tracking Segment and prioritize Sales communication tools for lead follow-up
- 26. Questions
Editor's Notes
- Events like Marketo Virtual Summit have a very low bar to entry. New. Free. Full of distractions. A lot of people attend purely out of curiosity. The temptation is to position Webinars as a problem awareness tool. It can certainly do that, but I think there more scalable tactics at that stage. And you certainly should not expect sales to be interested in follow-up. At Metalogix we learned to target webinars further down the buyer’s journey: positioning our solution approach.
- Events like Marketo Virtual Summit have a very low bar to entry. New. Free. Full of distractions. A lot of people attend purely out of curiosity. The temptation is to position Webinars as a problem awareness tool. It can certainly do that, but I think there more scalable tactics at that stage. And you certainly should not expect sales to be interested in follow-up. At Metalogix we learned to target webinars further down the buyer’s journey: positioning our solution approach.