ebook - how to run a successful webinar marketing campaign using zoominfo
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2How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
table ofcontentS
Why Are Webinar Campaigns Important? 3
Why Do Webinar Campaigns Fail? 4
How ZoomInfo Can Help Your Organization Run a Successful Webinar Campaign 5
1.IdentifyYourBuyerPersonaProfiles 6
2. Segment Your Existing Data 7
3.ImproveYourOutreachEfforts 8
4. Create Relevant Content 9
5. Keep Registration Simple 10
6.ExecuteASuccessfulFollowUpStrategy 11
Conclusion 12
3How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
wHy aRe webinaR caMpaignS iMpoRtant?
Webinars are a great way to generate more leads for your organization and provide you with an
opportunity to educate people about your products and services, as well as position yourselves
asthoughtleadersintheindustry.Althoughwebinarstaketimeandeffortonyourpart,the
preparationtimeisfarlessthanhostingaphysicalevent,they’remorecosteffective,andyoucan
repurpose the content.
In fact:
67%
67% of buyers attend webinars when researching B2B purchases (source: Content4Demand)
Webinars rank in the top three for content format and are among the most popular type of content for engaging prospects (source: Content4Demand)
87% of pre-registrants only view the webinar on demand, while 13% view both the live broadcast and the on demand webinar (source: ON24)
4How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
wHy Do webinaR caMpaignS fail?
pRe-webinaR
- Not targeting the right people
- Not inviting enough people
- Form abandonment
- Irrelevant content
DuRing webinaR
- Too long in length
- Not staying relevant
- No audience participation
- Too sales focused
poSt-webinaR
- Poor follow up execution
- Poor sales enablement
- No sales & marketing alignment
- Doesn’t relate to buyer need
5How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
How ZooMinfo can HelpyouR oRganiZation
Run a SucceSSfulwebinaR caMpaign
6How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
wHat aRe buyeR peRSona pRofileS?
Buyerpersonasareprofilesofyourbest
customers. In order to determine who to
target and the best way to speak to these
people, you need to identify your buyer
personas. Uncovering the characteristics of
your best buyers is critical for developing
targeted webinar content and sales follow up.
Toidentifyyourbuyerpersonaprofiles,speak
withyoursales,marketing,finance,andclient
services team and use your existing data to
validate.
buyeR peRSona pRofileS Help you:
Fuel your funnel with new contacts
matching the characteristics of your best
buyers
Send relevant messages to leads
and prospects, improving your marketing
campaigns and response rates
Build targeted lists for prospecting,
helping you reach decision makers faster
Shorten the sales cycle and increase
revenue
1. iDentify youR buyeR peRSona pRofileS
How ZoomInfo can help:ZoomInfo can analyze your existing data to uncover your best buyers. The analysis will break down your data by job title, job management level, company size and revenue, industry, and more. Once your buyer persona profiles are identified, you can then use ZoomInfo to fuel your funnel with new, targeted contacts matching the characteristics of your best buyers to improve campaign success. If you’re missing key information or your data is out-of-date, ZoomInfo will fill in the missing information and update contact records in order to analyze it.
7How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
In order to increase engagement and boost
the number of relevant registrations, you need
to slice and dice your existing data so you
can create targeted webinar topics for your
differentsegments.Whenyou’redeveloping
differenttopicsforyoursegments,consider
the following:
• Title,jobfunction,managementlevel,
company size and revenue, industry
•Characteristicsandcommontrendsof
contacts within each segment
Understanding what’s important to your
target audience, including their pain points
and things they worry about, is important
in topic creation. The more valuable a topic
is, the more targeted your audience will be.
Attendees like topics with depth that they can
learn something valuable from.
Always remember, webinars aren’t to sell to
people(unlessit’saproductspecificwebinar
and it’s clear to your audience). Webinars are
to position your organization as a thought
leader in the industry.
2. SegMent youR exiSting Data
How ZoomInfo can help:ZoomInfo can analyze your existing data and segment it into different buyer persona profiles, ensuring you’re promoting your webinar campaigns to a targeted audience. Doing so will boost the number of targeted registrants and fuel your funnel with hot leads for your sales team to follow up with. Using ZoomInfo you can also replicate past campaign successes by fueling your funnel with new, targeted contacts with similar characteristics to your best buyers.
8How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Promoting your webinar is an essential part
of driving registrants. Depending on your
webinarobjectives,thepromotionalaspect
can vary, but in most cases the goal is to
generate as many relevant registrants as
possible.
Multi-cHannel webinaR pRoMotion:
Email Campaign: Creating an email
campaign to promote your webinar is critical
to driving relevant registrants. Your emails
should be deployed to the appropriate
segment and the topic should be targeted
towards your contacts in that segment.
The email campaign typically includes an
announcement, one or more reminders to
maximize registration, and a reminder to
those who registered to ensure they attend.
Social Media: Use your social media
platforms to spread the word about your
webinar, such as Facebook, Twitter, LinkedIn,
and Instagram.
Online Paid Advertisements: Utilize online
paid advertisements to help get the word out
about your webinar.
Sales Team Promotion: Ask your sales team
to promote the webinar to their prospects and
customers via email. Also ask them to post
about the webinar on their personal social
media sites to help increase reach.
3. iMpRove youR outReacH effoRtS
How ZoomInfo can help:ZoomInfo can ensure your contact database is up-to-date by filling in the missing holes and plugging the gaps. Doing so ensures your emails are hitting the inbox of your contacts and you’re segmenting your database as efficiently as possible.
9How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Turn your insight into action when developing
webinar topics. Keep your buyer persona
profilesinmindandtalktoyoursalesteamfor
topic ideas as well. Your sales team is facing
prospects and customers on a daily basis so
they can provide helpful insight.
When preparing your webinar content,
staytruetothebuyerpersonaprofile
you’re targeting as well as the topic you’re
promoting. This is not only a webinar best
practice, but it’ll increase engagement as well.
Ifattendeesdon’tfindyour
content relevant, they’ll start
todropoff.Getthemostout
of your webinar campaign by
delivering value around the
topic you promised to drive
them there.
4. cReate Relevant content
How ZoomInfo can help:ZoomInfo can analyze data from successful campaigns in the past and help you replicate successes. For example, if you ran a successful webinar around how to execute a data-driven content marketing strategy last month, ZoomInfo can help you duplicate your successes by fueling your funnel with new, targeted contacts similar to those who attended your successful webinar.
10How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
The goal of a webinar is to attract the right
registrants and then maximize attendance
on those people. Registration is an important
stepintheprocessbecauseit’sthefirst
opportunity to capture a registrant’s
information, however if you overdo it, you’ll
lose people. Many times the forms on
registration pages are too long resulting in
form abandonment. So, how do you shorten
these forms, but still capture important
contact and background information?
5. keep RegiStRation SiMple
Joe Smith
JSmith@business.com
Business Inc.
Joe Smith
JSmith@business.com
Business Inc.
555-123-4567
CEO
Los Angeles, CA
VS.
How ZoomInfo can help:ZoomInfo FormComplete is the solution to shorter forms, while still gathering important demographic and firmographic information without asking for it. Using ZoomInfo’s Growth Acceleration Platform, you can keep your forms to 3-4 fields and still capture other information such as first name, last name, company, title, management level, phone number, email address, and more. FormComplete captures this information and integrates it directly within your CRM instance.
11How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
You can’t close business without a follow up
strategy in place. In addition to sending all
registrants a “thank you for registering” email,
sales and marketing need to work together
to determine who should continue to be
nurtured. Additionally, SDRs should follow up
via phone call, especially with those registrants
who asked questions during the webinar. You
should also incorporate an account based
marketing (ABM) strategy in your follow up
by using webinar attendees as triggers and
calling other relevant people within their
companies.
6. execute a SucceSSful follow up StRategy
How ZoomInfo can help:ZoomInfo can make sure your sales team is armed with accurate contact and background information on all webinar registrants before picking up the phone. ZoomInfo can also help you incorporate an account based marketing strategy by providing you with additional contacts within companies to call.
Knowing and understanding your buyer persona profiles is critical in driving targeted registrants for your webinar
campaigns and executing it successfully from start to finish. By understanding your buyer persona profiles and
segmenting them out properly, you have the ability to target your different audiences with content they’ll find
useful, which results in a list of qualified leads that are ready to be followed up with by your sales team.
Do you need help executing a successful webinar campaign?Contact ZoomInfo today at www.zoominfo.com or call 866-904-9666.
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