b2b webinar best practices - how to effectively nurture webianr attendees

Creating high-performance lead gen webinars

SalesFUSION Webinar Nurturing webinar leads

What we’ll cover today

• Introductions• Webinars as a lead generation channel• Types of webinars webinar content• Webinar as a long-term campaign• Audience recruitment • Tips for delivering a great webinar• Post-webinar nurture campaigns• Extending the webinar content

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests

Mike AgronExecutive Webinar Producer

WebAttract, [email protected] www.webattract.com

+916.804.4703

An End2End Solution for Webinar Demand Creation

mailto:[email protected]

http://www.webattract.com/

ABOUT WEBATTRACT

• Professional services organization of B2B webinar experts

• Helps marketing and sales professionals excel at demand gen

• Delivers a proven methodology, best practices & metrics

• Clients include global and emerging brands• Recently commissioned by Citrix Online to author a new eBook

“WebinarReady™ - A Step-by-Step Guide to Hosting Successful Webinars”

AN “END2END” SOLUTION FOR WEBINAR DEMAND CREATION

Stay on until the end and play SalesFUSION Slots!

• Showcase of cool little feature in our dialog/landing pages• Pick a winner of a Starbucks gift card using our integrated slot machine!

Challenges you will face

More competition for people’s timeEmail deliveryCreating a compelling messageContent creationRegistrant attendanceFollow up and qualification

Types of webinars

Industry best practices/point of viewProduct promotion/releaseTrainingAccredited/Association-focusedCustomer retention

Nurture-based marketing is 100% dependent upon good content

2012 b2b content marketing report from MarketingProfs

Content is becoming the key driver for Nurture-based programs

2012 b2b content marketing report from MarketingProfs

WEBINAR DEMAND GENERATION

Qualified Sales LeadsRaises Brand Awareness

Targeted Demographic Value Proposition

Thought Leadership

+ =

©2012 WebAttract LLC

INFORMATIONAL VS. SALES PITCH

Informational vs. Sales PitchCase Study Product Centric

Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing


WEBINARS ARE MAGNETS FOR ATTRACTING PROSPECTS THAT ARE RIPE TO BECOME YOUR CUSTOMERS

Their Needs are Not Being Met They are Actively Looking for a Solution

OR

TipIf your value proposition is

timely and a “must have”, people will opt in to register

for your webinar©2012 WebAttract LLC

KEY SOURCES FOR GREAT CONTENTPEOPLE ARE EAGER TO HEAR ABOUT BEST PRACTICES &LESSONS LEARNED IN SOLVING REAL LIFE CHALLENGES

Client Case

Studies

Industry Analysts

AuthorsSubject Matter Experts

White Papers


• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started?

FOCUS ON BUSINESS VALUE

KEY FACTORS OF A CASE STUDY


POPULAR “MUST HAVE” B2B WEBINAR THEMES

Case Study – Business Improvement

How To - Tutorial

Standards & Compliance


PLAN FOR PREDICTABLE OUTCOMES

Webinar Objectives

Audience Value

Define Success FactorsCall To Action

Analyze Life Cycle

Intelligence


Com

mer

cial

Out

com

es

Low Value to Your Audience

High

High PerformingHigh Impact

Low PerformingHigh Impact

High PerformingLow Impact

Low Performing Low Impact

HIGH PERFORMING – HIGH IMPACT


• Invitation should be clear and concise

• Make the dates/time and how to register highly visible

• Main paragraph should show well in Outlook preview pane

• Tues-Thursday between 11A – 2PM

Tips and tricks for success – email invitation

• Simple, and main body above the fold

• Registration – don’t ask too much – only what’s needed

• Reinforce the agenda• Reinforce the time/date

Tips and tricks for success – Registration

• Instant release• 1 week before• 2 days before• Day of• Include outlook

reminder• Opportunity to cross-

promote/reinforce brand

• OK to link to other online resources

Tips and tricks for success – Confirmation

PLANNING FOR WEBINAR NURTURE CAMPAIGNS

• Average time frame for webinar promotion is 4-6 weeks

• Post promotion – content and attendee behavior focused

• Begin with webinar materials – filter down to product materials toward end

• Multimedia – video, slides, resources

• Promotional asset for ongoing use

• Posted to website, social networks…etc.

• Link back to online sites such as YouTube/SlideShare

Tips and tricks for success – Post webinar microsite

Results

EXTENDING YOUR REACH WITH SOCIAL MEDIA

TipWebinarlistings.com


KEY AUDIENCE RECRUITMENT METRICS TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES


Metric Significance

50,000 Size of the targeted demographic audience

750 1.5% will reach your registration landing page

250 A Click Thru Ratio of 33% will yield 250 registrants

100 40% or more registrants will actually attend

POST WEBINAR

• Mine final analytics for prospect insights

• Record and edit for on demand viewings

• Send a thank you email/link (24 to 48 hrs.)

• Don’t forget to thank your speakers

• Harvest analytics to start a warm conversation with attendees and no shows

• Manage funnel to convert and nurture prospects into customers

NOW IS THE TIME TO EXTEND THE DIALOGUE AND SELL


The use of marketing automation tools in successful webinars• Control the brand and message – don’t rely on

webinar tools for registration, drip, trigger, nurture-based emails

• Robust analytics• Pre-build and copy your campaign flow over and

over• Native integration to webinar platforms• Better performance and attendee rates.

Benefits of using marketing automation to run webinars• Pre-build subject swaps – increase opens and CTR• Track and adjust your webinar in real-time• Control and adjust the message/subject line based on

performance

Com

mer

cial

Out

com

es

Low Value to Your Audience

High

High PerformingHigh Impact

Low PerformingHigh Impact

High PerformingLow Impact

Low Performing Low Impact

HIGH PERFORMING – HIGH IMPACT


Integrate results to CRM

• Move leads from webinar to CRM more efficiently• Keep sales in the loop• Tie in telesales for pre/post call-downs• Track webinar leads through opportunity

creation/close

Leveraging event management in MA Software• Integrated event management combines planning, executing and

tracking online events into a single interface• Integration with webinar platforms makes branding of

reminders/registration pages easier for the producer

Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com• Learn more www.webattract.com

• Thanks for staying with us! Let’s pick a winner of the Starbucks Card

http://www.salesfusion.com/

http://www.webattract.com/