pardot elevate 2012 - accelerate lead conversion: the combined power of webinars plus marketing...
DESCRIPTION
Technology has created an array of available tools to move prospects through the funnel faster, but few make the process more timely and efficient than webinar programs seamlessly integrated into your marketing automation platform. In these slides, Simone Nabers, Demand Generation Manger from ReadyTalk, explores ReadyTalk's integration and success with webinars.TRANSCRIPT
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Accelerate Lead Conversion: The Combined Power of Webinars Plus Marke7ng Automa7on
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Who I am…Hi
§ Demand Genera5on Manager – Oversee outbound marke7ng campaigns – Manage monthly webinar series – Implement new lead gen & nurturing programs, work closely with sales – Email / landing page messaging – Social media implementa7on – Marke7ng automa7on – Cartwheel Fridays
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Why Webinars?
§ Webinar leads are some of the highest quality leads – High bar of commiKal – Series help move prospects through buying cycle
§ Segment & qualify § Measure engagement
Marke5ngSherpa 2011 B2B Advanced Prac5ces Handbook
92% of respondents said webinars were a great and effec5ve means of genera5ng leads for their organiza5on.
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Why Webinars?
Process
• Lead hand-‐off • System integra7on • Lead follow up • Hand raiser process • Lead scoring • Sales Enablement
Content
• Speaker • Assets • Abstract • Title
Technology
• Train speakers • Dry Run • Prac7ce Sessions • Interac7vity tools
Webinar
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Timeline, Promo7ons, Follow-‐up…oh my!
Task Timing Develop event plan 6 to 8 weeks prior
Finalize event topic, 7tle, abstract and speakers 6 weeks prior
Setup registra7on and begin promo7on 4 to 6 weeks prior
Send email invite 2 weeks prior
DraX of slide presenta7on 2 weeks prior
Full rehearsal and event dry-‐run 1 week prior
Final version of slide presenta7on 2 to 3 days prior
Send reminder email #1 24 hours prior
Send reminder email #2 2 to 3 hours prior
Pre-‐conference with moderator and speakers 30 minutes prior
Edit recording (if needed) Within 24 hours aXer
Send follow-‐up emails and begin sales outreach Within 24 hours aXer
Promote on-‐demand recording Ongoing
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Timeline, Promo7ons, Follow-‐up…oh my!
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Precise Funnel Targe7ng
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Power of
Marke7ng Automa7on
Enterprise Quality
Flexibility to Fit
Why Integra7on?
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Set Up Webinar in ReadyTalk
(Register at Time of Mee7ng)
Send Invita7ons through marke7ng
automa7on
Take Registra7ons through MA
Send Confirma7on and Reminder Emails
through MA (Generic URL)
AKendee Completes ReadyTalk
Registra7on Form to Join Mee7ng
Upload ReadyTalk AKendance Data into
MA (Manual Process)
Send Follow-‐Up Emails and Drive
Workflows through MA
Before Integra7on: Disconnected Systems
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AXer Integra7on: Streamlined Process
Set Up Webinar in ReadyTalk
(Pre-‐Registra7on)
Send Invita7ons through MA
Take Registra7ons through MA
Pass Registra7on Data to ReadyTalk (Cloud Connector)
Receive Back Unique Joining URL from
ReadyTalk (Cloud Connector)
Send Confirma7on and Reminder Emails
through MA
Receive Back AKendance Data from ReadyTalk
(Cloud Connector)
Send Follow-‐Up Emails and Drive
Workflows through MA
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Integrated Webinars = Less Manual Work
ü Where are invites coming from?
ü Where are you
accep7ng registra7on from?
ü Where are reminders
and post event emails coming from?
ü How are you rou7ng to
the sales team?
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Why Integra7on? Prospect Experience
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Why Integra7on: Faster Sales Follow-‐Up
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Why Integra7on: Faster Sales Follow-‐Up
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In More Detail
Invite
Registra7on Page
Post Event Page
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In More Detail
Nurture Department Industry
CRM Sync to SFDC
SFDC Campaign
ID
Post Event Follow Up Survey Further Info
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June 25th
Email All SFDC Users Marke7ng & Sales 7tles CTA:Demo
Ex: SFDC Summer Campaign 2012
July 2nd
Sales Template & Call
Call on new release
CTA:Demo
July 17st
Release: SFDC Update
July 19th
Email CTA:Demo
Asset: Overdrive Case Study (sidebar
Dreamforce invite w/
discount code)
Email Invite to SFDC
Webinar (sidebar Dreamforce invite w/
discount code (resend 9/10)
Aug 17th
Aug 29th
Sales Template & Call
Invite to webinar template,
include discount code
Sept 10/11
SFDC Webinar
Email & Telemarke5ng CTA: Follow up to webinar, invite to
Dreamforce Asset: Top 10
Sales Call Reminder about the webinar,
encourage to aKend
DREAMFORCE 2012
Sept 18th
Sept 18th
Sept 12th
Sept 13th
Oct 3rd
Email & Telemarke5ng Dreamforce Follow-‐up CTA: Demo?
Extended Trial?
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In More Detail: Less Manual Work
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Integra7on = BeKer Webinar Programs
Webinar Registra7on
Blog Visit
Webinar AKendance
Product Page
Pricing Page
Datasheet Download
2nd Blog Visit
2nd Product Page Visit
Buy compe7tor
L
Day 1 1st Week 2nd Week
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Key Takeaways
ü Eliminate tedious data manipula7on work
ü Streamline the par7cipant experience with consistent branding and ease of entry ü Accelerate sales conversion with faster hand-‐off, more accurate data and more relevant touches
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Ques7ons? Stop by our booth!
Simone Nabers Demand Genera7on Manager [email protected] @RTWebSem www.linkedin.com/in/simonenabers hKp://www.readytalk.com/blog/demand-‐genera7on-‐2