the art & science of webinar marketing
DESCRIPTION
The Art & Science of Webinar Marketing presented by Nadia Barmada, Global Content Marketing Manager, Getty Images & Morgan Cantrell, Product Manager, BrightTALK at the Modern Marketing Experience in London on October 15, 2014. Are you getting results from your webinar program? 62% of B2B marketers create webinar content, but the majority are not tracking its ROI. Getty Images and BrightTALK will share the keys to creating great webinars, attracting the right audience and measuring impact on revenue using the BrightTALK for Eloqua connector.TRANSCRIPT
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The Art & Science of WebinarsMorgan Cantrell, BrightTALK
Nadia Barmada, Getty Images
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Agenda
• Create great content
• Build big audiences
• Measure your impact
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Create great
content
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Getty Images webinar program
• 83% of human learning is visual
• Webinars provide us with the
opportunity for visual storytelling
around specific concepts
• We can deliver complex ideas,
simply with imagery and video,
commentary & examples
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Getty Images webinar program
• Getty Images webinar program is a key step in
reinforcing our thought leadership position on
visual trends
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Getty Images webinar program
• Goal of thought leadership content is to provide
inspiration and value added information for our
customers on how to use our imagery
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Getty Images webinar program
• Thought leadership
webinars hosted on the
Getty Images Channel,
with customer data
integration managed via
Eloqua
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The most engaging content is live
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Professionals watch content everywhere
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Build big
audiences
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Audiences come from various sources
31%
14%
53%
2%
2014 Audience Drivers on BrightTALK
Banners on BrightTALK
Partner promotions
Email promotions
Social media
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Instant recording enables more views
Registration only Live viewers On demand viewers
Days
Prior to live event After live event
Norm
aliz
ed a
udie
nce s
ize
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Getty Images webinar program
• Target customer personas dictate
webinar content (agency and
corporate - buyers and influencers)
• Webinar registrations primarily
driven from existing customer
database, via email engagement
campaign
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Getty Images webinar program
• Supported by active social
media campaign to reach new
contacts (organic and paid
social)
• Also target similar customer
profiles via access to the
BrightTALK community
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Extend your reach on BrightTALK
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Measure
your impact
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Connect content to revenue
By connecting our BrightTALK Channel with
our CRM, we can automatically route engaged
leads to sales and show ROI on our webinars
in real-time.
- Box
“
”
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Integrate data with BrightTALK for Eloqua
• Use real-time engagement data to prioritize
outbound calls, create more opportunities and close
more business faster
• Score leads and trigger relevant nurturing
campaigns based on engagement data
• Measure the influence of your content marketing
campaigns on revenue
• Average user rating:
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Track your impact based on key metrics
• Cloudera influenced and created $2.4m in closed business in 6
months on a $60k investment
• Cloudian converted 25% of their attendees to live sales
conversations
• Zerto found that BrightTALK subscribers converted 40% better
than lead lists from other content marketing programs
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Getty Images webinar program
• Post-webinar video asset
integrated into content
marketing strategy
• Provides on-demand access
to webinar video via embed
in content marketing
channels
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Getty Images webinar program
• Post-webinar views on average
more than double webinar event
attendees
• Assisted in driving 10,000
subscribers to Getty Images
Channel in 2014
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Getty Images webinar program
• Eloqua integration via cloud
connector allows full visibility on
contact with registrants
• Webinar activity feeds into wider
lead generation strategy
• Provides visibility on BrightTALK
data and contact behaviour for lead
scoring
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• Learn more at brighttalk.com and stories.gettyimages.com
• Follow us @BrightTALK & @GettyCreativity