a marketer's game plan for successful webinars - target marketing virtual event

© 2014 Marketo, Inc. Proprietary and Confidential

A Marketer’s Game Plan for Successful Webinars

Erin BlazeSenior Specialist, Webinar Marketing

© 2014 Marketo, Inc. Proprietary and Confidential

Why are webinars such a big deal?

© 2014 Marketo, Inc. Proprietary and Confidential

Why are webinars such a big deal?

1. Content that attracts prospects and keeps them coming back2. Can easily be repurposed into additional content assets3. Helps establish your brand as a thought leader in your space4. Reach broad/ international audiences5. Less costly form of event marketing

© 2014 Marketo, Inc. Proprietary and Confidential

Why are webinars such a big deal?

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Thought leadership vs Product Webinars

VS

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Content: Who is your audience?B2B? Enterprise?

Sales?

B2C?

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Keep things fresh!

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Keep things fresh!

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Keep things fresh!

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Keep things fresh!

© 2014 Marketo, Inc. Proprietary and Confidential

Finding Speakers

© 2014 Marketo, Inc. Proprietary and Confidential

Finding Speakers

1. Leverage experts at your own company

2. Customers are often enthusiastic about sharing their story using your product

3. Work with partners in your space to co-present and co-promote (Ex: Marketo

LaunchPoint Partner Program)4. Every once in awhile, go for the big

names5. Do it yourself!

© 2014 Marketo, Inc. Proprietary and Confidential

Invites:

Invite + Press Release

T-2 weeks invite

T-1 weeks invite v2

T-2 days invite

Confirmation:

Confirmation Email (triggered upon registration)

Reminder 2 days prior

Reminder 1 hour prior

Follow-up:Send slides/recording same dayPhone call from Sales (Leads)

3rd email drives the most registrations – ramp cadence

closer to event

Step 2: Promotion

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Social Promotion

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

Tips for Email Logistics:

1. Schedule your invites as soon as you finalize webinar date

2. Make sure to coordinate with other members of your team who may be sending emails to similar audiences

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

3. Email copy should be compelling, yet concise!

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

4. Fun art to grab attention!

© 2014 Marketo, Inc. Proprietary and Confidential

Special Offers/ Themes

© 2014 Marketo, Inc. Proprietary and Confidential

Does the copy fit the message?

© 2014 Marketo, Inc. Proprietary and Confidential

Confirmation and Reminder Emails

ALL registrants should receive a confirmation email confirming:

1. Webinar date and time2. Calendar/ ics file (Save the Date)3. Access URL or other login instructions

© 2014 Marketo, Inc. Proprietary and Confidential

Confirmation and Reminder Emails

ALL registrants should receive a confirmation email confirming:

1. Webinar date and time2. Calendar/ ics file (Save the Date)3. Access URL or other login instructions

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

© 2014 Marketo, Inc. Proprietary and Confidential

Clone Complete Programs

Use “Tokens”

To Parameteri

ze

How the Heck Do I Do All of This??

© 2014 Marketo, Inc. Proprietary and Confidential

Prepping for Event Day!

1. Conduct dry-run with speakers2. Make sure speakers have calendar

invite3. Request slides 3-5 days in advance4. Book a small, quiet conference

room equipped with a hand/headset5. Notify sales team 6. Send reminder emails7. Have follow-up plan ready….

© 2014 Marketo, Inc. Proprietary and Confidential

Event Day!

Important tips for speakers…1. Print out slides/ notes2. Headsets are optimal; NO CELL

PHONES3. Hardwire/ plug in your laptop4. Mute yourself if not speaking5. Have water on hand6. No gum or lozenges while

speaking

© 2014 Marketo, Inc. Proprietary and Confidential

Step 3: Follow-up

Follow up emails are mission critical.

Don’t lose a golden opportunity to keep your brand and content top of mind.

© 2014 Marketo, Inc. Proprietary and Confidential

Step 3: Follow-up

Have a follow-up game plan lined up

At Marketo, we follow-up within three hours of the webinar’s conclusion

© 2014 Marketo, Inc. Proprietary and Confidential

Step 3: Follow-up

© 2014 Marketo, Inc. Proprietary and Confidential

Follow-Ups: Secondary CTA’s

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Follow-Ups: Other Thoughts

Make sales a part of the process

© 2014 Marketo, Inc. Proprietary and Confidential

Post-Follow Up

© 2014 Marketo, Inc. Proprietary and Confidential

Step 4: Measuring Success

© 2014 Marketo, Inc. Proprietary and Confidential

Step 4: Measuring Success

It’s not just about the attendance number!

Webinars nurture prospects and customers over time

© 2014 Marketo, Inc. Proprietary and Confidential

Example of Marketo Success

Source: Marketo Revenue Cycle Analytics, Apr 2014

© 2014 Marketo, Inc. Proprietary and Confidential

Example: Measure to Prove ROI

Goo

dBe

st

Pipeline Measurements

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Q&A

© 2014 Marketo, Inc. Proprietary and Confidential

More Questions?

Contact me!

Erin BlazeSr. Webinar Marketing Specialisteblaze@marketo.com@erineblaze