a marketer's game plan for successful webinars

© 2014 Marketo, Inc. Proprietary and Confidential

A Marketer’s Game Plan

for Successful Webinars

Erin Blaze Senior Specialist, Webinar Marketing

© 2014 Marketo, Inc. Proprietary and Confidential

Quick Housekeeping

1.We are recording today’s webinar

2.A link to the slides and recording will be

sent to you via email later today

3.Enter your questions in the chat tab and

we’ll get to as many of them as we can!

4.We are recording today’s webinar.

Did I mention we’re recording the webinar?

© 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 back

2. Can easily be repurposed into additional

content assets

3. Helps establish your brand as a thought

leader in your space

4. Reach broad/ international audiences

5. 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

Today’s Agenda

1. Webinar content

2. Planning creative and effective promotions

3. Prepping for and executing live event

4. Creating your follow-up strategy

5. Measuring success

© 2014 Marketo, Inc. Proprietary and Confidential

Content: Thought leadership vs

Product Webinars

VS

© 2014 Marketo, Inc. Proprietary and Confidential

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 names

5. 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 day

Phone call from Sales (Leads)

Step 2: Promotion

© 2014 Marketo, Inc. Proprietary and Confidential

Social Promotion

© 2014 Marketo, Inc. Proprietary and Confidential

Game Plan for Rockin’ Emails

© 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 time

2. 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 time

2. 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

Parameterize

How the Heck Do I Do All of This??

© 2014 Marketo, Inc. Proprietary and Confidential

Prepping for Event Day!

1. Conduct dry-run with speakers

2. Make sure speakers have calendar invite

3. Request slides 3-5 days in advance

4. Book a small, quiet conference room

equipped with a hand/headset

5. Notify sales team

6. Send reminder emails

7. Have follow-up plan ready….

© 2014 Marketo, Inc. Proprietary and Confidential

Event Day!

Important tips for speakers…

1. Print out slides/ notes

2. Headsets are optimal; NO CELL

PHONES

3. Hardwire/ plug in your laptop

4. Mute yourself if not speaking

5. Have water on hand

6. 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

© 2014 Marketo, Inc. Proprietary and Confidential

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

Go

od

B

est

Pipeline Measurements

© 2014 Marketo, Inc. Proprietary and Confidential

Q&A

© 2014 Marketo, Inc. Proprietary and Confidential

Additional Resources

To watch more Marketo webinars,

Visit www.marketo.com/webinars

To sign up for upcoming webinars,

Visit www.marketo.com/events

For more information on the Marketo

LaunchPoint program, visit

www.launchpoint.marketo.com

© 2014 Marketo, Inc. Proprietary and Confidential

More Questions?

Contact me!

Erin Blaze

Sr. Webinar Marketing Specialist

eblaze@marketo.com

@erineblaze