demand generation strategies using webinars and video

4 Demand Generation Strategies Using Webinars

Demand Generation Strategies Using Webinars & Video 4

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Welcome to our panel

Group: BrightTALK Academy Follow: @brighttalk Hashtag: #MarketingSummit

Atri Chatterjee CMO Act-On Software

Shari Johnston Director of Demand Generation Demandbase

Hafez Adel Senior Director of Marketing ReTargeter

David Pitta Director of Marketing BrightTALK

www.act-‐on.com | @ActOnSo0ware | #ActOnSW

Act-‐On: Using Webinars for Demand Genera8on

Join the @ActOnSo.ware conversa4on on Twi6er and discover what others are saying about us, use

#ActOnSW


Content

•  Thought leadership topics around marke8ng best prac8ces ‒  Targe8ng Fortune 5,000,000 -‐ small and mid-‐sized businesses

•  Run 2-‐3 webinars and videos per week ‒  Current, compelling and engaging content ‒  Partner with industry experts and partners ‒  Provide prospects informa8on needed to progress through

pipeline

•  Repurpose content based on 8e-‐in with holis8c goals ‒  Whitepapers, videos, blog posts, social media ‒  Create once, use many – get the most out of the webinar

content


Audience Development

•  Targeted Registra8on and AOendance ‒  Segment database – topics specific to audience firmagraphics & demographics

•  Promo8onal tools that drive response ‒  Social Media – FaceBook, Google+, LinkedIn, TwiOer, You Tube ‒  Email and Web – email campaigns and Act-‐On Marke8ng Blog ‒  Professional Channels – AMA, B2B, TargetMarke8ng

•  Conversion ‒  Conversion rates vary based on topic and segment

o  Typically 5-‐7% ‒  One-‐third to one-‐half of all registrants expected to aOend live event


Audience Insight

•  Capture audience behavior ‒  Types of content interested in & ac8ons taken

•  U8lizing insight to empower sales ‒  Understanding prospect pain points & needs ‒  Topic and behavioral interests ‒  Industry, loca8on and demographic trends

•  Audience Engagement ‒  Shown level of interest ‒  Engagement with sales team


ROI – Sales Outcomes

•  One piece of a large strategic marke8ng puzzle •  Webinar aOendance shows buying intent

‒  Web aOendance is a high lead scoring item ‒  One of top 3 sources of closed sale opportuni8es

•  Video viewing also shows buying intent ‒  Strong driver similar to white paper ‒  High level of prospect effort involved

•  Overall lead to deals run 1.5 to 3%

Demand Genera8on Strategy using Webinars

Twi@er: @demandbase @shariajohnston

Shari Johnston Director of Demand Marke8ng, Demandbase TwiOer: @shariajohnston

@demandbase Ques8ons?: [email protected]


Demandbase Webinars

•  Effec8ve tool at Demandbase Marke8ng for:

•  Genera8ng net new demand •  Accelera8ng pipeline

Webinars are Key to the Demandbase Mul8-‐Touch Marke8ng Mix –Example Campaign


Key Webinar Stats:


•  Average 24 webinars a year

•  Promo8on mix is key; volume vs. quality •  We see a 50% Registra8on to AOendance Ra8o

•  Average webinar registra8on is 200 and aOendance 100

Results


•  2% higher conversion from inquiry to MQL

•  ~30% shorter sales cycle to pipeline

Wake up your Analy8cs Webinar

Inquiries 164 MQL 9 5.49% SAL 8 88.89% Pipeline 6 75.00% Closed Deals 1 16.67%

Hafez Adel Senior Director of Marketing

I. Planning 1.  Define your audience

•  Industry & Job Title •  Exper8se level •  Common goals and problems •  Leverage exis8ng personas when possible

2.  Choose a topic •  Social listening •  Blogosphere •  Conferences & events •  Sales & customer service teams

The best webinars help advance prospects through the purchase funnel by answering their questions and reducing uncertainty. !

II. Distribution 1.  Create a compelling landing page

Courtesy of Unbounce.com

II. Distribution 2.  Select your channels

•  Email (drip & newsleOer) •  Social Media

–  LinkedIn –  TwiOer –  Facebook

•  PPC/SEM •  Display & retarge8ng

3.  Measure everything •  Set lead sources in CRM •  Use UTM links (Google URL Builder)

Take care to select and measure your distribution channels carefully to ensure maximum ROI from your webinars.!

III. Conversion 1.  Use frequent reminders

2.  Score and segment your leads •  Immediate outreach vs. long-‐term nurture

3.  Create targeted nurture campaigns 4.  Leverage leads for future webinars

Poor follow-up is the #1 reason webinars donʼt achieve demand generation goals.!

Using Webinars for Demand Generation David Pitta Director of Marketing, Demand Generation

Awareness Considera8on Preference Purchase Loyalty

Asset

Asset

Asset

Asset Asset

Asset

Asset Asset

Asset Asset

Asset Asset

Asset

Asset

Asset Asset

Create inspiring content every month that delivers solutions to your buyers pain point

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Control the destination

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Branding

Site navigation & related content assets

Call-to-action buttons

Social profiles

Background Analytics, marketing automation tracking, retargeting

Keyword-rich text

Event player available for live & on-demand viewing

Keyword-rich text

Long term asset

Audience development

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Owned

Earned Paid

Lead management

Managing webinar data "  Source "  Scoring "  Processing

D A

Lead management

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Prospects Leads

Leads Opportunities

Opportunities Revenue 60% conversion

25% conversion

30% conversion

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Questions?

demand generation strategies using webinars and video

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