from webinar to integrated campaign
TRANSCRIPT
Integrating Webinars into your Marketing:
Make Your Next Event the Centerpiece of an
End-to-End Campaign
Lisa Chen
Sr. Marketing Operations Manager
Rally Software
TWEET!
@lisamchen
@readytalk
@mprofsevents
Company Background
Founded in 2002
Leader in Agile ALM
9,700 Customers
126,000 Projects
112,000 Users
101 Countries
Not every marketer actually creates
integrated campaigns
Are your campaigns a one-hit-wonder?
Definition
An integrated campaign is a sequence of
individual, coordinated market events that
share a common audience profile and
messaging theme
Each campaign may have prospecting,
nurturing landing and/or expanding objectives
They help move a company from awareness
to close
Poll
Based on this definition, how do you
design your campaigns?
– They’re a one-hit wonder
– They’re integrated campaigns
– They’re some where in the middle
What makes a campaign Integrated?
What makes a campaign Integrated?
Campaign ABC’s
– Audience
– Business Objective
– Content/Message
Audience Business
Objectives
Content/
Message
Prospect
Nurture
Land
Expand
e.g.,
Marketing
Automation
Best Practices
e.g., Role,
Geography,
Vertical
Audience
Content/
Message
e.g.,
Marketing
Automation Best
Practices
e.g., Role,
Geography,
Vertical
Audience
Content/
Message
e.g.,
Marketing
Automation Best
Practices
e.g., Role,
Geography,
Vertical
What
happened to
business
objectives?
Benefits
Teams in Context
Efficiencies in each stage of the funnel
Increased engagement
Improve Campaign ROI
What your campaign might look like now…
2/22/2011
Webinar
2/1/2011 3/1/2011 1/1/2011
Market Facing (Value)
Internal
Focus 2/1/2011
Initial Invite
Tweets
2/15/2011
Second Invite
Phone Calls
Blog
1/5/2011
Pick Webinar Topic
Set Goals
Define Target Audience
1/12/2011
Product Mktg
Speaker (Cust./Expert)
Abstract
1/21/2011
Reg Page Up
Social Media Plan
Email Content
Communicated w/ sales
2/21/2011
Reminder
Phone Calls 3/1/2011
Follow Up
What it could look like…
2/22/2011
Webinar
2/1/2011 3/1/2011 1/1/2011
Market Facing (Value)
Internal
Focus 2/1/2011
Initial Invite
Tweets
Ads Live
Call Scripts
2/15/2011
Second Invite
Phone Calls
Post-Event
Sales
Playbook
Q&A Plan
Follow-Up
Offers/Assets
Product
Demos
2/15/2010
Blog Series
1/5/2011
Pick Webinar Topic
Set Goals
Prod.
Mktg/Announcem
ents
1/12/2011
Speaker (Cust./Expert)
Abstract
Demos
Content/Offers
Defined
1/21/2011
Reg Page Up
Social Media Plan
Email Content
PPC Words
List Selection Criteria
Delivery Team
Onboard
2/21/2011
Reminder
Phone Calls 3/5/2011
Follow Up
Webinar 2 1/5/2011
Marketing Brief
Success Criteria
Determine Theme
Define Target
Audience 1/27/2011
Pre-Event Sales
Playbook
Communication to
Sales
Weekly Sales Check-In
3/15/2011
Webinar 2
3/8/2010
Blog Series
3/22/2010
Blog Series
3/24/2011
Retro
3/30/2011
Template
Update
Process
What it could look like…
2/22/2011
Webinar
2/1/2011 3/1/2011 1/1/2011
Market Facing (Value)
Internal
Focus 2/1/2011
Initial Invite
Tweets
Ads Live
Call Scripts
2/15/2011
Second Invite
Phone Calls
Post-Event
Sales
Playbook
Q&A Plan
Follow-Up
Offers/Assets
Product
Demos
2/15/2010
Blog Series
1/5/2011
Pick Webinar Topic
Set Goals
Prod.
Mktg/Announcem
ents
1/12/2011
Speaker (Cust./Expert)
Abstract
Demos
Content/Offers
Defined
1/21/2011
Reg Page Up
Social Media Plan
Email Content
PPC Words
List Selection Criteria
Delivery Team
Onboard
2/21/2011
Reminder
Phone Calls 3/5/2011
Follow Up
Webinar 2 1/5/2011
Marketing Brief
Success Criteria
Determine Theme
Define Target
Audience 1/27/2011
Pre-Event Sales
Playbook
Communication to
Sales
Weekly Sales Check-In
3/15/2011
Webinar 2
3/8/2010
Blog Series
3/22/2010
Blog Series
3/24/2011
Retro
3/30/2011
Template
Update
Process
Anchor of a Virtual Event(s)
(or Field Event, etc… - key is to develop theme and
deliver value as a cake slice)
2 – 3 Months
Integrated Campaign Framework
Virtual Event(s)
(or Field Event, etc… - key is to
develop theme and deliver value
as a cake slice)
Field Event(s)
Offers, Content, Collateral
Sales Tools (Product Marketing)
User Learning & Major Account Offerings
EMEA or other compatible verticals
2 – 3 Months 2 – 5 Months
Learn
ing
Higher SME, Product
Mktg. Involvement
Here SME in review
role
Marketing Automation Introduction
Integrated Campaign
(Example)
-----------------------------------------------------------------------------------------------------------------
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-
3/1/2011 4/1/2011 2/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011
Higher SME, Product
Mktg. Involvement
Here SME in review
role
Platform
Webinar
Persona, Creative, Message
1/18/2011
Lead Scoring
2/8/2011
Lead Nurturing
2/24/2011
Database Mgmt
3/9/2011
Reporting/Analytics
Marketing Automation Introduction
Integrated Campaign
(Example)
-----------------------------------------------------------------------------------------------------------------
-
-----------------------------------------------------------------------------------------------------------------
-
3/1/2011 4/1/2011 2/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011
Platform
Webinar
Persona, Creative, Message
1/18/2011
Lead Scoring
2/8/2011
Lead Nurturing
2/24/2011
Database Mgmt
3/9/2011
Reporting/Analytics
-----------------------------------------------------------------------------------------------------------------
-
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-
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Field Marketing
Exec Marketing
Nurturing
Assets & Offers
Product Mktg
4/19/2011
Lead Scoring and
Lead Nurturing Pilot
5/3/2011
Database Mgmt and
Reporting/Analytics Pilot
4/28/2011
Executive Dinner 5/10/2011
Executive Roundtable
4/19/2011
Role Based Drip Track
4/26/2011
Lead Scoring Drip Track 5/19/2011
Lead Nurturing Drip Track
4/19/2011
Lead Scoring White Paper 5/3/2011
Lead Nurturing White Paper 5/15/2011
Video 5/25/2011
Kit
4/25/2011
Lead Scoring Kit
5/25/2011
Reporting/Analysis Kit
Poll
Are you currently using webinars in your
campaigns? – Currently using webinars
– Not using webinars
– Not using webinars currently, but have in the past
– Not using webinars, but looking to start in the near
future
Why Webinars?
Webinar leads are some of the highest
quality leads (2x-3x)
– High bar of committal
– Series help move prospects through buying
cycle
– Gather further qualification questions
Attendance management
44%
46%
48%
50%
52%
54%
56%
January March July November
Conversion Rate
Registrants v. Attendee Conversion Rate
Lead Conversion to Contact
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Webinars White Paper Campaigns
Lead Conversion to Contact
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Webinars White Paper Campaigns
Increasing Engagement
Pre-Webinar – Emails
– Tweets/Blogs
– Videos
During Webinar – Twitter feed
– Real-time Q&A
Post-Webinar – Emails
– Blog Series
– Contests
– Multi-touch nurturing campaign
Pre-Event Examples
Pre-Event Examples
Pre-Event Examples
Pre-Event Examples
Pre-Event Examples
During Event
Twitter feed
Real-time Q&A – David Meerman Scott – “Real-Time Marketing & PR”
@lisamchen
@readytalk
@mprofsevents
Post Event Examples - Emails
Post Event Examples - Emails
00 00
00 00 00
Post Event Examples - Emails
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00 00 00
Post Event Examples - Toolkit
Post Event Examples - Toolkit
Post Event Examples – Social Media
Post Event Examples – Social Media
Post Event Examples – Social Media
Integrated Campaigns as Prescription
Interest
Inquiries
Sales Ready Leads
Logos
Expansion
Leadership
More Value…
Through Increased Impact and
Velocity
Impact
• Focus
• Repetition
Velocity
• More market events per
campaign
• Stable messaging
platform
• Teams in context
• Repeatable processes
Consistency
• Conversion rates
• Multi-touch
• Same offers,
different channels
Now What?
Ready Talk
MarketingProfs
Eloqua
LinkedIn Groups:
– Eloqua Marketing Operations Network
– Marketing Operations
– eMarketing Association Network
Twitter: lisamchen
Email: [email protected]