how-to: boost webinar signups with retargeting
DESCRIPTION
The typical webinar registration page converts only 2% of visitors. This educational webinar will discuss new ways to boost webinar signups by moving your webinar registration process directly into display ads served via retargeting.TRANSCRIPT
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How-to: Boost Webinar
Signups
with
Retargeting Presented by:
Mani Iyer | CEO @ Kwanzoo
@iyermani
#demandgen
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OBJECTIVES
Webinar Objectives
• Educate Demand Marketers on new opportunities
to accelerate Webinar Registrations through use of
Short Registration Forms & Retargeting
• If you are new to Retargeting, this
webinar will share simple, quick
ways to leverage your webinar offers
to accelerate demand through
Retargeting.
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AGENDA
1. Webinars and Demand Generation
2. Accelerating Your Lead Management Process with
Webinars
3. Introducing Webinar Signup Ads
4. How to Plan, Run & Measure ROI for a
Webinar Marketing & Promotion Campaign
5. Questions
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Webinars and Demand Generation
1. Critical component of the B2B Demand
Generation Mix Primary channel for Top-of-Funnel Demand
along with Paid Media, Social (Blogs) and
Organic Search (SEO)
2. Webinar Promotions are still via email and website
Email and direct invitations/promotions still account for the lion’s
share of registrants and attendees (58-64%). Social media and
search have remained fairly steady for the past 3 years at
delivering around 15% of the audience.
(Osterman Research, Quantum Leap Marketing, 2009)
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Closed-Loop Reporting
integrated with MAP/CRM
Measure Impact
Increased lead conversions
Pipeline acceleration
Increased closed/won deals
Top of Funnel:
Boost net new webinar signups across website and display
Increase conversions of website visitors with retargeted webinar ads
Search retarget w/ webinar sign-up ads on 3rd party sites
Mid Funnel:
Site & CRM retarget known prospects with webinar sign-up ads Dynamic, persona-based & account-based webinar sign-up ads
Lower Funnel:
Dynamic, persona-based & account-based webinar sign-up ads
Suspect Inquiry Marketing
Qualification
Sales
Qualification Customer
Marketing
Marketing Automation (MAP) / CRM
Accelerate Your Lead Management Process using
Webinar Sign-up Ads
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Introducing Webinar Sign-up Ads
(Optional) Front Screen
with title and webinar pitch
collect registrations in
Signup Screen
Capture Registration Data
directly into your MAP, CRM
or Citrix GoToWebinar
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Increase Webinar Signups with Retargeted Ads
Your Website Ad Network
Organic
Search Email Social PPC &
Display
Visitors get tracked
for retargeting (cookie’d)
Tracking works beyond your website
across the web
Retargeted Ads
Example:
• 10,000 website visitors
• 30 impressions / visitor / month
• Total of 300,000 retargeted
impressions per 30 day period
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Build Your Webinar Signup Ad in 3 Easy Steps
1. Select smart lead form
2. Customize
3. Run, Optimize
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Webinar Sign-up Ad – Setup Reg Form
• choose data fields to be collected
(can be text, date or dropdown list)
• Upload background image
(strong webinar pitch message)
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Webinar Sign-up Ad for Citrix GoToWebinar
• Choose ‘Citrix Online
LeadConnect’ to store
leads directly in Citrix.
• After logging in,
select the webinar from
dropdown to link to ad.
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Webinar Sign-up Ads – work with MAP/CRM
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Webinar Sign-up Ad – Thank You Screen
Optional Thank You Screen:
links users to your website
or landing page with a
call-to-action button
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Generate Ad Tag & Deploy
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Webinar Sign-up Ads – Key Statistics
Basic statistics include:
• Impressions – # times the video lead form ad is served
• Engagement – the First Click on the video lead form ad
• Lead Captures – complete form fills on Lead Form screen
• Clicks – the click on the call-to-action on the Thank You screen
that is presented after the Lead Form screen
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Webinar Sign-up Ads – Detailed Statistics
View detail stats including:
• impressions
• viewable impressions
• partial form fills
• lead captures
• %engagement / impressions
• %engagement / viewable
impressions
• video play duration for each
engagement
• %video play / total video duration
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Budget for Re-targeted Webinar Signup Ads: ROI Modeler
Monthly Re-targeted Ad Impressions
Monthly unique visitors to your website(s) in 1000s 18 Retargeted ad impressions per visitor per month 20 Available re-targeted ad impressions per month 360,000 Cost of re-targeted ad impressions (CPM) $3 Re-targeted Ad Serving Fees (Estimated) $1,080
Paid to Retargeting Provider
Monthly Kwanzoo Technology Fees
Kwanzoo Silver Plan or Higher $499 Technology Fees Per Month (Paid to Kwanzoo)
Kwanzoo Impression Fees
Re-targeted Kwanzoo Webinar Sign-up Ads Cost Per 50,000 Impressions $50 Kwanzoo delivers conversion rates Number of Impressions Needed 400,000 30% or more higher than typical banner ads Impression Fees Per Month (Paid to Kwanzoo) $400
Monthly Re-targeting Budget $1,979.00
Estimated Cost Per Lead
Estimated Impressions Per Lead Conversion Low (in 1000s) 6000 (via Kwanzoo Webinar Sign-up Ads) High (in 1000s) 8000
Lead Captures - Low 45 Lead Captures - High 60 Estimated Cost Per Lead (Low) $33 Estimated Cost Per Lead (High) $44
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Questions?
Phone: 408-216-7025
Email: [email protected]
Twitter: @kwanzoo
@iyermani
Resources:
http://www.kwanzoo.com/products/in-banner-lead-forms/webinar-
signup-ads/