webinar strategy success how to keep your registrants ......jul 30, 2019 · keep your registrants...

© 2019 eMarketer Inc.

Webinar Strategy Success—

How to Keep Your Registrants

Coming Back for More

Hayley Ferrante

Sr. Marketing Specialist,

Commercial Demand Generation

Marketo

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

July 30, 2019

Tech-Talk Webinar

PRESENTER

2Proprietary and Confidential | © Marketo, Inc.

Meet the Speaker

Hayley FerranteSr. Marketing Specialist, Commercial Demand Generation

Agenda

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Strategy

Planning

Building

Promoting

Live Day

Post-Event

Reporting

Questions


Webinars Through the Funnel

Demand Generation Thought Leadership Demo

• What: In the weeds, how-to, actionable

• Why: Lead generation

• Who: Practitioners, Managers

• What: High-level, strategy focused

• Why: Build awareness

• Who: Managers, Director+

• What: Product focused

• Why: Explore product without talking to sales

• Who: Bottom of funnel leads


Planning With a Purpose

Cadence

Promotions

Bandwidth

• How many of each webinar do you want per month? Or per quarter?

• How much time do you want between each webinar?

• What other events are you promoting?

• Are there other teams with other webinars to promote?

• What about emails? Nurtures?

• Are you the only person or team building webinars?

• How many hours does it take you and/or your team to build and execute a webinar?

Business Needs

• What are your business goals?

• What are you required to deliver?

• How can you structure your schedule in a way where you can most efficiently and effectively meet those business needs?


Planning With a Purpose

Cadence

Promotions

Bandwidth

• How many of each webinar do you want per month? Or per quarter?• How much time do you want between each webinar?

• What we do: 2 demand generation webinars per month and 2 thought leadership webinars per quarter

• What other events are you promoting? • Are there other teams with other webinars to promote?• What about emails? Nurtures?

• What we do: Communicate, keep a detailed calendar, plan in advance

• Are you the only person or team building webinars?• How many hours does it take you and/or your team to build and execute a webinar?

• What we do: I plan for about 3 hours of building and executing

Business Needs

• What are your business goals?• What are you required to deliver?• How can you structure your schedule in a way where you can most

efficiently and effectively meet those business needs?

• What we do:• Our team delivers AQLs• Attendees are our main goal


Building and Structure

• Phase 1: Webinar Platform• Setup and Integration

• Phase 2: Registration Live• Reg page, confirmation email, thank you page

• Phase 3: Promotions• Email invitations, social, digital

• Phase 4: Reminders• 3-4 email reminders

• Phase 5: Follow Up• Thank you for attending, we missed you


Promotions: Email InvitationsArtwork

Why

When and Where

Call to Action

Set Expectations

Second Call to Action

• Aim to send 3-4 email invitations

• Mix up your copy so the recipient gets different emails

• Target your sends and tailor the copy to different segments

• Try an “on the fence” invite – a send to those who got to the reg page but didn’t register

• Test!


Promotions: Alternate Channels

Social Digital

Secondary

• Website• Secondary CTA in emails• Follow ups• Chat bots• Trigger emails• TEST!

• Decide if you want to put budget towards driving attendance

• Don’t forget – Test!• Track registrants (and

attendees) from digital sources

• Track everything• Test even more!• Try all channels, pivot to

focus on the high performers


Don’t Forget!

Reminder Emails

• Aim for 3 – 4 reminders

• These can be set as operational emails

• Marketo’s strategy:• Reminder 1 – 1 week before• Reminder 2 – 2 days before• Reminder 3 – 8am morning of• Reminder 4 – 15 minutes prior

• Test it out!


Day of the Event

• Housekeeping slides• The webinar is being recorded, the slides and recording will be sent out once the webinar concludes• Posting to social? Use our hashtag!• Questions? Use the Q&A box and we will get to them at the end of the session

• Check everything!• Preview your webinar console• Make sure reminders sent out to all registrants


Post Webinar Activities

• Operationally• Check your program to ensure all statuses have updated• If you don’t have an automatic status updates, upload your list of attendees

• Check your follow up emails• Ensure your follow up emails have the slides and recording• Offer another asset, related to the topic that was presented

• Send out your follow up emails to attendees and no shows

• Communicate with your sales team• Attendees are scored differently than no shows• Make sure all teams are aware of the leads they might see coming through


Reporting

• Initial results• Total registrants• Registrant breakdown by segment• Total attendees• Attendee breakdown by segment• Attendance rate (we look for anything between 25% - 30%)• Minutes attendees were engaged• Time stamp attendees started dropping off

• Once the webinar has had time to process• How many qualified leads did you create?• How many opportunities were created?• How much pipeline?• Did anything close?


Hayley Ferrante: https://www.linkedin.com/in/hayleyferrante/

Questions?

https://www.linkedin.com/in/hayleyferrante/

© 2019 eMarketer Inc.

Q&A: Webinar Strategy Success—How to

Keep Your Registrants Coming Back for More

You will receive an email with a link to view the on-demand webinar materials.

Hayley Ferrante

Sr. Marketing Specialist,

Commercial Demand Generation

Marketo

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

July 30, 2019

Tech-Talk WebinarQ&A Session

PRESENTER

webinar strategy success how to keep your registrants ......jul 30, 2019 · keep your registrants...

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