Webinar I did recently with OMS and Adobe on webinar best practices -- enjoy

1. Driving Demand with Digital
Events
July 10, 2013
Craig Rosenberg
www.TOPOhq.com
@funnelholic

2. #OMSummit

3. Why Webinars?
1. Demand Generation -- High-converting offer
2. Content -- One webinar creates multiple content assets
3. Engagement -- You don’t know if someone read your whitepaper, but you
do know if they watched your webinar.
4. Data - Invaluable prospect insights to score or create relevant sales
messaging
5. Urgency – Time sensitive versus “I’ll get to it when I get to it” offer
6. Multi-faceted -- Great for brand, thought leadership, demand generation,
inbound marketing, etc
7. Proven -- They work.
© 2013 TOPO
“People view webinars as an hour of free consulting”
Loren MacDonald, SilverPop
#OMSummit

4. Recommended Content Strategy
© 2013 TOPO
Content Type Frequency Gated?
Blog posts 5 times/week No
Ebook 1/quarter Yes
Webinars 1-2/month Yes
Whitepapers 1/month Yes
Infographic 1/quarter No
“Create a content cadence by delivering content at the same day,
same time, same place” Scott Albro TOPO
#OMSummit

5. The Webinar Platform
Components
Registration
Development
Attendee
Development
Production Conversion
Multi- Channel
Distribution
© 2013 TOPO
Landing Page
Reminders Engagement
Topic
Development
On-Demand
Content
Lead
Management
Buyer Personas
Topic Creation
Speaker
Development
#OMSummit

6. Topic Development
1. Determine target buyer (s)
2. Set attendance goals
3. Decide on a topic
– Remember: Wide topics = larger attendance vs. targeted topics =
smaller attendance (which may or may not be bad)
4. Recruit speakers
– Remember: Buyers prefer to hear from peers and experts
© 2013 TOPO
Same rules of content marketing apply with webinars –
buyer first, product last or never
#OMSummit

7. Determine the Target Buyer(s)
© 2013 TOPO
#OMSummit

8. The Topic Should Not be About You
© 2013 TOPO
Translation: Learn ALL
about me. IT will be
awesome. We will
spend the whole time
discussing me and how
I might be able to sell
you something. I bet
you can’t wait!
Via @HJSewell
#OMSummit

9. The Topic Should be About the Buyer
© 2013 TOPO
Side Note: Picture of
Presenter Valuable and helpful
topicRole-Focused
#OMSummit

10. Test Provocative Topics
© 2013 TOPO #OMSummit

11. Star Power Brings Audience
© 2013 TOPO
101 Rotten Tomatoes
$261,930,436
6 Oscars
9 Oscar Nominations
$49,230,772
#OMSummit

12. Analysts, Bloggers, and Thought Leaders
are the Stars of B2B
© 2013 TOPO #OMSummit

13. Multiple Stars = More Potential Audience
© 2013 TOPO
•Panels
•Roundtables
•Multi-speaker
presentations
#OMSummit

14. Registration Development
1. Set attendee goals
2. Create a promotional plan
3. Use multi-channel distribution with email as top
channel
4. Create landing pages built to convert
© 2013 TOPO
Use every tool at your disposal to drive registrations
#OMSummit

15. Create a Promotional Plan
© 2013 TOPO
Tactic Best Practices Percentage of Registrations
Email Campaign 3 email sends: 3 weeks, 1 week, 1 day 75-100%
Corporate website •Banners and links throughout website
•Pop-ups
•Events resource center
5-15% (Depending on traffic and placement of
advertising)
Social Sharing •Begin sharing immediately
•Ask speakers, employees, etc to share
•Create Google+ event page (Facebook page
secondary)
3-5% (Note: Social sharing often boosts email and
website promotions)
Promotional Blog
Posts
•Write great content on related topic (not an
advertisement)
•Ask speakers to write posts
2-4%
Promotional Video Do video content leading up to the event 1-2%
Phone (Sales) Allow sales to promote to their prospects and
customers
<1% (But will be highly targeted and is a great
tactic for sales to generate conversation)
#OMSummit

16. Blog Promotion
© 2013 TOPO
Use prominent cross-
sell
Post can be written on
your blog or guest
posts on other blogs
#OMSummit

17. Video Promotion
© 2013 TOPO
Video interviews with
speakers with URL in
“Bottom Third”
•15 minute interview
•Cut into 3-4 short
video previews
•Post to
blog, website, Youtub
e
•Promote socially
#OMSummit

18. Landing Pages that Convert
© 2013 TOPO
1. Introduce the speakers
2. Date, time of event and
how to join
3. WIIFM (What’s in it for
me) – An hour is a long
time, make sure they
know why it is worth
their while
4. Be clear about what the
webinar is about
5. Make registration form
obvious
6. Keep registration fields as
light as possible
#OMSummit

19. Attendee Development
© 2013 TOPO
•Set an attendance goal (30-50% of registrations)
•Develop a promotional plan to drive attendance
•Begin promoting attendance immediately upon sign-up
•Use multiple channels including
ICAL, email, social, voice, and text
•Email: 24 hour reminder, 1-2 hour reminder, and 15
minute reminder
•Social: Start the #hashtag immediately
If you build it, it doesn’t mean they will come
#OMSummit

20. Reminders are Critical to Attendance
© 2013 TOPO
Via @noyes_jesse
http://blog.eloqua.com/reminders-boost-
webinar-attendance/
#OMSummit

21. The Effectiveness of Voicemail Reminders
© 2013 TOPO
Via @andrewspoeth
http://blog.marketo.com/blog/2011/04/5-ways-
to-increase-webinar-attendance.html
#OMSummit

22. Text Messaging Reminders
© 2013 TOPO
TEXT ALERT
#OMSummit

23. Social Reminders
© 2013 TOPO
Get the hashtag working
immediately to build
momentum
Have thought leaders get
people pumped on the event
#OMSummit

24. Engagement
© 2013 TOPO
1. Develop a #hashtag for the event , announce it at the beginning and ask
people to tweet
– Speakers should engage with Tweets post-event
2. Create 1-2 polls during the event to keep people engaged
3. Question and Answer:
– Prepare 5-6 questions before the event
– Leave 10-15 minutes for Q/A
– Encourage people to ask questions throughout the event
– Don’t worry if no one asks questions
Most content is a one-way interaction, webinars are a
conversation
Webinars are a classroom – don’t just present, engage
#OMSummit

25. Social Engagement
© 2013 TOPO
1. Don’t make the
hashtag too
complicated
2. Make it prominent at
the start
3. Put it on every slide
4. Have someone on
staff running the
conversation
#OMSummit

26. Poll Best Practices
© 2013 TOPO
1. Make each question as
simple and direct as possible.
2. Avoid nuances and
colloquialisms.
3. Offer a reasonable and
consistent number of
rankings (5 is
recommended).
4. Ask only one question at a
time and one or two per
event.
5. Allow neutral or opt out
responses.
6. User-test your survey.
http://www.connectusers.com/tutorials/2009/02/effective_polls/index.php
#OMSummit

27. Conversion
© 2013 TOPO
1. Webinars create a long-lasting content asset
– Use the on-demand version as long as reasonable.
– Create a resource center on your website to house webinar assets.
2. Create once-publish many – Lots of potential content from webinars
3. Develop a post-webinar follow-up plan with sales
Rule #1: Webinars create at least one demand gen asset
if not more
Rule #2: Have a follow-up plan in place before you launch
the webinar
#OMSummit

28. Create once, publish many
© 2013 TOPO
One webinar =
• 1 whitepaper
• 2-3 blog posts
• 9 videos
• 2 Slideshare
downloads
#OMSummit

29. Remix Webinar into an Ebook (Cool Idea)
© 2013 TOPO #OMSummit

30. Have a Follow-up Plan
© 2013 TOPO
1. Send email with on-demand instructions to registrants
– Create different messages for attendees versus non-attendees
2. Score and route leads based on engagement
– Nurture no-shows
– Score highly engaged attendees higher and do immediate follow-up
3. Provide sales with data in order to personalize and customize follow-up
– Give sales the slide deck as an asset for follow-up
If you don’t have a follow-up plan, leads will sit on the shelf
#OMSummit

31. Sample Sales Follow-up Plan
© 2013 TOPO
#
Business
Day
Step Description
1 1 Score leads Lead is scored based on pre-set parameters before alerting sales/inside sales. Lead
scores help determine which leads are followed up first.
2 1 Assign lead New leads are assigned to inside sales for follow up.
3 1 Send on-demand email Send email to registrants with on-demand instructions, create different messages
for attendees/no-attendees
4 1-15 Call Campaign Three calls/emails over 1.5 weeks
5 Ongoing Nurture Move leads into nurture campaign.
#OMSummit

32. The Webinar Platform
Components
Registration
Development
Attendee
Development
Production Conversion
Multi- Channel
Distribution
© 2013 TOPO
Landing Page
Reminders Engagement
Topic
Development
On-Demand
Content
Lead
Management
Buyer Personas
Topic Creation
Speaker
Development
#OMSummit

33. @funnelholic
www.blog.topohq.com