See the video replay here: http://www.marketingsherpa.com/video/webinar/adobe-conversion-lift-webinar-strategy
Daniel Burstein, Director of Editorial Content, MECLABS, interviews Shelby Britton, Senior Product Marketing Manager, Adobe, on how it was able to revamp its webinar strategy for a huge lift in conversions, placing webinars as its second largest generator of sales.
Watch as Daniel and Shelby answer your questions about using webinars to drive conversion.
Adobe Achieves 500% Lift in Webinar Conversion Changing Strategy
1. Watch Daniel Burstein,
Director of Editorial
Content, MECLABS
interview Shelby Britton,
Senior Product Manager,
Adobe on webinar strategy.
Watch the live recording now!
Access our other webinars
4. SPONSOR LOGO
• Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in
conversion to sale
• Marketing Research Chart: Webinars, webpages, e-books among most
effective places to create content
• Webinars are effective lead generation programs but many don’t reach
their full potential
Further Resources
5. SPONSOR LOGO
75% increase in Open Rate
120% increase in Clickthrough Rate
Webinars became the second driver of sales behind free trial offers.
Average Open Rate Average CTR
2008 17% 5%
2013 30% 11%
!
Results: Evolution of webinar marketing
6. SPONSOR LOGO
Promoting Webinars: Identifying problems
Marketing
Webinars
eLearning
Web Conferencing
Virtual Collaboration
Security
Sales
7. SPONSOR LOGO
Promoting Webinars: Identifying problems
Marketing
Webinars
eLearning
Web Conferencing
Virtual Collaboration
Security
Sales
8. SPONSOR LOGO
Promoting Webinars: Create order in the strategy
Registers for “Best Practices”
webinar
“Product” webinar
Competitive
comparison
Email List
Structured
sales process
9. SPONSOR LOGO
Promoting Webinars: Down the funnel
“Best Practices” or “Solution”
webinar
“Product” webinar
Competitive
comparison
Marketing PlayeLearning Play
Trial/
training
webinars
37% eLearning
moved from
“Solution” to
“Product” webinar
23% marketing
moved from
“Solution” to
“Product” webinar
10. Promoting Webinars: Titles
Old Titles 2013 Titles
Introduction to Acrobat Connect Pro
Next Generation Web Conferencing
New Adobe Acrobat Connect Pro 7 for
Virtual Classrooms and Rapid Training
Web Conferencing Tips for Training and
Education
How to be a Great Webinar Moderator
How to Generate Leads with Webinars that
Sales People will Love
Creating Engaging and Fun Virtual Learning
From Blah to Aha: Engaging Learners in the
Virtual Classroom
21. SPONSOR LOGO
Lead Strategy: Use the right tools
Ability to pull
reports from
the system
Ability to
analyze data
Track registrant
through any
marketing
promotion
23. SPONSOR LOGO
Lead Strategy: Organizational tools and analysis
Overall Partner vs. Lists
$85,000 List Rental Cost
1407 List Rental Inquiries
$60.41 Cost per Rented Inquiry
$88,000 Partner Cost
2266 Partner Inquiries
$38.83 Cost Per Partner Inquiry
24. SPONSOR LOGO
Lead Strategy: Conversion rates
Registers via email for “Best
Practices” webinar
“Product” webinar
Competitive
comparison
2% - 3%
(stopped sending to sales)
20%
30%*
Trials
30% *
(Supported by
daily training)
* Conversion rate increase as high as 500%
Compare to
5% conversion
rate from the
previous one-
off strategy
Conversion
Conversion
Conversion
25. SPONSOR LOGO
Creating Webinars: Webinar tips
Ditch the PowerPoint
(at least some of the time)
Provide passive
product information
Interact with your
audience
Deliver a solution
at the end of the
webinar
Webinar-ize your
PowerPoint
Use behavior to
determine leads
http://blogs.adobe.com/adobeconnect/tag/webinar-best-practices
28. SPONSOR LOGO
Creating Webinars: Speaker training sessions
ADOBE CONNECT
“Sharing a
personal
story”
“Working
together to build
the process”
“aha
moment”
Thinking of your past webinar you delivered, what was the most memorable
THING, and ACTIVITY? How did your participants feel TRANSFORMED as a result?
Memorable THING Memorable ACTIVITY TRANSFORMATION
29. SPONSOR LOGO
Creating Webinars: Use graphics
Not this…
• LinkedIn: 270,000 followers
• SlideShare: 77,000 views
• Facebook: 716,000 fans (combined)
• Twitter: 553,00 followers
• YouTube: 1.46 million video views
But this.
30. SPONSOR LOGO
We’re serious about our
webinars, but sometimes…
Creating Webinars: Keeping your audience awake
31. SPONSOR LOGO
Learning can be fun.
http://3.bp.blogspot.com/-T66ipEp81J8/UGQ7sbe-ViI/AAAAAAAAARY/JNgjYQVVI5g/s1600/Doc+Brown.jpg
Creating Webinars: Keeping your audience awake
32. SPONSOR LOGO
Creating Webinars: Top takeaways
Live webinars are
important
Answer
questions
immediately
Engage with
audience
On-demand webinars decreased interest
Notas do Editor
move
Shelby has been in high tech marketing for nine years, having led the marketing departments for channel partners of IBM and Adobe, and, most recently, implementing programs in field marketing, demand generation and product marketing directly for Adobe. Previously she ran a small business in professional sports entertainment in California. She has a BA in Literature and Writing from the University of California San Diego, Revelle and an MBA with a dual-focus in Marketing and Management from San Diego State University. Currently, Shelby lives in Denver, CO where she enjoys equestrian show jumping and snow skiing.
When does the conversion occur? – Peter, director
What's your promotional strategy to attract people to the webinar in the first place? – John, producer
How can you tell if attendees to you webinar are sales ready ready or not? Meaning ready to talk with a sales rep? If you choose to do a marketing nurture campaign, what's the best method? – Sean, business development director
How much did you utilize the AOL (free 30-day trial) approach or was that insignificant in terms of how you targeted your markets and took Adobe to the artists/agencies who buy/use it? – Corey, Marcom manager
How do you provide quality content that leads to a sale without coming off as pitching even though that is what you're doing? – Sean, president
What is the best way to invite folks to a webinar that will entice them? – Bonnie, director of marketing
Are giveaways a good tool or does it make you look cheesy? – Bonnie, director of marketing
How far in advance should you start informing people of your webinar and how many follow up emails marketing it is best practice? -- Brooke, marketing exec
What is the most effective way to drive people to sign up for your webinar? – Laurel, marketing director
How do you track the conversion to the sale? What process/tools? – C, Marketing
What are some effective presentation ways (slide layout; what font size is best, what Webinar provider features are effective...) to keep attendees interested and engaged during the Webinar? Thank you. Looking forward to this event – Mark, president
How do you keep viewers attention during a Webinar, knowing they are probably being interrupted and distracted? – Vanessa, marketing manager
Is there a size of audience that is ideal? – C, Marketing manager
How did you train your webinar speakers? – Erin, Owner
What should a company do to create engaging and dynamic webinars and avoid boring the audience and loosing their attention? – Patricia, Channel Marketing Specialist
What are the specific takeaways that participants can use immediately after this session? It's great to come away with actionable info. Thanks. – Ellyce, client services