Technology has created an array of available tools to move prospects through the funnel faster, but few make the process more timely and efficient than webinar programs seamlessly integrated into your marketing automation platform. In these slides, Simone Nabers, Demand Generation Manger from ReadyTalk, explores ReadyTalk's integration and success with webinars.

1. Accelerate
Lead
Conversion:
The
Combined
Power
of
Webinars
Plus
Marke7ng
Automa7on
1

2. Who
I
am…Hi
§ Demand
Genera5on
Manager
– Oversee
outbound
marke7ng
campaigns
– Manage
monthly
webinar
series
– Implement
new
lead
gen
&
nurturing
programs,
work
closely
with
sales
– Email
/
landing
page
messaging
– Social
media
implementa7on
– Marke7ng
automa7on
– Cartwheel
Fridays
2

3. Why
Webinars?
§ Webinar
leads
are
some
of
the
highest
quality
leads
– High
bar
of
commiKal
– Series
help
move
prospects
through
buying
cycle
§ Segment
&
qualify
Marke
§ Measure
engagement
5ngShe
rpa
20
Prac5c 11
B
es
Han 2B
Advance
dbook d
92%
of
re
said
we spondents
bin
great
a ars
were
a
n
means
d
effec5ve
of
gene
leads
fo ra5ng
r
their
organiz
a5on.
3

4. Why
Webinars?
• Lead
hand-­‐off
• System
integra7on
• Lead
follow
up
Process
• Hand
raiser
process
• Lead
scoring
• Sales
Enablement
• Speaker
• Assets
Webinar
Content
• Abstract
• Title
• Train
speakers
• Dry
Run
Technology
• Prac7ce
Sessions
• Interac7vity
tools
4

5. Timeline,
Promo7ons,
Follow-­‐up…oh
my!
Task
Timing
Develop
event
plan
6
to
8
weeks
prior
Finalize
event
topic,
7tle,
abstract
and
speakers
6
weeks
prior
Setup
registra7on
and
begin
promo7on
4
to
6
weeks
prior
Send
email
invite
2
weeks
prior
DraX
of
slide
presenta7on
2
weeks
prior
Full
rehearsal
and
event
dry-­‐run
1
week
prior
Final
version
of
slide
presenta7on
2
to
3
days
prior
Send
reminder
email
#1
24
hours
prior
Send
reminder
email
#2
2
to
3
hours
prior
Pre-­‐conference
with
moderator
and
speakers
30
minutes
prior
Edit
recording
(if
needed)
Within
24
hours
aXer
Send
follow-­‐up
emails
and
begin
sales
outreach
Within
24
hours
aXer
Promote
on-­‐demand
recording
Ongoing
5

6. Timeline,
Promo7ons,
Follow-­‐up…oh
my!
6

7. Precise
Funnel
Targe7ng
7

8. Why
Integra7on?
Power
of
Enterprise
Flexibility
Marke7ng
Quality
to
Fit
Automa7on
8

9. Before
Integra7on:
Disconnected
Systems
Set
Up
Webinar
in
ReadyTalk
Send
Invita7ons
Take
Registra7ons
through
marke7ng
(Register
at
Time
of
through
MA
automa7on
Mee7ng)
Upload
ReadyTalk
AKendee
Completes
Send
Confirma7on
AKendance
Data
into
ReadyTalk
and
Reminder
Emails
MA
Registra7on
Form
to
through
MA
(Manual
Process)
Join
Mee7ng
(Generic
URL)
Send
Follow-­‐Up
Emails
and
Drive
Workflows
through
MA
9

10. AXer
Integra7on:
Streamlined
Process
Set
Up
Webinar
in
ReadyTalk
Send
Invita7ons
Take
Registra7ons
through
MA
through
MA
(Pre-­‐Registra7on)
Receive
Back
Unique
Send
Confirma7on
Pass
Registra7on
Joining
URL
from
and
Reminder
Emails
Data
to
ReadyTalk
ReadyTalk
through
MA
(Cloud
Connector)
(Cloud
Connector)
Receive
Back
Send
Follow-­‐Up
AKendance
Data
Emails
and
Drive
from
ReadyTalk
Workflows
through
(Cloud
Connector)
MA
10

11. Integrated
Webinars
=
Less
Manual
Work
ü Where
are
invites
coming
from?
ü Where
are
you
accep7ng
registra7on
from?
ü Where
are
reminders
and
post
event
emails
coming
from?
ü How
are
you
rou7ng
to
the
sales
team?
11

12. Why
Integra7on?
Prospect
Experience
12

13. Why
Integra7on:
Faster
Sales
Follow-­‐Up
13

14. Why
Integra7on:
Faster
Sales
Follow-­‐Up
14

15. In
More
Detail
Invite
Registra7on
Page
Email
Post
Event
Page
15

16. In
More
Detail
Nurture
Department
Industry
SFDC
Sync
to
CRM
SFDC
Campaign
ID
Post
Event
Survey
Further
Info
Follow
Up
16

17. Ex:
SFDC
Summer
Campaign
2012
Sales
Template
Sales
Call
&
Call
Reminder
Email
Invite
to
webinar
about
the
All
SFDC
Users
template,
webinar,
Marke7ng
&
include
discount
encourage
to
SFDC
DREAMFORCE
Sales
7tles
Release:
aKend
CTA:Demo
code
Webinar
2012
SFDC
Update
June
July
July
July
Aug
Aug
Sept
Sept
Sept
Sept
Oct
Sept
25th
2nd
17st
19th
17th
29th
10/11
12th
13th
18th
3rd
18th
Sales
Template
Email
Email
&
Email
Email
&
&
Call
CTA:Demo
Telemarke5ng
Invite
to
SFDC
Telemarke5ng
Call
on
new
Asset:
Overdrive
CTA:
Follow
up
Webinar
(sidebar
Dreamforce
release
Case
Study
to
webinar,
Dreamforce
Follow-­‐up
CTA:Demo
(sidebar
invite
to
invite
w/
CTA:
Demo?
Dreamforce
Dreamforce
discount
code
Extended
Trial?
invite
w/
Asset:
Top
10
(resend
9/10)
discount
code)
17

18. In
More
Detail:
Less
Manual
Work
18

19. Integra7on
=
BeKer
Webinar
Programs
Webinar
Registra7on
Datasheet
2nd
Blog
Download
Visit
2nd
Pricing
Product
Blog
Visit
Page
Page
Visit
Buy
Webinar
Product
AKendance
Page
compe7tor
L
Day
1
1st
Week
2nd
Week
19

20. Key
Takeaways
ü Eliminate
tedious
data
manipula7on
work
ü Streamline
the
par7cipant
experience
with
consistent
branding
and
ease
of
entry
ü
Accelerate
sales
conversion
with
faster
hand-­‐off,
more
accurate
data
and
more
relevant
touches
20

21. Ques7ons?
Stop
by
our
booth!
Simone
Nabers
Demand
Genera7on
Manager
Simone.nabers@readytalk.com
@RTWebSem
www.linkedin.com/in/simonenabers
hKp://www.readytalk.com/blog/demand-­‐genera7on-­‐2
21