Post on 13-May-2015
description
Secret Sauce to Online Events:
Tips to Building and Implementing Online
Events that Over Perform
© 2011 Marketo, Inc.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Salesforce - Best
Marketing AutomationBest Marketing Solution Best Marketing and
Sales 2.0 Solution
Who’s Who in BtoB
1. Marketing automation, sales effectiveness and revenue analytics have become a must-have solution
2. >1100 customers; 315% YOY growth
3. Customer Impact: Fast 40%+ improvement across sales & marketing
4. Award Winning Products & Modern Technology
5. Furious pace of innovation: 8-week release cycle
6. World-class management team
Marketo is the leading Revenue Performance
Management Solution
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Why Online Events?
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Types of Online Events
1. Virtual Events
2. Webinars
3. Webcasts or Livestreams
4. Hybrid – online in conjunction with offline
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Some of the Ways to Promote Online Events
• Database• Emails
• Phone calls
• Direct mail
• Inbound• Social media
• Blog/guest blog
• SEO
• Co-marketed
• Outbound• Banner ads
• Dedicated emails
• Content syndication
• Sponsored webinar package
• PPC
• Print ad
• Press release
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 1: Set Goals Upfront
1. Plan for plenty of promotion time
2. Not just people, but the RIGHT people
3. Revenue impact
4. Prospects and Customers
5. Spiff for the team
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Success Secret 2: Strong Theme / Creative
1. Iconic
2. See yourself
3. Address a Pain Point
4. “Be a Rockstar at the Office. Leather Pants Optional.”
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 3: Multi-Touch Promotion
Typical Webinar Promotion:
• Series Invite + Big Bang Press Release
• T-2 weeks invite
• T-1 weeks invite v2
• T-2 days invite
Typical Webinar Confirmation:
• Confirmation Email
• Reminder 2 days prior –Email and Boxpilot
• Reminder 1 hour prior
Typical Webinar Follow-up:
• Minutes after event with slides
• 1-2 days later with recording
• Phone call (Leads)
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 4: Segmentation
1. Data quality
2. Reusable lists
3. Don’t over-email or over-invite (list fatigue)
4. Used demographic score to target top prospects for calling programs
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Success Secret 5: Follow-Up Fast
1. Email with slides out within the hour
2. Recording out within 48 hours
3. Immediate sales notifications and “interesting moments”
4. Follow-up survey included requests for a demo
5. Follow-up offers to continue engagement
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Success Secret 6: Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
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Success Secret 7: Measure to Prove ROIG
oo
dB
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rB
est
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Repurposing Webinar Content
• Use all types for
nurturing and
scoring
• Use all types to
drive traffic to
your website and
in social media
promotions
ARTICLE
WHITEPAPER
SLIDES
VIDEO CLIP
PODCAST
• Website
• iTunes
• Website
• Youtube
• Website
• Slide Share
• Website
• Blog
• Guest Blog
• Website
• Slideshare
• Sribd
Webinar
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Sample Webinar Checklist
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Webinar – Pre-Event Checklist
Identify the topic and speakers.
Write an executive summary of the event including goals.
Create the event in your webinar platform.
Build a webinar landing page.
Create the registration flow.
Enable social sharing (and reach out to others in social to help promote).
Make it easy for registrants to add it to their calendar.
Create email promotional schedule.
Build promotional and reminder emails.
Promote via a press release.
Promote through search engines and directories.
Arrange a calling campaign.
Design follow-up emails.
Build webinar slides.
Conduct dress rehearsal.
Build a lead scoring campaign for the archived webinar.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Webinar – During-Event Checklist
8:30 a.m.: Have a hard copy of the webinar slides, webinar checklists and moderator notes. Write down the dial-in # on the hard copy as a backup.
9:00 a.m.: Post a registration reminder on Twitter using the agreed-upon hashtag. Also schedule a tweet to go out at 10:00am with the webinar access info. Have someone on your team monitoring and engaging from your corporate Twitter account during the webinar.
9:30 a.m.: Dial-in. Sound check, etc.
10:00 a.m.: Showtime! Follow your moderator notes closely, especially for the opening few sentences. Check off items as you progress.
10:15 a.m.: Place a 301 Redirect from the original webinar registration page to a new resource page.
10:25 a.m.: Post notable content from the webinar on Twitter, as well as in your LinkedIn group.
10:50 a.m.: As you wrap up the webinar, share the link to your LinkedIn group with the audience, giving them instant access to the webinar slides.
10:55 a.m.: Encourage further Q&A on Twitter and LinkedIn after the webinar.
11:30 a.m.: Publicly thank those that participated in the online discussion, e.g. on Twitter
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Webinar – Post-Event Checklist
Activate a follow-up email campaign.
Address live chat questions.
Conduct a post-webinar survey.
Update your events listings on your website.
Process the webinar recording.
Build a scoring campaign for archived webinar view.
Update social media channels to indicate the recording is available.
Launch a second email follow-up campaign.
Sales reach-out (phone and email) to qualified leads.
Repurpose data into white papers, videos and other content assets.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Evaluate Results with the Team
Number of registrants and attendees
Number of relevant questions
Number of new leads and new prospects, i.e. leads in your target market
Drop-off rate during the event
Number of mentions and re-tweets on Twitter
Number of comments/likes/shares on Facebook and LinkedIn
Minutes (or hours) between end of webinar and your follow up email
Average ratings from the post-event feedback survey
Revenue generated
Questions & AnswersContact Us
+1.877.260.6586
www.marketo.com