Act-On: Using Webinars for Demand Generation

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Act-On: Using Webinars for Demand Generation

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Content

• Thought leadership topics around marketing best practices ‒ Targeting Fortune 5,000,000 - small and mid-sized businesses

• Run 2-3 webinars and videos per week‒ Current, compelling and engaging content‒ Partner with industry experts and partners‒ Provide prospects information needed to progress through

pipeline

• Repurpose content based on tie-in with holistic goals‒ Whitepapers, videos, blog posts, social media‒ Create once, use many – get the most out of the webinar

content


Audience Development

• Targeted Registration and Attendance‒ Segment database – topics specific to audience firmagraphics & demographics

• Promotional tools that drive response‒ Social Media – FaceBook, Google+, LinkedIn, Twitter, You Tube‒ Email and Web – email campaigns and Act-On Marketing Blog‒ Professional Channels – AMA, B2B, TargetMarketing

• Conversion‒ Conversion rates vary based on topic and segment

o Typically 5-7%‒ One-third to one-half of all registrants expected to attend live event


Audience Insight

• Capture audience behavior‒ Types of content interested in & actions taken

• Utilizing insight to empower sales‒ Understanding prospect pain points & needs‒ Topic and behavioral interests‒ Industry, location and demographic trends

• Audience Engagement‒ Shown level of interest‒ Engagement with sales team


ROI – Sales Outcomes

• One piece of a large strategic marketing puzzle• Webinar attendance shows buying intent

‒ Web attendance is a high lead scoring item‒ One of top 3 sources of closed sale opportunities

• Video viewing also shows buying intent‒ Strong driver similar to white paper ‒ High level of prospect effort involved

• Overall lead to deals run 1.5 to 3%

Act-On: Using Webinars for Demand Generation

Documents

Transcript of Act-On: Using Webinars for Demand Generation