Drive Strategic Growth with Webinars
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This webinar discusses how to use webinars strategically as part of an integrated marketing program. It covers drawing webinar content from key business strategies, building webinars into broader marketing efforts, focusing on engaging content best practices, connecting webinar activity to lead generation and sales success, and working with IT to integrate webinar data into customer relationship management systems. The presenters are Moira Vetter, CEO of Modo Modo Agency, and Carol Godfrey, VP of Energy at Southwire Company.
Drive Strategic Growth with Webinars
- 2. TODAY’S PRESENTERS. MOIRA VETTER, CEO CAROL GODFREY, VP OF ENERGY MODO MODO AGENCY SOUTHWIRE COMPANY • 23 Years B2B Marketing Experience • 25 Years sales and marketing experience • Specialties: branding, sales/marketing • Degree in Industrial Engineering from effectiveness & growth acceleration for Auburn University complex businesses • Experience at leading companies including • Executive Advisory Board AMA Atlanta, Board Southwire, Alcan Aluminum Corporate and of Entrepreneur Advisors & Faculty at Ralston Purina Company Kennesaw State University for • 2010 Marketing Excellence Award Winner Entrepreneurship (MAX) 2011 © COPYRIGHT, ALL RIGHTS RESERVED 2
- 3. WHAT WE’LL COVER IN TODAY’S WEBINAR MAKING THE MOST OF WEBINARS 1 Drawing from Key Business Strategies to Shape Webinars 2 Building Webinars into an Integrated Marketing Program 3 Content Best Practices 4 Webinar Engagement that Drives Sales Success 5 Working with IT to Integrate Webinar Data with SFA & CRM 2011 © COPYRIGHT, ALL RIGHTS RESERVED 4
- 4. 1. DRAW FROM KEY BUSINESS STRATEGIES TO DRIVE WEBINAR CONTENT 2011 © COPYRIGHT, ALL RIGHTS RESERVED 6
- 5. DRAW FROM KEY BUSINESS STRATEGIES TO SHAPE WEBINARS AGENCY Viewpoint – Start with the Business Strategy STRATEGY: WEBINAR LAUNCH LEADING EDGE OFFERINGS STRATEGY • Educate on new or little known subject matter • Engage & target a segment – identifying the MARKETING, early adopters interested in the topic. SALES & IT STRATEGY STRATEGY: REPOSITION COMPANY/PRODUCT • Raise topics (OFFERINGS) that people do not typically associate with your brand BUSINESS (THAT YOU WANT THEM TO) STRATEGY • Reinvigorate a mature business or “BEST KEPT SECRET” by raising visibility online. This helps reposition you as progressive, relevant and active. STRATEGY: ELEVATE THOUGHT LEADERS • Raise the profile of subject matter experts. Raise company visibility and integrate blogs and other content from this individual online. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 5
- 6. DRAW FROM KEY BUSINESS STRATEGIES TO SHAPE WEBINARS CLIENT Viewpoint – Engagement Drives Performance ENGAGEMENT: OFFERINGS & ENGAGE CUSTOMERS & PROSPECTS EXPERTISE • Too much data & NOT ENOUGH INSIGHT VALUE RELEVANT TO ENGAGEMENT: A CUSTOMER EDUCATE • Cost-effective way to inform and align a large group simultaneously. EXAMPLE: CUSTOMER Sales Agents & Customers Attend. Creates a NEEDS – “Push/Pull Affect” KNOWN & UNKNOWN ENGAGEMENT: UNCOVER & DRIVE LEADS • Use content, prompts and ideas that help the best prospects “raise their hands” and qualify themselves. • Depending on how interactive the Webinar is, (Polls and Q&A), individuals may identify themselves while on the Webinar. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 6
- 7. 2. BUILD WEBINARS INTO AN INTEGRATED MARKETING PROGRAM 2011 © COPYRIGHT, ALL RIGHTS RESERVED 7
- 8. INTEGRATED MARKETING PROGRAMS WITH WEBINARS KEY WAYS TO INTEGRATE AGENCY VIEWPOINT WEBINARS CLIENT VIEWPOINT • Understand all existing • Groom your company’s future communications vehicles to leaders & position subject matter integrate with or inform the experts. Webinar program. • Feature and appeal to prospects to • Help create vehicles and tools for keep them engaged and considering ongoing nurturing and you over a long sales cycles. engagement. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 8
- 9. 3.IS KEY. CONTENT LEARN FROM BEST PRACTICES. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 9
- 10. WEBINAR CONTENT BEST PRACTICES AGENCY VIEWPOINT CLIENT VIEWPOINT • Use Webinar series. • Highlight a customer. Don’t do a “sales pitch.” Vendors should educate • Don’t cover EVERY piece of your or provide research/data. story in one session. Particularly in complex B2B. • A case study puts the prospect “into the consideration or trial.” • Keep it to 12 to 15 slides. Cut content. • Pull content from Customer Service Feedback, Product Dev Research & • Use meaningful stats and facts that Sales Insights. can help the audience justify a decision or quantify their activities. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 10
- 11. 4. WEBINAR CONNECTING ACTIVITY TO LEAD GENERATION & SALES SUCCESS 2011 © COPYRIGHT, ALL RIGHTS RESERVED 11
- 12. WEBINAR ENGAGEMENT THAT DRIVES SALES SUCCESS AGENCY VIEWPOINT CLIENT VIEWPOINT • Is your target audience large enough • Lend technical SMEs to the sales to generate a Webinar audience? team for sales support, without sending the “expert” all over the country. Outbound eblasts get about 1 - 5% • Establish goodwill with existing clients, response. Social can give a lift. particularly customers of complex technical offerings who need: • training • retraining Of those that register, only 50% attend. • new release information • information sharing opportunities Of attendees, about 5 – 10% will • Ensure your Sales team knows about participate in Q&A and raise their hand. Webinars and other marketing in advance! They will use your effort to feed their funnel. 2011 © COPYRIGHT, ALL RIGHTS RESERVED 12
- 13. 5. IT TO WORK WITH INTEGRATE WEBINAR DATA WITH SFA & CRM TECHNOLOGY 2011 © COPYRIGHT, ALL RIGHTS RESERVED 13
- 14. WORK WITH IT TO INTEGRATE WEBINAR DATA WITH SFA & CRM AGENCY VIEWPOINT CLIENT VIEWPOINT • Understand data capture capabilities & • Understand technology and data “actionable” behaviors. It informs capture challenges/opportunities. content, calls to action, follow-up tools. • Play a role in decisions about SFA & CRM technology. IT should know how MARKETING PLAN you use sales & marketing AUTOMATION AHEAD TO information. CAPTURE DATA & • Build a relationship with IT. Collaborate. Ensure they don’t feel PERFORM they are there to “serve you”. Lost Leads SFA & CRM Aren’t Technology Connecting Out Captures Some of the Funnel Data 2011 © COPYRIGHT, ALL RIGHTS RESERVED 14
- 15. Q&A 2011 © COPYRIGHT, ALL RIGHTS RESERVED 15
- 16. THANK YOU. TO CONTINUE THE DISCUSSION: CONTACT CONTACT MOIRA VETTER CAROL GODFREY MODO MODO AGENCY SOUTHWIRE COMPANY 770.436.3100 x702 770.832.4403 [email protected] [email protected] @modomodoagency @caroljgodfrey 2011 © COPYRIGHT, ALL RIGHTS RESERVED 16