Webcast Marketing Best Practices

WebcastMarketingBest PracticesRoundtable

Led byJanie FrandsenAngela Lee-MollElliott Lowe

January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.

Today’s Discussion

> Your Input…What You’d Like to See

> Types of Marketing Webcasts

> Results of Quantum Leap Marketing 2009 Survey

> Technology Webcast

> Sales Conversion Case Study

> Best Practices Strategies – Common Success Principles

> CA Case Study & Results

> Q&A

Your input…What you’d like to see…

> Customers restricted budgets mean accounts are more likely to attend webcasts now than face-to-face events

How can the Areas best leverage GEO created webcasts?

> How can the Areas create an easy, low-cost webcast? Need awareness and exposure for local sales team to audience, build pipe and

move pipe

Need content and potential guest speakers

Need recruitment tactics other than via CIDB / Aprimo blasts

> Can webcasts be used as a next step after live events?

> Increase examples with more Case Studies

> Make the presentations shorter (45 minutes max)...we tend to have short attention spans



Marketing Webcasts in Buying Process

Types Of

Webcasts

Education/Early DefiningRequirements

Compare Solutions

Short-List, Decision

Topic EducationLeads

Product FocusedDemo

Positioning

Sales Conversion

Paid Training

Adoption, Stick, Cross-Sell

Sale

UpsellCross-Sell

Source: Quantum Leap Marketing


Polling Question

> What is the number of webcasts per quarter will you conduct in the next six months?

0

1

2

3

>3


Polling Question

> What type of webcasts will you conduct? Positioning (awareness - e.g. EITM)

Topic Education (demand generation - e.g. solution focused)

Product Demo (move pipe)

Sales Conversion (move pipe)

Technology Webinars for Creating Sales in 2009

Bob Hanson

President, Quantum Leap Marketing

Creator, Must-See Webinars™

[email protected]

www.yourcuttingedgemarketingtips.com

508-625-1712

mailto:[email protected]

© 2009 Quantum Leap Marketing, Inc.

Today’s Agenda

The Recent Technology Marketing Survey

Generating Technology Deals with Webinars

Case Study and Takeaways


2009 Survey Results

1. Top Ways of Generating Leads

- Email Marketing

- Website Marketing

- Webinars

2. Always Measure Success by…

- Number of Leads Generated

- Number of Sales Opportunities Generated

3. Project 0-25% Decrease in 2009 Marketing Budget


Key Data Points with Technology Webinars

The Number of Webinars Per Year

Average About 11 to 20 Per Year

The Conversion to Opportunities

5 to 10% of Registrants Become Opportunities

Primary Webinar Objectives

Create New Leads

Nurture Leads into Sales Opportunities


Technology Webinars for Moving Pipeline

Objective: Create Sales Opportunity, Move Deals

Audience: Decision Maker or Buying Team

Topic: Generally Narrowly Defined – Sample Themes

Enhancing Security

Reducing Legal Liability

Delivering More Business Benefit at Lower Cost

Technology Migrations or Upgrades

Improving IT Team Productivity

Two Speakers: Inside/Outside Expert + Product


Case Study- Sales Conversion Webinar

Situation: Hosted Messaging Vendor had a set of core,

enterprise accounts it wanted to move to finally decide to

get rid of the internal infrastructure and use its type of

offering

Webinar Topic: “Seven Things You Might Not Know About

Hosted Messaging”

Content: Outside Analyst + Vendor with Case Studies

Sales Follow-up Centered on Key Decision Makers

Include 125+ leads for live event, Webinar recording on

site, $1 million+ Sale from Key Prospect within 9 Months


Best Practices Strategies

Think “Narrowcasting”

Content Should Match Top Decision Maker Issue

Don’t be afraid to ask, what are top 3 concerns?

Think “Tonight on 60 Minutes…” for Topics

4 Cs for Speakers (Many times an outside speaker)

Credibility

Cutting Edge Content

Customized to Audience

Connection between Content and Vendor

Marketing/Follow-up Plan – Targeted and Multi-Step


Industry Benchmarks for Webinars

Biggest Marketing Challenge – Positioning Ahead of

Competitors

Most Popular Reasons for Doing Marketing Webinars

Positioning Company in Marketplace

Generate Sales Leads

80%+ of Webinar Registrants from Internal Email List

Webinar Attendance Clusters in the 40-60% Range

90%+ Webinar Registrants/Leads Are for a Live Event

70%+ Sales Leads Don’t Get Proper Follow-up

Top 5% of Vendors Generate 50% of Webinar Leads

© 2009 Quantum Leap Marketing, Inc.January 14, 2009 Webcast Best Practices Roundtable

More Information

Cutting-Edge Marketer’s Guide to More Sales

with Webinars www.yourcuttingedgemarketingtips.com


Thank You

Your Q and A to Follow


Proven Tips for a Successful Webcast

> Content, content, content! Select a Hot Topic

Tailor the content to the audience

Create a compelling title

Pair the title with the abstract

Include a Call to Action

Carefully select your speakers

Leverage Third Party creditability

Keep the number of slides and length short

> Invite Your Customers and Prospects

> Promote the Webcast on Your Web Site

> Follow-up with Attendees Source: Tech Target


Most Costly Mistakes

> Underestimating the Effort Needed to Recruit Your Audience Get prospect’s attention, get them to register, send confirmation and

reminder

> Speakers not Buying into Objectives and Agenda Missed rehearsals can detract and sabotage success of the Webcast

> Failing to Use Key Features of Collaboration Technologies Using chat, polling questions, Q&A forums, and lead capture forms

> No Design for Sales Follow-Up Before the Event Little or No…Follow-up

Little or No…Tracking

Case Study

SpywareWebcast Series

Elliott Lowe


Polling Questions

> Rate the recruitment strategy.

> Rate the content.

> Rate the use of collaboration technology.

> Rate the follow up plan.

Monthly Spyware Webcast Series


> Spyware Exposed: What You Should Know About the Growing Spyware Threat

Roger Thompson, Director of Malicious Content Research, CA

> Spyware Dissected

> Spyware Defeated: Strategies to Remove and Prevent it for Good

Sioux Fleming, Director Product Management, CA

Steve Gelfound, Manager, Information Technology National Center for Missing & Exploited Children

> Six Steps to Prevent Spyware Infestation

> The Truth Behind Anti-Spyware Software: What Vendors Don't Tell You


> Recruitment Ziff list emails

CA list emails

Partner emails

CA.com event

Field Marketing/Sales

Announce next webcast

> Collaboration Tech Pre and post survey

Polling questions

Real-time questions



> Follow-up Post replay on ca.com

Thank you email with link to replay and trial offer

Email invite to deep-dive webcast

Email invite to spyware seminar series



Polling Questions

> Rate the recruitment strategy.

> Rate the content.

> Rate the use of collaboration technology.

> Rate the follow up plan.

Performance of Spyware Webcast Series

Delivered Reg Reg Rate Attend Att Rate Questions

Nov Spyware Exposed 282,055 2,355 0.83% 1,094 46% 147

Dec Spyware Dissected 183,329 1,963 0.48% 823 42% 122

Feb Spyware Defeated 150,000 792 0.53% 296 37% 80+

Mar Six Steps to Prevent 140,000 679 0.48% 479 70% 30

Apr Truth Behind AS Software 287,396 2,049 0.74% 1,212 59% 237

May Close the Backdoor 9,759 362 3.71% 189 52%


Polling Questions

> Go to poll slides

Evaluation

Pros

> Compelling content

> Multi-source recruitment

> Guest speaker

> Strong use of collaboration tech

> Multiple follow-up

Cons

> Need better targeting

> Email headlines too long

> Need consistent imagery

> More guest speakers


Best Practices Used Today

> Recruitment Multiple touches

Day before reminder

Starting shortly reminder

> Interactive Technology Requested input and tailored presentation

Polling Questions

Q&A

> Content Expert speaker

Multiple case studies and examples

Used “Your” to personalize and engage audience

Provided links for references

> Follow-up Post-webcast survey


References

> Marketing Sherpa: 2008-09 Business Technology Marketing Benchmark Guide (Contact GEO Marketing)

> 7 Secrets of Winning Webinars – Quantum Leap Marketing

> Top Ten Webinar Practices – Tech Target

> The Cutting-Edge Marketer’s Guide to More Sales with Webinars – Quantum Leap Marketing

> Top Trends Business Leads Generation 2008 – Quantum Leap Marketing

> Webcasting Fuels Your 2009 Marketing Strategy – Frost & Sullivan http://webcast.streamlogics.com/audience/index.asp?eventid=57720583

> SharePointhttps://km.ca.com/marketing/field/NA/ProgMgt/program_mgmt/default.aspx?RootFolder=%2fmarketing%2ffield%2fNA%2fProgMgt%2fprogram%5fmgmt%2fShared%20Documents%2fBest%20Practices&FolderCTID=&View=%7b94A42877%2dD331%2d40FD%2d939F%2dEDA84F11FB0B%7d


http://webcast.streamlogics.com/audience/index.asp?eventid=57720583

Thank you

Q & A

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