Demand Gen Report's Lead LifeCycle Series' session presented by ON24

1. #LLCSeries
#LLCSeries
How
to
Drive
Webinar
Registra2on
and
A5endance
in
2015
SPONSORED
BY

2. #LLCSeries
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#LLCSeries
Demand
Gen
Report:
@DG_Report
ON24,
Inc.:
@ON24
Mark
Bornstein:
@4markb

3. #LLCSeries
About
Demand
Gen
Report
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Panelists
MODERATOR:
Kim
Zimmerman
Senior
Managing
Editor,
Demand
Gen
Report
Mark
Bornstein
VP,
Corporate
MarkeNng
ON24,
Inc.

6. How to Drive Webinar
Registration and Attendance
in 2015
Mark Bornstein
Vice President, Corporate Marketing
ON24
6 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

7. 7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Biggest Webinar Challenge?
Results: ON24 Benchmarks Webinar Poll
Driving Registration: #1 ranked challenge to
delivering successful webinars

8. 8 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration Attendance
Schedules often don’t include
free hours during the middle of
the day…

9. 9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration Attendance
Catching your prospects at a moment of receptivity

10. 10 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Open rates are unreliable source of information
• Click rates continue to fall
• Your prospects are flooded with promo emails
• Many companies are buying from same contact list
vendors
• Open viewing time between 8-20 Seconds
The Email Marketing Dilemma

11. Optimizing Email
Promotions
11 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

12. 12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Promotion and Registration Benchmarks

13. 13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Promotion and Registration Benchmarks
Previous Year:

14. 14 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Effective Webinar Titles: Address Problems/Pain-points
“10 Common Webinar Mistakes”
“7 Keys to Successful Webinars”
“Benchmarking your
Demand Generation
Programs”
“5 Best Practices
for Virtual Product
Launches”
“Building your social media footprint”
“How to Optimize Content Delivery”
“How to Drive Webinar Registration”

15. 15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Great Subject lines have the following qualities:
• Disruptive, upset the status quo
• Address a specific pain-point or need
• Promise change
• Tease or titillate
• Short and concise
• Read well, phonetically interesting
• Feel personal
Creating Effective Subject Lines

16. 16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Anatomy of an Email
Clear Title, Strong Graphic
The first line must grab
Clear “Register Now” Button
Short and to-the-point
Use bullets, tease content
Show value of attending

17. 17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Promote from Different Angle

18. 18 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Consistent Creative Across all Communications

19. 19 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Leverage previous campaign responders to create
custom emails based on prior activity
• Create logical progressions from one piece of content to
the next
• Use campaign data to determine best opportunities
– Marketing Automation
– CRM
– Webinar Analytics
• Plain text email more effective for active campaign
responders
• Integrate webinar offers into nurturing campaigns
Personalization Increases Registration

20. Promoting with Social
Media
20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

21. 21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
• Get creative
• Entice
• Use social language
• Use hashtags
• Shorten links
• Hint at content
Tweet #1

22. 22 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
Tweet #2
• Mix up the message
• Try different times
• Broaden appeal

23. 23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Integrating Social Media Applications
• Integrate Social
Media Applications
onto confirmation
pages
• Promote event
hashtags
• Enable registrants to
put webinar on their
business calendar

24. Optimize for Audience
Attendance
24 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

25. 25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Attendance Benchmarks
Previous Year:

26. 26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Attendance Benchmarks
Key: Avoid rush hour on west coast, lunch on east coast

27. 27 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Try promo email subject lines that offer change of the status quo
• When crafting promo emails, one line is more important than 3
paragraphs
• Try different subject lines and email types
• Leverage history with previous campaign responders
• When promoting on social media, mix up times and messages
• Ensure that you have consistent creative through all promo
communications
• Hold Webinars at the most convenient times and days for your
target audience
Summary

28. #LLCSeries
Q
A
//
Panelists
Mark
Bornstein
VP,
Corporate
MarkeNng
ON24,
Inc.
MODERATOR:
Kim
Zimmerman
Senior
Managing
Editor,
Demand
Gen
Report
@4markb

29. #LLCSeries
Thanks
for
aending
this
webinar!
www3.demandgenreport.com/lls15
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