Six Steps to a Successful Webinar, ISA Marketing & Sales
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Webinars are one of the most efficient means to reach vertical market prospects and customers. This highly effective combination of event and content marketing establishes credibility, develops leads, and forms the source of an ongoing stream of promotional material and opportunities. Jeffery Cawley, VP of Industry Leadership, Northwest Analytics, details a six step structured program of definition, planning, promotion, execution, and post-event follow-up and repurposing that will guarantee a successful event. Jeff is the founder and VP of Industry Leadership for Northwest Analytical, a vendor of process and quality management and analytics software. He focuses on the vertical market outreach and evangelism. Before starting NWA, he was the Director of Marketing for Alpkem Corporation, an analytical instrumentation firm and an account executive at McWilliams Church and Associates. Jeff has spoken and written widely on the applications of process management and analytics to a variety of vertical industry applications. His academic background is in chemistry and geology. He produces webinars for Northwest Analytics and in cooperation with other companies and organizations. He blogs at http://www.nwasoft.com, http://foodSQM.wordpress.com, and http://industrialmarketer.wordpress.com.
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driving a business value proposition in an technology-focused segment – a shift from product features to business solutions
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driving a human empowerment theme in a market where automation replaces human power;
driving a collaboration between accounting and engineering, two functions that do not see eye to eye
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We will share how to truly evaluate how well your company is marketing itself. When it comes down to actually evaluating PR initiatives, organizations aren't exactly sure. Marketing and PR is considered > intangible in terms of its ROI and associating an actual matrix to its value. Companies know that they need it but consider it a gray area when it comes to setting expectations for their in-house team as well as for their public relation agency, if they have one.
Here are just a few of the questions we will consider along with the importance of why we are considering them:
Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
In producing third-party endorsements, customer testimonials, and success studies, how are you marketing them?
Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
We will provide a "How To" PR guide and explain the importance of measuring the results. PR performance measurement encompasses a measure of business value, of strategic alignment and of marketing efficiency. It can seem too abstract to fit easily into a concrete measurement like it does for sales but through our 10 plus years of PR experience, we definitely have seen the PR measurement matrix evolve. Our presentation will help organizations get a handle on setting PR expectations as well as how to successfully fulfill those expectations. We are excited to share with the group through our experience, industry research and customer stories on how organizations are able to evaluate what PR investments they should make along with how to measure their outcome and success.
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Technical and engineering buyers live within vertical markets. The products and services are specialized as is the expertise used to specify, purchase and implement them. Effective marketing and sales methods will then focus on targeted narrowcasting methods with high information content. The industrial marketer will find the Web 2.0 model an excellent fit.
Successful outreach establishes the vendor’s expertise and credibility as a dependable resource for a successful project. Well developed topic specific content is critical to the task. The industrial marketer’s task is to identify the topics, produce the content and make it as visible and accessible as possible. The content should be presented at multiple events and in multiple formats that mutually reinforce each other. The goal is to use the Write Once, Publish Many principle to employ Web 2.0 to successfully reach Technical Customer 2.0.
A typical content creation sequence begins with developing technical conference or trade show platform presentations that can also be recorded as a screencast and then repurposed as articles, whitepapers, eBooks, etc. This video/audio/text content can then be published on the vendor’s site, trade press web sites, special interest blogs, and professional group sites.
Developing a webinar series is an effective next step. To be credible, the webinars should be more than product demos. The most effective approach is to choose a current industry topic that includes the industrial marketer’s product as part of the solution. This is a high value, low cost vehicle to establish credibility while getting quality attention and collecting qualified leads. The industrial marketer will do best to recruit speakers from professionals who are motivated by mutual benefit for presenting and establish a win- win partnership. Identifying motivation is critical. If it is not there, there will be poor cooperation and limited opportunity to develop useful alliances and gain leverage.
The cycle is repeated when this content is repurposed into videos, articles, white papers, etc. Social media provides the perfect tools for event promotion, content publication and distribution. Web 2.0 resources such as LinkedIn, Twitter, Blogs, and YouTube are used in an integrated campaign. The industrial marketer uses analytics to monitor the results and works to improve the process with each cycle.
The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.
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En vedette
What’s all the hype around big data? In a recent study, CapGemini reported that leveraging Big Data to solve business problems will deliver 41% improvement in overall business performance over the next three years. However, most companies are still struggling to figure out how to leverage this data.
Join Radhika Subramanian, CEO, Emcien Corp. and Julie Fraser, Principal, IYNO Advisors, to discover how product and marketing managers can tap the power of pattern-based analytics to improve visibility across the product line based on customer buying patterns. The analysis of product data – along with sales, revenue and cost information – improves strategic decision-making because it reveals exactly which configurations customers are actually buying, highly popular feature combinations by segment, and then automatically optimizes the product mix to satisfy the demand most profitably.
Sales and marketing managers can discover how they can leverage these optimal configurations to boost sales, bundle and promote products and services as well as reduce lead times. Leveraging big data to sense and shape demand is already serving as a major competitive advantage for companies in manufacturing, telecommunications, retail and distribution. To see how it’s being deployed across departmental silos, Ms. Subramanian will share case studies from NCR and AGCO.
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What's In Your Big Data? Connecting the Dots in Your Sales Data to Drive Growth
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How Prepared Are We for Customer 2.0?
By Juliann Grant, Telesian Technology
Customer 2.0 is calling! We have become so enamored with and caught up in the technology of Web 2.0, our PDA's, gadgets, and widgets that keep us connected and alive 24 hours a day to those around the world, that we forget at the core of it all, it must still be all about the customer.
We must not only use the timeliness and power of social media to broadcast our message to customers, but we need to use it to listen in order to learn what our customers are saying to each other and about us. The web have given customers immediate and almost limitless access to information on companies, products, and people, and realize it or not, we may not even be in the conversation! This is truly moving the "traditional" marketing and sales function towards irrelevance. We must realize that Customer 2.0 is embracing the "buying cycle" on their terms and no longer needs to wait on the "sales cycle".
The typical buyer is savvy, knowledgeable, and smart. Customer 2.0 demands that their web experience be fun, interactive, and social. They value professionalism over glitz. They want substance, not flash. They look to their peers to see what they are buying and want to do the same because they trust their experience. They talk to each other and in real time. Your misstep today is not only tomorrow's news, it is today's news as well.
How do we do this in the Automation and Engineering industry? We’re going to find out through with survey to uncover how well we are engaging with Customer 2.0. Do we speak their language? Are we connecting with them on their terms?
In this presentation, we will show how social media and the power of the web can be used to embrace Customer 2.0 in a meaningful, beneficial dialog that will help drive sales. A combination of case studies, customer interviews, surveys, and real social media encounters will be used to illustrate the power of the "new media" in marketing to Customer 2.0.
How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology
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Today’s search engines drive the vast majority of search efforts for automation products and services. A recent survey by Chemical Engineering showed that 94.9% of engineers find search engines very useful/useful. You know that means they’re starting their searches here. In this session, we will look inside several advanced search marketing topics, including the latest search engine optimization and pay per click tools, what’s new in Google Analytics, integrating search and social media, and the top mistakes and how to avoid them. The focus is on practical information that you can implement as soon as you get back to the office.Search Marketing: 2011 SEO & PPC Update by Shari Worthington, Telesian Techn...
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We have heard about “the global economy” and the impact on a global scale of decisions made centrally and “globalization” using global methods locally. Both of these terms use the word “global” in the sense of taking something from a central location or headquarters facility and rolling it out globally. But what about taking local best practices and leveraging them to customers and clients globally? In this workshop, we will look at how best practices can emerge locally but are often ignored in a global perspective due to their local origin. Many of these best practices are developed “below the radar” and work very well for a local market; however small changes or adaptations could make them of global significance. We will examine cases of local best practices and they were promoted to improve business performance globally. We will also look at things that can go wrong if this is not done correctly and finally, we will highlight ways that a company can discover and apply these practices.Transforming Local Best Practices to a Global Competence by Marcus Tennant an...
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We will share how to truly evaluate how well your company is marketing itself. When it comes down to actually evaluating PR initiatives, organizations aren't exactly sure. Marketing and PR is considered > intangible in terms of its ROI and associating an actual matrix to its value. Companies know that they need it but consider it a gray area when it comes to setting expectations for their in-house team as well as for their public relation agency, if they have one.
Here are just a few of the questions we will consider along with the importance of why we are considering them:
Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
In producing third-party endorsements, customer testimonials, and success studies, how are you marketing them?
Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
We will provide a "How To" PR guide and explain the importance of measuring the results. PR performance measurement encompasses a measure of business value, of strategic alignment and of marketing efficiency. It can seem too abstract to fit easily into a concrete measurement like it does for sales but through our 10 plus years of PR experience, we definitely have seen the PR measurement matrix evolve. Our presentation will help organizations get a handle on setting PR expectations as well as how to successfully fulfill those expectations. We are excited to share with the group through our experience, industry research and customer stories on how organizations are able to evaluate what PR investments they should make along with how to measure their outcome and success.
Marketing & PR Food for Thought, Valerie Harding, Ripple Effect Communications
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Technical and engineering buyers live within vertical markets. The products and services are specialized as is the expertise used to specify, purchase and implement them. Effective marketing and sales methods will then focus on targeted narrowcasting methods with high information content. The industrial marketer will find the Web 2.0 model an excellent fit.
Successful outreach establishes the vendor’s expertise and credibility as a dependable resource for a successful project. Well developed topic specific content is critical to the task. The industrial marketer’s task is to identify the topics, produce the content and make it as visible and accessible as possible. The content should be presented at multiple events and in multiple formats that mutually reinforce each other. The goal is to use the Write Once, Publish Many principle to employ Web 2.0 to successfully reach Technical Customer 2.0.
A typical content creation sequence begins with developing technical conference or trade show platform presentations that can also be recorded as a screencast and then repurposed as articles, whitepapers, eBooks, etc. This video/audio/text content can then be published on the vendor’s site, trade press web sites, special interest blogs, and professional group sites.
Developing a webinar series is an effective next step. To be credible, the webinars should be more than product demos. The most effective approach is to choose a current industry topic that includes the industrial marketer’s product as part of the solution. This is a high value, low cost vehicle to establish credibility while getting quality attention and collecting qualified leads. The industrial marketer will do best to recruit speakers from professionals who are motivated by mutual benefit for presenting and establish a win- win partnership. Identifying motivation is critical. If it is not there, there will be poor cooperation and limited opportunity to develop useful alliances and gain leverage.
The cycle is repeated when this content is repurposed into videos, articles, white papers, etc. Social media provides the perfect tools for event promotion, content publication and distribution. Web 2.0 resources such as LinkedIn, Twitter, Blogs, and YouTube are used in an integrated campaign. The industrial marketer uses analytics to monitor the results and works to improve the process with each cycle.
The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.
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Six Steps to a Successful Webinar, ISA Marketing & Sales
- 1. Six Steps to a Successful Webinar Jeffery L. Cawley VP Industry Leadership Northwest Analytics June 13, 2013
- 3. Six Steps to a Successful Webinar Why a Webinar?
- 4. Six Steps to a Successful Webinar Why a Webinar?
- 5. Six Steps to a Successful Webinar • Define • Plan • Promote • Execute • Follow-up • Repurpose
- 6. Define • Target Audience • Message • Results • Metrics
- 7. Plan • Mechanics • Creative • Delivery • Who is responsible • Deadlines
- 8. Plan
- 9. Promote • Identify most effective methods • Email • Social Media • Advertising
- 10. Promote
- 11. Promote
- 12. Promote
- 13. Promote
- 14. Execute • Manage – Expert speaker – Facility – Staff • Goal – successful presentation and recording
- 15. Follow-up • Structured contact for – Registrant – Attendees – Email • Telemarketing • Follow-up surveys • Offers
- 16. Follow-up
- 17. Repurpose • Screencasts • Web content • Collateral • Continuous stream of social media content – Blogs – Tweets – Google+ – Special interest group postings
- 18. Repurpose
- 19. Repurpose
- 20. Follow-up
- 21. Follow-up
- 22. Manufacturing Intelligence for Intelligent Manufacturing.™ Questions? www.nwasoft.com
- 23. Manufacturing Intelligence for Intelligent Manufacturing.™