Webinar replay: B2B online event marketing. Reach CFOs, Sell more

B2B Online Event Marketing

Reach 600,000 CFOs
Sell More

The purpose of this
presentation is to help you in
setting up your webinars to
successfully sell your offer to
Corporate Finance Executives

Find more on
ProformativeInsights.com

How to Appeal to C-level Corporate Finance with B2B Online
Event Marketing Can Be a Simple Seven Step Process

• Companies today are becoming more discriminatory
about participation in industry events. In keeping with
the need for frugal expenditures of time as well as
money, they are being more selective about the kind of
events that they attend.

• Likewise, organizations which target those companies
are rising to the occasion and beginning to target the
corporate decision makers in finance in a different way.
They are marketing more carefully and using online
events to help them target those companies which may
respond best to their offers.

3 © 2012 Proformative

How to Appeal to C-level Corporate Finance with B2B Online
Event Marketing Can Be a Simple Seven Step Process

• Increasingly, B2B online event marketing is using
webinars to approach major corporations. This is not
surprising when you review the many benefits that online
events can offer.

• See examples of webinars successfully hosted by
Proformative for its clients and marketed to its growing
community of over 600,000 corporate finance, accounting,
treasury and related professionals who directly control
billions of annual spending:
http://Youtube.com/ProformativeMROI.


What are the Benefits of Webinars?

• As opposed to a live event, online events such as webinars are
often far more cost effective, can be more readily available to
an increased number of people, can have outcomes which are
dynamically measured and can be offered even post-event in
the form of online audio/video recordings to draw even more
traffic to an existing company website or specific digital assets.

• With that in mind, it is not at all difficult to believe that the use of
webinars in business has grown exponentially by more than
75% in the last 3 years.The question which is uppermost in the
minds of most B2B company executives, is how to determine
which audience will become the most engaged by the various
types of online events.


The Keys to Success with Webinars

Paving the Way for a Successful Webinar Tailored to
C-level Corporate Financing Executives

Given that more careful scrutiny of online events is taking
place, in order to create an environment whereby your
own online event will be more worthy of attendance, you
will want to take careful steps in both planning and
implementation of your online event.



Paving the Way for a Successful Webinar Tailored to
C-level Corporate Financing Executives

Given that more careful scrutiny of online events is taking
place, in order to create an environment whereby your
own online event will be more worthy of attendance, you
will want to take careful steps in both planning and
implementation of your online event.



1. Define Your Goals For the Event:
When setting up a webinar, begin by defining your goals
for the event. What do you want to achieve when you host
your online event? If you're trying to find new leads or to
move your leads to the buying phase, determine the best
way to accomplish that. Define every goal for the event
very clearly before you arrange it.


Way for a Successful Webinar

2. Ascertain to Whom You Will Direct Your Materials:
Your definition of the segment of audience that you wish to
reach will be imperative to the success of your webinar.
Depending on who the audience is that you are targeting,
the way in which you reach out to that audience will differ
and how you offer your online event must also differ. This
will be the best time to define where your audience sits in
the decision making process and to integrate this campaign
with others that you are using to target that same audience.



3. Determine the Best Kind of Event to Hold:
At this point you will also consider the best kind of event to
run online. You'll also want to look at which stage of the
buying cycle your audience is currently sitting.



4. Evaluate the Buying Cycle and Where your
Audience Will Be in That Cycle:
You will want to choose the best platform for your event to
enable your company to reach the audience at the proper
time in the buying and selling cycle. When you are targeting
various and diverse audiences, you will want to consider
the following as you prepare any online event:


Evaluate the Buying Cycle. Consider:

• How best to influence the management portion of the
team.
The mid-level manager will be very interested in the more
technical details. You will require a mixture of different
formats and platforms while making your way through the
cycle of buying and selling. This may mean online
expositions or multiple webinars in an ongoing series.



• Persuasion of the C-Suite. Using a Webinar to Promote
Your Online Business.
The average executive is very busy. He or she will desire
content which is easy to scan while easy to digest. Ensure
that you have topics which are pertinent to them as well as
to other members of the business and that you offer your
webcast in a pre-recorded method and record your online
meetings to ensure that they can view them at a time which
is convenient to them.



• Low Level Management Persuasion.
Reaching out to executives who are entry level is also
important. Depending on what your product may be, even
the entry level exec or employee may have some influence
when it comes to the purchasing of that product or service.
Your task then is to foster a relationship with every part of
your audience so that they can use that influence for your
benefit


• Education of Technical Personnel.
This portion of your seminar will be far more intricate and
complex. While the technical personnel may not possess the
power to make the primary buying decision, don't make the
mistake of underestimating their clout - it's possible they hold
some influence with those that do.
Technical component of the company may well be those who
will be implementing what you are selling and as such, they
are going to be the ones who may make or break your sale.
Their input is valuable to the company,influencing them in a
positive way is part and parcel with how you will ultimately sell
your product. Consider using demonstrations to those who are
in the technical field.


5. Establishment of Content and Format of Your Content.
The next and among the most important aspects of your online
foray into B2B online event marketing will be the content.
The more value that your content holds, the more likely that
you will get not only a better marketing ROI, but also generate
goodwill from your customers while establishing yourself as
the authority within your niche. Your content should be much
the same as that which you would present at a physical event.



You'll need to offer content that is rich and valuable to
someone at any stage in the buying process in order to
appeal to the greatest portion of your audience. The way
in which you will accomplish that will be by using broader
themes at the top of the sales funnel and drawing them in
with more comparisons of pricing and more intricate, more
technically oriented details at the bottom.



Along the way, you’ll want to define the way in which you
will allow the content to be rebroadcast or reused so that
you can get your message out to the widest possible
audience. One way to do that may be to offer a bundled
package of materials on your website, another publish it on
destinations often visited by C-level executives taking
advantage of partners’ marketing and sponsorship
packages.


Content for Multi-Channel Campaigns

Your webinar might include content from:

• SPEECHES AT CONFERENCES.

Attend our upcoming events:




• ADVERTORIALS

Let us write about you




• WHITE PAPERS

Generate qualified leads
from white papers downloads
on Proformative.com


It later can be repurposed and used for:

• Sharing Expert Excerpts on Professional Online Networks
• Panned Nurturing Email Sequences

All your digital assets can be then
aggregated in Proformative’s
B2B Marketplace



7. Follow up on everything that you have done and are
doing in a continuous way:

Make sure that you give yourself plenty of time to build and
to entertain your audience. Depending on the kind of online
events that you hold, you may well need to plan a strategy
to manage your incoming leads as well as to determine
what you will do if someone views your webinar a month or
two down the road and makes a buying decision at that
point.



8. Decide on an effective follow up methodology:
This best ensures that none of the leads you generate fall
through the cracks of your sales funnel. Develop a means
to measure the effectiveness of your online sales
strategies and a time line to revise them when necessary
to ensure that you continuously improve marketing ROI
and the success of your online B2B marketing strategies.


PROFORMATIVE’S SOLUTIONS

When your business needs to build online visibility,
branding, and recognition, as well as generate high
quality leads webinars are one of the best method to
accomplish that. Learn more about what webinars
hosted and marketed by Proformative can do for
your business.


AUDIENCE


SELECTED CLIENTS


CLIENT LIST
• 360 Solutions Foley & Lardner Receivables Exchange
Adaptive Planning Frank, Rimerman & Co. Replicon Inc.
Ahead Human Resources, Inc. Frank, Rimerman Consulting Reval
Alight Planning Global Shares SAP
Aline Gorilla Expense SAP America Inc.
Alliance Cost Containment Gorilla Expense is Reefin, LLC. SEI
appfolio Habif, Arogeti & Wynne LLP Silicon Valley Accountants
Aranca Hanson Bridgett Silicon Valley Bank / SVB Financial Group
Ariba, Inc. Hedge Trackers, LLC SOA Projects
Avalara, Inc. Hein & Associates SumTotal Systems, Inc.
Baker Tilly Host Analytics SunGard Availabilty Services
Barney & Barney IBM Business Consulting Services SutiSoft
BI 101 IBM Clarity SVA CPA
Birst IBM Cognos Tagetik North America, LLC
BlackLine Indeed.com Tatum LLC
BNA Software Infor Teknos Associates LLC
BOARD USA Intacct Corporation Teradata
Burr Pilger Mayer Intralinks The Heights
Business Intelligence 101 • Legiant The Melita Group
Callidus Software Inc. Marcum Treasury Dynamics
CapTrust Financial Advisors Marcum LLP Accountants & Advisors Tribridge
Catavolt, Inc. McGladrey Trinet HR Corporation
Cloud Identity Moyo Group TriNet-DWA Media
Comdata myDIALS, Inc. TrinTech
Concur Technologies Nair & Co Two Step Software
Deloitte NetSuite UC Berkeley Extension
Demand Solutions Group Open Systems, Inc. Ultimate Software
DeWinter Associates Optimized Payment Consulting US Bank
DLA Piper Perficient, Inc. Varicent
EchoSign Peterson Sullivan LLP VISA
Epicor Software Corp. Planview VISA / OMD NY
Ernst & Young LLP Platte Valley Bank Weiland Financial
ERP Guru PricewaterhouseCoopers LLP Western Union
Excel4Apps PROPHIX Software Inc. Western Union BSG
Excel4apps Inc PROS Woodruff-Sawyer & Co.
Execustaff HR Ravix Financial, Inc. WorkDay
Explore Consulting Real Asset Management Inc Xactly
FiREapps


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