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Optimize Your Webinar Strategy to Meet Your Marketing Goals

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Many companies now use webinars as part of their marketing mix and many have seen some success on top of the funnel metrics like registrations, attendance and in-webinar engagement. But there are other metrics and uses cases that can have a far greater impact on your bottom line.

If you truly understand where webinars fit into your marketing and what metrics you should be paying attention to, you can start to optimize for real gains to your bottom line.

In this presentation, Thue Madsen, Marketing Operations Manager at Kissmetrics, explains how to use full advantage of webinars by using them in each step of your funnel and helping you meet your marketing goals.

You’ll learn how to:

Optimize your webinar strategy to match your TOFU, MOFU, and BOFU goals
Leverage A/B testing to improve your webinar assets for better conversion rates
Become data-driven in your search to produce more of your best webinars

Publié dans : Marketing
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Optimize Your Webinar Strategy to Meet Your Marketing Goals

  1. 1. Optimize Your Webinar Strategy to Meet Your Marketing Goals THUE MADSEN
  2. 2. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen
  3. 3. @Kissmetrics #Kisswebinar @thuelmadsen
  4. 4. WHAT DOES TODAY’S JOURNEY LOOK LIKE?
  5. 5. WHAT DOES TODAY’S JOURNEY LOOK LIKE? Agenda: • What is the goal of your webinars and where do they fit into your marketing funnel? ‣ Top of the funnel (ToFu) ‣ Middle of the funnel (MoFu) ‣ Bottom of the funnel (BoFu) • Gathering the Data you need to improve your webinars • Ideas to optimize your webinars • Leveraging A/B Testing to optimize your webinars
  6. 6. WHAT DOES TODAY’S JOURNEY LOOK LIKE? My presumptions: • You know about webinars • You have probably done webinar already • You are ready to take it to the next level and get strategical Also: • I will use examples from my own company and experience • All data is made up or altered considerably
  7. 7. Start doing webinars Grow registrations Improve engagement
  8. 8. THE KISSMETRICS WEBINAR SERIES • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback
  9. 9. THE KISSMETRICS WEBINAR SERIES • Thousands of Registrants • Hundreds of attendees • Hundreds of MQLs • Tons of questions • Great feedback SUCCESS??
  10. 10. I’m not so sure…
  11. 11. Awareness Consideration Conversion Loyalty Advocacy Prospects Customers
  12. 12. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
  13. 13. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Brand Awareness • Though leadership • Product Awareness
  14. 14. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Brand Awareness • Though leadership • Product Awareness What you want to optimize for: • Registrations - New Registrations • Content consumption - Live Attendance - Recording consumptions
  15. 15. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Find your best topics from your data: • Your blog • PDF Guides / White Papers • Ask your audience what interests them
  16. 16. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog
  17. 17. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog • PDF Guides / White Papers
  18. 18. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Gather insight from • Your blog • PDF Guides / White Papers • Asking you audience
  19. 19. Dive into your webinar data YOU ALREADY HAVE THE INSIGHTS
  20. 20. TOPICS TO DRIVE REGISTRATIONS Analytics Reports • Which webinars gets the most registrations?
  21. 21. TOPICS TO DRIVE NEW EMAILS Marketing Automation Reports • How many visits did the webinar page get? • How many new prospects did you gain?
  22. 22. INCREASE NEW REGISTRATIONS Partner webinars • Share the content burden • Get in front new audiences • Share leads • Your channel or theirs? • Set the requirements
  23. 23. PARTNER WEBINARS Partner webinars • Keep an editorial calendar • Make an “agreement” to set expectation and responsibilities • Set a timeline to get all assets • Look for thought leaders but make sure to match your best topics!
  24. 24. TRACKING REGISTRATIONS AND PERFORMANCE
  25. 25. TRACKING REGISTRATIONS AND PERFORMANCE Can also be done with UTM - Examples of UTMs http://go.uberflip.com/how-to-optimize-your-webinar-strategy-to-meet-your- marketing-goals? utm_medium=email&utm_campaign=webinar-152&utm_source=Kissmetrics& utm_content=tofu-webinar
  26. 26. TRACKING REGISTRATIONS AND PERFORMANCE
  27. 27. TESTING LANDING PAGE AND FORMS
  28. 28. TESTING LANDING PAGE AND FORMS VS. "Even if you can't make it, sign up anyway! We'll send you the recording."
  29. 29. TESTING LANDING PAGE AND FORMS VS. "Even if you can't make it, sign up anyway! We'll send you the recording." +6.91% increase in conversions, at 97.39% significance!
  30. 30. TESTING LANDING PAGE AND FORMS VS.
  31. 31. TESTING LANDING PAGE AND FORMS +24.01% increase in conversions, at 100% significance!
  32. 32. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  33. 33. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
  34. 34. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
  35. 35. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Awareness • Solution Need • Solution Buy-in
  36. 36. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Awareness • Solution Need • Solution Buy-in What you want to optimize for: • Conversions - Trials / Demos • Product Information - Downloads / Requests
  37. 37. TOPICS CRM Reports • Which webinars perform the best? • Infinite amount of ways to get break it down • Hard to get a full funnel view
  38. 38. TOPICS Analytics Reports • Where is your greatest opportunity?
  39. 39. TOPICS
  40. 40. TOPICS Our best practice for MoFu • Thought leader topics showing the value of our products • Something you can do with various solution but that we do better • There has to be value even if they are not interested in your product!
  41. 41. Lead Collection WHERE DO YOU ASK?
  42. 42. TOPICS
  43. 43. TOPICS Hundreds of new leads a month!!
  44. 44. COLLECTING DEMO REQUEST UP FRONT Make sure your lead understand your offering • Great to increase lead volume drastically • Make sure your funnel can handle it • Prospects may not know what they are opting in to • Lead quality might suffer
  45. 45. TESTING LANDING PAGE AND FORMS
  46. 46. TESTING LANDING PAGE AND FORMS VS. “Would you like a demo of KISSmetrics?”
  47. 47. TESTING LANDING PAGE AND FORMS -40.40% increase in conversions, at 99.74% significance!
  48. 48. COLLECTING LEADS IN WEBINAR Make sure you don’t hold your audience hostage • Prospects are not always there to get a demo or pitch • Find the right time and length to pitch • Create a system for collecting and following up with leads
  49. 49. Webinar Presentation Q&A Kissmetrics Demo Contact Pole Sales handoff Personal Demo
  50. 50. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
  51. 51. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Adoption • Retention • Product Advocation
  52. 52. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel Problem you are facing: • Product Adoption • Retention • Product Advocation What you want to optimize for: • Product usage and utilization • Customer Happiness - Feedback, support tickets • Product referrals
  53. 53. IMPROVE RETENTION AND LOYALTY Use the people who talk to your customers all the time • Your Sales department meets the customers every day • Customer Success knows about all the great and not so great things of your product • Products know where the product is headed • This is very much a team effort
  54. 54. TOPICS Analytics Reports • What are the topics that your customers like?
  55. 55. TOPICS My favorites that we have seen work great • Advanced use case of our product • Setting yourself up for success with the tool • How to do more with less • Roadmap and beta training
  56. 56. TOPICS Get more out of your customer webinars • Repurpose into on boarding, e-course, etc. • Invite trials users, prospects if relevant • But remember what the primary goal is
  57. 57. WEBINAR OFFICE HOURS
  58. 58. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  59. 59. Analytics Satisfaction Poll Not Happy? Customer Prospect Sales for outbound CS for followup Happy?
  60. 60. Awareness Consideration Conversion Loyalty Advocacy ToFu - Top of the funnel MoFu - Middle of the funnel BoFu - Bottom of the funnel
  61. 61. We learned to watch out for this guy…
  62. 62. THE KISSMETRICS WEBINAR SERIES Three kinds of webinars • Pure thought leadership that also stimulates product awareness • Product webinars that can be applied even without the use of Kissmetrics • Customer webinars that promotes Kissmetrics best practices and advanced use cases
  63. 63. The Kissmetrics Webinar Series Three kinds of webinars • Pure thought leadership that also stimulates product awareness • Product webinars that can be applied even without the use of Kissmetrics • Customer webinars that promotes Kissmetrics best practices and advanced use cases
  64. 64. Crushing your webinar goals! My rules of thumb: • Know what you are trying to achieve with your individual webinars • Have a specific goal and a way to know when you succeed • Have your analytics and other platforms set up to give you the right data - The more accessible and easy to find the higher the chance of success • Advanced: Build a webinar programs that strategically contributes to every step of the fun
  65. 65. Questions? THUE MADSEN Marketing Operations Manager, @ThueLMadsen tmadsen@kissmetrics.com

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