Using Webinars to Generate Spicy New Business
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2/2/2011 1 Using Webinars to Generate Spicy New Business Lisa Horner, Director Campaigns @lisahorner February 2011 Our solutions
Transcript of Using Webinars to Generate Spicy New Business
2/2/2011
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Using Webinars to Generate Spicy New Business
Lisa Horner, Director Campaigns
@lisahorner
February 2011
Our solutions
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Topics
o Why Webinars
o Constructing an Event
o Nurturing
o Success
Why Webinars?
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Social Goals
o Lead + Inspire
o Create Compelling Content
o Expand
o Measure Success
o Earn + Keep Trust
o Connect + Engage
o Be Strategic
o Brand Holistically
goals
3
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Content
Engage
Trust
Partnership
Value
Not Us
Educate
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A Leg Up
http://www.flickr.com/photos/patrickdown/4933282360/
Tactics Tradeshow
Display
Telemarketing
Search
Website
Direct Mail
Communications
Sponsorship
Webinars
Display
Podcast
Online Video
Blogs
Social Networks
Community
Executive Events
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Live & Interactive Tradeshow
Display
Telemarketing
Search
Website
Direct Mail
Communications
Sponsorship
Webinars
Display
Podcast
Online Video
Blogs
Social Networks
Community
Executive Events
$
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Demand Generation
Demand Conversion
Customer Marketing
Revenue
Live Content
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Constructing Your Webinars
Relevance
http://www.flickr.com/photos/ennuiislife/4868187054/
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solution or service
persona
logical relation
story & goal validation
find your customer
impact analysis
Th
e S
tory
Product
Persona
Buy cycle
Topic
Title
Pla
nn
ing
Date & time
Media partner
Moderator
Speakers
Kick off
Dry run
Event creative
Pro
mo
tio
n
Registration lp
Frequency
Paid media
House file
Customer base
Social
Speaker promo
Incentive
Liv
e E
ve
nt
Po
st
Even
t Intros
Polls
Panel
Interview
Attentiveness
Q&A
Hashtag #
On demand
Q&A
SEO
Nurturing
Survey
Impact
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Story
Solution
• GoToMeeting
Persona
• Entrepreneur
Topic
• Think Like An Entrepreneur
Buy Cycle
• Early
We believe that companies that use an online meeting solution have competitive advantage.
http://www.flickr.com/photos/dherholz/231769596/
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And more importantly, we’d like to partner with our entrepreneurial
customers to help them succeed.
o Think Like an Entrepreneur:
Lessons for Businesses for All Sizes
"Scott Beale / Laughing Squid" laughingsquid.com
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Driving Registration
o Email Housefile
Customer base
Paid media
o Facebook event
o Twitter
o Media partner
o Speaker’s community
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Interaction
Polls Q&A Panel Interview
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Open Up Your Live Event
o Q&A
o #entrepreneur
o Ustream
After The Event
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Extending Your Event
Content
Video
Recording
Hashtag Blog
Website
Sharing
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YouTube Slideshare Twitter Facebook Website
Blog WOM
YouTube Slideshare Twitter Facebook Website
Blog SEO
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Nurturing Psychosis
Happily Ever After
Dividend
Relevance
Genuine
$
Conversion
Sales Qualified
Buy Cycle
http://www.flickr.com/photos/powazny/4543177997/
When You Can’t Meet Face to Face: Connecting Today’s Global Businesses
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Sales Alignment
Readiness Continuing
the conversation
Quality agreement
Same goal
Success
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Demand Generation
Lead Nurturing
Customer Marketing
Metrics are your guard rails.
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cost of demand cost per opportunity influence on revenue conversion %’s
• Sourced bookings %
• Influenced bookings %
• CPA
• % pipeline by persona
• % pipeline by program
• Engagement
• Waterfall
• ALV
• CPO
• CTR
• CPL
• Response %
Top Funnel Conversion
Sales Message
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The Power of Webinars
Value
Intimacy
Trust Partnership
Loyalty
Revenue
Questions?
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