Webinar: Using Marketo for Webinars? Avoid 7 big mistakes

Multiply your Webinar ROI with a flawless marketing campaign in Marketo

Today’s Presenters

Alok Ramsisaria

CEO, Grazitti Interactive

Rachit Puri

Marketing Manager, Grazitti Interactive

Agenda Quick Survey

7 Mistakes

Key Takeaways

Our Webinar Story

Feedback

Create Product

Awareness

Why Marketers user Webinars?

66% marketers believe webinars drives positive value to their company

53% have seen positive ROI from webinars

93% plan to conduct more webinars in 2014-2015

Some facts related to Webinars

DeliverabilityRegistrations Attendee %

Cost per lead &Cost per New Lead

MeetingsOpportunitiesWon Opportunities

Limited Segmentation

Proposed Lead Segmentation

Limited SegmentationCompany Size

Annual Revenue

Number of Employees

Industry

Job Function

Standard Lead Segmentation

Proposed Lead Segmentation


Proposed Lead SegmentationImpact on # of Opportunities

Exact Job Titles – CMOs vs Directors vs Managers

36%

Size of Marketing Team / Relevant Team 28%

Current Lead Score 26%

Interesting Moments 41%

Better ObjectiveSetting

Improved Messaging

High Webinar ROI


Segmented Event Invite Lists on the basis of previous last interesting moment

Added filter for time period for the last interesting moment

Used segments and snippets in Invite email snippets to customize content

19% better Click Rate 41% more registered users

Non-Responsive Assets


42% of all email is now opened via mobileLitmus – Email Analytics

79% use their smartphone for reading email, a higher % than those who used it for making callsAdobe Digital Publishing Report

48% of marketers don’t know what percentage of their emails are read via a mobile deviceeConsultancy – Census Report


Use free responsive email templates from Templates.Marketo.com

Free Responsive Marketo Landing Pages from Grazitti Get 37% more Email Open Rate Achieve 28% Higher conversion rate with Responsive

Designs Leverage Google Analytics to identify % of users opening

emails in mobile.

Low Personalization Quotient

Low Personalization Quotient

• 77 % believe real-time personalization is crucial

• Real-time personalization works best when done across channels

• 60% struggle to personalize content in real time

• Complexity of systems, access to real-time data, training are some barriers.

Low Personalization QuotientDynamic Content

Email

Tokens

Segments with Snippets

Media Queries

Landing Pages

Tokens

Snippets

JavaScript

Segments

Media Queries

Low Personalization

Marketing Manager

Marketing Operations

Technology

Banking & Finance

Takeaways like Impact on Conversion, More MQLs & SQLs, ROI from Webinars

Implementing PersonalizationResponsive AssetsWebinar Checklists

Promote Technology Company Case Study

Promote Banking & Finance Company Case Study

Limited Promotion Channels


• Saturation• Limited Reach• Low ROI on Paid Campaigns


Integrate Marketo with apps like Kwanzoo, AdRoll, LinkedIn Integration

No Content Sneak Peak


User receives Email Invite 8-10 days before the

webinar date with limited

details.

He visits landing page with less

information & fills the form to

register.

User receives couple of email reminders with no new webinar

details

Users waits till the Webinar &

may lose interest

42% Registrants leave or don’t attend webinar because they don’t know what will be presented

in webinar and how important that would be.- Hubspot


Teaser Video Pre-event Survey Preview Emailer

High Attendee % for Webinar

Better User Engagement

Lead Black hole

Lead Black Hole

Vantablack - the blackest black

You run a webinar campaign

Collect new leads

Enrich existing

leads

Send them to Sales

team

And then you lose

them

They go in a black hole

Lead Black HoleProgram Analyzer in Marketo for Webinars

New Opportunities created in Salesforce

Revenue Generation from Webinar Campaigns

Impact of Webinar Campaigns on Sales Conversion %

Basic Campaign Flow

Basic Campaign Flow

Invite Email & Registration Landing

Page in MarketoInvite Register

Confirmation Email & Reminders

Invite

Thanks for Attending

No-Show Email

Invite Again

Basic Campaign Flow

Invite Email

Confirmation Email Thanks for

Attending

No-Show Email – Recording

Invite Again

EM –Segment 1

EM –Segment 3

EM –Segment 2

Registration LP

LP –Segment 1

LP –Segment 3

LP –Segment 2

Smart List 1

Smart List 2

Reminder Email 1

Webinar

Update Lead Score

Update in SFDC

Register

Smart List 3

Reminder Email 2

Update Lead Score

Update in SFDC

Nurture

Nurture

Better Segmentation

More Personalization

Go ResponsivePromotion Channels

Share Content Sneak-peak

Use Program Analyzer

Advanced Campaign Flow

What we did?Advanced Campaign FlowResponsive AssetsContent PersonalizationContent Sneak peakMultiple Channels for MarketingProgram Analyzer

Our Marketo Webinar

Multiple Channels for Marketing

Our Multiple Channels for Marketing

Total Prospects 8000

Emails Delivered 7600

Emails Opened (18% Open Rate) 1368

Open to Register Rate (68 Registrations) 5.0%

Total Registrations 135

Registrations vs Prospects % 1.8%

Attendees

Obligatory Sales Pitch

Responsive Emails Standard Design Custom Design

Invite Email

$2000 $3000

Reminder Email 1

Reminder Email 2

Confirmation Email

Thanks for Attending Email

No-Show Email

Responsive Landing Pages

Registration Page

Thanks Page

Advanced Webinar Campaign Flow

GoToWebinar Setup

Advanced Reporting Setup

Readymade Marketo Webinar Campaign Package

THANK YOU

Webinar: Using Marketo for Webinars? Avoid 7 big mistakes

Marketing

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