drive strategic growth with webinars

DRIVE STRATEGIC,

INTEGRATED

GROWTH

WITH WEBINARS.

MOIRA VETTER, CEO

MODO MODO AGENCY

TODAY’S PRESENTERS.

• 23 Years B2B Marketing Experience

• Specialties: branding, sales/marketing

effectiveness & growth acceleration for

complex businesses

• Executive Advisory Board AMA Atlanta, Board

of Entrepreneur Advisors & Faculty at

Kennesaw State University for

Entrepreneurship

CAROL GODFREY, VP OF ENERGY

SOUTHWIRE COMPANY

• 25 Years sales and marketing experience

• Degree in Industrial Engineering from

Auburn University

• Experience at leading companies including

Southwire, Alcan Aluminum Corporate and

Ralston Purina Company

• 2010 Marketing Excellence Award Winner

(MAX)

2011 © COPYRIGHT, ALL RIGHTS RESERVED 2

1 Drawing from Key Business Strategies

to Shape Webinars

2 Building Webinars into an

Integrated Marketing Program

3 Content Best Practices

4 Webinar Engagement that

Drives Sales Success

5 Working with IT to Integrate

Webinar Data with SFA & CRM

MAKING THE MOST OF WEBINARS

WHAT WE’LL COVER

IN TODAY’S WEBINAR


1. DRAW FROM

KEY BUSINESS

STRATEGIES TO DRIVE

WEBINAR CONTENT


AGENCY Viewpoint – Start with the Business Strategy

STRATEGY:

LAUNCH LEADING EDGE OFFERINGS

• Educate on new or little known subject matter

• Engage & target a segment – identifying the

early adopters interested in the topic.

BUSINESS

STRATEGY

MARKETING,

SALES &

IT STRATEGY

WEBINAR

STRATEGY

STRATEGY:

REPOSITION COMPANY/PRODUCT

• Raise topics (OFFERINGS) that people do not

typically associate with your brand

(THAT YOU WANT THEM TO)

• Reinvigorate a mature business or “BEST KEPT

SECRET” by raising visibility online. This helps

reposition you as progressive, relevant and active.

STRATEGY:

ELEVATE THOUGHT LEADERS

• Raise the profile of subject matter experts. Raise

company visibility and integrate blogs and other

content from this individual online.

DRAW FROM KEY

BUSINESS STRATEGIES

TO SHAPE WEBINARS


DRAW FROM KEY

BUSINESS STRATEGIES

TO SHAPE WEBINARS

CLIENT Viewpoint – Engagement Drives Performance

ENGAGEMENT:

ENGAGE CUSTOMERS & PROSPECTS

• Too much data & NOT ENOUGH INSIGHT

CUSTOMER

NEEDS –

KNOWN &

UNKNOWN

VALUE

RELEVANT TO

A CUSTOMER

OFFERINGS &

EXPERTISE

ENGAGEMENT:

EDUCATE

• Cost-effective way to inform and align a large group

simultaneously.

EXAMPLE:

Sales Agents & Customers Attend. Creates a

“Push/Pull Affect”

ENGAGEMENT:

UNCOVER & DRIVE LEADS

• Use content, prompts and ideas that help the best

prospects “raise their hands” and qualify

themselves.

• Depending on how interactive the Webinar is,

(Polls and Q&A), individuals may identify

themselves while on the Webinar.


2. BUILD WEBINARS

INTO AN

INTEGRATED MARKETING

PROGRAM


INTEGRATED MARKETING

PROGRAMS WITH

WEBINARS

AGENCY VIEWPOINT

• Understand all existing

communications vehicles to

integrate with or inform the

Webinar program.

• Help create vehicles and tools for

ongoing nurturing and

engagement.

CLIENT VIEWPOINT

• Groom your company’s future

leaders & position subject matter

experts.

• Feature and appeal to prospects to

keep them engaged and considering

you over a long sales cycles.

KEY WAYS TO INTEGRATE

WEBINARS


3. CONTENT IS KEY.

LEARN FROM

BEST PRACTICES.


WEBINAR CONTENT

BEST PRACTICES

AGENCY VIEWPOINT

• Use Webinar series.

• Don’t cover EVERY piece of your

story in one session. Particularly in

complex B2B.

• Keep it to 12 to 15 slides. Cut

content.

• Use meaningful stats and facts that

can help the audience justify a

decision or quantify their

activities.

CLIENT VIEWPOINT

• Highlight a customer. Don’t do a

“sales pitch.” Vendors should educate

or provide research/data.

• A case study puts the prospect “into

the consideration or trial.”

• Pull content from Customer Service

Feedback, Product Dev Research &

Sales Insights.


4. CONNECTING WEBINAR

ACTIVITY TO

LEAD GENERATION &

SALES SUCCESS


WEBINAR ENGAGEMENT

THAT DRIVES SALES

SUCCESS

AGENCY VIEWPOINT

• Is your target audience large enough

to generate a Webinar audience?

CLIENT VIEWPOINT

• Lend technical SMEs to the sales

team for sales support, without

sending the “expert” all over the

country.

• Establish goodwill with existing clients,

particularly customers of complex

technical offerings who need:

• training

• retraining

• new release information

• information sharing

opportunities

• Ensure your Sales team knows about

Webinars and other marketing in

advance! They will use your effort to

feed their funnel.

Outbound eblasts get about 1 - 5%

response. Social can give a lift.

Of those that register, only 50% attend.

Of attendees, about 5 – 10% will

participate in Q&A and raise their hand.


5. WORK WITH IT TO

INTEGRATE

WEBINAR DATA

WITH SFA & CRM

TECHNOLOGY


WORK WITH IT TO

INTEGRATE WEBINAR

DATA WITH SFA & CRM

AGENCY VIEWPOINT

• Understand data capture capabilities &

“actionable” behaviors. It informs

content, calls to action, follow-up tools.

CLIENT VIEWPOINT

• Understand technology and data

capture challenges/opportunities.

• Play a role in decisions about SFA &

CRM technology. IT should know how

you use sales & marketing

information.

• Build a relationship with IT.

Collaborate. Ensure they don’t feel

they are there to “serve you”.

MARKETING

AUTOMATION

Lost Leads

Aren’t

Connecting Out

of the Funnel

SFA & CRM

Technology

Captures Some

Data

PLAN

AHEAD TO

CAPTURE

DATA &

PERFORM


Q&A


THANK YOU.

TO CONTINUE THE DISCUSSION:

CONTACT

MOIRA VETTER

MODO MODO AGENCY

770.436.3100 x702

[email protected]

@modomodoagency

CONTACT

CAROL GODFREY

SOUTHWIRE COMPANY

770.832.4403

[email protected]

@caroljgodfrey
