Dgr lls16 on24_final_deck
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The document discusses the use of webinars as an effective tool for closing business, emphasizing their role in engaging potential buyers and driving purchase decisions. Key strategies include leveraging video content, interactive elements, and targeted Bofu (Bottom of Funnel) webinars tailored to specific audience segments. The importance of collaboration with sales teams and the necessity for timely follow-ups to optimize sales engagement are also highlighted.
Dgr lls16 on24_final_deck
- 1. #LLS16 How To Use Webinars To Close Business SPONSORED BY:
- 2. #LLS16 Follow This Webinar On Twitter #LLS16 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney ON24: @ON24 Mark Bornstein: @4markb
- 3. #LLS16 From TOFU to MOFU to BOFU to Close www3.demandgenreport.com/lls16
- 4. #LLS16 About Demand Gen Report • Tracking strategies and solutions in lead generation and marketing technology since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 5. #LLS16 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #LLS16
- 6. #LLS16 Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Mark Bornstein VP of Content Marketing ON24 @4markb
- 7. How to use webinars to close business Mark Bornstein VP, Content Marketing ON24
- 8. Traditional marketing has been disrupted 65% of buyers self-educate before engaging with sales
- 9. The changing role of marketing: 5 years ago Marketing Sales Sales Sales
- 10. The changing role of marketing: Today Marketing Marketing Marketing Sales
- 11. The role of webinars as a marketing tool So why are most webinars only created for here?
- 12. The BOFU Challenge 12©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. 1st Touch 2nd touch SALE3rd Touch 5 Touch Sales Engagement 4th Touch The final steps are the hardest
- 13. • Canned demos • Live demos • Free Trial • Case studies • Testimonials • Special Offers Typical BOFU Marketing Tactics 13©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 14. Webinars: The perfect tool for the job
- 15. Webinars to drive a purchase decision 15©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. • Captive audience for up to one hour • Multiple content types • Direct audience engagement • Integrated calls-to-action
- 16. • Live or on demand product demo • Video (show, don’t tell) • Screen Share • Downloadable product guides & datasheets • Links to additional product resources (videos, forums, etc.) The Deminar 16©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 17. • Live or Simulive • Interview format • Video clips of deployment • Multiple customer discussion • Focus on ROI • Can be shorter webinars • Great on demand content Case Study Webinars
- 18. • Audience driven conversations • Video for personal touch • Use Q&A and Polling to drive discussion • Great as a part of social forums • Sales reps can use this format too • Include special offer or trial as part of the webinar Q&A Sessions with Product Managers 18©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 19. Key Elements of BOFU Webinars
- 20. Leverage Interactive Tools: • Q&A • Polling • Social • Idea Sharing • Chat Interactivity: Have a conversation 20©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 21. Video Increases Engagement 21©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 22. Using Screen Share to demo
- 23. Link to additional content
- 24. Drive to a sales engagement 24©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 25. • Explain benefits without being pitchy • Avoid a firehose of information • Show ROI of using your product • Show how other companies are having success • Create industry specific content if needed • Help prospect to see themselves using your solution Content that closes 25©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. It’s not Shakespeare
- 26. Case Study: 26©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. “Since starting our ‘deminar’ program, we’ve seen a 400% increase in pipeline.” – Alex Kriney, Director of Marketing, RingCentral RESULTS + 400% increase in pipeline through deminars + Using weekly ”deminars” to help close more business
- 27. Using BOFU Webinars for Nurturing Campaigns
- 28. Webinars to accelerate buying cycle Choose webinars at strategic places through nurture streams • Webinars for each stage of buying cycle • Mix of webinar and written content • Link each webinar to next step in buyer journey ON24 A Better Webinar Way to Webinar
- 29. Segmenting BOFU opportunities and targeting with webinar content • Retargeting • Social • Content Syndication ABM: Content Syndication ©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 30. Leverage Marketing Automation to serve custom landing pages for specific target accounts Key Content: • Demo webinars • Case Study webinars • ROI focused content Dynamic Landing Page Content 30©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 31. BOFU: It’s not about Size, It’s about quality
- 32. BOFU is a different science 32©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. • Registration & Attendance SHOULD be smaller • Don’t dilute with database drops • BOFU content often wrong for new prospects
- 33. Effective BOFU webinars plan for sales handoff: • Score webinar leads by audience behavior • Have pre-planned handoff to SDR or AE teams • 24 hour follow-up is critical • Notify sales reps when prospects they are working with attend webinars – Push audience data into Salesforce • Provide sales reps with personalized email invitations for BOFU webinar Partner with your sales team 33©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 34. Connecting is closing 34©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential. Bottom-of-the-funnel content doesn’t have to be boring Bring the personality
- 35. Next Months Webinar 35©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 36. #LLS16 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Mark Bornstein VP of Content Marketing ON24 @4markb
- 37. #LLS16 Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT www3.demandgenreport.com/lls16