how to drive webinar registration and attendance in 2015

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How  to  Drive  Webinar  Registra2on  and  A5endance  

in  2015  

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Demand  Gen  Report:  @DG_Report  ON24,  Inc.:  @ON24  

Mark  Bornstein:  @4markb  

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About  Demand  Gen  Report  

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Panelists  MODERATOR:  Kim  Zimmerman    Senior  Managing  Editor,  Demand  Gen  Report  

Mark  Bornstein    VP,  Corporate  MarkeNng���ON24,  Inc.      

How to Drive Webinar Registration and Attendance in 2015 Mark Bornstein Vice President, Corporate Marketing ON24

6 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Biggest Webinar Challenge?

Results: ON24 Benchmarks Webinar Poll

Driving Registration: #1 ranked challenge to delivering successful webinars

8 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Challenges to Driving Webinar Registration & Attendance

Schedules often don’t include free hours during the middle of the day…

9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Challenges to Driving Webinar Registration & Attendance

Catching your prospects at a moment of receptivity

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•  Open rates are unreliable source of information•  Click rates continue to fall•  Your prospects are flooded with promo emails•  Many companies are buying from same contact list

vendors•  Open viewing time between 8-20 Seconds

The Email Marketing Dilemma

Optimizing Email Promotions

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12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Webinar Promotion and Registration Benchmarks

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Promotion and Registration Benchmarks

Previous Year:

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Effective Webinar Titles: Address Problems/Pain-points

“10 Common Webinar Mistakes”

“7 Keys to Successful Webinars”

“Benchmarking your Demand Generation Programs”

“5 Best Practices for Virtual Product Launches”

“Building your social media footprint”

“How to Optimize Content Delivery”

“How to Drive Webinar Registration”

15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Great Subject lines have the following qualities:•  Disruptive, upset the status quo•  Address a specific pain-point or need•  Promise change•  Tease or titillate •  Short and concise •  Read well, phonetically interesting•  Feel personal

Creating Effective Subject Lines

16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Anatomy of an Email

Clear Title, Strong Graphic

The first line must grab

Clear “Register Now” Button

Short and to-the-point

Use bullets, tease content

Show value of attending

17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Promote from Different Angle

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Consistent Creative Across all Communications

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•  Leverage previous campaign responders to create custom emails based on prior activity

•  Create logical progressions from one piece of content to the next

•  Use campaign data to determine best opportunities–  Marketing Automation–  CRM–  Webinar Analytics

•  Plain text email more effective for active campaign responders

•  Integrate webinar offers into nurturing campaigns

Personalization Increases Registration

Promoting with Social Media

20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Using Social Media to Promote Webinars

• Get creative

• Entice

• Use social language

• Use hashtags

• Shorten links

• Hint at content

Tweet #1

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Using Social Media to Promote Webinars

Tweet #2

• Mix up the message

• Try different times

• Broaden appeal

23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Integrating Social Media Applications

•  Integrate Social Media Applications onto confirmation pages

•  Promote event hashtags

•  Enable registrants to put webinar on their business calendar

Optimize for Audience Attendance

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25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Webinar Attendance Benchmarks

Previous Year:

26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

Webinar Attendance Benchmarks

Key: Avoid rush hour on west coast, lunch on east coast

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•  Try promo email subject lines that offer change of the status quo•  When crafting promo emails, one line is more important than 3

paragraphs•  Try different subject lines and email types•  Leverage history with previous campaign responders•  When promoting on social media, mix up times and messages•  Ensure that you have consistent creative through all promo

communications•  Hold Webinars at the most convenient times and days for your

target audience

Summary

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Q  &  A  //  Panelists  

Mark  Bornstein    VP,  Corporate  MarkeNng���ON24,  Inc.      

MODERATOR:  Kim  Zimmerman  Senior  Managing  Editor,  Demand  Gen  Report  

@4markb  

#LLCSeries

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