reimagine webinars in the age of abm

Reimagine Webinars In the Age of ABM

REGISTRATIONS ATTENDANCE

TARGETS

“I’m just researchin

g.”

RESPONSES

Attract the right audience

Increase attendance

Accelerate thru the funnel

ISOLATE. LAND. EXPAND.

Attract the right audience

1. Must know your target account list

2. Target account fields mapped CRM & MAP

3. Lead to Account Matching4. Granular Segmentation by

Target Accounts

ISOLATE. LAND. EXPAND.

Attract the right audience

1. Dedicated “Transparency Invite” email from presenter–plain text or design-lite.

2. Marketing developed sales invite cadence

3. Account-Based display advertising

Attract the right audience

1. Shared registration list w/ sales prior to webinar

2. Sales “Expansion Invite” email to other leads & contacts at the target account

ISOLATE. LAND. EXPAND.

Increase attendance

Increase attendance

Reminders Polls

Special Data

Giveaways

Calendar Invites

EMAILRETENTION

Increase attendance

Invite Signup Retention Reminder Webinar

➔ Genuine➔ Exclusive for Tier A➔ Value-add

Increase attendance

Invite Signup Retention Reminder Webinar

1. Retention email does wonders...2. Equal effort into followup email

as promo email–both sales & marketing

3. Monitor, makes sales aware & keep reps accountable of tier A leads

Accelerate the funnel

Accelerate thru the funnel

FOLLOW THROUGH

ABM Campaign Technology Enabled Workflow

Landing Page

Conversions

MKTG Emails

3rd Party Syndication

Social (Post in Groups)

Display

ABM Alerts & Scoring

Tier A & B

Accounts Exec

Touchpoint

Salesforce List

Custom Sales Touch to A/B

Sales CadencesSales

Cadence to A/B

Field Programs

Identify Targets & Audiences

Paid Digital

Native Radius Integration

Non-integrated channels

Post Conversion

Conversion Ops

Channels

Planning

Marketing Email

Nurtures

Digital Retargeting

Contact Acquisitio

n

34% of registrations are Tier A & B30% attendance rate

$1.3M pipeline sourced (↑ 79%) $6.4M in pipeline influenced (↑ 125%)

that’s all folks...

john@radius.com @johnsjawn

#B2BMX