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How To Use Webinars To Close Business

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#LLS16 Demand Gen Report: @DG_Report

Andrew Gaffney: @agaffney

ON24: @ON24

Mark Bornstein: @4markb

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From TOFU to MOFU to BOFU to Close

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Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Mark Bornstein VP of Content Marketing ON24 @4markb

How to use webinars to close business

Mark Bornstein

VP, Content Marketing

ON24

Traditional marketing has been disrupted

65% of buyers

self-educate before engaging with sales

The changing role of marketing: 5 years ago

Marketing

Sales

Sales

Sales

The changing role of marketing: Today

Marketing

Marketing

Marketing

Sales

The role of webinars as a marketing tool

So why are most webinars only created for here?

The BOFU Challenge

12 ©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

1st Touch 2nd touch SALE 3rd Touch 5 Touch Sales

Engagement 4th Touch

The final steps are the hardest

• Canned demos

• Live demos

• Free Trial

• Case studies

• Testimonials

• Special Offers

Typical BOFU Marketing Tactics


Webinars:

The perfect tool for the job

Webinars to drive a purchase decision


• Captive audience for up to one hour • Multiple content types • Direct audience engagement • Integrated calls-to-action

• 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


• 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

• 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


Key Elements of BOFU Webinars

Leverage Interactive Tools:

• Q&A

• Polling

• Social

• Idea Sharing

• Chat

Interactivity: Have a conversation


Video Increases Engagement


Using Screen Share to demo

Link to additional content

Drive to a sales engagement


• 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


It’s not Shakespeare

Case Study:


“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

Using BOFU Webinars for Nurturing Campaigns

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

Segmenting BOFU opportunities and targeting with webinar content

• Retargeting

• Social

• Content Syndication

ABM: Content Syndication

©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

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


BOFU:

It’s not about Size,

It’s about quality

BOFU is a different science


• Registration & Attendance SHOULD be smaller

• Don’t dilute with database drops • BOFU content often wrong for new

prospects

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


Connecting is closing


Bottom-of-the-funnel content doesn’t have to be boring

Bring the personality

Next Months Webinar


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Q&A / Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Mark Bornstein VP of Content Marketing ON24 @4markb

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Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT

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