reimagine webinars in the age of abm
TRANSCRIPT
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%)
#B2BMX