the art & science of webinar marketing

Copyright © 2014, Oracle and/or its affiliates. All rights reserved.

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The Art & Science of WebinarsMorgan Cantrell, BrightTALK

Nadia Barmada, Getty Images


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Agenda

• Create great content

• Build big audiences

• Measure your impact


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Create great

content


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Getty Images webinar program

• 83% of human learning is visual

• Webinars provide us with the

opportunity for visual storytelling

around specific concepts

• We can deliver complex ideas,

simply with imagery and video,

commentary & examples


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• Getty Images webinar program is a key step in

reinforcing our thought leadership position on

visual trends


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• Goal of thought leadership content is to provide

inspiration and value added information for our

customers on how to use our imagery


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• Thought leadership

webinars hosted on the

Getty Images Channel,

with customer data

integration managed via

Eloqua


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The most engaging content is live


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Professionals watch content everywhere


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Build big

audiences


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Audiences come from various sources

31%

14%

53%

2%

2014 Audience Drivers on BrightTALK

Banners on BrightTALK

Partner promotions

Email promotions

Social media


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Instant recording enables more views

Registration only Live viewers On demand viewers

Days

Prior to live event After live event

Norm

aliz

ed a

udie

nce s

ize


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• Target customer personas dictate

webinar content (agency and

corporate - buyers and influencers)

• Webinar registrations primarily

driven from existing customer

database, via email engagement

campaign


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• Supported by active social

media campaign to reach new

contacts (organic and paid

social)

• Also target similar customer

profiles via access to the

BrightTALK community


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Extend your reach on BrightTALK


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Measure

your impact


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Connect content to revenue

By connecting our BrightTALK Channel with

our CRM, we can automatically route engaged

leads to sales and show ROI on our webinars

in real-time.

- Box

“

”


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Integrate data with BrightTALK for Eloqua

• Use real-time engagement data to prioritize

outbound calls, create more opportunities and close

more business faster

• Score leads and trigger relevant nurturing

campaigns based on engagement data

• Measure the influence of your content marketing

campaigns on revenue

• Average user rating:


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Track your impact based on key metrics

• Cloudera influenced and created $2.4m in closed business in 6

months on a $60k investment

• Cloudian converted 25% of their attendees to live sales

conversations

• Zerto found that BrightTALK subscribers converted 40% better

than lead lists from other content marketing programs


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• Post-webinar video asset

integrated into content

marketing strategy

• Provides on-demand access

to webinar video via embed

in content marketing

channels


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• Post-webinar views on average

more than double webinar event

attendees

• Assisted in driving 10,000

subscribers to Getty Images

Channel in 2014


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• Eloqua integration via cloud

connector allows full visibility on

contact with registrants

• Webinar activity feeds into wider

lead generation strategy

• Provides visibility on BrightTALK

data and contact behaviour for lead

scoring


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• Learn more at brighttalk.com and stories.gettyimages.com

• Follow us @BrightTALK & @GettyCreativity

the art & science of webinar marketing

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