webinar: using marketo for webinars? avoid 7 big mistakes
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Webinar Deck : Using Marketo for Webinars? Avoid 7 big mistakesTRANSCRIPT
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Multiply your Webinar ROI with a flawless marketing campaign in Marketo
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Today’s Presenters
Alok Ramsisaria
CEO, Grazitti Interactive
Rachit Puri
Marketing Manager, Grazitti Interactive
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Agenda Quick Survey
7 Mistakes
Key Takeaways
Our Webinar Story
Feedback
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Create Product
Awareness
Why Marketers user Webinars?
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66% marketers believe webinars drives positive value to their company
53% have seen positive ROI from webinars
93% plan to conduct more webinars in 2014-2015
Some facts related to Webinars
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DeliverabilityRegistrations Attendee %
Cost per lead &Cost per New Lead
MeetingsOpportunitiesWon Opportunities
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DeliverabilityRegistrations Attendee %
Cost per lead &Cost per New Lead
MeetingsOpportunitiesWon Opportunities
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Limited Segmentation
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Proposed Lead Segmentation
Limited SegmentationCompany Size
Annual Revenue
Number of Employees
Industry
Job Function
Standard Lead Segmentation
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Proposed Lead Segmentation
Limited Segmentation
Proposed Lead SegmentationImpact on # of Opportunities
Exact Job Titles – CMOs vs Directors vs Managers
36%
Size of Marketing Team / Relevant Team 28%
Current Lead Score 26%
Interesting Moments 41%
Better ObjectiveSetting
Improved Messaging
High Webinar ROI
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Limited Segmentation
Segmented Event Invite Lists on the basis of previous last interesting moment
Added filter for time period for the last interesting moment
Used segments and snippets in Invite email snippets to customize content
19% better Click Rate 41% more registered users
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Non-Responsive Assets
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Non-Responsive Assets
42% of all email is now opened via mobileLitmus – Email Analytics
79% use their smartphone for reading email, a higher % than those who used it for making callsAdobe Digital Publishing Report
48% of marketers don’t know what percentage of their emails are read via a mobile deviceeConsultancy – Census Report
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Non-Responsive Assets
Use free responsive email templates from Templates.Marketo.com
Free Responsive Marketo Landing Pages from Grazitti Get 37% more Email Open Rate Achieve 28% Higher conversion rate with Responsive
Designs Leverage Google Analytics to identify % of users opening
emails in mobile.
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Low Personalization Quotient
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Low Personalization Quotient
• 77 % believe real-time personalization is crucial
• Real-time personalization works best when done across channels
• 60% struggle to personalize content in real time
• Complexity of systems, access to real-time data, training are some barriers.
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Low Personalization QuotientDynamic Content
Tokens
Segments with Snippets
Media Queries
Landing Pages
Tokens
Snippets
JavaScript
Segments
Media Queries
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Low Personalization
Marketing Manager
Marketing Operations
Technology
Banking & Finance
Takeaways like Impact on Conversion, More MQLs & SQLs, ROI from Webinars
Implementing PersonalizationResponsive AssetsWebinar Checklists
Promote Technology Company Case Study
Promote Banking & Finance Company Case Study
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Limited Promotion Channels
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Limited Promotion Channels
• Saturation• Limited Reach• Low ROI on Paid Campaigns
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Limited Promotion Channels
Integrate Marketo with apps like Kwanzoo, AdRoll, LinkedIn Integration
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No Content Sneak Peak
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No Content Sneak Peak
User receives Email Invite 8-10 days before the
webinar date with limited
details.
He visits landing page with less
information & fills the form to
register.
User receives couple of email reminders with no new webinar
details
Users waits till the Webinar &
may lose interest
42% Registrants leave or don’t attend webinar because they don’t know what will be presented
in webinar and how important that would be.- Hubspot
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No Content Sneak Peak
Teaser Video Pre-event Survey Preview Emailer
High Attendee % for Webinar
Better User Engagement
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Lead Black hole
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Lead Black Hole
Vantablack - the blackest black
You run a webinar campaign
Collect new leads
Enrich existing
leads
Send them to Sales
team
And then you lose
them
They go in a black hole
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Lead Black HoleProgram Analyzer in Marketo for Webinars
New Opportunities created in Salesforce
Revenue Generation from Webinar Campaigns
Impact of Webinar Campaigns on Sales Conversion %
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Basic Campaign Flow
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Basic Campaign Flow
Invite Email & Registration Landing
Page in MarketoInvite Register
Confirmation Email & Reminders
Invite
Thanks for Attending
No-Show Email
Invite Again
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Basic Campaign Flow
Invite Email
Confirmation Email Thanks for
Attending
No-Show Email – Recording
Invite Again
EM –Segment 1
EM –Segment 3
EM –Segment 2
Registration LP
LP –Segment 1
LP –Segment 3
LP –Segment 2
Smart List 1
Smart List 2
Reminder Email 1
Webinar
Update Lead Score
Update in SFDC
Register
Smart List 3
Reminder Email 2
Update Lead Score
Update in SFDC
Nurture
Nurture
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Better Segmentation
More Personalization
Go ResponsivePromotion Channels
Share Content Sneak-peak
Use Program Analyzer
Advanced Campaign Flow
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What we did?Advanced Campaign FlowResponsive AssetsContent PersonalizationContent Sneak peakMultiple Channels for MarketingProgram Analyzer
Our Marketo Webinar
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Multiple Channels for Marketing
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Our Multiple Channels for Marketing
Total Prospects 8000
Emails Delivered 7600
Emails Opened (18% Open Rate) 1368
Open to Register Rate (68 Registrations) 5.0%
Total Registrations 135
Registrations vs Prospects % 1.8%
Attendees
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Obligatory Sales Pitch
Responsive Emails Standard Design Custom Design
Invite Email
$2000 $3000
Reminder Email 1
Reminder Email 2
Confirmation Email
Thanks for Attending Email
No-Show Email
Responsive Landing Pages
Registration Page
Thanks Page
Advanced Webinar Campaign Flow
GoToWebinar Setup
Advanced Reporting Setup
Readymade Marketo Webinar Campaign Package
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THANK YOU