Lead to Revenue

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Lead to Revenue: !How to Use Webinars to Accelerate the Buying Cycle!

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched in 2007 to track best pracTces in lead generaTon

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Panelists!

Andrew Gaffney, Publisher,

Demand Gen Report

Mark Bornstein , Senior Director, Content MarkeTng

ON24, Inc.

Moderator

Lead to Revenue: How to Use Webinars to Drive the Buying Cycle

Mark Bornstein Sr. Director, Content Marketing ON24

7 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."

8 | ©2013 ON24, Inc. All Rights Reserved."

DRIVING AWARENESS

50% Website

44% Content Marke/ng

44% Analyst Rela/ons

43% Search Engine

45% Webinars/Webcasts

The Role of Webinars in the Sales Process

LEAD GENERATION

39% Sales Enablement

38% Website

37% Seminars & Events


39% Telemarke/ng

LEAD NURTURING

59% Telemarke/ng

37% Content Marke/ng




UPSELLING & CROSS-‐SELLING


38% Telemarke/ng

35% Channel Enablement



Source: Tech MarkeTng Planning Guidance (Forrester)


MarkeTng Challenge: Buyer Self-‐Educa/on

65% Percentage of buyers who are self-‐educaTng before engaging with

sales

Awareness

ConsideraYon

EvaluaYon

Purchase


Why are buyer behaviors changing?

• Increased access to information"• Online sources easier to find"• Scope of available content is much larger"• Content Delivery tools much better"• Social sharing"• Mobility increases access to information"


The Role of MarkeTng is Changing

Buying Cycle!

Awareness!

Preference!

Purchase!

5 Years Ago"

Sales Engagement!

Marketing !

Today" Sales!

Marketing!

Marketing!

Changing Roles!


MarkeTng Challenges: Content Produc/on

73% of marketers are producing more content than they did one year ago.

Source: 2014 B2B Content MarkeTng Trends – Content MarkeTng InsTtute/MarkeTngProfs


ON24 Webinars Influence All Stages of the Buying Cycle

For the most effecTve progression, your

webinar content needs to be mapped to each buying cycle stage

Awareness

ConsideraYon

EvaluaYon

Purchase


ON24 Webinars Influence All Stages of the Buying Cycle

Awareness

ConsideraYon

EvaluaYon

Purchase

BUILD PREFERENCE

PERSUADE SELECTION

NURTURE LEADS

GENERATE LEADS

ROLE OF WEBINARS


WebcasTng: The perfect tool for the job

§  Can be customized for each stage of buying cycle"§  Enables fast content creation and delivery"§  Bundles multiple content types"§  Unlimited reach"§  Enables direct interaction with prospects"§  Provides detailed insights into prospect interests"§  Cost effective tool for quick content turnaround "


Guiding the Customer Journey

Phase 1: "Establish thought leadership"

Phase 2: "Become Trusted Advisor"

Phase 3: "Position Solution "

Phase 4: "Demonstrate Value"


Phase 1: Establish Thought Leadership

Primary MarkeYng Goal Lead GeneraTon

Content

High level, vendor agnosTc, broad themes, broad appeal

Audience

Large, cast a wide net

Key Metrics Basic RegistraTon data:

Industry, job Ttle, company size


Phase 2: Become Trusted Advisor

Primary MarkeYng Goal Lead generaTon & prospect ID

Content

Addresses specific pain-‐points, vendor neutral but leading, helping

Audience

Large, excellent 2nd offer to new prospects, Dept. Champions

Key Metrics

A>endance Tme, content downloaded, interacTvity


Phase 3: PosiTon SoluTon

Primary MarkeYng Goal Accelerate Buyers Journey

Content

Introduces products/soluTons, posiTons value proposiTon

Audience

Medium, prospects have already had 2-‐3 touches, full buying center

Key Metrics

A>endance Tme, quesTons asked, direct engagement


Phase 4: Demonstrate Value

Primary MarkeYng Goal Build preference, Prove the product

Content

Detailed, Product Demos, Case Studies

Audience

Small, mostly highly qualified leads, Key Decision makers

Key Metrics

Can you drive them to a sales engagement?


OpTmizing Webinars for Each Stage of the Buying Cycle

.


Successful Webinars Have a Call-‐To-‐AcTon

Thought leadership is not the end of the journey…"


Enable Self SelecTon to Accelerate to Next Stage


Driving the Buying Cycle: Follow the digital footprint

Use analytics to create behavioral profile of your attendee"

•  Registration Data •  Viewing Time

•  Social Media Engagement

•  Questions Submitted •  Interaction with Polls, Surveys, Chat

•  Content Downloaded

Viewing Time"53 MIN!

Questions Submitted"5!

Webcast Results"


Automate the Journey

Awareness " Preference " Purchase"

!

"Marketing Automation

Platforms (e.g. Eloqua, Marketo)


Find prospects as they are searching for you IdenTfy where prospects are in the decision making process Create webinars for each stage of the buying cycle

Accelerate prospects through the buying cycle Convert awareness of need into requirement for a soluTon Drive opportuniTes towards sales engagement

Webinars are the Perfect Tool to Drive the Buying Cycle

Take control of the customers journey!

Q&A"

27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."

#LLCseries

Q&A // Panelists!

Andrew Gaffney, Publisher,

Demand Gen Report

Mark Bornstein , Senior Director, Content MarkeTng

ON24, Inc.

Moderator

#LLCseries

Lead LifeCycle Series Prize Box!

Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher

the chance at winning one of these awesome prizes!

See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

#LLCseries

Thanks for attending this session!!

Make sure to a>end the next session in the Lead LifeCycle Series:

h>p://dg-‐r.co/lls14