how-to: boost webinar signups with retargeting

How-to: Boost Webinar

Signups

with

Retargeting Presented by:

Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate Demand Marketers on new opportunities

to accelerate Webinar Registrations through use of

Short Registration Forms & Retargeting

• If you are new to Retargeting, this

webinar will share simple, quick

ways to leverage your webinar offers

to accelerate demand through

Retargeting.

AGENDA

1. Webinars and Demand Generation

2. Accelerating Your Lead Management Process with

Webinars

3. Introducing Webinar Signup Ads

4. How to Plan, Run & Measure ROI for a

Webinar Marketing & Promotion Campaign

5. Questions

Webinars and Demand Generation

1. Critical component of the B2B Demand

Generation Mix Primary channel for Top-of-Funnel Demand

along with Paid Media, Social (Blogs) and

Organic Search (SEO)

2. Webinar Promotions are still via email and website

Email and direct invitations/promotions still account for the lion’s

share of registrants and attendees (58-64%). Social media and

search have remained fairly steady for the past 3 years at

delivering around 15% of the audience.

(Osterman Research, Quantum Leap Marketing, 2009)

Closed-Loop Reporting

integrated with MAP/CRM

Measure Impact

Increased lead conversions

Pipeline acceleration

Increased closed/won deals

Top of Funnel:

Boost net new webinar signups across website and display

Increase conversions of website visitors with retargeted webinar ads

Search retarget w/ webinar sign-up ads on 3rd party sites

Mid Funnel:

Site & CRM retarget known prospects with webinar sign-up ads Dynamic, persona-based & account-based webinar sign-up ads

Lower Funnel:

Dynamic, persona-based & account-based webinar sign-up ads

Suspect Inquiry Marketing

Qualification

Sales

Qualification Customer

Marketing

Marketing Automation (MAP) / CRM

Accelerate Your Lead Management Process using

Webinar Sign-up Ads

Introducing Webinar Sign-up Ads

(Optional) Front Screen

with title and webinar pitch

collect registrations in

Signup Screen

Capture Registration Data

directly into your MAP, CRM

or Citrix GoToWebinar

Increase Webinar Signups with Retargeted Ads

Your Website Ad Network

Organic

Search Email Social PPC &

Display

Visitors get tracked

for retargeting (cookie’d)

Tracking works beyond your website

across the web

Retargeted Ads

Example:

• 10,000 website visitors

• 30 impressions / visitor / month

• Total of 300,000 retargeted

impressions per 30 day period

Build Your Webinar Signup Ad in 3 Easy Steps

1. Select smart lead form

2. Customize

3. Run, Optimize

Webinar Sign-up Ad – Setup Reg Form

• choose data fields to be collected

(can be text, date or dropdown list)

• Upload background image

(strong webinar pitch message)

Webinar Sign-up Ad for Citrix GoToWebinar

• Choose ‘Citrix Online

LeadConnect’ to store

leads directly in Citrix.

• After logging in,

select the webinar from

dropdown to link to ad.

Webinar Sign-up Ads – work with MAP/CRM

Webinar Sign-up Ad – Thank You Screen

Optional Thank You Screen:

links users to your website

or landing page with a

call-to-action button

Generate Ad Tag & Deploy

Webinar Sign-up Ads – Key Statistics

Basic statistics include:

• Impressions – # times the video lead form ad is served

• Engagement – the First Click on the video lead form ad

• Lead Captures – complete form fills on Lead Form screen

• Clicks – the click on the call-to-action on the Thank You screen

that is presented after the Lead Form screen

Webinar Sign-up Ads – Detailed Statistics

View detail stats including:

• impressions

• viewable impressions

• partial form fills

• lead captures

• %engagement / impressions

• %engagement / viewable

impressions

• video play duration for each

engagement

• %video play / total video duration

Budget for Re-targeted Webinar Signup Ads: ROI Modeler

Monthly Re-targeted Ad Impressions

Monthly unique visitors to your website(s) in 1000s 18 Retargeted ad impressions per visitor per month 20 Available re-targeted ad impressions per month 360,000 Cost of re-targeted ad impressions (CPM) $3 Re-targeted Ad Serving Fees (Estimated) $1,080

Paid to Retargeting Provider

Monthly Kwanzoo Technology Fees

Kwanzoo Silver Plan or Higher $499 Technology Fees Per Month (Paid to Kwanzoo)

Kwanzoo Impression Fees

Re-targeted Kwanzoo Webinar Sign-up Ads Cost Per 50,000 Impressions $50 Kwanzoo delivers conversion rates Number of Impressions Needed 400,000 30% or more higher than typical banner ads Impression Fees Per Month (Paid to Kwanzoo) $400

Monthly Re-targeting Budget $1,979.00

Estimated Cost Per Lead

Estimated Impressions Per Lead Conversion Low (in 1000s) 6000 (via Kwanzoo Webinar Sign-up Ads) High (in 1000s) 8000

Lead Captures - Low 45 Lead Captures - High 60 Estimated Cost Per Lead (Low) $33 Estimated Cost Per Lead (High) $44

Questions?

Phone: 408-216-7025

Email: info@kwanzoo.com

Twitter: @kwanzoo

@iyermani

Resources:

http://www.kwanzoo.com/products/in-banner-lead-forms/webinar-

signup-ads/