webcast overview by trew marketing

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Webcasts:Webinars, Online Tutorials, Videos, Podcasts and

Virtual Conferences

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Goals of this presentation

• Broad view of webcasts• Best practices for creating and marketing

webcasts• Tips to take your webcast from mediocre to

outrageously successful

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A full-service marketing agency serving B2B technology and education

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TREW Marketing Co-Founders have over 30 years of combined marketing experience

Rebecca GeierPrincipal

Wendy CoveyPrincipal

Director of Communications and Media Outreach

Top areas of expertise:-Media relations-Message development-Social media marketing-Internal communications-Spokesperson training

Director of Strategic Integrated Marketing

Top areas of expertise:-Strategic marketing planning-Webcasts and virtual events-Company web strategy and SEO-Trade shows and conferences-Online advertising, including PPC

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What is a Webcast?

Webinar, Web Event, Web Tutorial

Podcast

Video

Virtual Event Presentation

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When are Webcasts used?

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Why Webcast?

• Generate leads• Build loyalty• Drive website visits• Improve content comprehension and retention• Dialogue with prospects/customers (also sales force)• Reduce cost per lead (compared to physical events)• Create an efficient sales tool– Demonstrate bulky equipment– Demonstrate software features

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Why Webcast @ National Instruments

• Among the lowest cost/lead of any activity• Among the highest quality/lead of any activity• Ability to efficiently reach niche audiences– Niche product/application– Technology updates– Far flung geography

• Replacement for low-performing events• Stand-in activity during times of crisis– Avian flu in China– H1N1 flu in Mexico

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Demand Generation Funnel

Awareness

Preference

Purchase

Referral

Interest

Evaluation

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Demand Generation Funnel

Awareness

Preference

Purchase

Referral

Interest

Evaluation

Lead Nurturing

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Steps for Webcast Success

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When to Webcast?

• Product launch• Time of change – Industry standards, new approach

• Reduce volume of inbound calls– Address most frequently asked questions

• Call to action from another activity

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Sample Goals

• Entice prospects to learn more about our new software module– Metric: 50 leads

• Convert webcast leads to download trial version– Metric: 5 downloads (10% conversion)

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Steps for Webcast Success

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Content• Determine target audience • Educate– What critical issue will you address?– How can you position your company as thought leader?– What case studies can back up your information?

• Keep it brief– 3 min – 45 min

• Create a compelling title…from your audience’s perspective– Top 5 trends in….– 7 key strategies for…– Practical considerations when…

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Compelling content or product pitch?

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Consider Partnering

• Gain awareness to new audiences• Capture new leads• Enhance credibility• Lower marketing expense or augment presence

Warning: Can be VERY time-intensive

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Incorporate Dynamic Elements

• Video • Software demos• Remote hardware control• Photos• Polling• Q&A• Twitter #Hashtag

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The Economics of Capturing Leads

Perceived value of

information

Amount of personal info

willing to provide

=

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Selecting a Presenter70% of companies who conduct webcasts rank “dynamic

and recognizable speakers” as the #1 factor for webcast success.*

• Are they qualified?• Are they accessible?• Can you understand them?• Do they have a “Radio” personality?

– Face-to-face presentation skills don’t completely translate to webcasts

*Primary research study source: B2B Sales Lead Generation : Integration of Web 1.0 and Web 2.0, spring 2008

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Presentation Tips

Top 12 Tips for Webcast Presenters

• Energy• Variation• First-person• Professional slide design

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Maximize your Content

• ALWAYS ARCHIVE!• Bundle several webcasts into a series• Bundle several webcasts series into a virtual

conference• Publish content in multiple form factors– Webcast– White paper– Industry/association event presentation– Industry/association website

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Steps for Webcast Success

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White papersWebcastsVideoListsBanner adsBlog - content

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Consider 3rd Party Hosting

Benefits: Vendor Support• Technology platform• Hosting• Audience generation• Lead capture

Drawbacks: Lack of Control• Not on your site• Constrained form factor• Costly• Lead is shared

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Webcast Technology PlatformsConsiderations• Reliability• Demos• Live v. recorded• Attendance size• Fee v. free• Automated email

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Web Conferencing: Market View

Gartner Study:Magic Quadrant for Web Conferencing, July 2009

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Steps for Webcast Success

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Webcast Promotional Strategy

Google Adwords

Direct E-Mail

Twitter

LinkedInTelemktg

Is this part of a larger campaign, or a campaign onto itself?

Is this a live event?

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Boost results through communication

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Boost results through communication

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Boost results through communication

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Boost results through communication

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Boost results through communication

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Example Calls to Action

• Buy now (lower-dollar sale)• Contact us • Download trial version• Download white paper• Attend more webcasts• Subscribe to our newsletter/blog

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How will you manage incoming leads?

Who?When?How?

Document results

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Measuring Webcast Success

• Email open, click through• Website visits, webcast page visits• Registrants, attendees• Conversion to next activity• Conversion to sale• Sales/lead• Cost/lead

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Steps for Webcast Success

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Resources available via email

• This Presentation• Top 12 tips for webcast presentations• Gartner study: Magic Quadrant for Web Conferencing• Marketing Prof’s 9 Management Practices for Exceptional

Webinars• Info-Tech Product Comparison, Vendor Landscape: Web

Conferencing; Show Me, Don’t Just Tell Me

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Contact Info:Wendy Covey

Principal, TREW Marketing

Email: wendy.covey@trewmarketing.comWeb: trewmarketing.comBlog: trewmarketing.com/spotlightLinkedIn: linkedin.com/in/wendycoveyTwitter: @wendycovey