how to drive webinar registration and attendance in 2015
TRANSCRIPT
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How to Drive Webinar Registra2on and A5endance
in 2015
SPONSORED BY
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Demand Gen Report: @DG_Report ON24, Inc.: @ON24
Mark Bornstein: @4markb
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About Demand Gen Report
• Launched in 2007 to track best pracNces in lead generaNon
• Newsle>er has grown to more than 30,000 readers
• We also offer a menu of research and best pracNces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report h>p://linkd.in/DG_Specialists
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On24 LogisNcs
• Whitepaper • Datasheet • Contact Us Link
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Panelists MODERATOR: Kim Zimmerman Senior Managing Editor, Demand Gen Report
Mark Bornstein VP, Corporate MarkeNng���ON24, Inc.
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How to Drive Webinar Registration and Attendance in 2015 Mark Bornstein Vice President, Corporate Marketing ON24
6 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Biggest Webinar Challenge?
Results: ON24 Benchmarks Webinar Poll
Driving Registration: #1 ranked challenge to delivering successful webinars
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8 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Schedules often don’t include free hours during the middle of the day…
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9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Challenges to Driving Webinar Registration & Attendance
Catching your prospects at a moment of receptivity
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10 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Open rates are unreliable source of information• Click rates continue to fall• Your prospects are flooded with promo emails• Many companies are buying from same contact list
vendors• Open viewing time between 8-20 Seconds
The Email Marketing Dilemma
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Optimizing Email Promotions
11 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Promotion and Registration Benchmarks
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13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Promotion and Registration Benchmarks
Previous Year:
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14 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Effective Webinar Titles: Address Problems/Pain-points
“10 Common Webinar Mistakes”
“7 Keys to Successful Webinars”
“Benchmarking your Demand Generation Programs”
“5 Best Practices for Virtual Product Launches”
“Building your social media footprint”
“How to Optimize Content Delivery”
“How to Drive Webinar Registration”
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15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Great Subject lines have the following qualities:• Disruptive, upset the status quo• Address a specific pain-point or need• Promise change• Tease or titillate • Short and concise • Read well, phonetically interesting• Feel personal
Creating Effective Subject Lines
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16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Anatomy of an Email
Clear Title, Strong Graphic
The first line must grab
Clear “Register Now” Button
Short and to-the-point
Use bullets, tease content
Show value of attending
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17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Promote from Different Angle
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18 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Consistent Creative Across all Communications
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19 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Leverage previous campaign responders to create custom emails based on prior activity
• Create logical progressions from one piece of content to the next
• Use campaign data to determine best opportunities– Marketing Automation– CRM– Webinar Analytics
• Plain text email more effective for active campaign responders
• Integrate webinar offers into nurturing campaigns
Personalization Increases Registration
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Promoting with Social Media
20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
• Get creative
• Entice
• Use social language
• Use hashtags
• Shorten links
• Hint at content
Tweet #1
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22 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Using Social Media to Promote Webinars
Tweet #2
• Mix up the message
• Try different times
• Broaden appeal
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23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Integrating Social Media Applications
• Integrate Social Media Applications onto confirmation pages
• Promote event hashtags
• Enable registrants to put webinar on their business calendar
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Optimize for Audience Attendance
24 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
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25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Attendance Benchmarks
Previous Year:
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26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Webinar Attendance Benchmarks
Key: Avoid rush hour on west coast, lunch on east coast
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27 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
• Try promo email subject lines that offer change of the status quo• When crafting promo emails, one line is more important than 3
paragraphs• Try different subject lines and email types• Leverage history with previous campaign responders• When promoting on social media, mix up times and messages• Ensure that you have consistent creative through all promo
communications• Hold Webinars at the most convenient times and days for your
target audience
Summary
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Q & A // Panelists
Mark Bornstein VP, Corporate MarkeNng���ON24, Inc.
MODERATOR: Kim Zimmerman Senior Managing Editor, Demand Gen Report
@4markb
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