webinar b2 b online event marketing - reach cf-os, sell more

B2B Online Event Marketing

Reach 600,000 CFOs

Sell More

The purpose of this presentation is to help you set up your webinars to successfully sell your offer to Corporate Finance Executives

Find more on ProformativeInsights.com

© 2012 Proformative

• Companies today are becoming more discriminatory about participating in industry events. In keeping with the need for frugal expenditures of time as well as money, they are more selective about the kind of events that they attend.

• Likewise, organizations which target those companies are rising to the occasion and beginning to target corporate decision makers in finance in a different way. They are marketing more carefully and using online events to help them target those companies which may respond best to their offers.

Appealing to C-level Corporate Finance with B2B Online Event Marketing Can Be a Simple Seven-Step Process

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• Increasingly, B2B online event marketing is using webinars to approach major corporations. This is not surprising when you review the many benefits that online events can offer.

• See examples of webinars successfully hosted by

Proformative for its clients and marketed to its growing community of over 600,000 corporate finance, accounting, treasury and related professionals who directly control billions of annual spending:

http://Youtube.com/ProformativeMROI.

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How to Appeal to C-level Corporate Finance with B2B Online Event Marketing Can Be a Simple Seven-Step Process

© 2012 Proformative5

• As opposed to a live event, online events such as webinars are often far more cost effective, can be more readily available to more people, can have outcomes which are dynamically measured and can be offered even post-event in the form of online audio/video recordings to draw even more traffic to an existing company website or specific digital assets.

• With that in mind, it is easy to believe that webinar use in business has grown exponentially by more than 75% in the last 3 years. The question uppermost in the minds of most B2B company executives is how to determine which audience will become most engaged by the various types of online events.

What are the Benefits of Webinars?


Paving the Way for a Successful Webinar Tailored to C-level Corporate Financing Executives

Given that more careful scrutiny of online events is taking place, in order to create an environment whereby your own online event will be more worthy of attendance, you will want to take careful steps in both planning and implementing your online event.

The Keys to Success with Webinars


Paving the Way for a Successful Webinar Tailored to C-level Corporate Financing Executives

Given that more careful scrutiny of online events is taking place, in order to create an environment whereby your own online event will be more worthy of attendance, you will want to take careful steps in both planning and implementation of your online event.



1. Define Your Goals For the Event:

What do you want to achieve when you host your online event? If you're trying to find new leads or to move your leads to the buying phase, determine the best way to accomplish that. Define every goal for the event very clearly before you arrange it.



2. Ascertain to Whom You Will Direct Your Materials:

Your definition of the audience segment that you wish to reach will be imperative to your webinar’s success. Depending on who you are targeting, the way in which you reach out to your audience will differ and how you offer your online event must also differ. This will be the best time to define where your audience sits in the decision-making process and to integrate this campaign with others that you are using to target that same audience.

Way to a Successful Webinar


3. Determine the Best Kind of Event to Hold:

At this point you also will consider the best kind of event to run online. You'll also want to look at which stage of the buying cycle your audience is currently sitting.

Way to a Successful Webinar


4. Evaluate the Buying Cycle and Where Your Audience Will Be in That Cycle:

You will want to choose the best platform for your event to enable your company to reach the audience at the proper time in the buying and selling cycle. When you are targeting various and diverse audiences, consider the following as you prepare any online event:



• How best to influence the management portion of the team.

The mid-level manager will be very interested in the more technical details. You will require a mixture of different formats and platforms while making your way through the cycle of buying and selling. This may mean online expositions or multiple webinars in an ongoing series.

Evaluate the Buying Cycle. Consider:


• Persuasion of the C-Suite. Using a Webinar to Promote Your Online Business.

The average executive is very busy. He or she will desire content which is easy to scan and easy to digest. Ensure that you have topics pertinent to them as well as to other members of the business and that you offer your webcast in a pre-recorded method and record your online meetings to ensure that they can view them at a time convenient to them.



• Low Level Management Persuasion.

Reaching out to entry-level executives is also important. Depending on what your product may be, even the entry level exec or employee may have some influence when it comes to purchasing that product or service. Your task is to foster a relationship with every part of your audience so that they can use that influence for your benefit.



• Education of Technical Personnel.

This portion of your seminar will be far more intricate and complex. While technical personnel may not possess the power to make the primary buying decision, don't make the mistake of underestimating their clout -- it's possible they hold some influence with those that do.

The technical component of the company may well implement what you are selling and as such, will be the ones who may make or break your sale. Their input is valuable to the company; influencing them positively is part and parcel with how you ultimately will sell your product. Consider using demonstrations to those in the technical field.



5. Establishment of Content and Format of Your Content.

Among the most important aspects of your online foray into B2B online event marketing will be the content. The more value that your content holds, the more likely that you will get not only a better marketing ROI, but also generate goodwill from your customers while establishing yourself as an authority within your niche. Your content should be much the same as that which you would present at a physical event.



You'll need to offer content that is rich and valuable to someone at any stage in the buying process in order to appeal to the greatest portion of your audience. The way in which you accomplish that will be by using broader themes at the top of the sales funnel and drawing them in with more comparisons of pricing and more intricate, more technically oriented details at the bottom.



Along the way, you’ll want to define how you will allow the content to be rebroadcast or reused so that you can get your message out to the widest possible audience. One way to do that is to offer a bundled package of materials on your website. Another way: Publish it on destinations often visited by C-level executives taking advantage of partners’ marketing and sponsorship packages.



Your webinar might include content from:

• SPEECHES AT CONFERENCES.

Attend our upcoming events:

Content for Multi-Channel Campaigns



• ADVERTORIALS

Let us write about you




• WHITE PAPERS

Generate qualified leads

from white papers downloads

on Proformative.com



It later can be repurposed and used for:

• Sharing Expert Excerpts on Professional Online Networks• Panned Nurturing Email Sequences

Way for a Successful Webinar

All your digital assets then can be aggregated in Proformative’s B2B Marketplace


7. Continuously follow up on everything that you have done and are doing:

Make sure that you give yourself plenty of time to build and to entertain your audience. Depending on the kind of online events that you hold, you may well need to plan a strategy to manage your incoming leads as well as to determine what you will do if someone views your webinar a month or two down the road and makes a buying decision at that point.



8. Decide on an effective follow-up methodology:

This best ensures that none of the leads you generate falls through the cracks of your sales funnel. Develop a means to measure the effectiveness of your online sales strategies and a time line to revise them when necessary to ensure that you continuously improve marketing ROI and the success of your online B2B marketing strategies.



When your business needs to build online visibility,

branding, and recognition, as well as generate high quality leads, webinars are one of the best methods to accomplish that. Learn more about what webinars hosted and marketed by Proformative can do for your business.

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