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Watch Daniel Burstein, Director of Editorial Content, MECLABS interview Shelby Britton, Senior Product Manager, Adobe on webinar strategy.
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Webinar MarketingHow Adobe saw a 500% lift in conversion from changing its webinar strategy
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Speakers
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Shelby Britton Senior Product Marketing ManagerAdobe
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• Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in conversion to sale
• Marketing Research Chart: Webinars, webpages, e-books among most effective places to create content
• Webinars are effective lead generation programs but many don’t reach their full potential
Further Resources
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75% increase in Open Rate120% increase in Clickthrough Rate
Webinars became the second driver of sales behind free trial offers.
Average Open Rate Average CTR
2008 17% 5%
2013 30% 11%
!
Results: Evolution of webinar marketing
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Promoting Webinars: Identifying problems
Marketing Webinars
eLearning
Web Conferencing
Virtual Collaboration
Security
Sales
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Promoting Webinars: Identifying problems
Marketing Webinars
eLearning
Web Conferencing
Virtual Collaboration
Security
Sales
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Promoting Webinars: Create order in the strategy
Registers for “Best Practices” webinar
“Product” webinar
Competitive comparison
Email List
Structured sales process
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Promoting Webinars: Down the funnel
“Best Practices” or “Solution” webinar
“Product” webinar
Competitive comparison
Marketing PlayeLearning Play
Trial/ training
webinars
37% eLearning moved from “Solution” to
“Product” webinar
23% marketing moved from “Solution” to
“Product” webinar
Promoting Webinars: Titles
Old Titles 2013 Titles
Introduction to Acrobat Connect Pro
Next Generation Web Conferencing
New Adobe Acrobat Connect Pro 7 for Virtual Classrooms and Rapid Training
Web Conferencing Tips for Training and Education
How to be a Great Webinar Moderator
How to Generate Leads with Webinars that Sales People will Love
Creating Engaging and Fun Virtual Learning
From Blah to Aha: Engaging Learners in the Virtual Classroom
Promoting Webinars: Old Strategy
Promoting Webinars: Old Strategy
Email Landing Page
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Promoting Webinars: New Strategy
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Promoting Webinars: New Strategy
eLearning
Landing Page
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Promoting Webinars: Process
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Promoting Webinars: Process
Landing Page
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Landing Page
Follow Up
Promoting Webinars: Process
Email Messaging Online Training Course
$695 $495ONLY
$200
Enter discount code:
476-OC-3002
SAVEExclusiveDiscount
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Promoting Webinars: Planning content calendar
November 14, 2013
http://www.patents-toronto.com/publications.php
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Lead Strategy: Use the right tools
Ability to pull reports from the system
Ability to analyze data
Track registrant through any marketing promotion
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Lead Strategy: Organizational tools and analysis
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Lead Strategy: Organizational tools and analysis
Overall Partner vs. Lists
$85,000 List Rental Cost
1407 List Rental Inquiries
$60.41 Cost per Rented Inquiry
$88,000 Partner Cost
2266 Partner Inquiries
$38.83 Cost Per Partner Inquiry
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Lead Strategy: Conversion rates
Registers via email for “Best Practices” webinar
“Product” webinar
Competitive comparison
2% - 3%
(stopped sending to sales)
20%
30%*
Trials30% *
(Supported by daily training)
* Conversion rate increase as high as 500%
Compare to 5% conversion rate from the previous one-
off strategy
Conversion
Conversion
Conversion
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Creating Webinars: Webinar tips
Ditch the PowerPoint (at least some of the time)
Provide passive product information
Interact with your audience
Deliver a solution at the end of the
webinar
Webinar-ize your PowerPoint
Use behavior to determine leads
http://blogs.adobe.com/adobeconnect/tag/webinar-best-practices
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Creating Webinars: Audience engagement methods
Chat
Emoticons/Status Icon
Polling
Annotation Tools
Audio/Video
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Creating Webinars: Engagement with small groups
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Creating Webinars: Speaker training sessions
ADOBE CONNECT
“Sharing a personal
story”
“Working together to build
the process”
“aha moment”
Thinking of your past webinar you delivered, what was the most memorable THING, and ACTIVITY? How did your participants feel TRANSFORMED as a result?
Memorable THING Memorable ACTIVITY TRANSFORMATION
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Creating Webinars: Use graphics
Not this…• LinkedIn: 270,000 followers
• SlideShare: 77,000 views
• Facebook: 716,000 fans (combined)
• Twitter: 553,00 followers
• YouTube: 1.46 million video views
But this.
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We’re serious about our webinars, but sometimes…
Creating Webinars: Keeping your audience awake
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Learning can be fun.
http://3.bp.blogspot.com/-T66ipEp81J8/UGQ7sbe-ViI/AAAAAAAAARY/JNgjYQVVI5g/s1600/Doc+Brown.jpg
Creating Webinars: Keeping your audience awake
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Creating Webinars: Top takeaways
Live webinars are important
Answer questions
immediately
Engage with audience
On-demand webinars decreased interest