Session sponsored by #LLCseries Lead to Revenue: How to Use Webinars to Accelerate the Buying Cycle
Session sponsored by!
#LLCseries
Lead to Revenue: !How to Use Webinars to Accelerate the Buying Cycle!
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
ON24: @ON24
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracTces in lead generaTon
• Newsle>er has grown to more than 28,000 readers
• We also offer a menu of research and best pracTces reports
• New audio/video podcasts at DemandGenReport.com
#LLCseries
Panelists!
Andrew Gaffney, Publisher,
Demand Gen Report
Mark Bornstein , Senior Director, Content MarkeTng
ON24, Inc.
Moderator
Lead to Revenue: How to Use Webinars to Drive the Buying Cycle
Mark Bornstein Sr. Director, Content Marketing ON24
7 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
8 | ©2013 ON24, Inc. All Rights Reserved."
DRIVING AWARENESS
50% Website
44% Content Marke/ng
44% Analyst Rela/ons
43% Search Engine
45% Webinars/Webcasts
The Role of Webinars in the Sales Process
LEAD GENERATION
39% Sales Enablement
38% Website
37% Seminars & Events
51% Webinars/Webcasts
39% Telemarke/ng
LEAD NURTURING
59% Telemarke/ng
37% Content Marke/ng
36% Seminars & Events
44% Sales Enablement
37% Webinars/Webcasts
UPSELLING & CROSS-‐SELLING
55% Sales Enablement
38% Telemarke/ng
35% Channel Enablement
31% Seminars & Events
42% Webinars/Webcasts
Source: Tech MarkeTng Planning Guidance (Forrester)
9 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng Challenge: Buyer Self-‐Educa/on
65% Percentage of buyers who are self-‐educaTng before engaging with
sales
Awareness
ConsideraYon
EvaluaYon
Purchase
10 | ©2013 ON24, Inc. All Rights Reserved."
Why are buyer behaviors changing?
• Increased access to information"• Online sources easier to find"• Scope of available content is much larger"• Content Delivery tools much better"• Social sharing"• Mobility increases access to information"
11 | ©2013 ON24, Inc. All Rights Reserved."
The Role of MarkeTng is Changing
Buying Cycle!
Awareness!
Preference!
Purchase!
5 Years Ago"
Sales Engagement!
Marketing !
Today" Sales!
Marketing!
Marketing!
Changing Roles!
12 | ©2013 ON24, Inc. All Rights Reserved."
MarkeTng Challenges: Content Produc/on
73% of marketers are producing more content than they did one year ago.
Source: 2014 B2B Content MarkeTng Trends – Content MarkeTng InsTtute/MarkeTngProfs
13 | ©2013 ON24, Inc. All Rights Reserved."
ON24 Webinars Influence All Stages of the Buying Cycle
For the most effecTve progression, your
webinar content needs to be mapped to each buying cycle stage
Awareness
ConsideraYon
EvaluaYon
Purchase
14 | ©2013 ON24, Inc. All Rights Reserved."
ON24 Webinars Influence All Stages of the Buying Cycle
Awareness
ConsideraYon
EvaluaYon
Purchase
BUILD PREFERENCE
PERSUADE SELECTION
NURTURE LEADS
GENERATE LEADS
ROLE OF WEBINARS
15 | ©2013 ON24, Inc. All Rights Reserved."
WebcasTng: The perfect tool for the job
§ Can be customized for each stage of buying cycle"§ Enables fast content creation and delivery"§ Bundles multiple content types"§ Unlimited reach"§ Enables direct interaction with prospects"§ Provides detailed insights into prospect interests"§ Cost effective tool for quick content turnaround "
16 | ©2013 ON24, Inc. All Rights Reserved."
Guiding the Customer Journey
Phase 1: "Establish thought leadership"
Phase 2: "Become Trusted Advisor"
Phase 3: "Position Solution "
Phase 4: "Demonstrate Value"
17 | ©2013 ON24, Inc. All Rights Reserved."
Phase 1: Establish Thought Leadership
Primary MarkeYng Goal Lead GeneraTon
Content
High level, vendor agnosTc, broad themes, broad appeal
Audience
Large, cast a wide net
Key Metrics Basic RegistraTon data:
Industry, job Ttle, company size
18 | ©2013 ON24, Inc. All Rights Reserved."
Phase 2: Become Trusted Advisor
Primary MarkeYng Goal Lead generaTon & prospect ID
Content
Addresses specific pain-‐points, vendor neutral but leading, helping
Audience
Large, excellent 2nd offer to new prospects, Dept. Champions
Key Metrics
A>endance Tme, content downloaded, interacTvity
19 | ©2013 ON24, Inc. All Rights Reserved."
Phase 3: PosiTon SoluTon
Primary MarkeYng Goal Accelerate Buyers Journey
Content
Introduces products/soluTons, posiTons value proposiTon
Audience
Medium, prospects have already had 2-‐3 touches, full buying center
Key Metrics
A>endance Tme, quesTons asked, direct engagement
20 | ©2013 ON24, Inc. All Rights Reserved."
Phase 4: Demonstrate Value
Primary MarkeYng Goal Build preference, Prove the product
Content
Detailed, Product Demos, Case Studies
Audience
Small, mostly highly qualified leads, Key Decision makers
Key Metrics
Can you drive them to a sales engagement?
21 | ©2013 ON24, Inc. All Rights Reserved."
OpTmizing Webinars for Each Stage of the Buying Cycle
.
22 | ©2013 ON24, Inc. All Rights Reserved."
Successful Webinars Have a Call-‐To-‐AcTon
Thought leadership is not the end of the journey…"
23 | ©2013 ON24, Inc. All Rights Reserved."
Enable Self SelecTon to Accelerate to Next Stage
24 | ©2013 ON24, Inc. All Rights Reserved."
Driving the Buying Cycle: Follow the digital footprint
Use analytics to create behavioral profile of your attendee"
• Registration Data • Viewing Time
• Social Media Engagement
• Questions Submitted • Interaction with Polls, Surveys, Chat
• Content Downloaded
Viewing Time"53 MIN!
Questions Submitted"5!
Webcast Results"
25 | ©2013 ON24, Inc. All Rights Reserved."
Automate the Journey
Awareness " Preference " Purchase"
!
"Marketing Automation
Platforms (e.g. Eloqua, Marketo)
26 | ©2013 ON24, Inc. All Rights Reserved."
Find prospects as they are searching for you IdenTfy where prospects are in the decision making process Create webinars for each stage of the buying cycle
Accelerate prospects through the buying cycle Convert awareness of need into requirement for a soluTon Drive opportuniTes towards sales engagement
Webinars are the Perfect Tool to Drive the Buying Cycle
Take control of the customers journey!
Q&A"
27 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential."
#LLCseries
Q&A // Panelists!
Andrew Gaffney, Publisher,
Demand Gen Report
Mark Bornstein , Senior Director, Content MarkeTng
ON24, Inc.
Moderator
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
Thanks for attending this session!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14