Optimize Your Webinar Strategy to Meet Your Marketing Goals

Optimize Your Webinar Strategy to Meet Your

Marketing Goals THUE MADSEN

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before

joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how

he ended up as a KISSmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager,

Kissmetrics

@ThueLMadsen

@Kissmetrics

#Kisswebinar

@thuelmadsen

WHAT DOES TODAY’S JOURNEY LOOK LIKE?


Agenda:

• What is the goal of your webinars and where do they fit into your marketing funnel? ‣ Top of the funnel (ToFu)

‣ Middle of the funnel (MoFu)

‣ Bottom of the funnel (BoFu)

• Gathering the Data you need to improve your webinars

• Ideas to optimize your webinars • Leveraging A/B Testing to optimize your webinars


My presumptions:

• You know about webinars

• You have probably done webinar already

• You are ready to take it to the next level and get strategical Also:

• I will use examples from my own company and experience

• All data is made up or altered considerably

Start doing webinars

Grow registrations

Improve engagement

THE KISSMETRICS WEBINAR SERIES

• Thousands of Registrants

• Hundreds of attendees

• Hundreds of MQLs

• Tons of questions

• Great feedback


• Thousands of Registrants

• Hundreds of attendees

• Hundreds of MQLs

• Tons of questions

• Great feedback

SUCCESS??

I’m not so sure…

Awareness

Consideration

Conversion

Loyalty

Advocacy

Prospects

Customers

Awareness

Consideration

Conversion

Loyalty

Advocacy

ToFu - Top of the funnel

MoFu - Middle of the funnel

BoFu - Bottom of the funnel

Awareness

Consideration

Conversion

Loyalty

Advocacy




Problem you are facing:

• Brand Awareness

• Though leadership

• Product Awareness

Awareness

Consideration

Conversion

Loyalty

Advocacy





• Brand Awareness

• Though leadership


What you want to optimize for:

• Registrations - New Registrations

• Content consumption - Live Attendance

- Recording consumptions

Awareness

Consideration

Conversion

Loyalty

Advocacy




Find your best topics from your data:

• Your blog

• PDF Guides / White Papers

• Ask your audience what interests them

Awareness

Consideration

Conversion

Loyalty

Advocacy




Gather insight from

• Your blog

Awareness

Consideration

Conversion

Loyalty

Advocacy




Gather insight from

• Your blog


Awareness

Consideration

Conversion

Loyalty

Advocacy




Gather insight from

• Your blog


• Asking you audience

Dive into your webinar data

YOU ALREADY HAVE THE INSIGHTS

TOPICS TO DRIVE REGISTRATIONS

Analytics Reports • Which webinars gets the most registrations?

TOPICS TO DRIVE NEW EMAILS

Marketing Automation Reports • How many visits did the webinar page get?

• How many new prospects did you gain?

INCREASE NEW REGISTRATIONS

Partner webinars

• Share the content burden

• Get in front new audiences

• Share leads

• Your channel or theirs?

• Set the requirements

PARTNER WEBINARS

Partner webinars

• Keep an editorial calendar

• Make an “agreement” to set expectation and

responsibilities

• Set a timeline to get all assets

• Look for thought leaders but make sure to match

your best topics!

TRACKING REGISTRATIONS AND PERFORMANCE


Can also be done with UTM - Examples of UTMshttp://go.uberflip.com/how-to-optimize-your-webinar-strategy-to-meet-your-

marketing-goals?utm_medium=email&utm_campaign=webinar-152&utm_source=Kissmetrics&

utm_content=tofu-webinar


TESTING LANDING PAGE AND FORMS


VS."Even if you can't make it,

sign up anyway! We'll send you the recording."


VS."Even if you can't make it,

sign up anyway! We'll send you the recording."

+6.91% increase in conversions, at 97.39% significance!


VS.


+24.01% increase in conversions, at 100% significance!

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

https://www.kissmetrics.com/drive-more-growth/?kme=Clicked%20Slideshare%20CTA&km_CTA%20Location=Slideshare%20Deck

Awareness

Consideration

Conversion

Loyalty

Advocacy




Awareness

Consideration

Conversion

Loyalty

Advocacy




Awareness

Consideration

Conversion

Loyalty

Advocacy






• Solution Need

• Solution Buy-in

Awareness

Consideration

Conversion

Loyalty

Advocacy






• Solution Need

• Solution Buy-in


• Conversions

- Trials / Demos • Product Information

- Downloads / Requests

TOPICS

CRM Reports• Which webinars perform the best?

• Infinite amount of ways to get break it down

• Hard to get a full funnel view

TOPICS

Analytics Reports • Where is your greatest opportunity?

TOPICS

TOPICS

Our best practice for MoFu • Thought leader topics showing the value of our products

• Something you can do with various solution but that we do better

• There has to be value even if they are not interested in your product!

Lead Collection WHERE DO YOU ASK?

TOPICS

TOPICS

Hundreds of new leads a month!!

COLLECTING DEMO REQUEST UP FRONT

Make sure your lead understand your offering • Great to increase lead volume drastically • Make sure your funnel can handle it

• Prospects may not know what they are opting in to

• Lead quality might suffer



VS.

“Would you like a demo of KISSmetrics?”


-40.40% increase in conversions, at 99.74% significance!

COLLECTING LEADS IN WEBINAR

Make sure you don’t hold your audience hostage • Prospects are not always there to get a demo or pitch • Find the right time and length to pitch

• Create a system for collecting and following up with leads

Webinar Presentation Q&A Kissmetrics

Demo

Contact Pole Sales handoff Personal Demo

Awareness

Consideration

Conversion

Loyalty

Advocacy




Awareness

Consideration

Conversion

Loyalty

Advocacy





• Product Adoption

• Retention • Product Advocation

Awareness

Consideration

Conversion

Loyalty

Advocacy





• Product Adoption

• Retention • Product Advocation


• Product usage and utilization • Customer Happiness

- Feedback, support tickets

• Product referrals

IMPROVE RETENTION AND LOYALTY

Use the people who talk to your customers all the time

• Your Sales department meets the customers every day

• Customer Success knows about all the great and not so great things of your product

• Products know where the product is headed

• This is very much a team effort

TOPICS

Analytics Reports

• What are the topics that your customers like?

TOPICS

My favorites that we have seen work great

• Advanced use case of our product

• Setting yourself up for success with the tool

• How to do more with less

• Roadmap and beta training

TOPICS

Get more out of your customer webinars

• Repurpose into on boarding, e-course, etc.

• Invite trials users, prospects if relevant

• But remember what the primary goal is

WEBINAR OFFICE HOURS

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

https://www.kissmetrics.com/drive-more-growth/?kme=Clicked%20Slideshare%20CTA&km_CTA%20Location=Slideshare%20Deck

Analytics Satisfaction

Poll

Not Happy?

Customer

Prospect Sales for outbound

CS for followupHappy?

Awareness

Consideration

Conversion

Loyalty

Advocacy




We learned to watch out for this guy…


Three kinds of webinars • Pure thought leadership that also stimulates product awareness

• Product webinars that can be applied even without the use of Kissmetrics

• Customer webinars that promotes Kissmetrics best practices and advanced use cases

The Kissmetrics Webinar Series

Three kinds of webinars • Pure thought leadership that also stimulates product awareness

• Product webinars that can be applied even without the use of Kissmetrics

• Customer webinars that promotes Kissmetrics best practices and advanced use cases

Crushing your webinar goals!

My rules of thumb:

• Know what you are trying to achieve with your individual webinars

• Have a specific goal and a way to know when you succeed

• Have your analytics and other platforms set up to give you the right data

- The more accessible and easy to find the higher the chance of success

• Advanced: Build a webinar programs that strategically contributes to every step of the funnel

Questions?

THUE MADSEN Marketing Operations Manager,

@ThueLMadsen

[email protected]