Secret Sauce to Online Events: Tips to Building and Implementing

Secret Sauce to Online Events:

Tips to Building and Implementing Online

Events that Over Perform

© 2011 Marketo, Inc.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

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1. Marketing automation, sales effectiveness and revenue analytics have become a must-have solution

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5. Furious pace of innovation: 8-week release cycle

6. World-class management team

Marketo is the leading Revenue Performance

Management Solution

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Why Online Events?

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Types of Online Events

1. Virtual Events

2. Webinars

3. Webcasts or Livestreams

4. Hybrid – online in conjunction with offline

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Some of the Ways to Promote Online Events

• Database• Emails

• Phone calls

• Direct mail

• Inbound• Social media

• Blog/guest blog

• SEO

• Co-marketed

• Outbound• Banner ads

• Dedicated emails

• Content syndication

• Sponsored webinar package

• PPC

• Print ad

• Press release

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Success Secret 1: Set Goals Upfront

1. Plan for plenty of promotion time

2. Not just people, but the RIGHT people

3. Revenue impact

4. Prospects and Customers

5. Spiff for the team

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Success Secret 2: Strong Theme / Creative

1. Iconic

2. See yourself

3. Address a Pain Point

4. “Be a Rockstar at the Office. Leather Pants Optional.”

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Success Secret 3: Multi-Touch Promotion

Typical Webinar Promotion:

• Series Invite + Big Bang Press Release

• T-2 weeks invite

• T-1 weeks invite v2

• T-2 days invite

Typical Webinar Confirmation:

• Confirmation Email

• Reminder 2 days prior –Email and Boxpilot

• Reminder 1 hour prior

Typical Webinar Follow-up:

• Minutes after event with slides

• 1-2 days later with recording

• Phone call (Leads)

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Success Secret 4: Segmentation

1. Data quality

2. Reusable lists

3. Don’t over-email or over-invite (list fatigue)

4. Used demographic score to target top prospects for calling programs

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Success Secret 5: Follow-Up Fast

1. Email with slides out within the hour

2. Recording out within 48 hours

3. Immediate sales notifications and “interesting moments”

4. Follow-up survey included requests for a demo

5. Follow-up offers to continue engagement

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Success Secret 6: Make it Scalable

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize

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Success Secret 7: Measure to Prove ROIG

oo

dB

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rB

est

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Repurposing Webinar Content

• Use all types for

nurturing and

scoring

• Use all types to

drive traffic to

your website and

in social media

promotions

ARTICLE

WHITEPAPER

SLIDES

VIDEO CLIP

PODCAST

• Website

• iTunes

• Website

• Youtube

• Website

• Slide Share

• Website

• Blog

• Guest Blog

• Website

• Slideshare

• Sribd

Webinar

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Sample Webinar Checklist

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Webinar – Pre-Event Checklist

Identify the topic and speakers.

Write an executive summary of the event including goals.

Create the event in your webinar platform.

Build a webinar landing page.

Create the registration flow.

Enable social sharing (and reach out to others in social to help promote).

Make it easy for registrants to add it to their calendar.

Create email promotional schedule.

Build promotional and reminder emails.

Promote via a press release.

Promote through search engines and directories.

Arrange a calling campaign.

Design follow-up emails.

Build webinar slides.

Conduct dress rehearsal.

Build a lead scoring campaign for the archived webinar.

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Webinar – During-Event Checklist

8:30 a.m.: Have a hard copy of the webinar slides, webinar checklists and moderator notes. Write down the dial-in # on the hard copy as a backup.

9:00 a.m.: Post a registration reminder on Twitter using the agreed-upon hashtag. Also schedule a tweet to go out at 10:00am with the webinar access info. Have someone on your team monitoring and engaging from your corporate Twitter account during the webinar.

9:30 a.m.: Dial-in. Sound check, etc.

10:00 a.m.: Showtime! Follow your moderator notes closely, especially for the opening few sentences. Check off items as you progress.

10:15 a.m.: Place a 301 Redirect from the original webinar registration page to a new resource page.

10:25 a.m.: Post notable content from the webinar on Twitter, as well as in your LinkedIn group.

10:50 a.m.: As you wrap up the webinar, share the link to your LinkedIn group with the audience, giving them instant access to the webinar slides.

10:55 a.m.: Encourage further Q&A on Twitter and LinkedIn after the webinar.

11:30 a.m.: Publicly thank those that participated in the online discussion, e.g. on Twitter

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Webinar – Post-Event Checklist

Activate a follow-up email campaign.

Address live chat questions.

Conduct a post-webinar survey.

Update your events listings on your website.

Process the webinar recording.

Build a scoring campaign for archived webinar view.

Update social media channels to indicate the recording is available.

Launch a second email follow-up campaign.

Sales reach-out (phone and email) to qualified leads.

Repurpose data into white papers, videos and other content assets.

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Evaluate Results with the Team

Number of registrants and attendees

Number of relevant questions

Number of new leads and new prospects, i.e. leads in your target market

Drop-off rate during the event

Number of mentions and re-tweets on Twitter

Number of comments/likes/shares on Facebook and LinkedIn

Minutes (or hours) between end of webinar and your follow up email

Average ratings from the post-event feedback survey

Revenue generated

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