1. B2B Online Event Marketing
Reach 600,000 CFOs
Sell More

2. 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

3. Appealing to C-level Corporate Finance with B2B Online Event
Marketing Can Be a Simple Seven-Step Process
• 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.
3 © 2012 Proformative

4. How to Appeal to C-level Corporate Finance with B2B Online
Event Marketing Can Be a Simple Seven-Step Process
• 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.
4 © 2012 Proformative

5. What are the Benefits of Webinars?
• 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.
5 © 2012 Proformative

6. 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
implementing your online event.
6 © 2012 Proformative

7. 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.
7 © 2012 Proformative

8. The Keys to Success with Webinars
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.
8 © 2012 Proformative

9. Way to a Successful Webinar
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.
9 © 2012 Proformative

10. 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.
10 © 2012 Proformative

11. The Keys to Success with Webinars
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:
11 © 2012 Proformative

12. Evaluate the Buying Cycle. Consider:
• 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.
12 © 2012 Proformative

13. 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.
13 © 2012 Proformative

14. Evaluate the Buying Cycle. Consider:
• 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.
14 © 2012 Proformative

15. Evaluate the Buying Cycle. Consider:
• 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.
15 © 2012 Proformative

16. The Keys to Success with Webinars
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.
16 © 2012 Proformative

17. The Keys to Success with Webinars
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.
17 © 2012 Proformative

18. The Keys to Success with Webinars
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.
18 © 2012 Proformative

19. Content for Multi-Channel Campaigns
Your webinar might include content from:
• SPEECHES AT CONFERENCES.
Attend our upcoming events:
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20. Content for Multi-Channel Campaigns
Your webinar might include content from:
• ADVERTORIALS
Let us write about you
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21. Content for Multi-Channel Campaigns
Your webinar might include content from:
• WHITE PAPERS
Generate qualified leads
from white papers downloads
on Proformative.com
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22. Way for a Successful Webinar
It later can be repurposed and used for:
• Sharing Expert Excerpts on Professional Online Networks
• Panned Nurturing Email Sequences
All your digital assets then can be
aggregated in Proformative’s
B2B Marketplace
22 © 2012 Proformative

23. The Keys to Success with Webinars
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.
23 © 2012 Proformative

24. The Keys to Success with Webinars
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.
24 © 2012 Proformative

25. PROFORMATIVE’S SOLUTIONS
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.
25 © 2012 Proformative

26. PROFORMATIVE’S SOLUTIONS
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27. PROFORMATIVE’S SOLUTIONS
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28. PROFORMATIVE’S SOLUTIONS
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29. PROFORMATIVE’S SOLUTIONS
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30. PROFORMATIVE’S SOLUTIONS
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31. PROFORMATIVE’S SOLUTIONS
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32. PROFORMATIVE’S SOLUTIONS
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33. AUDIENCE
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34. SELECTED CLIENTS
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35. CLIENT LIST
• 360 Solutions Foley & Lardner Receivables Exchange
Adaptive Planning Frank, Rimerman & Co. Replicon Inc.
Ahead Human Resources, Inc. Frank, Rimerman Consulting Reval
Alight Planning Global Shares SAP
Aline Gorilla Expense SAP America Inc.
Alliance Cost Containment Gorilla Expense is Reefin, LLC. SEI
appfolio Habif, Arogeti & Wynne LLP Silicon Valley Accountants
Aranca Hanson Bridgett Silicon Valley Bank / SVB Financial Group
Ariba, Inc. Hedge Trackers, LLC SOA Projects
Avalara, Inc. Hein & Associates SumTotal Systems, Inc.
Baker Tilly Host Analytics SunGard Availabilty Services
Barney & Barney IBM Business Consulting Services SutiSoft
BI 101 IBM Clarity SVA CPA
Birst IBM Cognos Tagetik North America, LLC
BlackLine Indeed.com Tatum LLC
BNA Software Infor Teknos Associates LLC
BOARD USA Intacct Corporation Teradata
Burr Pilger Mayer Intralinks The Heights
Business Intelligence 101 • Legiant The Melita Group
Callidus Software Inc. Marcum Treasury Dynamics
CapTrust Financial Advisors Marcum LLP Accountants & Advisors Tribridge
Catavolt, Inc. McGladrey Trinet HR Corporation
Cloud Identity Moyo Group TriNet-DWA Media
Comdata myDIALS, Inc. TrinTech
Concur Technologies Nair & Co Two Step Software
Deloitte NetSuite UC Berkeley Extension
Demand Solutions Group Open Systems, Inc. Ultimate Software
DeWinter Associates Optimized Payment Consulting US Bank
DLA Piper Perficient, Inc. Varicent
EchoSign Peterson Sullivan LLP VISA
Epicor Software Corp. Planview VISA / OMD NY
Ernst & Young LLP Platte Valley Bank Weiland Financial
ERP Guru PricewaterhouseCoopers LLP Western Union
Excel4Apps PROPHIX Software Inc. Western Union BSG
Excel4apps Inc PROS Woodruff-Sawyer & Co.
Execustaff HR Ravix Financial, Inc. WorkDay
Explore Consulting Real Asset Management Inc Xactly
FiREapps
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36. PROFORMATIVE’S SOLUTIONS
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37. GET IN TOUCH: ProformativeInsights.com
sales@proformative.com
408.400.3993 x 3
37 © 2012 Proformative