The document describes the key components of a GoToWebinar attendee viewer, which includes a viewer window and control panel. The viewer window is where the attendee watches the webinar presentation. The control panel allows the attendee to interact with features like typing questions, changing views, and muting/unmuting audio.

1. September
29,
2010

2. Your
GoToWebinar
A/endee
Viewer
is
made
of
2
parts:
1. Viewer Window 2. Control Panel
Type your question
here

3. Ian Michiels
Chair, Research Advisory Board
Gleanster
ian.michiels@gmail.com
Matt West
Director of Marketing Programs
Genius.com
matt@genius.com
Andrew Gaffney
Editor
DemandGen Report
andrewg@demandgenreport.com

4. ! Benchmark
market
adop6on
trends
 Emerging
best
prac6ces
 What’s
Working,
What’s
Not
! Marke6ng
Automa6on
Maturity
Framework
! 5
Recommenda6ons
/
Baby-­‐Steps

5. ! Lead
Nurturing
for
Dummies
 September
2010
! Marke6ng
Automa6on
Gleansights
Ian Michiels
 “Capitalizing
on
Nurture
Marke6ng”
 324
B2B
Survey
Par6cipants
 Assess
current
adop6on
 Iden6fy
emerging
best
prac6ces

6. You
should
be
able:
I’m
Sailing!!!
1.
Benchmark
your
organiza6ons
use
of
marke6ng
personaliza6on
2. Walk
away
with
at
least
2
things
you
can
do,
today,
to
improve
the
in6macy
of
your
marke6ng
communica6ons
3. Ar6culate
the
value
of
lead
nurturing

7. 1to1 Marketing
• Lead Scoring
• Lead Nurturing
• Trigger Marketing
Customer Expectations
• Access to
Information
• Limited
Attention
• Mobile
• Channel
Agnostic
Mass Marketing
• Spray and Pray
Level of Personalization / Intimacy / Relevance

8. 1to1 Marketing
• Lead Scoring
• Lead Nurturing
• Trigger Marketing
Customer Expectations
• Access to
Information
• Limited
Attention
• Mobile
• Channel
Agnostic
Average
Company Invest in
Marketing Automation
Mass Marketing
• Spray and Pray
Level of Personalization / Intimacy / Relevance

9. 1to1 Marketing
• Lead Scoring
• Lead Nurturing
• Trigger Marketing
Customer Expectations
• Access to ?
Information
• Limited
Attention
• Mobile
• Channel
Agnostic
Average
Company Invest in
Marketing Automation
Mass Marketing
• Spray and Pray
Level of Personalization / Intimacy / Relevance

10. ! Market
adop6on
skewed
towards
light
personaliza6on
Percentage
Tactics Definition
Currently Using*
Generic Marketing Generic mass email messages 80%
Personalizing Same email goes to all prospects, prospect
76%
Salutation Only name is personalized
Personalizing Offer by Email content/offer is personalized by segment,
20%
Segment prospect name is personalized
Emails are personalized with name and/or other
Personalizing Offer by profile information, information on purchase
10%
Customer Behavior history, product or service recommendations,
etc.
*Gleanster, “Capitalizing on Nurture Marketing” October 2010, 324 B2B Survey Participants

11. ! Early
Adopter
 We
use
lead
management,
have
seen
measurable
ROI
 Solu6on
is
new,
too
early
to
measure
the
value
! Pragma6c
Adopter:
Saw
demos,
did
a
trial,
but
s6ll
trying
to
jus6fy
an
investment
! Skep6c:
I
heard
about
lead
management,
and
I’m
open
to
more
informa6on,
but
we
s6ll
haven't
tried
it
! Late
Majority:
Wai6ng
un6l
lead
management
becomes
a
standardized
enabler
like
CRM
or
ERP
! Non-­‐User:
Understand
lead
management,
but
it's
not
for
us
and
never
will
be
! Never
heard
of
lead
management
therefore
can't
make
an
informed
decision
about
adop6on

12. Lead Management Adoption Trends
% of Companies
* From the Q4 2010 Gleansight survey “Capitalizing on Lead Nurturing”.

13. ! Percep6on
that
companies
are
not
extrac6ng
the
full
value
from
technology
investments
! Disparate
technologies
lead
to
challenges
 Usability
 Disparate
Data
! It’s
difficult
to
automate
prospect
engagement
across
online
and
offline
channels
! Organiza6onal
resources
spread
thin

15. Benefits:
Goals: • Grow the pipeline
• Turn 8% conversion of qualified and not
• Lead Scoring ready to 25-30%
• Lead Qualification • Increase revenue
• Maintain relationships with potential
• Segmentation customers who aren’t ready to buy in
the short-term.
• Behavioral • Increase sales rep productivity
Targeting • Reduce the time sales reps spend
educating leads
• Trigger Marketing • Educate and influence potential
• Lead Nurturing customers about products and
solutions.
• Deliver a better customer
experience

17. ! Start
small
–
take
it
one
step
at
a
6me
! Get
smarter
about
your
customer
–
before
you
meet
! Engage
in
beaer
conversa6ons
! Invest
in
resources
! Recycle,
Reuse,
Renew

18. Marketing Challenges Sales Challenges
How do I… How do I…
Reach, listen & respond to relevant
conversations? Identify prospects from my territory on the
web site?
Engage & track my prospect after
click-through? Increase connect rates with qualified
prospects?
Determine best channels for lead
generation? Connect with a prospect when she’s
ready – not before and not too late?
Engage prospects without wasteful
manual processes?
Get the right profile data to have more
quality conversations?
Optimize conversion rates?
Re-engage prospects not yet ready?
Re-engage prospects not ready to buy?
Identify up-sell & cross-sell opportunities
with my customers?

19. ! Benefits:
 Know
not
only
who
your
customers,
but
how
they
behave
on
your
website
 Extend
your
email
tracking,
so
you
can
tailor
future
communica6ons
 Make
behavioral
data
available
to
your
sales
reps,
so
they
know
who
who’s
interested
and
how
to
follow
up.
! Implica6ons:
 Sales
will
need
to
be
shown
the
basics.
Once
they
get
involved,
they’ll
be
hooked
 Learn
to
Observe
and
Serve,
not
Track
and
Aaack.

20. ! Benefits:
 With
Track-­‐able
URLs,
you’ll
know
• have
they
been
to
your
site?
• Where
did
they
come
from?
• What
drove
them
to
your
site?
• What
did
they
do
on
your
site?
• How
many
6mes
 Intelligent
forms
• If
source
is
unknown,
pass
the
values
associated
with
the
form
to
the
database
• If
source
is
known,
append
form
data
with
link
ID
data
! Implica6ons:
 Diligence
with
using
track-­‐able
URLS–
Ideally,
every
external
URL
is
track-­‐able

All
forms
should
be
swapped
out
on
your
website.
If
not,
at
least
on
Landing
Pages

21. Drive to Website
Convert via form
Nurture
Alert Rep of Buying Behavior

22. ! Benefits:
 Auto-­‐response
emails,
based
on
individual
behavior
can
be
6ed
to
a
specific
ac6on.
 Mul6-­‐touch
campaigns
can
be
developed
for
groups
of
people
with
something
in
common.
! Implica6ons:
 A
Linear
Path
for
Automated
campaigns
 Manual
Process
for
more
complex
campaigns

23. “Genius is a must have solution in this economy; it’s what we need, right now.
It has become one of the main solutions that we rely on to grow our pipeline.” !
Peter Grace | VP of Sales at ADX
ADX
built
a
pipeline
of
60
qualified
opportuniAes
in
90
days
• Marketing Sends
Email On Behalf of
President
• Followup Email Sent
On Behalf of Reps
• Automated Emails
Based on Prospect
Response – Rep
Monitors Tracker for
Prospect Behavior

24. ! Benefits:
 Sales
wastes
less
6me
with
un-­‐ready
or
uninterested
prospects.
 Conversion
events
iden6fy
buying
interest
and
send
to
sales
in
real
6me
! Implica6ons:
 Must
invest
the
6me
to
set
up
scoring
structure
 Must
constantly
op6mize
and
update

25. ! Benefits:
 Mul6-­‐6er
workflows
pull
prospects
through
the
buying
process
by
providing
relevant,
valuable
content
for
each
point
in
the
buying
process.
 Connect
rates
and
Conversion
rates
will
soar
! Implica6ons:
 Must
be
commiaed
to:
• Developing
content
• Monitoring
and
op6mizing
programs

26. Finance Customers
• Investments • Products
• Expenditures • Satisfaction
• Profit • Revenue
Process Process

27. Finance Customers
• Investments • Products
• Expenditures • Satisfaction
• Profit • Revenue
Process Process
Top Performers find a balance. Balance requires
simultaneous movement in people, process, and technology.

28. Balance each step across each dimension to help shift the fulcrum accordingly
Technology Step
Extend your email tracking, so you can
tailor future communications
Process Step
Determine how the organization will
incorporate this tracking in the next
campaign
People Step
Decide who will own this capability in the
organization- alter the role accordingly

29. ! We’ll
give
you
a
FREE
Genius
Demand
Genera6on
account.
 Highly
personalized
Email
Marke6ng,
with
online
email
crea6on,
email
templates,
dynamic
database
segmenta6on
and
list
building
tools.
 Page-­‐by
page
repor6ng
for
email
responses
 Drag
and
Drop
Web
to
Lead
forms
 Auto-­‐triggered
response
emails
 Behavioral
Lead
Tracking
 Real-­‐6me
Behavioral
Alerts
to
your
Sales
team
 Robust
Campaign
Repor6ng
 Unmatched
CRM
Integra6on

30. Your
GoToWebinar
A/endee
Viewer
is
made
of
2
parts:
1. Viewer Window 2. Control Panel
Type your question
here

31. Ian Michiels
Chair, Research Advisory Board
Gleanster
www.gleanster.com
Matt West
Director of Marketing Programs
Genius.com
matt@genius.com